MAM
PaperBoat rolls out its summer campaign with fresh new flavours
Mumbai:- Packaged beverage brand PaperBoat has rolled out its first campaign for the summer. The campaign conceptualised by The Script Room, showcases the various flavours of PaperBoat Swing. The agency was named as the beverage brand’s creative partner recently following an account win.
The ad film, set in a heart-warming setting, sees a couple of children working up a cosplay of a lemonade stand, where they are serving the refreshing flavours of the drink to their mother.
The campaign will be seen on television and digitally as well.
“This is a new variant of Paper Boat. And we felt that it would be best to now just introduce ourselves and our offering to the world. The task was to continue to keep the innocence and simplicity that the brand is known for. And still infuse it with some newness. We’re delighted with the outcome. It’s always been a great pleasure to work on Paper Boat,” The Script Room co-founder and the director of the film Ramsam (Rajesh Ramaswamy) said, speaking about the campaign.
Adding to Ramsam, Ayyappan Raj, co-founder, The Script Room said, “Once in a while in life, and business, you need some sort of an affirmation. For me, Neeraj choosing to work with us was exactly that. Paper Boat ad from The Script Room means a lot to us. The new Swing film is a lovely starting point and first of many good things to come”.
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.
