MAM
Event Capital repositions as Creator, Curator and Aggregator
MUMBAI: Event Capital, an event intellectual property specialist company and a Laqshya Media Groupholding, today unveils its new logo which signifies the company’s transformation from an event IP aggregator tofocussed creators and curators of IP events in the live space. The modern typeface is new age and concept driven which reinforces Event Capital’s capability of creating powerful content driven stories. With the completion of 3 years this July, Event Capital has been a pioneer in curating event IPs such as Bike Festival of India, The Edutainment Show, etc.
This announcement by Event Capital is just one of the first in the series that the company has made after appointing a new CEO, Swaroop Banerjee, only a month ago. A festivals & branded entertainment specialist, Banerjee will be actively involved in expanding the current bouquet of live intellectual properties owned by Event Capital. He will also focus on introducing live and digital content creations and will oversee development of new verticals in lifestyle, music and sports.
Explaining the change, Swaroop Banerjee commented, “The new logo of Event Capital has a bold outlook in the font with a colour that has a digital millennial filter woven into it. This depicts our ability to curate for youth genres as ably as for other genres. This is our 3rd year in existence and there has been a phenomenal track record so far; we needed a fresh outlook to chart our trajectory higher and therefore the most important thing was to ensure that we come across as a youth consumer focussed organization. Additionally the introduction of a music vertical will change the dynamics for EC and the initiatives under this vertical will form core headline products under the EC hood. Ultimately the bulls-eye for us this year is to become content creators in the live space.”
Adding to this, Deepak Choudhary, Co-founder & Director, Event Capitalsaid, “It’s has been three exciting business and brand years for Event Capital. Market orientations have changed and the IP industry is now extremely matured. We had started with acquisitions and collaborations with existing IP owners and now we have moved to creating our own IPs. It was only natural that we go through an image makeover as we have gone through a concept makeover.”
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.
