MAM
Good news for Ogilvy & Mather India at Cannes
O&M India has struck gold at Cannes this year. In the Press and Outdoor categories, the company bagged two golds for an ad that discourages smoking. The ad was made for the Cancer Patients Aid Association, say reports.
At this year’s Cannes Advertising festival, considered the equivalent of the Oscars for the ad community, the Publicis Groupe’s Saatchi & Saatchi’s campaign for Club 18-30 walked away with the Press Grand Prix . The print campaign displayed 20 year olds vacationing, interspersed with several erotic situations covertly.
Leo Burnett, Oslo, was awarded the first ever Grand Prix in the Outdoor category for a campaign for Oslo Piercing Studio. It took advantage of environmental elements that literally “pierce” the posters. Twenty-eight Gold Lions were awarded in Press and Outdoor this year. The UK won seven while Spain bagged four.
However, the US won the most Lions – 14. Interpublic’s Carmichael Lynch, Minneapolis, was awarded a Silver for an ad for Harley-Davidson while Havas’ Arnold Worldwide won a Silver and a Bronze for Boeri Helmets and Volkswagen respectively.
Meanwhile, Universal McCann from Australia won the Media Grand Prix for its integrated campaign for Magnum Ice Cream. The campaign revolved around the seven deadly sins. Each flavour of the ice cream was positioned so as to match the sins.
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.
