Brands
MIP London doubles down on creator economy for 2026 edition
PARIS: MIP London has unveiled an expanded creator economy programme for its second edition, sharpening its focus on digital creators, platforms and community-led IP as television and streaming recalibrate for attention-led growth.
The international content market will run from 22 to 24 February 2026 across The IET London and The Savoy, with creator-focused sessions spread across Monday and Tuesday. The expanded strand blends analysis, commissioning insight and monetisation strategy, alongside a stronger push on structured networking, including matchmaking and expert-led roundtables.
A headline moment will see media analyst Evan Shapiro deliver a mainstage keynote titled The year of change or die on 24 February, drawing on proprietary data to map where the global television business is heading. Shapiro will also record a live episode of The media odyssey, his industry podcast co-hosted with Marion Ranchet, examining shifts across television, streaming and digital platforms.
Creator-led growth will be further explored in a mainstage panel featuring Snap Inc, Spotify and pan-European digital studio We Are Era, examining how talent and community-led IP scale across platforms. A separate session will focus on how premium digital content is commissioned and expanded by established media groups and creator-first studios, including participation from MTV Entertainment Group International.
Networking is being elevated through a market-first Attention Economy Leadership Lunch & Mixer, staged in partnership with Tubefilter, with strategy insights from Allied Global Marketing chief strategy officer Adam Cunningham. An invitation-only, expert-led roundtable on sustainable creator-led growth will bring together executives from BBC Talentworks, Patreon, After Party Studios and We Are Era, among others.
The expanded creator economy focus forms part of a broader MIP London programme spanning documentary and factual, micro dramas, podcasting, streaming and AI, under the theme “Joining the dots: finding the value.”
The announcement comes as MIP London crosses 1,000 registered delegates a month ahead of the market, including more than 550 international buyers from major broadcasters, streamers and platforms spanning television, streaming, telecoms, manufacturing and publishing.
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.
