Brands
Mahindra Reva to launch digital & print campaign ‘Goodbye Fuel, Hello Electric’
BENGALURU: Mahindra Reva Electric Vehicles (Reva) will be launching a digital and print campaign ‘Goodbye Fuel, Hello Electric’ to drive home the message for a programme that enables an easy and simple ownership of its automatic electric car, the e2o. Since the company wants to target the major cities initially, radio campaigning is being mulled over as well, as in Bengaluru it has already used the medium.
“Since there is very little time left in this fiscal, we have not yet allotted anything specific for the campaign during this financial year,” said Reva Chief Executive Officer Chetan Maini. “For this year, the budgets may not be substantial,” added Maini.
Speaking at the launch of the programme in Bengaluru yesterday, Maini said, “Customers have greatly appreciated our automatic, connected and future ready e2o. Today by launching our ‘Goodbye Fuel, Hello Electric’ programme we have made it much more affordable to own an e2o. This first of its kind initiative, guarantees customers’ battery performance coupled with inflation proof running costs. We firmly believe this ownership experience will set a milestone in the way people perceive and own electric vehicles in the country.”
Creative duties for the Reva are handled by Strawberry Frog.
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.
