MAM
Visa launches new brand identity in India
MUMBAI: Visa International has unveiled new brand identity. The company’s Reliance Any Time Money Card will be the first Visa payment product that will have the new Visa brand identity and design in India.
The change includes a new look for the blue, white and gold Visa logo as well as a change in several card design features. Visa International has introduced a new card design and branding globally to provide enhanced security features and offer member financial institutions increased business opportunities.
Commenting on the new brand being launched in India, Visa International Asia Pacific country manager – South Asia Santanu Mukherjee said, “The Visa brand has always stood for the highest level of security, convenience and flexibility. Today, Visa is much more than a credit card company. Visa symbolises credit, debit, prepaid and commercial payments, as well as interbank money transfers. This new and evolved brand design reinforces the Visa brand promise, responds to the evolving payment industry needs and is not restricted to a particular payment segment or channel but can be used in multiple environments and for multiple payment types and services. We will work closely with our member banks, merchants, partners and other agencies to ensure that the benefits of the new design meet their full potential.”
“Member banks in India issuing new cards or replacing old cards will begin to do so with the new Visa logo and brand identity and enhanced security features. This will be a gradual process over the next couple of years before all Visa-branded cards will sport the new logo and card design features in India. Until then, consumers can continue to use their valid Visa cards to make purchases and avail of the benefits of paying by plastic,” he added.
The new design includes an innovative holographic magnetic stripe on the back of the card. This new security component combines the ‘easy to recognise-difficult to reproduce’ hologram with the functionality of the magnetic stripe, making the card more difficult for fraudsters to reproduce and easier for merchants to recognize.
Visa has also enhanced the signature panel with a tamper-evident element and a ‘Void’ pattern underneath to provide extra levels of security. The new design supports the inclusion of the EMV chip, which has seen a significant uptake of over 35 million cards in Asia Pacific.
Visa’s brand framework is being updated so that it reflects the growing choice of payment products and services that are available to buyers and sellers worldwide. The Visa brand framework has been made more flexible so that it can support new products and services both now and in the future and can take advantage of new areas of opportunity.
As part of the updated brand framework, the Visa mark or logo has evolved into a fresh, contemporary look, which ultimately will be featured on all materials including merchant decals and Visa payment cards. The new design continues to use many of the successful features from the current Visa design, including prominent use of the Visa brand name, the blue, white and gold colors, and the italicized typestyle.
The new design allocates more surface area to member banks for their business or brand messages. Member banks will have more flexibility to make distinct, creative changes to the design, colour, shape and layout of the Visa cards they issue.
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.
