MAM
Flam turns up the volume with 80dB for its mixed reality storytelling
MUMBAI: When reality isn’t enough, Flam makes it mixed and now, it has found the perfect partner to shout it out loud. 80dB Communications, an integrated reputation management advisory, has bagged the communications mandate for Flam, the AI-powered mixed reality publishing platform that lets brands deliver immersive, app-free 3D experiences. The tie-up will see 80dB craft and drive Flam’s communications strategy, amplifying visibility, shaping corporate reputation, and championing its category-defining innovation in immersive advertising.
“Mixed reality is rewriting the rules of brand engagement, and with 80dB on board, we’ll ensure our story resonates globally,” said Flam CMO Karthik K Raman noting the platform’s ambition to scale its immersive storytelling to more global brands. Flam head of marketing Nidhi Kohli Nandode added that the collaboration comes at a time when brands are increasingly seeking meaningful audience connections through new-age formats.
From virtual product launches to interactive campaigns, Flam’s AI Twins–powered experiences are already reimagining how audiences interact with brands. Now, with 80dB’s expertise in startup storytelling and tech communications, the company aims to take these innovations mainstream.
80dB co-founder & joint MD Kiran Ray Chaudhury summed it up: “Flam is democratising mixed reality for brands at scale. Our goal is to elevate their visibility, shape the conversation, and accelerate adoption of this powerful medium.”
With immersive ads moving from buzzword to business, Flam and 80dB seem ready to turn up the heat and the decibels in brand storytelling.
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.
