Brands
Choice clears the air on investment confusion
MUMBAI: Confused about what to wear, who to date, or where to invest? Choice Equity Broking’s new campaign says it’s time to stop overthinking and start acting.
Titled ‘Investment mein no confusion’, the witty new campaign by Choice Equity Broking, the broking arm of Choice International Limited, uses humour and relatable moments to show how everyday indecision mirrors the confusion people face when investing. The goal? To make finance feel less fearful and more fun.
At the heart of the campaign is the Choice FinX app, a one-stop platform that simplifies investing across stocks, mutual funds, and IPOs. With its clean interface, expert insights, and zero account opening charges, the app helps users shift from hesitation to confident action.
The campaign features three quirky time-lapse films that capture overthinking in daily life, from a man agonising over party outfits, to a woman lost in matrimonial profiles, to another trying to craft the “perfect” text to his crush. Each ends with a clear message, if small choices are this confusing, your financial decisions don’t have to be.
“Clarity builds confidence, especially in investing,” said Choice head of marketing Nitin Agarwal. “Confusion makes people delay wealth creation. Choice FinX is designed to empower investors to act fearlessly and take charge of their financial journey.”
Each film is punctuated with the playful audio cue “Confusion… Confusion… Confusion…” until the Choice FinX app cuts through the chaos, literally clearing a cloud of swirling financial doubts.
To spread the message, Investment mein no confusion will roll out across digital, TV, OTT, and social media platforms. Choice will also take the campaign offline through events with leading business news channels, connecting directly with investors across cities.
In a world full of mixed signals, Choice is betting on clarity, because when it comes to money matters, no confusion is the best investment.
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.
