MAM
Life OK joins hands with UFO to promote ‘Savitri’
MUMBAI: Life OK has launched a new disruptive marketing campaign. For the launch of its latest offering Savitri, the Hindi GEC has joined hands with UFO Moviez to initiate a unique cinema advertising campaign for GEC shows.
For ‘Savitri’, the channel has compiled a four-minute promotional film. This is the first time a Hindi GEC show is being played first time in cinema advertising in digital theatres coinciding with the new film releases of the week.
Life OK created an impact on its target audience by introducing them to the story and the characters through the 4-minute content capsule and thus utilised the strength of UFO’s network in the Hindi speaking markets in an excellent manner. These content capsules are being showcased in around 230 screens in Hindi markets of UP, Delhi, Gujarat and Mumbai during the screening of various new movie releases.
Life OK marketing head Pratik Seal said, “Life OK has always been a firm believer in the term Disruption, whether in terms of content or our marketing strategies. UFO Moviez is a popular platform with a huge reach in Hindi Heartland. We are delighted that along with UFO Moviez, we were able to introduce our show and capture the attention of our audiences.”
UFO Moviez CMO and national sales head enterprise ad sales Siddharth Bhardwaj said, “We are delighted to have partnered with Life Ok, this partnership is an example of how UFO continuously makes an effort to innovate and provide value to the brands advertising on its network. It’s the combination of UFO’s network strength, execution expertise and innovation that has delivered the desired impact for the campaign.”
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.
