MAM
Satisfaction guaranteed?
The proof of the pudding is in the eating. And the proof of a good service provider is in the good things that clients have to say about what’s dished out. Mindshare’s clients were pleased with what the agency has been offering but they were pretty clear that with the market evolving, the agency will have to evolve as well in order to continue delivering on the quality of service it has to come to be known for.
Says Kodak senior VP South Asia film capture Nandina Ramachandran, “I have worked with Mindshare for five years. Mindshare’s biggest strength is putting a media plan together that actually works. Even with a small budget they work wonders in terms of efficiencies and are very high on innovations. The Hum Tum – Kodak moment for instance gave us tremendous mileage for instance. They really know how stretch the dollar so to speak. Mindshare is most certainly at the top of the grid vis-?-vis other agencies.
A concern cited by Ramachandran was the fact that with the increasing volume of businesses in Mindshare, the agency would need to re-organise itself so as to give enough attention as well as effectively service all classes of clients. She adds, “Their core strength is client servicing, so the quality should be maintained and should not falter with their increasing size.”
Points out Star India senior vice president marketing and communications Ajay Vidyasagar, “Minshare’s strength is its scale and its ability to leverage clients. Being market leaders, this also gives them a level of expertise which gives them a unique advantage. Although, sometimes what is an advantage as a buyer becomes a disadvantage as a seller.”
Motorola marketing director Lloyd Mathias stresses, “On the whole, I have been very closely involved with Mindshare from its inception. They are one agency that have gone beyond the parameters of just planning and buying. They are driven by passion and are focused on innovations. The also manage to get great rates.”
On the other hand, Mathias states that although they have made headway in new media, the agency still has to travel a considerable distance to build in expertise. It was also pointed out that they could have a better handle on outdoors.
Pepsi’s executive vice president Vipul Prakash says:”Overall, we are reasonably positive about Mindhare as they are able to add value from a media point of view. The recent tri-series in Sri Lanka (August) where the break was branded by Pepsi came from Mindshare. And although we were not big spenders, the idea was so solid that we were second to Indian Oil. Mindshare is an integral part of our brand team and not merely a media buying agency for us.”
Prakash adds, “I think they can do better job in the non-traditional space. They have made strides in the area, although their expertise lies in television and print.”
One client who wished to be anonymous states, “They are last minute workers and at points it could come down to the wire.”
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.
