MAM
Rediffusion DYR’s Surojit Sen wins ECO-India award
MUMBAI: ECO-India has announced the winners of its contest 2005, which invited individuals and advertising agencies from across India to send in their communication solutions on tackling vehicular pollution.
The contest participants, who totalled 64, were asked to create commercials of 25 seconds or less on persuading people to stop vehicular pollution.
Sen’s winning entry will now be aired on television channels across India and will also earn a free entry to the Cannes Film Festival and other related international film festivals.
An elated Sen in a statement said, “I’m delighted on this wonderful achievement not only as a Rediffusion team member, but as an Indian citizen as well. The constant irritation of traffic pollution due to an unimaginable influx of automobiles is so evident across India.”
he added: “Through ECO India, I got this opportunity to try and wake up some souls and tell them about this gruesome pollution, which should not be taken casually at all. So, I initiated my bit, but am eagerly looking forward to see how many more people contribute to this cause.”
Accoding to Rediffusion DYR COO-North Santosh Sood, “The award is testimony to the spirit of entrepreneurship we encourage at Rediffusion. Surojit’s initiative in creating the film and entering it for the awards is a living example of Carpe Diem.”
ECO-India is one of the leading organisations working toward creating awareness of environmental and ecological responsibilities.
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.
