MAM
Generali Central Insurance launches ‘Happy Women’s Pay’ campaign
Insurer reframes Women’s Day around equal pay with real employees in focus.
MUMBAI: Generali Central Insurance just swapped bouquets for balance sheets because this Women’s Day, the real gift is a paycheck that doesn’t discriminate. Generali Central Insurance, the joint venture between global insurer Generali and Central Bank of India, has launched a bold new campaign titled ‘Happy Women’s Pay’ ahead of International Women’s Day. The initiative shifts the conversation from symbolic appreciation to systemic accountability, placing equal pay at the centre of the celebration.
The campaign film features eighteen real women employees of the organisation, using evocative slam poetry to contrast traditional Women’s Day gestures flowers, cupcakes, corporate greetings with a deeper call for equal treatment that lasts all year. It underscores that true recognition means fair pay and opportunity every day, not just on 8 March.
Generali Central Insurance chief marketing for customer & impact officer Ruchika Malhan Varma said, “For us, International Women’s Day is not about symbolic gestures but about driving change that lasts all year. With Happy Women’s Pay, we shift the focus from appreciation to accountability, placing equal pay at the heart of true celebration.”
Mullen Lintas (the agency behind the film) chief creative officer Ram Cobain added, “Words have power, and sometimes a single word-swap is all it takes to invert a day. We used slam poetry juxtaposed on real women from Generali Central Insurance to bring it alive. It’s raw and real just like a campaign on real change ought to be.”
The campaign aligns with Generali Central Insurance’s broader vision of building fair, future-focused and accountable institutions. By leading with its own workplace practices and featuring actual employees, the brand demonstrates that meaningful gender equality starts internally before it can influence society.
In a year when Women’s Day cards are plentiful but pay parity remains elusive, Generali Central Insurance isn’t just joining the conversation, it’s rewriting the greeting to say: equality isn’t a once-a-year wish, it’s a 365-day wage.
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.
