MAM
Radio City makes us experience Mumbai
MUMBAI: Radio City has created a campaign that makes us experience a city even with eyes shut. The film Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on-air, digital and on-ground.
In this film, the story is about a taxi driver of Mumbai. Conceptualised by Scarecrow Communications, the film starts with the taxi driver being put to test by two youngsters. He is blindfolded and taken to one of the most nostalgic lanes of Mumbai. Just using his other senses he guesses the place. The script is a journey that takes us to places that have been the most cultural parts of the city. Powerful performance by Rajan, documentary-style cinematography, blend of Arabic, western classical, and Indian music, and an honest script makes this film a treat for all senses. The Azaan at the end of the film creates a heart wrenching moment in the film.
To make the film more honest, team Scarecrow took a taxi and actually travelled through the lanes and consumed the cultural nuances. From jalebi to itr, everything about the film has come from their real experience. The screenplay and dialogues were written there itself.
The guerrilla shoot and the documentary style of capturing were figured by the director Tathagata Singha and the DOP, Sylvester at the actual locations.
Radio City CEO Abraham Thomas says, “The campaign is an attempt to highlight the power of radio as an experiential medium building a very strong imagery in the minds of the consumer. It also showcases that radio is a theatre of the mind that transcends beyond being just a mere audio medium. The campaign seamlessly resonates what our brand stands for and we are hopeful that it will further help drive synergies in every city we are present in.”
Scarecrow Communications founder director Manish Bhatt adds, “It was really a goosebumpy experience for me and my team to write the story of a storyteller who can impeccably describe our city with his eyes closed and yet manages to evoke all our senses. Especially the story for a brand which entertains all our citizens without using visuals for almost two decades.”
To bring alive the sound nuances of the film the composer duo Kedar and Bhargav too went to the actual location and recorded the actual sounds of the film. Whether it’s the bargaining sound of the foreigners or the sound of jalebi being fried, every sound present in the film is the real sound of the location.
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.
