MAM
Fox Crime mandates creative duties to Ogilvy
MUMBAI: As part of its plans to get active on the communication circuit in a bid to expand its subscriber base and get more advertisers on board, Fox Crime channel has handed over its creative duties to Ogilvy India.
The agency‘s Mumbai branch will handle this account.
Said Star World VP programming Jyotsna Viriyala while commenting on the channel‘s plans, “There are many elements that work for this campaign. But most of all, it‘s the strong and innovative creative output from a powerful insight about the genre. The campaign involves the viewer/user like the genre would. With minimal advertising, Fox Crime already has a very high awareness score. The purpose of this campaign has been built on it and gets the channel into the immediate consideration set of viewers.”
It is also learnt that an aggressive ad campaign for Fox Crime will break in the near future. The media mix for this campaign will include television, OOH (out of home), and digital media platforms.
It may be interesting to note that Ogilvy India already handles the creative mandate for prominent channels from the Star TV stable including Star Plus, Star Gold and Star Jalsha.
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.
