MAM
Red FM takes outdoor route to create election awareness
MUMBAI: With an aim to encourage people to vote in the general elections 2014, Red FM has associated with the Election Commission of India. The idea behind the association was to motivate people to vote in the upcoming general elections. Red FM has been supporting the Election Commission of India in urging people, especially the first time voters, to come out on the polling day, and press the button of the voting machines to elect the 16th Lok Sabha.
Red FM has been running campaign titled, “Dabaa Ke Bajaa” to reach out to the masses. Dabaa Ke Bajaa has Red FM RJs represent themselves as youth ambassadors of the Election Commission of India, in their respective cities. One RJ per city who is the youth ambassador takes up the responsibility of the entire population in his or her city and gets them on board as a part of the electorate who will pledge to vote this time. A series of on-air and on-ground activities are being done to engage with the listeners on the same.
For the outdoor leg of the campaign, Red FM took DDB MudraMax on board to handle their OOH innovation. They have installed huge hoardings with integrated digital LED pledge-meters that reflect the number of people who have pledged to vote. The hoardings are located at strategic junctions. The number keeps changing real-time, and is a cumulative of the number of pledges received on SMS, calls, Facebook application and the tablet application that volunteers are taking to people.
The meter which keeps ticking, denotes the exact number of people who have pledged to go. These hoardings have been taken in five locations including, New Delhi, Mumbai, Ahmedabad, Kolkata and Pune.
Commenting on this innovative marketing initiative, Red FM, GM- marketing, Rajat Uppal, said, “Dabaa Ke Bajaa is our attempt at channelizing the energy of people in all parts of India into one simple, and yet difficult act- pressing the button on the voting machine! We have partnered with the Election Commission of India to increase the voter turn-out in the upcoming General Elections. The digital hoarding and the pledge-meter have proved to be highly successful in getting people to pledge to vote, and in reminding them of their responsibility till the D-day. As a brand we have always tried to innovate and this is yet another innovation which stands out amongst the clutter of OOH. DDB MudraMax has executed the project very well. We have also been amplifying the campaign with several on-ground initiatives across the country.”
“We have been proud of creating spectacles which generate word of mouth for RED FM constantly. This was an important one to get the country to stand up to a cause. An Important cause”, mentioned, DDB MudraMax OOH, retail and experiential, president, Mandeep Malhotra.
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.
