MAM
SoCheers bolsters leadership team with two key appointments
Mumbai: SoCheers, a digital-first full-service advertising agency, has appointed two new members to its leadership team with Jaideep Thackeray and Randal Gomes. They joined the ranks as creative head of design and head of business development, respectively.
“We have quite significantly grown in the past few years in terms of clients and people both. Therefore, we wanted to further strengthen and have some seasoned leaders to drive the teams,” stated SoCheers co-founder and CEO Mehul Gupta. “Interestingly, both the leaders tend to understand the evolution of digital and its acceptance in the years gone by as well as foresee its growth to come. I am confident that with such synchronised synergies, the agency will surely touch newer heights as we gear up to expand our client base to more markets as well as up the game with our existing brands.”
Thackeray comes with an array of creative experience with prominent agencies like JWT, Ogilvy, Contract Advertising, Rickshaw Communications, to name a few. In his professional career of around 12 years, he has worked with revered brands like Shoppers Stop, Asian Paints, Palladium, and High Street Phoenix.
In his new role, he will be responsible for developing and growing the internal design team, championing client pitches, and helping the agency chart a fresh and innovative way forward for upcoming projects. “Just like other aspects of digital marketing, design too is witnessing a constant evolution. Having the best design artwork and impactful brand message go hand in hand because the former enthralls the viewers with its aesthetics and the latter demonstrates the brand ethos. Having said that, this is the balance I always try to achieve with my work. For me, this is the perfect opportunity to grow as a creative professional, as SoCheers is on a growing curve, working with some of the biggest brands in the industry,” Thackeray said.
Gomes brings with him a decade worth of experience in the digital marketing industry. Before joining SoCheers, he led the strategy and business development team at MindShift Interactive where he played a crucial role in developing landmark and trending campaigns like #FeelingBlue (for Reliance 3G), and #ChappalMaaro (for The Bombay Store).
In his current role, he will be leading the business development vertical and will be responsible for growing the agency’s footprint by helping them acquire new clients. “The digital industry never ceases to amaze me. With the pandemic outbreak, the digital landscape has become even more revolutionized, having a plethora of brands test waters. Both the digital agencies as well as brands have acknowledged innovations in this space. Therefore, for me, SoCheers is definitely a new terrain of possibilities and I am super excited to have the agency expand its client roster,” commented Gomes.
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.
