MAM
upGrad commits to ‘fast-forward your career’ in its latest campaign
Mumbai: Edtech firm upGrad has unveiled its new campaign titled ‘Fast Forward Your Career’ to promote the online courses from the education portal. Launched on Sunday with Vivo IPL 2021, the campaign will be heavily promoted across TV and digital, the brand said in a statement.
Conceptualised in partnership with The Womb, the four-film campaign has been directed by ad and feature filmmaker Vinil Mathew of Breathless Films. The commercials showcase a dramatised career journey on the upswing and aim to re-ignite viewers’ ambition of achieving meaningful professional growth.
The story further continues and is built subsequently through more films that the brand released on Sunday.
“At upGrad, our core belief has been to offer the working professional community best-in-class opportunities with regards to universities, faculty, and placements since both career growth & success depend on these tenets. The campaign aims to bring out this differentiated positioning of the brand in the higher edtech industry,” said upGrad India CEO Arjun Mohan. “While our past campaigns have helped us create significant awareness and establish upGrad as an online higher education leader, we now wish to push the envelope further and build preference for the brand, especially among a large set of ambitious working professionals who are looking for meaningful career growth, faster.”
“After landing a job, many working professionals find themselves stuck in the same job role without any growth and not much of a salary hike. This campaign seeks to shake these working professionals out of their career inertia and position upGrad as a viable option,” said The Womb co-founder Navin Talreja.
“The films have a relatable, slice-of-life quality with an interesting blend of tongue-in-cheek humour and the fuzzy warmth of friendship. It was an absolute joyride to collaborate with the super creative team at The Womb and a progressive client like upGrad,” said Mathew on directing the ad film.
The brand has further partnered with a host of content creators and influencers who will be joining its war cry of fast-forwarding careers in the competitive world of today. Furthermore, adding a more regional flavour to the campaign, the ad films will also run across media channels in several Indian languages including Hindi, Tamil, Telugu, Marathi, Bengali, and Kannada alongside English to connect with the regional audience, said the statement.
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.
