MAM
McCain Foods rolls out first TVC with Karisma Kapoor
MUMBAI: McCain Foods have launched their new television commercial featuring the company‘s first brand ambassador Karisma Kapoor.
The TVC has been conceptualised by Leo Burnett and produced by Whacky Films Company.
The campaign revolves around McCain‘s new tagline, ‘Jhatse banao, kuch tasty khao‘ which translates to ‘Quick, fun and tasty snacks made in a jiffy‘.
The TVC opens with Karisma saying that earlier she was constantly worried about the doorbell ringing, as it would bring kids, family, friends and unexpected guests with their demands of tasty food in minutes.
However, today when the door bell rings, she welcomes everybody with a smile. She walks into the kitchen and makes McCain snacks in just ‘3minutes‘ from ‘freezer-to-fryer‘. In last scene, Karisma is seen serving McCain snacks to her family. Everybody kicks into celebration mood after tasting the assortment of fun snacks prepared by her within ‘3 minutes‘. The TVC ends with her family member asking ‘Bahar se mangwaya‘ and Karisma smiles back saying, ‘nahin, ghar par McCain banaya‘.
McCain Foods India general manager – marketing Gunjan Pandey said, “We are a nation of food loving people and our love for food bonds us together. With this campaign, we wanted to capture the happiness, fun and joy which we feel when we indulge in good food”.
Leo Burnett executive director Sainath Saraban said, “It is ingrained in every Indian woman‘s heart that her family looks up to her for tasty food. She gets constantly challenged on whether her food would meet the expectations of guests and family or not. Situations like unexpected guests at home, kids asking for interesting evening snacks and family members craving for exciting food make her restless. Through this Ad campaign, we have tried to address her inner turmoil. It portrays elevated pride of the ‘lady of the house‘ when delighted family members wonder, whether this food was ordered from outside.”
The campaign which comprises of 10 TVCs is currently on air on top Hindi and English GECs. The TVCs would be supported by print, radio, outdoor and online, specifically targeting the markets of Delhi, Punjab, Mumbai, Bangalore and Ahmedabad. The duration of the campaign will be around 5 weeks.
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.
