MAM
Scarecrow deepens ties with first client, bags Religare’s corporate account
MUMBAI: Scarecrow Communications has deepened its relationship with its first client. The agency will handle the creative duties for Religare Enterprises‘ corporate brand, dislodging incumbent agency Ogilvy, Delhi.
Scarecrow already services the accounts of Religare Broking, Religare Health Insurance and Religare Macquarie.
Says Scarecrow Communications founder director Raghu Bhat, “Religare was Scarecrow’s first client. It’s fair to say that Scarecrow came into existence because of Religare. It’s very satisfying to note that since KILB, we have maintained our standards of creative excellence on this brand and have been rewarded with this very significant assignment.”
Scarecrow will handle the account from its Mumbai office. Religare offers a wide array of services including broking, insurance, asset management, lending solutions, investment banking and wealth management. It has a network of over 2,200 business centres across 550 plus locations and more than a million clients.
Says Religare director, Branding and Communications Subhrangshu Neogi, “The team at Scarecrow has consistently delivered high quality and path breaking creative work across all product lines assigned to them so far. We have now decided to enlarge the scope of their mandate to include some key corporate assignments as well.”
With fully functional offices in Mumbai and Delhi, Scarecrow Communications handles brands such as Reliance Digital, Future Capital, DNA, Eristoff, Viacom18, Nestle, Quikr, Rupa and DLF. Recently, Scarecrow started its full fledged design outfit, Scarecrow Designs.
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.
