MAM
Korea’s ad spends jump 11% to $8.46 bn in 2011
MUMBAI: Korea’s total advertising spend for 2011 has jumped 10.9 per cent to $8.46 billion, according to an estimate by Cheil Worldwide.
This is the second consecutive year when the country’s ad expenditure has increased, after it dipped 6.9 per cent in calendar year 2009 over the prior year due to the global economic crisis .
Data from the years 2010 and 2011 signal that the market is back on track. The jump in calendar year 2011 is due to improved consumer sentiment combined with aggressive marketing campaigns by companies, Cheil Worldwide‘s annual report on annual advertising spends in Korea stated.
Segregating the spends according to the medium, one sees that Internet jumped by 20 per cent while TV and print media showed 11 per cent and 3.3 per cent increase respectively.
Mobile advertising which is a relatively new category recorded a growth of 11,900 per cent from $0 .44 million in 2010 to $53.1 million in 2011. The major growth driver for this category is the use of smart phones which skyrocketed.
Despite the Euro crisis and downturn in developed countries, 2012’s growth in the ad spend is expected to be between 5 per cent and 6.3 per cent higher than the national economic growth rate. This is keeping in view some positive signs like general programming TV (four new channels introduced by major newspapers) which will continue to increase ad sales. Print media is becoming increasingly digitalised and industries are reliant on individual digital media such as smart phones.
The report is an estimate of advertising spending in Korea during the calendar year, representing the advertising media fees and production costs for the traditional media (newspapers, magazines, radio and television), along with those for the satellite media, Internet, and promotional media categories.
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.
