MAM
ESS announces ‘Cricket Sabha’ elections
MUMBAI:Although the rights to the World Cup have been bagged by MAX, ESPN and Star Sports are hoping to cash in on cricket fever with a unique promotional show – ‘Cricket Sabha’ election – that kicks off tonight.
The promotion asks viewers to select the Indian cricket team for the World Cup 2003. Five lucky voters whose team tallies with that of the final list that makes it for the World Cup, will win a free trip to South Africa.
As a part of this campaign, on-ground road shows will be held in seven cities – Mumbai, Delhi, Bangalore, Kolkata, Chandigarh, Bhopal and Jaipur. Debates on the relative merits of the candidates will be broadcast on Sportsline, Sportscenter, Radio and Internet. The ballot paper for the election will be available online or through advertisements in mainline media. Actual electoral booths will also be erected across the country for cricket enthusiasts to cast their votes.
The on-air launch of this TVS and Palmolive sponsored promotional show will be telecast tonight at 8:30 pm on ESPN, and 10:30 PM on Star Sports. It profiles 30 candidates for the Indian World Cup squad – along with their ‘election symbols’.
ESS experts Sunil Gavaskar and Navjot Singh Sidhu, along with commentators Harsha Bhogle and Alan Wilkins, will analyse and evaluate players, their chances of making the team, and advise voters on how to choose the team.
The ‘Cricket Sabha’ entries start today and close on 31 December. The results will be declared after the ‘Judgment Day’ episode, coinciding with the official announcement of the final squad.
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.
