MAM
Endemol to manage production of ‘Laughter Challenge’
MUMBAI: With the Indian television landscape growing at a healthy rate, companies from abroad are increasingly starting to look at ways to tap it. Format creator Endemol has set up Endemol India with Rajesh Kamat as its MD. This marks the 23rd territory that Endemol has a presence in.
Talking about this Endemol chief creative officer Peter Bazalgette says, “We are very excited to be India. We are thrilled to have Rajesh who comes to us from Star. He has a strong handle on television. In India new media platforms like broadband and DTH will take off. 3G will come in soon. Endemol is a multimedia company that creates formats, which are then exploited across different platforms. India offers great potential here. In fact I think that 3G will grow faster in India than it has in Europe.”
As its first major project Endemol will work with Star on the second season of The Great Indian Laughter Challenge. While being tight lipped on details Kamat says that the show will see enhanced production vales. Endemol has also brought new creative ideas to the table.
Endemol also hopes to produce Big Brother in India. The company has 900 formats in its portfolio and this is one of its top properties. Bazalgette says that the show will appeal to Indian viewers as it is a real life soap opera. Both Kamat and Bazalgette, however, refused comment when their attention was drawn to a recent Biz Asia that quoted officials in Sony Entertainment Television Asia as confirming that it will be telecasting a localised version of the risque reality TV show. Endemol was in talks with a number of broadcasters in India in regards to Big Brother was all they would say.
Besides introducing formats in India Endemol is also hoping to take Indian formats abroad.
In the medium term, Endemol also hopes to enter the Indian fiction space. It has done crime dramas for European channels and also has a deal for telenovellas in Latin America with Televisa and Globo. As Bazalgette says, “I admire Indias strength in the fiction genre. We are not looking to teach Indian companies how to make great fiction. Our aim will be to look at how we can bring value to fiction through creative inputs. We might look at forming a joint venture in this regard.”
India marks Enedmol’s first entry post in Asia. The format major is also launching Endemol South East Asia which will be headquartered out of Bangkok, Thailand.
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.
