MAM
Tanishq goes big this festive season
MUMBAI: The ongoing festive season is a welcome respite that everyone has been looking forward to. To truly celebrate the spirit of festivals we have seen some beautiful campaigns by leading brands. Leading the ad bandwagon post lockdown is Tanishq with another gem – the Ekatvam campaign – inspired by the theme of ‘Oneness’, a confluence of India’s finest art forms, intricately knitted into their festive collection.
Tanishq and Laqshya Media Group executed a 10 city campaign – Mumbai, Delhi NCR, Bangalore, Kolkata, Hyderabad, Chennai, Ahmedabad, Pune, Lucknow, and Patna.
Launched on the 16th of October, the OOH campaign is a part of brands 360-degree campaign for the new festive collection and will be displayed for a month. It encompasses an area of 1,52,000 sq ft of OOH media has been utilized to create maximum impact and reach the target audience. Catching imagery and iconic large format sites have been selected to ensure the highest visibility. Other mediums like bus shelters, metro pillars, etc. have been used as well to ensure wider coverage and frequency. Media at congregation points, nodal points, main jewelry markets, and arterial road of each of the cities were identified to ensure the best reach for Tanishq’s target group.
Titan Company Limited VP category, marketing & retail Tanishq Arun Narayan said, “The past six months have made us realize a few things through the selfless acts of our people across the country and our own experiences dealing with many challenges of these times. “Oneness" is a key essence of humanity and it is paramount to come together as one, to help each other rebuild and prevail over these challenges. We are celebrating and expressing this through the brand and collection thought of "Ekatvam". The new, exciting collection is a confluence of various art forms from around the country featuring the artistry of our nation’s best karigars across craft centers bringing alive the central thought of the 'beauty of oneness'. Importantly, this collection we believe will help strongly rebuild the livelihoods of our jewelry Karigars across India and illuminate their homes this Diwali"
Laqshya Media Group CEO Atul Shrivastava said, “Tanishq as a brand has always believed in the power of OOH media to reach the consumers. It is not only their Target Audience, but even the advertising industry looks forward to Taniqshq advertisements and campaigns. With the different phases of Unlock, traffic is almost 80 per cent of the pre-Covid era. This aligned with the festival season and customers coming back to markets. It is just the right time to reach consumers through OOH. Tanishq is upholding the beauty of unity and bringing to us the exquisite handwork of the Karigars of India. We at Laqshya are very proud to bring this campaign to everyone through our carefully and scientifically-planned OOH media campaign that had used extensive databases and metrics from Laqshya Media’s proprietary platform called SHARP. The Laqshya team has always executed this campaign brilliantly despite restrictions of limited lockdown and safety issues related to Covid. It is definitely one of the most visible and attractive campaigns.”
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.
