MAM
DD strikes Rs 11 million barter deal with Express group
NEW DELHI: Prasar Bharati, overseeing the functioning of Doordarshan and All India Radio, is slowly starting to shed its `babu’ (bureaucratic) attitude. It is increasingly going in for deals that are more in tune with the changing scenario. India’s pubcaster Doordarshan has now commenced inking barter deals with print media publications for advertising purposes, something which private satellite channels do from time to time.
In one of the biggest deals till now, DD has signed a barter deal with The Indian Express group (controlled by Vivek Goenka) worth about Rs. 11.5 million.
The barter deal will give DD the option of advertising in various editions of the Express on various subjects, including special programming. In return, the Express group can use airtime on DD channels, including DD National, to put out its own ads on air for wider reach.
The Express group does advertise outside its own newspapers and magazines and has run a series of ad campaigns on satellite channels like Star News and CNBC India. Mostly, these campaigns have revolved round the brand Express and also the award which the newspaper group gives out annually for showing courage in news reporting – something which the newspaper, founded by the firebrand newspaper baron Ramnath Goenka, has always prided itself for.
Some other barter deals, according to Prasar Bharati sources, which have been sewn up by DD include those with Outlook magazine (about Rs 6.5 million), Malayala Manorama and South India-based Varta.
The sources indicated that negotiations are on with other regional language dailies like the Dainik Bhaskar, the largest circulating Hindi language daily published from several centres in Central and North India.
The rationale behind such barter deals is that DD has airtime at its disposal that can be hawked to extend and spruce up DD’s image. The proposal got the nod of the Prasar Bharati board some time back.
This initiative is part of the suggestion of the marketing advisory committee of DD headed by marketing whiz and former chief executive of Zee Telefilms, Vijay Jindal.
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.
