MAM
Goodness Glows Brighter in Khetika’s Heart-Warming Diwali Tale
MUMBAI: Who says sparkle only comes from diyas and fairy lights? This Diwali, Khetika, the clean label food brand known for its preservative-free goodness, reminds us that the purest glow comes from the heart. In its new digital film, ‘Acchai Se Farak Padta Hai’, the brand swaps glamour for grace showing how small acts of kindness can make festivals shine brighter than ever.
Set in a modern Indian home buzzing with pre-Diwali excitement, the film unfolds like a slice of life. Children run about rehearsing the Ramayan toy bows in hand, paper crowns slightly askew, and faces painted with mischievous moustaches. In the kitchen, Shabari, the house help, stirs a pot of creamy kheer, rich with Khetika dry fruits, a symbol of prosperity, purity, and the quiet care that anchors every home.
The story takes an unexpected turn when the little boy playing Ram innocently asks, “Diwali to aapke ghar mein bhi hai na?,” a line that lands softer than a diya flame, yet lights up the room with realisation. His words stop everyone in their tracks, including his mother, who pauses amid the festive bustle to reflect on what truly matters.
In that simple moment, the scene shifts from routine festivity to emotional awakening. The mother offers Shabari a bowl of kheer, garnished with the same Khetika dry fruits she had been cooking with, and hands her a Khetika gift box not as a token, but as an act of gratitude.
The message lands beautifully: rituals may brighten homes, but it’s goodness acchai that lights up lives.
Explaining the thought behind the campaign Khetika CEO Prithwi Singh shared, “This digital film is deeply personal to us because it mirrors what Khetika stands for purity, honesty, and inclusivity. With ‘Acchai Se Farak Padta Hai’, we wanted to remind people that true celebrations go beyond rituals and decorations.”
He adds, “Just as our preservative-free dry fruits add natural goodness to something as simple as kheer, kindness and gratitude bring depth to our relationships and traditions. We hope the campaign inspires people to celebrate with authenticity and goodness this festive season.”
Conceptually simple yet emotionally rich, the campaign weaves nostalgia and modernity together much like its setting. It’s a Diwali film that doesn’t preach or posture; it simply reflects what many households overlook in the festive rush.
Directed and executed by The Luminant Media, the film’s tone is warm, inclusive, and refreshingly real. Instead of glossy perfection, it leans on the familiar, the aroma of kheer, the laughter of children, and the unspoken bonds that tie families and helpers together.
The campaign doubles as a reflection of Khetika’s clean label promise purity not just in ingredients, but in intent. By rooting its festive message in emotional honesty rather than marketing sheen, Khetika positions itself as more than just a brand, it becomes a reminder that goodness, when chosen consciously, multiplies.
This year, as homes shimmer with fairy lights and silver trays overflow with sweets, Khetika invites families to make acchai part of their rituals. To pause, reflect, and share not just gifts, but genuine gratitude.
Because as the brand so gently puts it, they’ll always have something to say, but what truly matters is what you do with purity, honesty, and heart.
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.
