MAM
Nick US’ campaign encourages kids to be active, healthy
MUMBAI: This summer, Nickelodeon encourages American kids to get up and be active with an on-air campaign on Nickelodeon and Nick Jr.
The campaign features interactive interstitial programming and brand new spots that incorporate healthy messaging. The campaign will culminate on 1 October 2005 with Nickelodeon’s second-annual Worldwide Day of Play.
This is part of the network’s “Let’s Just Play” initiative. Nick will go off air for three hours to empower kids around the world to learn about active, positive lifestyles and make better, healthier choices.
Nickelodeon will introduce a series of on-air spots that emphasize the importance of play, as part of the network’s ongoing Let’s Just Play pro-social initiative, which encourages kids to lead active, healthy lives. The first of the spots is entitled Bring Back Play. It highlights the importance of play in kids’ lives and how play can help kids’ bodies, minds and compositions.
Subsequent spots, which will roll out in July and August, emphasise different ways to be active, different reasons to play and how to be an advocate for play. All feature original music, developed exclusively for the Let’s Just Play campaign. The spots will air several times per week on Nickelodeon US from now through August.
Nick Jr. will host Power Play Summer, the network’s new summer packaging, hosted by hit show LazyTown’s enthusiastic, pink-haired heroine, Stephanie. The packaging includes interstitial programming with themes like Love to Dance, Love to Get Up and Go and Love to Move. the interstitials incorporate the message to kids to ‘Get Up, Get Out, and Go Play.’ In the segments, Stephanie, joined by her LazyTown friends Sportacus, Ziggy and Pixel; Nick Jr. host Piper; and real kids, encourages viewers to move the Nick Jr. Power Play Meter.
This is an on-screen meter that measures the activity level of preschoolers at home. By playing along with activities like jumping jacks and learning the ‘bing bang’ dance from the show, Stephanie engages the audience by asking questions and requesting viewers to participate in her activities. The Power Play Meter is also featured in the lower-left corner during regular Nick Jr. programming to continuously encourage kids to keep the activity going while watching TV.
Currently in its third year Let’s Just Play is Nickelodeon’s pro-social commitment to encourage kids to participate in active, healthy, and playful lifestyles – a much needed antidote to reports of the rise in childhood obesity, the concerns about reduction of PE in schools and in after-school programs, and the over-scheduled and sedentary lifestyles of kids today.
In addition to using the power of Nickelodeon’s air, online sites, and celebrity support, the channel devotes significant year-round resources to building a grassroots infrastructure that supports physical play opportunities in communities everywhere. Let’s Just Play was recently awarded four Cable Television Public Affairs Association Beacon Awards, which recognise excellence in the US public affairs industry.
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.
