Brands
Ganesh Grains launches Khao Fresh, Jiyo Fresh campaign
MUMBAI: Ganesh Grains, East India’s processed food grains brand, has announced the launch of a new campaign ‘Khao Fresh, Jiyo Fresh’ for whole wheat chakki atta. Conceptualised by Kolkata-based independent agency SoS Idea, the campaign comprises a TVC that showcases the superior quality of the atta and how it leads a family to make every day a fresh start.
Featuring a young man as the protagonist, the TVC starts with a nuclear family having breakfast, while the mother serves the father and son with fresh homemade rotis. The son mentions a bike rally he will be going for, to which his father, now bound to a wheelchair, reminisces his good old days when he had entered multiple bike rallies. He points to an old picture of himself and says he would have still aced any bike rally if he had ‘Moti’, his vintage bike, by his side. The fresh food on the table inspires the son to come up with a fresh idea that would mark a fresh beginning for the entire family.
Ganesh Grains managing director Manish Mimani said, “Ganesh Whole Wheat Chakki Atta is one of our most loved products and has been continuously growing over the last few years. The essence of our product, which is its freshness, has beautifully been captured in the TVC. We believe that the film will resonate with the young and older generation alike and the audience will find the message of starting fresh, inspiring.”
Madison’s Platinum Media is the Media Agency on Records and is all set to launch the campaign in a big way across, TV, Outdoor, Cinema, Digital, Radio and Print in East India and across multiple languages.
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.
