MAM
Nihar Kesh Utsav: A tribute to Maa Durga by Marico’s Nihar Naturals
Mumbai: With a multi-touchpoint brand initiative “Nihar Kesh Utsav”, Marico’s Nihar Naturals embarked on a heartfelt journey to honour Maa Durga this Pujo. The initiative that spanned across two weeks had an array of extraordinary digital and on-ground experiences to build a deeper connect with the brand’s audience.
The Nihar Kesh Utsav commenced with an advertisement on ZEE Bangla, featuring the well-known Bengali television actress, Divyani Mondal communicating the message that all hair types are beautiful as long as they are healthy. Through the ad film and her social media pages, Divyani invited viewers to enter a contest by submitting photos of their beautiful hair with Nihar Naturals via WhatsApp. Over the course of 15 days, the contest received 2000 entries and overall, the campaign achieved a whopping reach of close to 1.6Mn. Some of the best entries were featured in a Nihar Naturals Ad amplifying the campaign message “All hair is beautiful”. This ad will be aired exclusively on Zee Bangla for four days starting 5 December.
Furthermore, in a heartfelt gesture to honour the rich culture of West Bengal and strengthen the bond with their consumers, Nihar Naturals crafted a magnificent 10-foot-tall Durga Maa idol, crafted entirely from approximately 300 coconuts, one of the core ingredients in Nihar Naturals Hair Oil. The idol was inaugurated by Actress Divyani Mondal at the Maddox Square Pandal on 18 October. The brand also set up a hairdo booth spearheaded by the most sought-after celebrity hairstylist in Tollywood, Jolly Chanda. Visitors were treated to a complimentary hairdo session by skilled experts from Jolly’s team.
To generate excitement about the contest and attract visitors to witness the innovative Durga Maa idol, Nihar Naturals strategically positioned branded kiosks at 50 Resident Welfare Associations across Kolkata on the 14 and 15 of October. These kiosks engaged the residents with various games and activities. In addition, renowned Bengali actress Shweta Bhattacharya also visited the kiosks and interacted with the residents further intensifying the event’s anticipation and buzz.
Marico Ltd chief marketing officer Somasree Bose Awasthi said, “The Nihar Naturals Kesh Utsav activation this Pujo marked a significant milestone for the brand, as we built a deeper connect with our consumers across touchpoints with a culturally immersive experience. Undoubtedly, the highlight was the awe-inspiring 10-foot Durga Pujo idol made from approx. 300 coconuts, an ingredient that consumers identify with when they think of Nihar Naturals. Our primary objective with this activation was to express our gratitude to our cherished Nihar consumers in West Bengal for their unwavering trust and support of Nihar Naturals over the years.”
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.
