Brands
KKR flexes fan engagement with Amul’s Train Like a Knight
MUMBAI: Kolkata Knight Riders (KKR) is serving up a fitness masterclass with Amul presents Train like a Knight, a new digital series that’s set to give fans a peek behind the curtain of professional cricket training. Forget just watching the game; KKR wants you to live it, protein shake in hand.
Recognizing that cricket is more than just sixes and wickets, it’s a test of discipline, endurance, and peak performance, KKR, in partnership with Amul Protein, is launching a six-episode series that delves into the nitty-gritty of player fitness. Think intense workouts, dietary deep dives, and mental conditioning sessions that would make a yogi sweat.
Episode one, featuring Ajinkya Rahane, is already dropping jaws (and maybe a few dumbbells), offering a glimpse into the kind of grind it takes to play at the highest level.
To watch the Ajinkya Rahane episode click here
“Our collaboration with Amul Protein is more than just a partnership—it’s a testament to our commitment to inspiring fitness and showcasing the holistic preparation of our athletes,” said Knight Riders Sports group chief marketing officer Binda Dey “Through Amul presents Train like a Knight, we’re breaking down the barriers between fans and players, offering an authentic look at what it takes to compete at the highest level of professional cricket.”
But this isn’t just a flash-in-the-pan series; it’s a year-long fitness fiesta. KKR plans to expand Train like a Knight into a full-blown program, complete with exclusive events, workshops, and enough merchandise to turn every fan into a mini-athlete.
With Amul Protein’s nutritional muscle, Train like a Knight promises to be an engaging, informative, and downright sweaty journey into the world of professional sports prep. Get ready to train, fuel, and, well, live like a Knight.
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.
