Brands
QTP’s uplifting play Every Brilliant Thing set for its first digital showcase with Paytm Insider
NEW DELHI: Over the years, mental health and wellness have been the subject of various arts from books, art, cinema to theatre. Today when mental health issues have been thrown into sharper relief than ever before, these stories are taking center stage. For its first play under Paytm Insider’s recently announced theatre initiative, Front & Centre, the platform is bringing one such fascinating and heart-wrenching story – ‘Every Brilliant Thing’, produced by QTP, directed by Quasar Thakore Padamsee and performed by Vivek Madan.
Front & Centre, which reimagines theatre in digital formats, is presenting the play’s very first digital edition, bringing this treasured work of art online. Every Brilliant Thing will premiere online on July 18th. Tickets priced at Rs. 400 are available on Paytm Insider.
Other than its poignant subject-matter, what sets this production of Every Brilliant Thing apart is its live participative format where the audience is invited to interact with each other and the performer to take the story forward. Since the play contains sensitive and potentially triggering material, it is available only for audiences above the age of 18. At its heart, Every Brilliant Thing aims to start conversations about mental health issues. This showcase will be followed by a 20 minutes opportunity for audiences to ask questions, share observations or start a dialogue with professionals working in the field of mental health care, who will also be present during the live stream.
Every Brilliant Thing is an uplifting story about love, life, family, mental health, and a much-required list of all the wonderful things in the world. It encourages the viewers to celebrate the joy found in everyday objects. The play is written by Johnny Donahoe and by Duncan Macmillan, an award-winning writer and theatre director. Duncan Macmillan’s previous works also cover contemporary socio-political issues and include productions such as People, Places and Things, and 2071.
Every Brilliant Thing’s online performance is produced by prominent theatre and arts management company QTP. Known for creating unique and engaging experiences for live audiences, the theatre company is the one behind the critically acclaimed plays So Many Socks, The President is Coming, Khatijabai of Karmali Terrace, A Peasant of El Salvador, and The God of Carnage in India, and has spearheaded international collaborations such as Nirbhaya, Gates to India Song, and A Midsummer Night’s Dream.
Speaking on the launch, Paytm Insider's Business head, Live entertainment (IPs & Partnerships)- Varun Khare at , said, “It is our honour to showcase a production as moving and relevant as Every Brilliant Thing on Paytm Insider. Creating a digital rendition of a work of art that is meant to be delivered live is an exciting challenge. We look forward to witnessing the magic that QTP, Quasar, and Vivek create on the screen, and to have this be the start for plays performed under Front & Centre.
Every Brilliant Thing director Quasar Thakore Padamsee said, “Every Brilliant Thing was designed to be a communal experience that brings the live performer and live audience to a shared space and encourages positive interaction between the two. As plays go online during this lockdown, however, we cannot simply call it online theatre. It is an entirely new medium, one that requires cumulative efforts of everyone executing the play to create an immersive experience that evokes that familiar sense of community, even though we’re all isolated with our devices. It is, thus, not just a digital rendition but a recreation or a reinvention of the play we know so well. Needless to say, it’s a new challenge altogether, and we’re more than exuberant to face it head-on!”
Vivek Madan, lead cast, Every Brilliant Thing, said, “The play is an insight or a window into a person’s life. Although it deals with sensitive topics, it is fun, even funny at times, and, most of all, scarily relatable. It is completely real and there is no artifice. I am simply sharing a story with the audience that I’m grateful that people are around to listen to.”
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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.
