Brands
ITC Engage introduces Engage Moments
Mumbai: Gifting is a culture across traditions and seasons in India. A gift truly celebrates meaningful moments when it is thoughtful and evokes a personal emotion and bond. ITC Engage, this festive season, has introduced an Engage Moments gift set through a unique campaign to inspire the trend of more thoughtful gifting in India. Fragrance is deeply personal and with Engage Moments premium fragrance gift sets, the brand encourages everybody to explore and discover the art of giving a thoughtful gift that resonates with the recipient. Scents are linked to memories and selecting a fragrance as a gift makes it more meaningful and a thoughtful personal gesture.
Conceptualised by Ogilvy India, ITC Engage presents Engage Moments through a heartwarming film where the art of thoughtful gifting takes centerstage and evokes warmth and genuine connections. With moments of playful romance as the backdrop and the cultural nuance of gifting in the festive season, the film brings to light the essence of Diwali and the charismatic chemistry between the reel romantic duo Ronit Roy and Shweta Tiwary. Through heartfelt exchanges and radiant smiles, the film beautifully portrays how an Engage Moments gift set is not just a present, but a memory in the making, a reminder of the thoughtfulness that binds hearts during this season of light and love.
ITC Ltd chief executive, personal care products business, Sameer Satpathy added, “Fragrance is a timeless expression of affection which evokes memories of cherished moments. Engage perfumes offer a spectrum of scents, each being a unique experience, designed to suit a diverse palette of style and preference. With the onset of the festive season, Engage Moments is set to redefine gifting, encouraging individuals to explore beyond greetings and conventional gifting choices!”
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.
