MAM
BlackCab agency network’s artful campaign for Avartana’s culinary marvels
Mumbai: BlackCab, a leading force in content production and social media strategy, has successfully curated a groundbreaking campaign for the launch of Avartana, ITC Maratha’s latest culinary venture in Mumbai. Avartana represents an exclusive blend of traditional and progressive renditions of southern Indian cuisine, rooted in the gravitas of the unique tastes, aromas, and flavours of southern Indian spices.
The BlackCab team collaborated closely with ITC Maratha for the launch of Avartana, a renowned restaurant already established in other cities and now expanding its presence in Mumbai. Their partnership focused on two key areas: content production and social media strategy. The content production team carefully planned how they would create content for Avartana’s first appearance in Mumbai, considering the best way to approach the project and what they wanted to convey, ensuring a captivating launch.
BlackCab leveraged its network agency model using its specialised short-form content studio Secret Sauce Studios to produce the content for the Avartana launch. The project saw them capture an array of photos and videos together with architectural shots that emphasize the restaurant’s beauty. The project focused on bringing out and articulating the thought and inspiration behind Avartana’s five different multi-course menus. The BlackCab team spent time with the chefs to understand why the ingredients play such a vital role in the dining experience at Avartana. Following this, the team crafted a content strategy that would bring the space to life.
A workshop was conducted with the chefs and Secret Sauce Studios co-founder Alok Verma, to help learn the nuances behind the menu and bring out storytelling in the direction of the videos and each of the photographs clicked. The storytelling prowess of BlackCab continues to radiate, creating a unique experience by unfolding captivating narratives and stories across various platforms and leaving a lasting impression on the audience. This campaign for ITC Maratha represents BlackCab’s superior understanding of a discerning audience. BlackCab hopes to tap into the audience through the content and strategy created for Avartana.
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.
