MAM
Pitches for Prasar Bharati’s DarshanAir to start from 16 Dec
NEW DELHI: Several advertising agencies and design shops are likely to make pitches by early next week for designing and printing, on a turn-key basis, Prasar Bharati’s programming guide. On 9 December, indiantelevision.com had reported that Prasar Bharati had decided against having another consultant on board for sprucing up Doordarshan’s image and brand positioning. Instead, pubcaster DD would invite bids from advertising agencies for the same.
Prasar Bharati’s programming guide, will be called DarshanAIR (deriving its name from Doordarshan and the acronym for All India Radio). It will be brought out by Prasar Bharati in an effort to publicise and popularise its programmes, apart from getting the listings published in the newspapers.
According to Prasar Bharati sources, some eight companies attended earlier this week a presentation that the former made on its requirements for DarshanAIR.
The pitches are likely to come in from medium sized design shops and ad agencies, some that were contacted by Prasar Bharati after going through the details on indiantelevision.com.
Prasar Bharati sources said that the initial print order of DarshanAIR is likely to be in the region of 2,000 for the 40-odd pages of the monthly which will carry interviews and special articles, apart from mention of DD and AIR programmes.
Taking a cue from other pubcasters like BBC and private satellite news channels like CNN, Prasar Bharati has hit upon this idea of a programming guide that will be sent as direct mailers to government
employees initially.
The Corporation is also exploring the option wherein the monthly DarshanAIR could attract advertisements and become a viable commercial proposition too.
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
