MAM
Blue Dart ropes in Network Advertising as its creative & media partner
MUMBAI: Blue Dart has roped in Network Advertising as its creative and media partner to showcase the firm’s capability and edge across express logistics.
The agency has launched a series of adverts highlighting how the logistics provider has ensured non-stop service even in the midst of the Covid2019 pandemic.
Blue Dart said it has been working tirelessly to guarantee the continuity of the critical supply chain, making a huge difference in the market, and it was time to reach out to the end consumers and share with them the brand’s value proposition.
Blue Dart CMO & head – business development Ketan Kulkarni said: “We have transported tons of essential shipments since the nation-wide lockdown by working round the clock to assure an uninterrupted supply across domestic and international markets. Our latest ad campaign plays on these strengths and highlights our commitment & resilience.”
Network Advertising chief creative officer Shayondeep Pal said that through impactful campaigns and their expertise, the agency wants to make Blue Dart into a verb, to drive the point that the brand is synonymous with express courier service.
He went on to explain the concept behind the TVCs: “Often, our world comes to a standstill when critical shipments don’t reach us on time. It could be life-saving drugs or a much-awaited visa or a television. The idea, therefore, was to use freeze-frame as a visual metaphor to highlight the stoppage of action at the receiver’s end. As soon as the shipment arrives, the world unfreezes and goes back to normal, thus underlining the idea – ‘We move so your world can move.”
The films were shot under strict Covid protocol in Mumbai. The campaign will take a multimedia approach and will be promoted across various platforms including traditional and digital mediums. The TVCs have been rolled out across multiple business and news channels and are being digitally activated on Facebook, Instagram, YouTube & Hotstar as well as new age media such as Inshorts to ensure extensive reach.
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.
