MAM
Pathfire Ads provides digital media solution
LAS VEGAS: Pathfire, which claims to be a leading business-to-business provider of digital media content management and distribution services. has introduced Pathfire Ads. This is a new application for the Pathfire Digital Media Gateway (DMG) automated digital IP-multicast distribution platform.
Pathfire Ads is a complete digital media distribution and management solution that simplifies and streamlines the aggregation, archiving and downstream equipment transfer process for broadcast stations and decreases costs to manage, deliver, track and verify ad and promotional materials.
The Pathfire DMG, already in use by over 900 US broadcast stations, eliminates the need to monitor and roll tape on scheduled satellite feeds. Content is delivered digitally directly to desktops through the DMG, making access to material quick and convenient. Many broadcast stations are using the DMG to receive and manage their news and syndicated programming. Now Pathfire extends those benefits with the addition of the Pathfire Ads application, to include ad and promotional content as well.
An official release states that once ad materials have been received at broadcast stations personnel can sit at their desktop computers and use Pathfire Ads to search for specific materials, preview spots and meta data and drag and drop selected content to other station gear such as tape decks or edit suites. All this simplifies the process for preparing ad materials for broadcast. The Pathfire ads application can be installed on multiple desktops so that programme directors, traffic managers and others who need to work with ads and promotional materials have easy access.
Pathfire’s customers include ABC NewsOne, CBS, CNN Newsource, Getty Images News Services and Image Bank Films, National Geographic Television, NBC.
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.
