MAM
FICCI MEBC south kicks off with star power
MUMBAI: Tamil Nadu’s media and entertainment industry took centre stage as deputy chief minister Udhayanidhi Stalin and cinematic legend Kamal Haasan inaugurated the FICCI MEBC South Conclave in Chennai. The two-day event, aimed at exploring the evolution of films, television, OTT, gaming, and digital media, saw an array of industry stalwarts mapping out the future of India’s creative economy.
Stalin unveiled plans for a state-of-the-art film city in Chennai spanning 152 acres. The ambitious project will feature cutting-edge post-production studios, animation and VFX facilities, virtual production tech, LED walls, and even a five-star hotel for industry professionals.
Further honouring Kalaignar’s (M. Karunanidhi) vision, Stalin announced that 90 acres near Kelambakkam, previously allocated for industry housing, would now be reinstated for its original purpose following a revised government order.
A highlight of the event was Haasan’s appointment as chairman of the FICCI Media and Entertainment Committee, south. Speaking at the conclave, Haasan emphasised the need for progressive regulations that integrate, rather than hinder, emerging technologies in cinema.
“Indian cinema is our cultural ambassador, and we need a long-term vision for it. Both state and central governments must frame policies that encourage technology adoption without stifling existing markets,” said Haasan. He also urged the Tamil Nadu government to reform entertainment tax policies, ensuring greater ease of doing business for filmmakers.
The conclave featured key insights from JioStar chairman of FICCI media and entertainment committee and CEO – entertainment Kevin Vaz, who celebrated south Indian cinema’s meteoric rise from regional to global prominence, thanks to blockbusters like RRR and KGF-2.
“With digital media’s rapid expansion, India is an ‘AND’ market where TV and digital will continue to coexist. The industry is primed for a global breakthrough,” Vaz stated.
The event will feature workshops, masterclasses, and exhibitions on key industry trends, including the global rise of Indian cinema, OTT and television’s transformation, and AI-driven innovations in broadcasting and music. With gaming, animation, and VFX booming, discussions will also focus on regulatory policies shaping the sector. PlayNext – Developer’s Day will spotlight India’s growing esports and interactive entertainment industry, reinforcing its leadership in AVGC-XR.
The inaugural session saw participation from Meta India’s Sandhya Devanathan, Warner Bros. Discovery’s Arjun Nohwar, FICCI Tamil Nadu State Council’s G.S.K. Velu, and a stellar line-up of media executives including Ashish Pherwani, Sanjay A. Wadhwa, Ankur Vaish, Krishnan Kutty, Ravikant Sabnavis, Munjal Shroff, Vaibhav Chavan, Jakes Bejoy, and Bejoy Arputharaj.
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.
