MAM
UNIBIC Bradman Cup 20/20 tournament in India
BANGALORE: Unibic Biscuits India Pvt Ltd (UBIPL) today announced the ‘Unibic 20/20 for Bradman Cup’ tournament to be held at the Chinnaswami stadium in Bangalore from 19th to 21st August 2005.
“We are delighted to bring the future of cricket by way of this tournament to India, where we will showcase international teams battling on the cricket ground. Traditionally, Unibic Bradman chocolate chips has been associated with Sir Donald Bradman and the game of cricket and we are the only company in the world, which has been given the rights to use the legend’s name for our product,” said Michael Quinn, chairman UBPIL and MD Unibic Australia, which is the parent company.
“DD Sports will telecast the event live. We are open to co-sponsors. Our aim in this venture is not to make money out of this event, but corporate social responsibility. There may be another Sachin among the underprivileged poor children of India, our goals for this tournament are those of the Bradman Foundation,” added Quinn. Quinn, himself a cricketer, has partnered Dean Jones as an opener in the Shield league games in Australia.
In India, Unibic has launched two brands – ANZAC and Bradman in the first phase. The company will be bringing in additional specialty brands this year and target a national presence by end 2005.
Chocolate chip cookies were reportedly the legendary Don’s favorite cookies, and for the very first time, the Bradman Foundation has given the rights to use Sir Donald Bradman’s name to Unibic India exclusively. These cookies which proudly carry the Don’s name, represent the character of the man and in association with the Bradman foundation, will directly support the development of India’s under-privileged children says a Unibic information sheet.
“Lance Klausener, Dean Jones, members of the Sri Lankan and Pakistan teams, other international cricketers as well New South Wales, Karnataka Cricket teams will participate in the tournament,” said commentator Charu Sharma.
“We’ve the blessings of the BCCI and probably the President of the BCI will grace the awards ceremony said past cricketer and president of the KSCA, Brijesh Patel.
A one-minute raw unedited TVC shot by director S Nanda Kumar of 2Streams was run during the press conference.
Unibic has a presence in Australia, New Zealand, US, UK and Canada, though their only manufacturing facility outside Australia is based at Bangalore, India at a cost of Australian$5 million (around Rs.150 million). Unibic Australia had revenues of Austrailan$40 million.
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.
