MAM
Mindshare launches emerging markets growth hub – FAST
MUMBAI: Mindshare APAC has launched FAST Hub (Future Adaptive Specialist Team) in Singapore, supported by EDB, to enable brands to benefit from the growth opportunities appearing in emerging markets.
FAST brings together the best of WPP as well as industry leading companies and products including GroupM, Kantar, WPP Data Alliance, CrayonData and Jivox, to build sector specific solutions to enable marketers to use real time insights to drive real time marketing and media actions, including hyper-targeted content creation and distribution.
The launch is a response to the increase in data availability and the parallel rise in data and technology led marketing opportunities such as programmatic and performance advertising that leverage this data.
Targeting the consumer packaged goods (CPG), banking, consumer healthcare, telecoms and automotive sectors, FAST will allow clients to adopt and implement adaptive marketing strategies covering programmatic, performance marketing, customised data alliances, digital analytics, data management platforms (DMP) and real-time marketing.
The Singapore FAST hub is anticipated to grow to a 63 members outfit over the course of the next three years, and the six teams will lead the product development for this suite of services for all growth and emerging markets for Mindshare’s clients, wherever they are in the world.
Mindshare Asia Pacific COO Gowthaman Ragothaman said, “The industry is still grappling with a deluge of data. We want to help simplify this for our clients and provide them a bespoke solution that solves their business problems. The role big data plays for a CPG company is totally different to the influence it has on the banking sector or auto industry. Our ability to provide customisation is one of the key differentiators for FAST.”
Mindshare AMEA, Russia & Emerging Markets chairman & CEO Ashutosh Srivastava added, “The talent to drive these services is scarce, but Singapore provides FAST with a thriving ecosystem for learning and development. Together with EDB’s support, this will immensely benefit Mindshare and our clients, help brand marketers find more effective and profitable opportunities for growth, and also develop young Singaporean talent for the data-driven marketing world. For the young talent, this is a great opportunity to work together with some of the brightest minds in the business, and do the best work of their career.”
Commenting on this partnership, Singapore Economic Development Board assistant managing director Kelvin Wong said, “When you look at how mobile, social and e-commerce are changing the behaviour of Asia’s consumers, it is clear that brand owners are turning to their agencies with a very different set of needs. Mindshare, by centralising a suite of data, technology and domain-centric capabilities, is well poised to serve global clients who require specialised expertise in the growth and emerging markets. We welcome the establishment of Mindshare’s FAST hub, and look forward to building Singapore’s digital marketing ecosystem from strength to strength.”
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.
