MAM
Cannes Lions Day 2: India secures 20 more shortlists for six categories
Mumbai: After the grand opening success of the Indian contingent on day one of the Cannes Lions Festival of Creativity 2022 with a seven-metal haul, which includes two Grand Prix, three Silvers, two Bronzes and 20 shortlists across five categories, the Indian contingent has clocked in 20 more shortlists on the second day.
On Day-2 of Cannes Lions 2022, 20 more shortlists for six categories across Brand Experience & Activation (10), Creative Business Transformation (1), Creative Commerce (4), Mobile (4), Creative Effectiveness (1), and Creative Strategy were released.
Brand Experience & Activation
In the Brand Experience & Activation category, 10 shortlists were selected from 71 entries from India.
Ogilvy India has two shortlists for ‘Shahrukh Khan – My Ad,’ while Dentsu Creative India has three for Vice Media’s “The Unfiltered History Tour.”
VMLY&R’s commerce division received one shortlist for Unilever’s ‘Smart Fill’ campaign, while its advertising division received one finalist for Unipad’s ‘Adeli’ campaign.
Three shortlists have been compiled by FCB India and FCB Chicago for the Times of India campaign ‘The Nominate Me Selfie’.
Creative Business Transformation
In this category, VMLY&R Commerce’s campaign ‘Smart fill’ for Unilever is the only Indian entry on the shortlist.
From India, 8 entries were submitted in this category.
Creative Commerce
In the Creative Commerce category this year, India submitted 14 entries.
Three shortlists have been announced for VMLY&R Commerce’s ‘Smart Fill’ campaign for Unilever.
For the campaign ‘Shagun ka Lifafa’ created for Ujjivan Small Finance Bank, McCann Worldgroup India has received its first shortlist.
Mobile Lions
‘The Unfiltered History Tour’ has secured three shortlists in Activation by Location, mobile-led creativity and social purpose subcategories under the mobile category. The campaign for Vice Media has already won a grand prix, one silver, and two bronze.
Further, out of 19 entries in the Mobile Lions category from India, #NothingCoin for Cadbury 5 Star created by Ogilvy Mumbai has been shortlisted.
Creative Effectiveness
Out of 20 Indian entries, DDB Mudra Mumbai’s “Stayfree Project Free Period” was the only one to make the shortlist in the Creative Effectiveness category.
Creative Strategy
In the Creative Strategy category, which had 29 submissions, there was no participation from India.
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.
