MAM
BBC World Service Trust launches Jo Bola Wohi Sikander campaign
MUMBAI: BBC World Service Trust has launched a campaign Jo Bola Wohi Sikander, wherein a riddle will be given to get people talking about a taboo issue as they try to solve the clues.
The campaign is produced by the BBC World Service Trust and funded by $5.9 million grant from the Bill & Melinda Gates Foundation. The campaign will be seen in the states of Andhra Pradesh, Karnataka, Maharashtra and Tamil Nadu.
Currently in its launch phase, the campaign is part of a two-and-a-half-year project that will be seen and heard on TV, radio and cinema, on supporting billboards and in print media.
BBC Trust creative director Radharani Mitra said, “The strength of the creative idea behind this campaign is that instead of an ad that tells people to talk, it actually stimulates people to talk. We believe the riddle posed in the advertisements is sufficiently enticing and tricky that people will have to talk about it with their friends in order to arrive at the answer.”
As a part of the campaign, audiences will be given a local number to call up and leave their answers of the riddle. The winner will get a mobile phone with free talk time.
A parrot, which represents talking and smartness, has been chosen as the campaign’s mascot. The parrot is smart, pesky, has an opinion about everything and a sense of humour. The campaign’s strapline,Jo Bola Wohi Sikander (‘those who talk are winners’), aims to stimulate ongoing conversation between people.
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.
