MAM
Mahindra to launch ad campaign for new Xylo
BANGALORE: Automobile major Mahindra & Mahindra Ltd (Mahindra) will be launching a new campaign, including TVCs’, over the next few days for its upgraded SUV Xylo. The earlier version of the Xylo was launched in January 2009.
“There will be two parts of the campaign – the first TVC and other initiatives will be to announce the new Xylo and the second one that will follow a few weeks later will talk about the product,” said Mahindra Automotive division’s VP of Sales & Marketing Vijay Nakra at the launch of the vehicle in Bangalore.
Initially the new Xylo will be launched in select major towns and cities in the country and then rolled out across the rest of India.
“At present we will be on news, sports, some GECs’, channels such as Discovery and NGC. We plan to go to regional channels after about 4 to 6 weeks once the all India launch has been completed,” revealed Nakra to http://indiantelevision.com.
Nakra could not reveal the amount that Mahindra would spend on the new Xylo campaign, but said that it would be adequate.
The two TVCs’ showcased by Mahindra today at the launch of the new Xylo featured ace photographer Atul Kasbekar with some models. The print and the dealership outlet creatives will also feature Kasbekar and some of the models that have posed for him.
Interface, which handled the earlier Xylo creative duties, will continue to do so for the new Xylo. Lodestar Universal handles the media buying for the new Xylo.
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.
