MAM
DDB Mudra ropes in Pallavi Chakravarti as creative head – West
MUMBAI: DDB Mudra on Monday announced the appointment of Pallavi Chakravarti as the creative head of the West office. Her last stint was at Taproot Dentsu, where she led the creative function for the Mumbai office as executive creative director.
In her new role, Chakravarti will work closely with DDB Mudra Group, CCO, Rahul Mathew to take on the responsibility of driving the agency’s creative product. “Over the last couple of years, we’ve been slowly gathering momentum as an organisation – number two at Effies, topping the new biz league, back-to-back Grand Prixs at Spikes Asia and our more recent performance at Kyoorius. And Pallavi is just the person to help us keep this momentum going and add more kick to it. She strengthens our belief and our ambition to do unexpected work that gets disproportionate results for our clients,” said Mathew.
In a career spanning over 17 years, Chakravarti has been instrumental in building effective brand campaigns across categories. Her ability to craft compelling narratives is evident in her body of work on brands like Facebook, Airtel, Parle, Uber, Pepsi, Times of India among others, said the agency on Monday. Previously, she has worked with Saatchi & Saatchi, JWT and Grey.
“I’m here to build, to enjoy the creative process, to love the business of advertising even more than I already do. I’m here because it felt like the right place to be. And I’m looking forward to the journey,” said Chakravarti on her new role.
Pallavi has over a hundred awards to her credit. Over the years, her work has been recognised at coveted platforms such as Cannes Lions, One Show, D&AD, New York Festival, Adfest APAC, Spikes Asia and The Dadasaheb Phalke Awards. She has also served on the jury panels of creative festivals including Cannes Lions, Dubai Lynx, New York Festival, Global Awards, Gerety Awards etc.
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.
