MAM
NAMS identifies 55 potentially misleading TV and Print ads
Mumbai: NAMS, the National Advertising Monitoring Service, has tracked down 55 print and TV ads as potentially making misleading/false/unsubstantiated claims. Hence, they were violating chapter 1 of ASCI ad code.
NAMS was set up by ASCI in partnership with TAM on 1 May with a mission of reducing misleading advertisements. It aims at improving the self-regulatory mechanism by speeding up the processes and compliance of its codes for advertising content.
NAMS monitored 40 print and 15 TV commercials in the first month of its launch. According to the advertising regulatory body, this is a huge jump in the first month of proactive monitoring as before NAMS there were only 177 ad complaints in the fiscal year 2011-12. This is as much as 31 per cent of ads to be processed in just one month of what was done in 12 months.
ASCI chairman I Venkat said, “We are enthused with the results shown by NAMS in the first month of the proactively monitoring of ads. Going by the initial results I am confident that NAMS will enhance the ad self regulation redressal process manifold. We now expect to see significant reduction in ads making misleading, false or unsubstantiated claims in the future with start of NAMS and consumers in India will benefit immensely.”
As per ASCI‘s agreement with TAM Media Research, AdEx India identifies ads which are in potential violation of Chapter 1 of ASCI code.
AdEx India monitors newly released ads in the auto, banking, financial services and insurance, FMCG (incl. F&B), consumer durables, educational institutions, health care products and services, telecom and real estate sectors. The scope of work covers the tracking of more than 30 Newspapers (all editions) which contribute to over 80 per cent of national newspaper readership and all TV Channels across the country in all Indian languages.
Ads seen as those potentially violating Chapter 1 of ASCI Code are forwarded to ASCI on a weekly basis, post which ASCI process them as per its normal complaint procedure involving its Consumer Complaints Council (CCC) for adjudication.
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.
