MAM
Parag Milk to launch ‘Go cheese’ campaign by November-end
BANGALORE: Dairy and milk food products manufacturer Parag Milk Foods (Gowardhan) plans to launch an aggressive campaign for promoting its main staple – cheese – by the end of this month, said company sources.
The company’s ATL activities include television, radio in metro cities, print and outdoor. Its BTL initiatives include sampling at outlets, mainly modern retail.
“This will be our second push this year across all media including national, kids and regional television mediums. It should commence by by the end of this November,” revealed Gowardhan’s vice-president of marketing Rahul Akkara. “Our annual ad budgets are around Rs.100 million, and a major chunk of this goes towards the pushes that we have on television.”
The company also has a range of milk food products under the brand ‘Gowardhan’ manufactured out of its plant in Manchar in Maharashtra. It has a major presence in markets such as Mumbai and Pune.
Gowardhan also announced the launch of six flavors of ‘Go fruit n dahi’ yoghurt in the Bangalore market today.
“Our TG for the flavored yoghurts is the woman and the youth in the metos- it is a snack that one can have on the go,” said Akkara. “Since the ‘Fruit n Yoghurt’ is more of a metro centric prodcut, our mass media communications will be mainly on outdoor, local print and radio mediums in Bangalore. Once our new diary in Andhra Pradesh starts production, we will be targeting other cities such as Mysore, Chennai, Hyderabad, etc.,” he added.
Initially Gowardhan’s flavored yoghurt offering will be available in modern retail outlets. Once its expansion plans are complete, it intends to be present on the local grocery shop shelves.
Gowardhan pegs the current fruit and yoghurt market in India at 50 tons per month, with Mumbai accounting for 10 tons. The market is growing by around 30 per cent year on year.
Bangalore based Scion handles the creative and brand promotion duties for Gowardhan, while Karat handles the media buying.
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.
