MAM
Dfx-CCI introduces new ad behaviour concept
MUMBAI: A new way for the Indian advertising and marketing community to study consumer behaviour and build a stronger brand connect! That is what Dfx -CCI, a new age consulting firm, has come up with. The firm has introduced the concept of Quantum Brand Positioning.
This helps unlock the mystery of the Quantum Brain which it has defined as the buy button and also helps to transform brands into trust agents. This creates customer bondages.
The Quantum Brain – The Mysterious Buy Button: The company notes that most brand marketing efforts are focussed either to trigger the creative brain (emotional) or the logical brain (rational). But most recent findings are proven that the real processing, filtering of information happens in much more deeper states of the brain. This is what the company calls The Quantum Brain. This is the subtle part of the brain, where information and energy transmits, this part of the brain programmes several belief systems both positive and negative.
The Quantum Brain filters information out of experiences from the five senses and intuition and validates with its set primary characteristics and natural traits to form set belief, which may prompt the upper levels of the brain, certain signals for action to be taken. Dfx-CCI states that Quantum Brain Semantics is all about understands the core characteristics of the “Quantum Brain”. It acts beyond reason, logic and emotions. Dfx-CCI works with clients in an interactive manner to explain how the “Quantum Brain” takes inputs from the left brain (the logical brain) and the right brain (the creative brain) and controls the decision-making process.
Quantum Brain Positioning in its initial interactive sessions, help client teams to understand the natural characteristics of the “Quantum Brain” and use that knowledge to structure strategic brand marketing initiatives. This helps them to respond to the new-age trends, including age, sub-culture, and gender-based groups.
Most brain research experts validate that most times the consumer himself is not in a position to answer the reasons for his decision. This is why most tests on focus groups fail miserably. What is called conscious experience and the feeling of willing an action or intentionally doing something is an illusion. Dfx-CCI states that its research and observations reveal that there is a disconnect between behaviour and the conscious feeling of choice and control. The feeling of having made a conscious choice can spring to the mind well after behaviour favouring that choice has started.
For example, feeling like you want a Coke happens after your hand starts reaching for Coke. Of course making a choice is certainly done by the conscious brain. But the special feeling of deciding is an act of the Quantum Brain. This is the subtle side of the brain, the place where information and energy transmits which has already chosen a set pattern, information and experience, established from the five senses and intuition and validates it with its natural characteristics.
Quantum Brain positioning proposes innovative ways to create marketing programmes. The company states that companies and brand marketers need to understand how the most primitive part of human evolution The Quantum Brain works, rather than just relying on customer behaviour patterns and trends.
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.
