MAM
Discover goosebumps with Choclairs Halloween Haunt!
Mumbai: The feeling of shivers running down your back while entering a dark room or the slight frisson of fear when you hear a noise from under the bed – Cadbury, one of Mondelez India’s best-known and loved brands, plays on these familiar everyday scares to make this Halloween season even spookier with the Choclairs Halloween Haunt!
With Halloween gaining popularity in the country over the last few years, the brand has been building up the occasion with different product and pack activations and aims to continue tapping such pop culture occasions to drive resonance with today’s consumer.
The month-long, multichannel spookfest allows fans to engage in scary shenanigans across digital, social, and on-ground platforms. The fun begins with scanning the QR code on the special edition Cadbury Choclairs pack to enter the microsite and unlock the Ghost Cam. Halloween lovers can then use the Ghost Cam to explore their homes and familiar places to find the haunted visuals and share their scary adventures with their friends and loved ones on social media with #CadburyHalloweenHaunt!
Within the first two weeks of its launch, the campaign witnessed over 3.5 lakh site visits.
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.
