MAM
Deshpande returns to Contract as chief creative officer
MUMBAI: Contract Advertising has roped in Ravi Deshpande as chief creative officer. Deshpande was earlier Lemon Communications national creative director.
“Ravi has had a long and intimate relationship with our agency from as long ago as 1987. He has been part of crafting Contract’s unique creative identity,” said Contract Advertising CEO Jagdip Bakshi. “Contract has always attracted the most unusual and sparkling creative minds in the country and Ravi’s return is a home-coming that all of us at the agency welcome,” he added.
While Deshpande was at Contract, the agency won over 400 awards for creative excellence in prestigious national and international fora like Cannes, British D&AD and the Art Directors’ Club, New York.
Contract was Agency of the Year thrice at the Advertising & Marketing national awards as well as Agency of the Year at the Abby’s in 1999. In his years at Contract, Deshpande was involved with over 300 campaigns. Most fondly, he remembers Chicklet’s – ‘It works’, Phillips Storm and Serenade and Bajaj Sunny Zip.
“Creative excellence is not just about winning awards. For advertising to be relevant, it must ensure that consumers connect with our clients’ brands,” Deshpande said.
On his return to Contract, he said, “The sincerity with which I was asked to return was irresistible. As is the desire to work with some of the best young talent in the country. As to his future plans, he said “I’m confident that we will add sparkle and make a a clear and perceptible difference to our clients’ work immediately.”
In the brief years that Deshpande was away, he set up Lemon, which not just measured up to, but exceeded creative standards as we know them in our industry. Deshpande is best remembered for the Standard Chartered Mutual funds ‘Retire early’ campaign, Cadbury Delite – ‘Dudh se dosti kar lo’, and the recent ‘Zoom’ Television campaign.
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.
