MAM
Essence appoints Monica Bhatia as MD for Singapore
NEW DELHI- Essence, a global data and measurement-driven media agency that is part of GroupM, has appointed Monica Bhatia as the company’s managing director for Singapore. Bhatia will be responsible for driving continued client-centric innovation in data, analytics, and technology, as well as business growth and company culture for Essence in Singapore. As part of Essence’s APAC leadership team, Bhatia will report to APAC CEO T. Gangadhar (Gangs).
Alongside her new position, Bhatia will continue in her current role as Essence’s senior vice president client partner, APAC, leading the agency’s Google business across the region and reporting to Dave Marsey, Essence’s president, global client partner. Prior to joining Essence in 2017, she headed the digital practice for GroupM’s Maxus in APAC, building its product proposition across 14 markets. With over 17 years of experience in the industry, Bhatia has worked on the brand side at L’Oréal and Godrej Group in India, and Dabur in Nepal. She has also held client services and strategic planning roles at creative and media agencies in Singapore, Indonesia, Vietnam and India.
“Monica’s impressive experience in marketing, advertising, and media, and her deep understanding of Essence’s business, clients and culture, make her the best person to lead our Singapore office. A believer in true partnerships as well as diversity and inclusion in the workplace, she constantly strives to nurture strong collaborative relationships with both clients and employees. I am really excited about our next stage of growth with Monica’s steady strategic leadership and direction, as she continues to champion our clients, work, and people in Singapore,” said Gangs.
“It is a privilege to have the opportunity to lead the highly talented, entrepreneurial, and dedicated team at Essence in Singapore. Having worked closely with the team over the past three years, I am truly proud of the industry-leading capabilities we have built-in data, analytics, and technology. Brands today are increasingly looking to achieve transformational data-driven growth, and I am looking forward to leveraging our unified approach to media and creativity to deliver breakthrough work for our local, regional, and global clients in Singapore,” said Bhatia.
Since Essence’s entry into APAC with its first office in Singapore in 2013, the agency has rapidly expanded to seven countries and 11 offices across the region. Essence’s portfolio of clients in Singapore includes the Financial Times, Google, NBCUniversal, and Scoot.
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.
