MAM
Burger King strengthens partnership with Mumbai Indians
MUMBAI: Burger King India has announced its association with the upcoming T20 League cricketing carnival, in an exclusive category partnership with Mumbai Indians for the second year in a row. As part of the collaboration, Mumbai Indians will sport Burger King logo on its outfit.
Celebrating this season with a delectable twist, Burger King has curated a special whopper named after the partner team which is available on the menu through this season of Mumbai Indians. The Mumbai Indians Masala Whopper is inspired by the flavourful spices of Indian gravies. This unique offering will be available in restaurants located across Mumbai, Pune, and Gujarat in western region.
Further setting the tone for this cricket season, and taking forward its partnership towards a noble cause, Burger King in continuation with its campaign ‘Sixes for Kings’ shall have an additional exciting element this year. Throughout the season, on every six hit and on each wicket taken by Mumbai Indians player, the brand shall give away Whopper meals to the girls of Avasara Foundation. The partner NGO provides the highest quality education to underprivileged girls in Pune.
Commenting on the partnership, Burger King India CEO Rajeev Varman said, “I am delighted to announce our partnership with Mumbai Indians for the second consecutive year. Cricket has always proven to be the most impactful medium to connect with our guests and strengthen our brand visibility. This season we have pushed the boundaries to engage our fans in an exciting in-restaurant experience. With numerous engagement activities and special menu dedicated to cricket fans, we are sure that our guests will have a Whopper of a time with this association.”
A Mumbai Indians spokeseperson said, “Mumbai Indians is excited to partner with Burger King India for second year in a row. Mumbai Indians endeavour to create meaningful partnership for our fans who can experience the cricket fever through the Burger King."
Avasara Leadership Foundation founder Roopa Purushothaman said, “We are grateful to Burger King for taking forward the ‘Sixes for Kings’ initiative this year as well. Our students are truly grateful for these Whopper Meals and the ongoing support to our organization. The ‘Sixes for Kings’ pledge means a lot to all of us.”
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.
