MAM
Foodpanda assigns creative mandate to Happy mcgarrybowen
MUMBAI: Following a multi-agency pitch process and numerous rounds of evaluation, online food delivery marketplace Foodpanda, has awarded its creative mandate to Dentsu Aegis Network’s creative agency, Happy mcgarrybowen.
Foodpanda was acquired by Ola Cabs in December last year.
The pitch for the creative mandate included both advertising and design disciplines, as the startup looks to revamp its identity after the alignment with Ola. After a tight race, both the design and the brand communications mandates were awarded to Happy mcgarrybowen, who in the past has helped carve a niche for flagship startups like Flipkart, Myntra and Ola.
Ola Cabs CEO Bhavish Aggarwal says, “At Foodpanda, our mission is to connect deeper with our love and passion for food, and build not just a great delivery experience but also a great food experience. We trust that Happy mcgarrybowen would be able to take that narrative and ethos to the world with strong design and visual communication capabilities.”
Foodpanda head of marketing Anshul Khandelwal adds, “We distinctly understand the need to build a strong and differentiated brand that people love. Being a food experience platform, we intend to constantly innovate to build foodie-first solutions for India. Considering Happy Mcgarrybowen’s work portfolio, we are confident that the association will ensure an effective brand strategy and communications.”
Happy mcgarrybowen has been tasked with re-thinking the brand’s design language, which includes reinterpreting its logo and visual identity for the present-day. The advertising and communications will follow suit to help the brand form a bond with consumers in this ever-changing world of transactional relationships.
Happy mcgarrybowen CEO Kartik Iyer adds, “In a time where the market has already been created, we are proud to have won the mandates in such a competitive environment. We’re raring to go and leap ahead with Foodpanda right to the top.”
Happy mcgarrybowen CCO PM Praveen Das mentions, “Today brands are ubiquitously present on the digital media, therefore corporate identity too has evolved into a dynamic form. This is the age of the animated logos, GIFs, sonic signatures, design thinking and so on. We are very excited to work on evolving the Foodpanda brand identity by giving it an emergent, contemporary twist and bring it alive to a youthful audience who is so much into food these days.”
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.
