MAM
ING Life Insurance unveils TV campaign
NEW DELHI: ING Life Insurance has launched a nationwide television-based campaign aimed at helping customers overcome the biggest barrier to buying life insurance.
Through an interesting creative treatment, the advertisement highlights the ease of paying life insurance in small monthly premiums, while recognising it as a basic necessity of life. The storyline shows that if power and other bills are not paid on annual basis, then even life insurance can be paid on monthly basis.
This TV-led campaign is a departure from the regular in this category, where everyone one else struggles to communicate multiple things about their products. The company decided to approach the customers in a more personal manner by telling them buying life insurance is now made easier through small, easy and affordable monthly premiums.
ING Life Insurance Executive Vice President – Marketing Mohit Goel said, “Life Insurance is extremely crucial for building a solid foundation for your family’s financial future. At ING Life Insurance, we believe in educating and empowering our customers, so that they make life insurance a basic need of life. Through this ad campaign, we are reaching out to people, who have not taken life insurance at all as well as those who have taken life insurance but for an amount lesser than their actual needs because they did not have lump sum funds to cover big. Buying life insurance is now made easy. Like all of us pay utility bills every month to run our households, one can now buy life insurance by paying monthly premiums.”
The campaign emphasises on how for an amount starting at as little as Rs 1000 per month customers can protect their families, plan their children’s future or even plan their retirement and thereby emphasizing that ING Life Insurance is a brand that makes life better by making things simpler.
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.
