MAM
Whirlpool to sponsor ESPNcricinfo for IPL 2020
NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, world’s leading kitchen and laundry home appliance company, signs official sponsorship with ESPNcricInfo for IPL 2020. As part of the association, Whirlpool will bring alive the IPL fever through one-of-a-kind flagship shows, features, expert insights and interesting highlights for the cricket lovers.
‘Whirlpool Adaptable Player of the Day’: A show where the ESPN anchor and cricket experts will pick & discuss the player who showcases stellar performance and stands out for his match situation related adaptable skills during the game. This selection is in line with Whirlpool’s recently launched Intellifresh Pro, India's most advanced Bottom Mount Refrigerator powered by advanced Adaptive Intelligence Technology. The association will increase awareness and help in building relevance of the product through the show
‘T20 Time:Out’: A flagship show which will showcase the daily preview and review for the IPL matches. The show, on which Whirlpool is the Presenting Sponsor, brings a wholesome series of match dissection, data, insights, expert analysis, which will be a daily dose of energy and excitement for the mega event
Commenting on the same, Whirlpool of India VP marketing KG Singh said, “IPL has established itself as a modern-day format where cricket lovers experience the adrenaline rush of the game. We are proud to partner with ESPN CricInfo to be a part of one of the deepest passion points for the nation and launch our IntelliFreshPro Bottom Mount Refrigerators – a format of the future just as IPL has proven to be. Just like adaptable players are required to ace the game, our advanced Bottom Mount Refrigerators uses its adaptive technology for winning consumer experience.”
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.
