MAM
Nitin Sharma joins Infectious Advertising as VP – business
NEW DELHI: Infectious Advertising has roped in Nitin Sharma as its vice president – business.
At Infectious, Sharma will be responsible for leading important businesses for the agency. He will work closely with founding partner Nisha Singhania to not only consolidate existing businesses but also look at organic plus new business growth, the agency said in a press statement.
Sharma joins from the UAE Exchange in Dubai where he was the director – marketing strategy. He has also had stints at agencies like Ambience, Ogilvy, DDB Mudra and Leo Burnett India. With close to two decades of work experience spanning across advertising and marketing, he has managed brands across the entire spectrum of categories for different agencies.
"Today’s complex and dynamic marketing landscape demands a truly integrated, multi-dimensional approach to fully leverage the opportunities businesses have or solve for the problems they face. Our purpose here is not about creating fancy ads, but explore the unique calibrations of communication, technology and data to shape consumer behaviour and move businesses," Sharma said.
Infectious Advertising founding partners Nisha Singhania and Ramanuj Shastry said, “Nitin brings with him experience of working on big brands across markets. We look forward to having him on board as we have a shared vision for the agency. We are sure Nitin will help in taking Infectious to the next level.”
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.
