MAM
DDB Mudra appoints Shaleen Sharma as VP for TracyLocke India
MUMBAI: DDB Mudra Group has appointed Shaleen Sharma as TracyLocke vice president, strategic planning & analytics.
Reporting into TracyLocke head- business & operations Sameer Mehta, Sharma will be the lead strategist across the agency’s clientele and service offerings that includes shopper marketing, trade marketing and retail solutions.
Having worked across various categories, he brings on board a significant understanding of consumer engagement, brand management and building strategic marketing platforms that combine digital, media and entertainment domains.
Sharma is currently working on the development of a qualitative tool that reveals human needs and motivations and places them in a contextual and cultural framework. The primary application of this tool is about driving a deeper connect between brands and their consumers. He has also developed a real time web analytics tool that is capable of integrating all the brand variables, like sales, click through rates, foot falls etc.
“There are pivot points in life, where you realize, quite clearly, what is the next set of challenges you want to solve and the kind of people you want to work with. Tracy Locke, and by extension the DDB Mudra Group, signifies that pivot for me. Everything they are engaged with, be it, their client portfolio, the kind of work they are doing and the ambition they have for their future, makes me realize that my next opportunity for value creation lies here. It will be a privilege to be a journeyman with this Brotherhood,” said Sharma.
Mehta added, “At TracyLocke, we believe in Bottom-Up grass roots approach to enable our clients with a business solution, which is powered by the shopper insights. Shaleen brings in relevant experience in shopper engagement strategies aligning it with brand management and building strategic marketing. His understanding and expertise on digital will only add to our vision of providing technology led shopper insights and shopper experiences encompassing path-to-purchase across the retailers and e-tailers.”
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.
