MAM
Karima Zmerli is Edelman’s new global head – performance & predictive intelligence
NEW DELHI: Communications firm Edelman has tapped Karima Zmerli as global head of performance and predictive intelligence for its data and intelligence unit (DxI).
In the new role, Zmerli will lead performance and predictive intelligence globally and oversee media buying and marketing strategies for clients. She will be based in New York and report to Edelman DxI global chief data & analytics officer Yannis Kotziagkiaouridis.
The hire is part of Edelman’s effort to grow its media, data and technology capabilities as clients adapt to digital transformation and major changes to the media ecosystem, such as the loss of Apple’s IDFA mobile identifier and third-party cookies phasing out.
Zmerli joins Edelman from the media agency world, as chief data sciences officer at GroupM’s Wavemaker since 2016, where she helped generate over $1 billion in new business. She joined Edelman to help clients adapt to new use cases for data and technology as privacy becomes top of mind.
“We have to open our horizons and think about the consumer relationship with the brand differently than in a transactional way,” Zmerli said. “Edelman is in a very unique position to understand consumer trust in corporations and brands, a fundamental element to brand strategy and communication.”
Zmerli is Edelman’s latest hire in a bid to bolster its research and data capabilities, with talent across data science, engineering, software development and performance marketing. Most recently, the firm hired David Bartram Shaw as SVP and global head of data science; Anjuli Bedi as global head of behavioural science and psychometrics; Tim Hwang as global head of product; Jacob Loban as EVP and US head of performance intelligence; and Matt Sato as EVP
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.
