MAM
NEC to sponsor CNN video blog
MUMBAI: Under a new CNN initiative sponsored by NEC corporation, six men and women, wanting to make a difference in the world, will blog and post videos of their lives and jobs.
Titled Be the Change, it aims to harness CNN International’s global reach, multiplatform services and cutting edge technology to reach deep into the lives of ordinary citizens doing extraordinary things around the world to benefit others.
NEC’s sponsorship of Be the Change runs for a year from this month and is set to be broadcast worldwide while featuring online at www.cnn.com/bethechange
The work of the six people and the global platform the initiative provides is expected to inspire others to make their own impact through similar ventures.
CNN Asia Pacific VP news ad sales William Hsu says, “Be the Change is a fantastic initiative and we are delighted to have the support of NEC in this groundbreaking venture. To highlight and celebrate work that is rarely reported on and often barely visible to the larger community is hugely important and we hope that our global audience will share in these unique experiences.”
NEC GM advertising division Junichi Shibi says, “Throughout its history, NEC has continuously sought ways to contribute to society through technological innovation and advanced solutions. NEC is proud to sponsor CNN’s Be the Change, which shares the goal of empowering people and societies around the world through innovative activity to effect change for the better.”
Whether it’s building a sports complex for a disadvantaged community in South Africa, or aiding abused young people in Cambodia’s second largest city, the ‘Be the Change’ aid workers are committing their lives, their time and their energy to work for others.
One video diary from a contributor will become a weekly segment on CNN International television, while blogs from each contributor will be hosted on a specially-produced web site, in addition to biographical sketches, links to their organizations and photo galleries. The site will be interactive, allowing visitors to comment and post questions to and for the contributors.
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.
