Brands
Google’s Gemini strikes golden deal with BCCI
MUMBAI: Google’s artificial intelligence platform Gemini has hit a six in the sponsorship stakes, securing a Rs 270 crore deal with the Board of Control for Cricket in India ahead of the 2026 Indian Premier League. The three-year partnership marks another win for AI platforms muscling into India’s cricket-mad market—Gemini’s rival ChatGPT is already padding up as a sponsor of the ongoing Women’s Premier League.
The timing couldn’t be better for the BCCI, which has been scrambling for sponsors since the Indian government sent real-money gaming platforms packing last year. Dream11, once a fixture on team jerseys, bowled out following the Online Gaming Bill 2025. Apollo Tyres stepped in to replace it with a heftier Rs 579 crore jersey deal, whilst Tata Group continues to hold the title sponsorship rights for the world’s biggest T20 league.
“The deal reinforces IPL’s global appeal,” a BCCI official told PTI, though one suspects the Rs 270 crore cheque doesn’t hurt either.
The AI invasion of cricket signals a broader shift in sponsorship patterns. When ChatGPT’s WPL deal was announced in November, BCCI secretary Devajit Saikia waxed lyrical about partnerships spanning “global leaders in AI, manufacturing and beverages to trusted Indian consumer brands” shaping the fan experience.
The 2026 IPL kicks off on 26 March and runs until 31 May, with Royal Challengers Bengaluru set to open proceedings at the M Chinnaswamy Stadium—which recently regained approval to host matches after a tragic stampede during title celebrations last June claimed 11 lives.
As tech titans queue up to sponsor cricket, one thing’s clear: in the battle for India’s eyeballs, AI platforms are playing to win. Game on.
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.
