Brands
Parachute Advansed rolls out ‘Nariyal wali Holi’
Brand highlights coconut oil protection during festival of colours
NATIONAL: Marico Limited has launched a culture-heavy Holi campaign for Parachute Advansed Gold Coconut Hair Oil, urging consumers to stop dodging colour and dive straight in. The line is punchy: Na na wali nahi, nariyal wali Holi
The premise is simple. Many revellers hold back during Holi for fear of hair damage. Marico’s pitch is that coconut oil protection removes that anxiety, turning hesitation into abandon.
The integrated campaign spans a digital film, dermatologist-led explainer reels on the science of pre-Holi oiling, influencer content, curated starter kits and an on-ground splash at Mumbai’s Marine Drive featuring creators Prannay Joshi and Sneha Namanandi. Each touchpoint reinforces the brand’s refrain: do not run from colour; run towards it.
The hero film, conceptualised by Tonic Worldwide, shows women charging into clouds of pigment: a visual metaphor for fearlessness backed by hair care. The tone is festive, but the strategy is calculated: blend cultural relevance with functional reassurance.
Marico Limited chief marketing officer – India Vikram Karwal, said Holi’s exuberance often comes with concern over hair damage. The campaign, he added, reframes protection as freedom: an invitation to celebrate without restraint.
Marico, listed on the BSE and NSE, reported turnover of $1.3 billion in FY 2024-25. Its portfolio spans Parachute, Saffola, Livon, Beardo and other beauty and wellness brands, with international markets contributing about 25 per cent of group revenue.
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.
