MAM
Bajaj Electricals gets Leo Burnett on-board as creative agency
BENGALURU: Consumer durables and lighting major Bajaj Electricals has entrusted its creative duties to Leo Burnett, a senior executive from the company informed.
Bajaj executive director – consumer products P S Tandon said Touchstone was the incumbent agency.
The company is already running a teaser outdoor billboard and movable boards on vans campaign to increase the curiosity factor over the past few days in Bengaluru.
It has also launched a campaign for its new range of mixer grinders which went live on outdoor and the print media. Once the products are launched across South India followed by a pan-India presence, the company plans to use television for mass media communications.
“South India is a priority market for Bajaj Mixer Grinders,” said Bajaj VP & Head for Sales & Marketing (Kitchen Appliances) Pradeep Patil. “The range will be priced between Rs. 3000 and Rs .4000 and comes with a two year guarantee for the product and five year warranty for the motor,” he said further.
The new range has been launched in Bangalore initially, to be followed by the rest of the country later, says Tandon.
“We spend about Rs 750 million annual towards B2C. Besides, we spend another Rs 100 million or so towards B2B,” Tandon said.
“This is the festival season and our campaigns are on air at present on women oriented programs in the afternoon on national and regional channels, besides which we have been promoting our products through association with movies too.”
With Rs 31 billion in annual revenues the company is targeting a 20 to 30 percent growth this year.
“Our media plans for the new range of mixer-grinders in being worked upon and once the pan India launch is complete, we will be on air for these new products on the national and regional channels,” he added.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
