MAM
Shruti Varma to head Tata Docomo business at Contract
MUMBAI: Shruti Varma joins Contract Advertising as senior vice president and will be heading the Tata Docomo account for the agency.
A highly experienced FMCG advertising professional, Varma joins Contract from Havas Worldwide where she spent close to eight years and was heading the Reckitt Benckiser account for India and recently, the south east Asian market besides many successful campaigns and product launches.
Varma will be reporting to Contract Delhi senior VP & GM Shivaji Dasgupta who while announcing Varma’s appointment said, “Contract has always been a melting pot of great talent and Shruti is a very welcome addition to the pool. She has the right blend of strategic acumen and operational mastery to be a highly successful business leader for us. I am certain she will have a long and fruitful innings with Contract.”
Besides Reckitt Benckiser, Varma has also worked on Dabur, during her stint at Bates for over three years. A Delhi University alumnus, she started her career in research with IMRB, before choosing advertising as her career.
“I have worked on leader brands and I have worked on challenger brands. And I think I have contributed in meaningful ways in turning some challenger brands into leader brands. And that’s what’s exciting about our business. I hope that together with the amazing talent at Contract, I would help do the same for TATA Docomo. The challenges will be many. But then, what’s Advertising without a little adrenaline rush,” said Varma on her appointment at Contract.
During her tenure at Havas, Shruti has worked on key brands such as Dettol, Veet, Harpic, Mortien, Lizol, Airwick, Vanish, Moov, Strepsils amongst others.
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.
