MAM
Mindshare India redefines cross cultural travel experiences with Lufthansa
Mumbai: Mindshare fostered a strategic collaboration between its India and Italy teams as they announced a synergy with Lufthansa German Airlines, to showcase the rich culture and vibrant lifestyle of Milan, Italy by creating an authentic travel experience. The partnership aims to blend the creative expertise of both the counterparts, elevating the travel experience through their innovative storytelling and influencer partnership.
Mindshare brings together diverse perspectives from top creators in India and Italy capturing their authentic and a true insider’s view of Milan’s cultural hidden gems, culinary delights, and fashion hotspots.
Indian travel creator Tanya Khanijow embarked on a meticulously curated journey, guided by leading Italian influencers – Elisabetta Roncati, Lucia Peraldo Matton and Livio & Matteo Cesareo offering audiences a true insider’s view of Milan. Their itinerary drew a spotlight on local favorites, intimate gelato shops, under-the-radar experiences, and iconic landmarks, delivering a genuine and enriching travel narrative that resonates with diverse audiences.
Lufthansa, through this initiative, offered a seamless and luxurious travel experience, underscoring its commitment to superior services and ensuring that the journey itself becomes an integral part of the adventure. This approach elevates Milan, transforming it from a mere destination into a vibrant hub of fashion, food, and culture.
Lufthansa Group, South Asia & Southeast Asia, Global Marketing, Sng Ju Stephanie said, “We are excited to launch our new experience-first campaign, Lufthansa India–Italy Insider, in collaboration with Mindshare India. This campaign embodies the spirit of Lufthansa German Airlines as a travel-lifestyle companion. As a brand dedicated to delivering best-in-class experiences for our customers, this partnership with Mindshare India showcases innovation and expertise in crafting influencer-driven solutions with the consumer in mind. Together, we have successfully brought to life a campaign that drives synergies across travel and lifestyle, setting a new standard for global collaboration.”
Mindshare South Asia CEO Amin Lakhani said, “Mindshare India and Italy have had a stellar collaboration to craft this one-of-a-kind campaign for Lufthansa. From a travel campaign perspective, it is important to focus on the consumer journey and keep in mind the cultural nuances, which is what our India and Italy teams have seamlessly focussed on. With Lufthansa, travel, culture, and influencer marketing came in perfect sync. We have yet again pushed the boundaries of what can be done in the realm of Influencer Marketing.”
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.
