MAM
Neo Cricket set to rebrand as Neo Prime
MUMBAI: As part of its strategy to focus on non-cricket sports, Neo Sports Broadcast has rebranded its cricket focussed channel to a premium all-sports channel.
Consequently, Neo Cricket will have its name changed to Neo Prime starting 3 June.
With reduced live cricket property and a surge in volume in multiple sports, NSB believes two all sports channel is the current need of the hour.
Neo Sports Broadcast COO Prasana Krishnan said, “Neo Prime is the prime feed of a premium all-sports channel. The channel will showcase HD ready sports content and will shortly launch its HD offering.”
The decision to rebrand Neo Cricket is twofold. One, the broadcaster doesn‘t have live cricket to run a dedicated cricket channel. Two, a lot of Neo Sports properties were overlapping creating scheduling conflicts.
“The network will shortly announce a slew of big ticket acquisitions and multiple all sports channels will ensure scheduling conflicts are addressed to maximise the network viewership,” Krishnan said.
As part of a long term strategy, Neo has been acquiring sporting events including Uefa Euro 2012, French Open, World Series Hockey, Sultan Azlan Shah Cup, Copa America and Rugby World Cup in addition to the existing bouquet of Asia Cup, German Bundesliga, Davis Cup, US PGA Tour, BWF Badminton Super Series, and Fed Cup.
Neo Cricket was born in the wake of the BCCI rights which now reside with Star India. Neo has adopted a strategy that would run with primarily other sports like football, hockey, tennis and badminton.
Also read: Neo Prime begins its journey as all sports channel
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.
