MAM
Religious most benefitted genre in Chrome DM week 28
MUMBAI: With a growth of 2.05 per cent as compared to last week (27), the religious genre marked the highest opportunity to see (OTS) among all categories in week 28 of Chrome Data Analytics & Media.
In the religious genre, Sanskar gained the highest OTS with 98.6 per cent in HSM excluding the less than 1L-market.
OTS is the actual census-based percentage connectivity of a channel spread across 81 million homes, reported by Chrome DM, across analogue cable, digital cable and DTH.
The second position in the gainer’s list of OTS was grabbed by the Hindi GEC genre with the growth of 1.21 per cent in HSM excluding the less than 1L-market. DD National was the most benefitted channel in this category with 99.5 per cent.
The third position in the gainers was garnered by the youth genre in HSM excluding the less than 1L-market with 0.96 per cent OTS. MTV gained the highest OTS with 92.2 per cent.
The infotainment genre was at the fourth position in the list with 0.80 per cent growth and NGC catered to 91.8 per cent OTS in All India 1 Lakh+ market.
The fifth spot was garnered by the music genre with 0.33 per cent growth and Sony Mix was the most benefitted channel with 92.0 per cent OTS in HSM excluding the less than 1L-market.
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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.
