MAM
Gaana introduces ‘Stories’, the short-format content in music streaming
MUMBAI: After leading the industry with the vertical video format, Gaana videos, India's largest music streaming app, Gaana has launched its own form of video stories – a version of short-form video content to showcase engaging mini videos and influencer clips on the app. With seamless toggle and navigation gestures, the feature aims to offer uninterrupted music experience.
Stories is the feature that has been popularized by apps like Snapchat and Instagram, has been adapted by Facebook, YouTube, WhatsApp, Netflix and many others. With the advent of Gaana Stories, the brand has emerged as the only music streaming platform in the entertainment industry to showcase mini videos and influencer clips. These stories are designed to offer Gaana users a flavour of newly launched, upcoming or trending/popular songs. In its soft launch, Gaana has partnered with labels and artists to feature engaging stories to promote newly launched songs and artist stories.
Speaking at the launch, Gaana CEO Prashan Agarwal said, “At Gaana, we have believed in producing premium content that is meant to be mobile, social and shareable. After our industry-first launch of Gaana Videos earlier this year, we wanted to go above and beyond in our ambition to host differentiated & engaging content apart from the core music streaming experience, and that led to the idea of Gaana Stories. In its most purest sense, stories are previews of songs that will help music lovers get a quick taste of newly launched, upcoming and trending songs.”
Earlier in April, Gaana made its first major foray into video content by adding music videos to its audio-led experience. Built for the mobile, these exclusive & immersive vertical videos now accompany new and popular music on Gaana, and is handcrafted by artists in partnership with the brand with the intention to bring music lovers closer to the artist as they enjoy their favorite music.
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.
