MAM
Pix’s ‘Big Break’ initiative ahead of digitisation
MUMBAI: In a bid to further engage with its viewers and build brand affinity, English movie channel Pix has announced a new marketing initiative – ‘Big Break’.
The initiative will give a winner the chance to be part of a promo for the channel which will air in March. The winner will also be used for other channels in the MSM stable like Sony and Sab.
Interested parties can submit a one-minute video of themselves online enacting a scene from one of their favourite films. The last date for submission of entries is 18 February.
Ten people will be chosen and flown down to Mumbai. One winner will be chosen and will get the Red Carpet treatment.
“With digitisation going to happen, it is important to remind people that Pix is a ‘must have‘ channel. We want viewers to feel committed towards us and to engage with us,” said Pix business head Sunder Aaron.
A few years back, Pix had launched a short film festival initiative. Inspired by the response to that, the channel has gone ahead with this initiative.
Pix marketing head Himmat Bhutalia noted that channels in the English movie genre are not doing enough at building brands. “While titles are important, brand recall needs to be created. It will be important for viewers to know what a brand stands for as we move into a digital arena where viewers will choose to carry a channel or drop it. Pix has a larger variety in content. We are also more into engaging in a dialogue with viewers,” he said.
In terms of marketing, digital will be a greater focus area for Pix this year. “We took our local initiative chicks On Flicks online. We are also looking at extending our Pix movie Club initiative to the web. Traditional media is a one-way dialogue. With digital you can change your communication faster based on feedback,” averred Bhutalia.
To market ‘Big Break’ the channel is using print, radio and television spots on MTV and Bindass.
Bhutalia expects most respondents to be in the 15-30 year age group. On the ground, the channel is using an event management company to go to select schools and colleges in Mumbai and Delhi. There fans can make a one-minute video.
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.
