MAM
Sachin and Sehwag star in new TVC for Boost
NEW DELHI: “Boost is the secret of our energy.” This would now be said by cricket icons Sachin Tendulkar and Virendra Sehwag as they try and busy themselves marooned on an island.
This is the new TVC of GlaxosmithKline’s chocolate malt drink Boost, which goes on air from 27 September.
The innovative and energetic TVC shows the two players marooned but yet dedicated to the sport they enjoy playing. So what if they do not have the appropriate cricket gear? Boost comes to their rescue. A characteristic shot from Tendulkar sends Sehwag chasing the ball (a coconut) while the former busies himself running between the wickets. Several sprints across jungle and swims across ocean later, a still buoyant Sehwag is able to catch the ball and return to Sachin. The two agree that Boost is the secret of their energy.
“Boost as a brand has been strongly associated with energy since the time cricketer Kapil Dev started endorsing it in 1986,” said GlaxoSmithKline Consumer Healthcare Ltd. VP Marketing Leanne Cutts.
In an official statement Cutts said, “The new advertising campaign continues to strengthen the brand’s energy promise. It successfully communicates that Boost with Power Boosters TM provides extraordinary energy.”
Consumer research has shown that the advertisement strongly communicates its message of energy and is highly enjoyable and credible.
Sabal Sekhawat of Big Picture has produced the advertisement, which was shot in Mumbai and Malaysia with J Walter Thompson as the creative agency behind the idea.
The campaign is directed primarily at children and teens and will be seen nationwide on major television channels like Sun, Star, Udaya, Asianet, DD Sports and Sony.
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.
