MAM
Nerolac gives Gen-Next a chance to personalise its jingle
Mumbai: In an attempt to engage with the “Generation Next” audience, Kansai Nerolac is leveraging the online space through a new phrase with its latest social media campaign – Kuch Change Karein, Chalo Tune Badlein – personalise the Nerolac Jingle.
The campaign aims at involving consumer in building the brand Nerolac. Consumers from across the country and even outside India can participate in the contest by coming up with their own version of the jingle of Nerolac – “Jab Ghar ki raunak badhani ho, Deewaron ko jab sajana ho, Nerolac, Nerolac”.
Kansai Nerolac Paints vice-president – marketing (decorative) Sukhpreet Singh said, “Social media has always been an important ingredient of our marketing mix. Early last year we launched Nerolac Earth Matters on Facebook which is a platform for architects and interior designers to share sustainable living ideas/concepts. This latest campaign will connect us with young Indian consumers who believe that life is colourful and vibrant. The contest intends to engage with the new self-reliant young consumers who today are financially independent and have high disposable income”
All the new versions of the Jingle generated by the consumers would compete on social media platforms like Facebook and Twitter to emerge as winners in various categories like The Best Jingle, The Most Voted Jingle, The Best New Lyrics, The Best New Arrangement and could possibly be chosen for the future campaigns of the brand. The winners also stand a chance to win cash prizes.
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.
