MAM
Instashield rolls out its first ad campaign on OTT and digital platforms
Mumbai: Consumer durables technology company Instashield India has rolled out its first ad film on IPL Hotstar, social media platforms, and YouTube. The ad campaign features the benefits of using the company’s plug-n-device ‘Instashield’ which claims to protect oneself from all sorts of viruses, including the coronavirus.
The ad film showcases a family of five members, where a male member is seen advocating the benefits of using the Instashield product. He also tries to compare the difference between an air purifier and a virus slayer. Reacting to the statement by female members ‘phir to ye bahut mehenga hoga and safe to hai,’ the man tries to convince them that Instashield is the best product to keep the family safe and is available at a reasonable price.
Commenting on the launch of Instashield’s first ad film, Instashield’s promoter and director Hitesh M Patel said, “Instashield is a medical device technology, which is a perfect fit to combat the on-going virus challenges. It is a plug-n-play device, which is the need of the hour, and to market, such a product is of utmost importance for us to ensure the lives of people around us are healthy and safe.”
Instashield CEO CS Jadhav shared that the company intends to go really aggressive on promoting this product and going forward, on print and electronic media, digital marketing, influencer engagement and PR as well. It is currently available on e-commerce platforms and the company’s D2C website.
“All our future marketing initiatives will see great and prudent spends as we plan to be present in all geographies across the country,” Jadhav said, adding, “In the ongoing pandemic, the product is the need of the hour and we aim to place ourselves at homes, schools, hotels, hospitals, airports, restaurants and every enclosed place so that each one of us is safe.”
“The ad is created to demonstrate the need to keep your family safe and prevent each other from the ongoing pandemic,” said brand advocate Ankit Khera on ideating and creating the ad film. “The product is simple to use at any place. The tagline of Instashield #TaakiZindagiChaltiJaye ensures people to have a safe and healthy life without any health issues pertaining to the viruses.”
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.
