MAM
R K Swamy BBDO instrumental in Indian Airlines makeover
MUMBAI: The complete identity change of Indian Airlines to ‘Indian,’ which was carried out on 7 December, has been handled by R K Swamy BBDO.
The makeover encompasses everything from the new brand name and logo to a change in the livery of all its aircraft, beginning with the arrival of the brand new A319 Airbus.
Signifying continuity with change, the new look of the airline communicates a bold, striking, progressive and distinctive image for the airline. It is a contemporary graphic representation inspired by the wheel of the Sun Temple at Konark, which symbolises timeless motion, convergence and divergence. It also embodies the solidity and trust that has stood the test of time.
“It was a major challenge to us, to capture the essence of the brand, and to deliver a distinct and bold look. The result is there for all to see. We had a resounding appreciation from the entire top management of Indian Airlines when the graphics were unveiled,” said R K Swamy BBDO executive director Ajit Shah, who led the team on the project.
All existing aircraft will be painted with the new livery over a period of 12-18 months along with the airport signages, tickets and boarding passes, and all contact points between the customer and the airline.
The identity change exercise was assigned to R K Swamy BBDO in September, after a pitch amongst the empanelled agencies of Indian Airlines. Thereafter, a design team led by Pranvir Mann and Ajmer Pratap Singh, creative directors in the agency’s Delhi office, explored numerous options based on the brief that the new look should be quintessentially Indian, yet signify a modern and contemporary image for the airline.
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.
