MAM
Kwan acquires stake in PR agency Eye D
MUMBAI: Kwan, India‘s entertainment and marketing company, has acquired controlling interest in PR agency Eye D Communications for an undisclosed amount.
Eye D and Kwan already share a number of clients in common on the PR and commercial front and this acquisition has been a natural progression of a working relationship.
Kwan MD Anirban Das Blah says, “We were looking at investing in a PR agency to provide complete communications solutions to our clients. My only worry was the glaring difficulty that communication companies face when it comes to building and communicating their clients as brands.”
Blah believes Eye D Communications is an agency that operates from a ‘strategic communication’ perspective and not just from a media relations point of view.
“We plan to help Eye D accelerate their growth by virtue of our relationships and broaden their offering within the entertainment, fashion, luxury and lifestyle space. Eye D will continue to operate under the same brand name in the industry so as to maintain its individuality even beyond the realm of Kwan”, Blah says.
Adds Eye D Communications head Divya Tejuja, “Having worked very closely with Kwan on the numerous clients that we share, we have been able to rapidly scale up operations in sectors such as films, fashion, lifestyle and luxury brands. The association will give us access to a much larger talent pool and put us on the fast track to effective brand building and image management in the entertainment, luxury and lifestyle space.”
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.
