MAM
Dhara rekindles “Dhara Dhara Shuddh Dhara” tune
MUMBAI: Imprinted in our memories from the time the ad used to play on Doordarshan, the jingle and the jalebi kid is still alive in our hearts and mind even after two decades. Back in the early 90's, this tune had kick-started the ‘Anokhi Shuruat’ of a dynamic journey for the leading edible oil brand and today as Dhara re-launches the tune Dhara Dhara Shuddh Dhara, it takes the audience back to the glorious days of the past.
Not only is it an epic comeback of the brand’s jingle but fuelling the brand space and lending a fresh look to it is the music band- Indian Ocean which is also iconic to the era.
Many have grown up listening to the Dhara jingle and humming to the tunes of Indian Ocean band, and today as India sits back at home due to the lockdown, enjoying classical epics like Ramayan and Mahabharat, Dhara rekindles its milestone era with the Dhara tune.
On the idea of the campaign, Mother Dairy business head – Dhara Dinesh Agrawal said, “Dhara has been deep-rooted in the Indian value system since 1988. This phase of lockdown has taken us back in time when people enjoyed even the smaller joys of day to day life. As we spend time with family and travel back the memory lane, we want our consumers to also travel back and relive those moments with us on an emotional journey. Dhara tune has ruled our hearts then and continues to rule now and forever. With this campaign,we want to hold our consumers in an emotional bond and stir nostalgia with the melody of the ad.”
The campaign has been conceptualised and executed by Mixed Route Juice and can be viewed on Facebook, Instagram, YouTube and Twitter channels of Dhara. Live for a duration of three-weeks, this campaign invites India to submit their version of Dhara Dhara Shuddh Dhara tune and the best entries will be given special prizes from the brand.
Mixed Root Juice creative head Amrita Sharma said, “Indian Ocean brings back to one’s mind space the memories from a golden era, where bonds amongst people were stronger. The current situation has brought all new realisation that has given family time more precedence over the rest of the things. With this campaign, we wanted to bring back the same goodness that once a prime part of everyone’s life. The connect of the band with what we wanted to do for the brand was perfect.”
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.
