MAM
Lowe Lintas India named world’s top creative agency by WARC
MUMBAI: WARC 100, an annual ranking of the world’s best marketing companies and campaigns, based on their performance in effectiveness and strategy competitions, has declared Lowe Lintas India as the number one creative agency in the world.
The study focuses on marketing that makes a difference, driving business performance or changing consumer behaviour.
The rankings are compiled based on the winners of 87 effectiveness and strategy awards from around the world. Unilever was named as the number one advertiser of the year, with two of its campaigns (both created by Lowe Lintas) making it to the top five.
Lowe Lintas India accumulated 212.9 points while AMV BBDO UK took the second spot at 191 points and Colenso BBDO NZ that collected 147.6 points finished third. Recent successes of Lowe Lintas on global platforms include Ad Age International Agency of the Year, the American Jay Chiat Awards and and WARC Asia.
Speaking on the development Lowe Lintas + Partners CEO Joseph George said that the recognition was both extremely satisfying and spurring. “We have had a terrific run on creative effectiveness this year across the globe; and all the accolades have further reinforced our belief in the type of work we want to do and believe in,” George added.
Lowe & Partners, Worldwide saw significant representation in the WARC 100 listing. Notable ones being – Lowe & Partners ranked fourth amongst the top agency networks in the world; and two other agencies from the Lowe network, Lowe SSP3 and Lowe Roche featured in top 25 agencies list. Furthermore, five of the campaigns created by the network featured in the WARC 100 Best Marketing Campaigns.
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.
