MAM
Nilesh Naik joins Rediffusion as executive creative director
Mumbai: Rediffusion announced that Nilesh Naik has joined its Mumbai office as executive creative director.
With over 19 years of work experience, Naik has worked with several top agencies including Publicis, Euro RSCG, Bates, Dentsu, Percept and FCB in India, and The Classic Partnership, Grey Worldwide and GTB in the UAE, in Dubai.
“We have been strengthening our team at Rediffusion to keep pace with all the new businesses that we have been winning over the past few months. And of course, there has been a tremendous surge in projects and assignments from existing clients,” said Rediffusion Mumbai head and EVP Kalyani Srivastava. “Nilesh will be tasked with shouldering some of the increased responsibilities and I am sure he will come out aces.”
Naik was ranked among top 10 creative directors in the MENA region in 2019. He is the recipient of several awards that include the Cannes Lions, Adfest, OneShow and Dubai Lynx and his work has been featured in Lurzer’s International Archive.
“Nilesh brings mature, well-rounded and multi-domain experience to Rediffusion Mumbai. He is a wordsmith who expresses himself elegantly and impactfully,” said Rediffusion Mumbai head of creative Pramod Sharma. “We are looking forward to some great work from Nilesh in the days to come.”
“Rediffusion has created some of the most memorable campaigns in Indian advertising and it feels great to be part of such a fabulous team,” stated Nilesh Naik on his new role. “Here creativity is the only currency and I’m looking forward to creating fantastic work that gets noticed, establishes a deep connection with the audience and does wonders to clients’ businesses.”
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.
