MAM
Social Beat appoints Ashish Tambe as national creative director
Mumbai: Social Beat, a digital growth partner for leading brands across verticals, announced today the appointment of Ashish Tambe as national creative director. Ashish was previously with FCB Kinnect and comes with a proven track record of delivering several award-winning campaigns, including at Cannes, Clios and the One Show.
A microbiologist by qualification, he was en route to making a German laboratory his home when the world of stories, ideas, and brand strategies beckoned. Joining as the first creative resource, he went on to help build one of the well-known digital agencies in the country. He has experience in crafting pathbreaking creative strategies, campaigns and uplifting brand stories for many brands over the last ten years.
Speaking on his appointment, Social Beat co-founder Suneil Chawla said, “I am delighted to welcome Ashish Tambe to Social Beat, and look forward to creating effective as well as award-winning digital campaigns with him and the team. Ashish’s extensive experience and proven track record of success will add to our proven capability to drive business outcomes and win awards in the process.”
Commenting on his appointment, Ashish Tambe said, “I am eager to contribute to the growth of Social Beat with cutting-edge creativity that will enable clients to grow their business. Social Beat has been a pioneer in digital marketing and has had several remarkable achievements to their name, and I am thrilled to be joining the team and growing along with them.”
Ashish believes that the best creatives hinge on the smallest nuances, and believes thinking inside the box is the key to successful campaigns that benefit brands. When not thinking about work, he spends time working out to compensate for his love for fried food and sweet desserts.
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.
