Brands
Bigg Boss Tamil 9 sets screens ablaze on Jiohotstar
MUMBAI: Looks like the Bigg just got bigger! Bigg Boss Tamil Season 9 stormed onto Jiohotstar with a blockbuster opening, clocking an impressive 7.8 crore minutes of cumulative watch time on day one. That’s nearly 1.74 times the reach of its previous season, proof that Tamil Nadu’s favourite reality show still reigns supreme in living rooms across the state.
Hosted by Vijay Sethupathi for the second consecutive year, the show’s new season has lit up the festive mood, turning October into appointment-viewing season. And this time, fans aren’t just watching, they’re part of the action.
Jiohotstar has reimagined the Bigg Boss experience with interactive features like a 24 by 7 live chat feed and a buzzing fanzone where viewers can react to every drama-filled twist in real time. Adding a desi digital twist, Meme the Moment lets fans capture and share their favourite on-screen moments instantly, making sure every eyebrow raise and argument lives on beyond the episode.
Interestingly, nearly 47 per cent of total opening-day viewing came via connected TVs, showing how Tamil audiences increasingly prefer gathering around the big screen for a shared family watch.
Jiostar head of cluster, entertainment (South) Krishnan Kutty said, “The strong opening reflects how audiences are embracing interactive formats. We’re turning passive viewing into active participation, setting new standards for content and community engagement.”
With title sponsor Healthy Grocer and brand powerhouses like Asian Paints, Maruti Suzuki and Head & Shoulders joining the line-up, Bigg Boss Tamil 9 has kicked off not just a show but a full-blown celebration of entertainment, technology and fandom.
After roaring success across Hindi, Malayalam, Telugu and Kannada editions, the Tamil season’s fiery opening cements Jiohotstar’s position as the streaming stage where audiences don’t just watch, they live the drama.
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.
