MAM
Supari Studios creates campaign for Clinique’s popular product, Moisture Surge
MUMBAI: Award-winning agency Supari Studios produced the latest campaign for Clinique for their popular product, ‘Moisture Surge’. The film’s release comes from the latest formulation for this product, which offers 72 hours of moisture to the skin. This key feature of the product was beautifully brought under the spotlight by Sanya Malhotra, star of the box office breakout film, ‘Dangal’.
The film follows Sanya through a typical 72 hours in her life, to show how she juggles her work and social life, especially with her hectic schedule. The moisturiser presents itself as the perfect companion and hero that keeps up with her. To ensure the hectic pace of her life is encapsulated, and lend a certain intimacy, the Supari team went with a hand-held style to operate the camera. Similarly, the pacing of the music is quick, which adds to the mood of the film. The film also gives a sneak peek into the lighter moods in Sanya’s life like catching up with her friends, dance practice and how she emerges from it, radiant as ever. The settings take you on a journey with Sanya to give you glimpses of what goes on in her life. The film is meant to speak to the urban, independent and contemporary women of today who go through as much as Sanya does in 72 hours.
Anna Joseph, Director of the film said, “The brief we received was that the film had to cover different moments over 72 hours in Sanya Malhotra’s life. As a young actress her days are filled with all sorts of activities – from photo shoots to rigorous dance rehearsals to downtime with friends – we wanted to give the viewer an insight into her personality as well as establish how Moisture Surge is a product she relies on to keep her skin looking great through the day. We tried to intersperse the product shots organically through the film so they felt like a part of her regular routine. We kept the camera movement fluid and made her interact with the camera as much as possible so it would feel like you’re moving with her through different parts of her day. Lastly, we made sure to put her essence into the film so that it felt natural and fun. She’s a great dancer and a very positive, happy person – it was important to bring that out in the film. “
Supari Studios, Executive Producer, Mitali Sharma said, “When Clinique came to us with the brief for this project, we knew that the 72 hour factor of the product would be pivotal. There’s so much that happens in 72 hours of any person’s life especially someone like Sanya, so this film is extremely relatable for anyone that watches it. When developing the narrative and script for this we felt that the mood and theme of this film would resonate with the target audience “
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.
