MAM
Samsonite moves away from product-led campaigns in new TVC
MUMBAI: Luggage maker, Samsonite, has unveiled its new campaign — step out — simultaneously worldwide.
Also for the first time, Samsonite has done away with the traditional advertising route of releasing the television commercial followed by a print ad and online. Instead, through partnering with a cricket expert on the Samsonite video blog, the brand has attempted to capture the online space before the TVC was released.
This association aimed at promoting the brand‘s new proposition has already gone online leading to over a million hits.
The campaign is directed by Singaporean Sng Tong Beng and shot extensively across three countries – China, U.S. and Nepal.
According to the company, this campaign aims at inspiring the ‘inner nomad‘ in everybody, who strives to achieve his dreams despite the odds, be it in their career or while travelling the world.
Samsonite South Asia MD Subrata Datta said, “Samsonite is a contemporary lifestyle brand beyond just ‘luggage‘. Through our new campaign we intend to communicate our vision for Samsonite as a brand that understands the challenges of a contemporary life on the move and provide diverse product solutions across categories. We hope that this will serve as an inspiring campaign for our consumers as we strive to fulfill our vision of being a brand for travelers across the globe.”
This is the brand‘s first attempt to move away from product-led campaigns and focus on the brand message. This also ties in with the larger strategy that will facilitate the diversification of the business into the retail lifestyle space.
Beng adds, “This film, in essence, is about ‘an invitation to, and a celebration of travel and discovery‘. From great peaks in the country to canyons of buildings in cities, from views of endless deserts to window views of oceans, from seeing the rhythm of humanity to the silence of the nature, from manmade paths to paths unknown. By celebrating the world, Samsonite celebrates each step taken together with you.”
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.
