Brands
Election fever on brands: What organisations are doing inline with elections 2024
Mumbai: The 2024 Lok Sabha Elections are the central topic of discussion in the country currently. Interestingly it’s not just the political parties or the politicians emphasizing people to practice their democratic right and encourage people to become an active part of electoral discussions but many unconventional brands are taking initiative to start conversations among voters regarding the political landscape.
Amid increasing concern regarding the election outcome and political environment, many politicians are turning to astrology. Astroyogi, the leading and country’s first Astro-consultation platform has recorded a 10x increase in enquiries and consultation about the parliamentary elections as compared to the previous cycle of the lok sabha elections. Families of the politicians are turning to astrologers to seek insights into the potential results and the fate of various political candidates. The spike is witnessed in accordance with the increased uncertainty and higher uptake of astrology apps.
The use of polls to engage the audience on a social discovery app Hunch is capturing the attention of the young population between 18-25 years of age group in the country. The polls are posted on the app by the GenZ users, thereby reflecting the opinion of the larger democratic population of the country by engaging in common exchange of questions like “Who according to you is the most eligible political leader, who should win the elections?”. This community engagement strategy is not only helping in extracting valuable data but is also allowing the people to express, discuss and debate about the political scenario of the country.
In a strategic move to stay relevant and resonate with the electoral atmosphere, Blinkit, the popular quick-commerce platform, has temporarily rebranded itself as “Inkit”. This change is more than just a playful twist on words; it symbolizes the brand’s commitment to being in tune with the public pulse. By doing so, Blinkit is positioning itself as a brand that supports and encourages civic participation.
These are the testimony to how brands are creatively leveraging and engaging in the historic event of quinquennial elections to connect with their audiences, and drive conversations.
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.
