MAM
Starcom launches independent agency FutureWorks to service Future Group
MUMBAI: Close on the heels of a humungous account win from Kishore Biyani’s Future Group, Starcom Media Vest Group has unveiled an independent agency called FutureWorks that will fully service the retail behemoth on strategic initiatives.
The media spend FutureWorks will handle has been pegged in excess of Rs 2 billion. Spearheading the initiative is Dinesh Singh Rathore as general maganer – India, he was previously heading Starcom’s Bangalore operations. Rathore will report to MD, India, West and South Manish Porwal.
Headquartered in Mumbai, it will operate as an autonomous associate unit of Starcom Worldwide and will work alongside its other specialist units. The company is scouting for professionals beyond the media business, apart from a few Starcom employees that have come on board. It will start with an initial team of around 20, which will be scaled up as the needs of the Future Group expand.
FutureWorks has highlighted the twin goals of delivering return on objectives and consumer connections to Future Group brands.
Rathore says that the agency will aim to reach out to the ‘consumer’ at multiple levels that could include movies, game shows and sport, including cricket.
The size of the business was reason enough for Starcom to approach the Future Group on setting up a special unit to service their account. Porwal said, “We believe that the communication needs of a retail brand is fundamentally different from that of packaged goods and other classical categories. To provide focus to the leveraging the Future Group’s opportunities, we decided to create a brand new unit, with its own vision, leadership and operating processes.”
Speaking on the single client agency, Pantaloons president – marketing Sanjeev Agrawal said that they are happy to partner with Starcom on their “journey of hyper growth”. In fact, he highlighted their quick approach as they recently initiated the co-sponsorship deal for season three of Kaun Banega Crorepati.
Future Group, whose flagship enterprise is Pantaloon Retail, operates through six verticals: Future Retail (encompassing all lines of retail business), Future Capital (financial products and services), Future Brands (all brands owned or managed by group companies), Future Space (management of retail real estate), Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media spaces).
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.
