MAM
Microsoft consolidates digital biz under IPG’s Reprisemedia India
MUMBAI: Microsoft India has moved its entire digital media account from WPP-owned Quasar and Publicis’s Performics to Reprisemedia India.
IPG-owned Reprisemedia India will be the digital media AoR for Microsoft India across display and search.
Additionally, Reprisemedia India will now form as an extension of Lodestar UM, which has been the lead media AoR for Microsoft India for the past 10 years.
“This shift aligns India with Microsoft’s global move to consolidate digital media buying and search with UM,” said Microsoft India CMO Shafalika Saxena. “The next coming years will be a game-changer for Microsoft with the impending launch of a breakthrough operating system, Windows 8, coupled with exciting developments across our entire product portfolio. We look forward to working with Reprisemedia and deepening our partnership with UM.”
This new arrangement comes into effect from July, and will leverage global expertise from across the many markets where Reprisemedia handles Microsoft’s Search business.
“Reprisemedia India comes with an added advantage. As a full-service digital agency, its offering extends far beyond Search, into the realm of digital display, content and application. Reprisemedia will complement the unique strength of Lodestar UM within the content space,” Lodestar UM COO Anamika Mehta said.
Reprisemedia India CEO Anjali Hegde added, “This is the most significant thing that has happened to Reprisemedia and we are really excited about the opportunity to work with Microsoft. It considers digital as a core and mainstream medium and that mindset allows a digital agency to push its boundaries of innovation and creativity – in short a dream client to work for.”
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.
