MAM
The Quint launches ‘Marketing to Millennials,’ a knowledge exchange platform for marketers
MUMBAI: India will have 410 million millennials by 2020, who will spend $330 billion annually. The Quint, the preferred news and views platform for Indian millennials recently launched its Marketing to Millennials series of workshops to address the challenge of helping brands successfully reach millennials. The first workshop was held in Bangalore on March 26, with future editions planned for Delhi and Mumbai.
As a successful media brand focused on millennials, The Quint has gained unique insights into the millennial segment and the idea behind Marketing to Millennials was to share these insights with the larger community of brand marketers and blend views and perspectives to catalyse a progressive vision.
The key highlight of the workshop was a panel discussion with eminent marketing and content specialists such Gaurav Jeet Singh, GM, Media Services, South Asia at Unilever, Umang Bedi, President of Daily Hunt, Dhanya Rajendran, Editor In Chief at The News Minute, Siddharth Nambiar, Head, Amazon Prime Now and Sudarshan Gangrade, Founder of Lo! Foods.
Ankit Dhadda, Head of Marketing at The Quint& BloombergQuint, moderated the panel discussion that debated ‘The Word, The Visual, The Viral’ – Speakingthe language of Millennials. The panel engaged with a host of issues around marketing to millennials, ranging from whether social media engagement among millennials was an indication of buying behaviour, hyperlocal content and targeting, consumption patterns and language preferences of millennials, handling social media backlash like that faced by Surf Excel recently and building loyalty among millennial customers who are traditionally seen as fickle.
Commenting on the panel discussion, Umang Bedi, President, DailyHunt, said, “A key take away for me was that short or long does not matter (in content). Rather, content has to engage, speak the lingo of millennials and feel their vibe. Connections have to be deep, impactful and honest, and not based on time spent but in impact created.”
Sudarshan Gangrade, founder of Lo!Foods added, “At Marketing to Millennials, we gained some very practical insights into issues that matter to millennials and how start-ups as well as large firms can solve a very relevant marketing problem."
After the panel discussion, the workshop featured brief, yet high-impact presentations on how social media and innovation impact the youth marketing landscape, before concluding with a live brand solutions brief shared by Vineet Singh, head of Marketing, WeWork.The audience of close to 80 marketers then brainstormed around ideal communication strategies for shared workspaces. The winning team won hampers from The Quint & WeWork.
Commenting on the success of the event, Ritu Kapur, CEO, The Quint, said, “With this workshop, our presentiment about the need for a platform for youth marketing is confirmed! This was only the first edition and we are grateful to all the panellists and attendees who have given us valuable feedback that will only help us to make Marketing to Millennials bigger and better.”
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.
