MAM
Viacom18’s Inkaar gets Siyaram’s Mistair as style partner
Mumbai: Mistair, a division of Siyaram Silk Mills, has associated with Viacom 18 Motion Pictures‘ next ‘Inkaar‘ as a style partner.
Mistair has launched special collection called “Powerplay” in association with the movie that is set to release on 18 January.
Siyaram Silk Mills managing director and chairman Ramesh Poddar said, “We are very happy to be associated with Viacom 18 motion pictures movie ‘Inkaar‘ as their Style Partners. This gave us an opportunity to display our corporate collections by Mistair from the house of Siyaram Silk Mills for the New Age fashion conscious youth who opts for stylish formal wear to create an impression in their workplace.”
The entire range of Powerplay is available at select retail outlets. Keeping in mind the young age segment that Mistair caters to, Powerplay has been offered in vibrant colours, thereby making it a complete techno-commercial collection, the company said.
Viacom18 Motion Pictures chief operating officer Vikram Malhotra said, “Inkaar is a story set in Corporate India. The story revolves around the relationship and aspirations of two characters, Rahul and Maya, played by Arjun Rampal and Chitrangda Singh, who work in the same office. The film, like its lead stars, is contemporary, chic, glamorous, hard-hitting and powerful. We are pleased to be associated with a brand like Siyaram‘s Mistair which reflects the same values and talks to the target audience of Inkaar”.
The association between Mistair and ‘Inkaar‘ was facilitated by Carat Fresh Integrated, an experiential marketing agency of Aegis Media India Group.
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.
