MAM
Curry Nation executes first commercial for Netsurf Communications
MUMBAI: Curry Nation has come out with Netsurf Communication‘s first television commercial. The first commercial went air on 28 July. The creative agency had won the creative mandate for Netsurf two months back with the aim to leverage its brand proposition.
The ad establishes an emotional connect with consumers and promotes Netsurf amongst existing distributors and consumers while building up on the new base attracting others. On the campaign, Curry Nation creative head Priti Nair said, “Through the TVC we have attempted to showcase how people connect with one another by touching each and influencing others lives. This is similar to the philosophy of Netsurf which goes out connecting with its audience while building an emotional connect with them.”
The tagline for the campaign is Sehat, Barkat, Muskurahat. “This communication was designed to ensure that the brand stays in the mind of the consumers and distributors. We want to create a recall value for the brand. When it comes to executing a commercial for a client like Netsurf, the brand and branding becomes more important than the product as it is a company which engages in a cooperative selling concept,” added Nair.
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The total ad spent allocated to marketing Netsurf Network‘s is Rs five crore with heavy focus on the television and digital medium. BTL would be used as a support medium where the brand would promote itself via mall activations.
Headquartered in Pune, Netsurf has consumers majorly situated in the states of Maharashtra and Gujarat. “We have plans to establish our office in Karnataka, Rajasthan, Madhya Pradesh, Chhattisgarh, Delhi, Uttar Pradesh, Haryana and West Bengal with our presence in more than 300 districts across India,” said Netsurf Network Limited chairman Sujit Jain.
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Netsurf jointly with Curry Nation plans to set up new standard concrete platforms in the field of network marketing in India. “The communication task was to establish Netsurf as a serious player in the business by leveraging the core truth of the product offering. We aim at empowering people and touching lives. The gift of health, wealth and prosperity is what the network offers to the people,” he added.
“The challenge we faced while executing the commercial was that we had to alter the process of showcasing our product portfolio and creating an emotional connect on the product lines. I think Curry Nation has done an excellent job to communicate the same,” said Jain.
The film has been conceptualised by Priti Nair and directed by Shimit Amin of the Chak De India fame.
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.
