MAM
Digitas India appoints Abraham Varughese as chief creative officer
Mumbai: Global marketing and technology services brand Digitas India on Wednesday announced the appointment of Abraham Varughese as chief creative officer.
Varughese will be based out of Mumbai and will work closely with Digitas India’s leadership team which includes Unny Radhakrishnan (CEO) and Sonia Khurana (COO) in driving the creative output and strategic direction for numerous brands at Digitas India.
Varughese has moved from Publicis Groupe Malaysia where he was chief creative officer and responsible for integrating the holding company’s agencies to deliver the value of ‘Power of One’ for clients which includes Samsung, Maxis Telecom, McDonald’s and Mondelez, said the company in a statement. Before that he was in Dubai with Leo Burnett, TBWARAAD and FP7/McCann-Erickson.
Welcoming him to the agency, Sonia Khurana said, “As CCO, Abraham will play a key role in setting and driving the future direction of our creative strategy. With his creative firepower, we look forward to unlocking more opportunities to connect with our client’s audiences in meaningful ways, combining creative thinking, tech, data and media. He is a modern communicator, a courageous leader and his lived-in experiences from around the globe adds great texture to our team.”
As a chief contributor of ideas and solutions across the creative arena, Varughese has written, co-created and guided work that has been recognised at D&AD, The One Show, Cannes Lions, WARC, Clio Awards, The Art Directors Club (ADC), AdFest and Effie, that includes Grand Prix, Best in Show and a rare Black Cube.
Sharing his views on joining the agency, Abraham stated, “As the entire industry attempts to adapt and navigate a plethora of platforms that are constantly evolving, I can’t think of a better place to be at than Digitas India. It’s a rare opportunity to collaborate with the best minds in Creative, CX Design, Technology, Strategy and Data –capabilities that are key to bridging the gap between the real world and tomorrow’s all-encompassing virtual spaces. I look forward to co-creating compelling brand experiences for our clients, and ultimately delivering consumer journeys that are truly memorable.”
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.
