Brands
Mobile ads lack engagement, finds WATConsult report
MUMBAI: WATConsult’s latest report shows that mobile ads, though more useful, are less engaging than desktop ads. This is serious considering 75 per cent people use smartphones for viewing ads while just 42 per cent check them out on desktops. 48 per cent of the respondents prefer social media ads, followed by video ads, e-mail ads and search ads when it comes to mobile ad formats.
The report on consumer perception and effectiveness of mobile advertising is the third from its portfolio of WATInsights. It also mentions that 4G is the most used data connection followed by 3G and WiFi while mobile devices are maximum used for accessing social networks and e-mails, followed by usage of wallets, watching videos or shows and online shopping.
Ad categories such as clothing and footwear, electronic products, books, movies/music/games get highest clicks while jewellery, pharmaceutical products and insurance products ads get the shrug. People also feel that mobile ads are intrusive and irrelevant at times and also fearing breach of privacy.
WATConsult founder and CEO Rajiv Dingra says, “India is going through a phase of rapid explosion in web content and internet technology and people are beginning to acknowledge the convenience internet provides today. After the roll-out of 4G, the usage has only increased at a dizzying pace. With ad spends on mobile expected to grow at a rate of 59 per cent CAGR by 2020, our research is an attempt to put forward the consumer’s point of view about mobile ads, thus helping marketers plan better campaigns.”
The summary report can be viewed on: http://recogn.in/watinsights.php
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.
