MAM
White Rivers Media appoints Darrell Fernandes & Shruti Deora to lead client partnerships
Mumbai: White Rivers Media (WRM), an independent integrated digital agency, on Wednesday announced the appointment of two industry leaders- Darrell Fernandes and Shruti Deora as head of client partnerships, along with elevating internal leadership roles to bolster the vision of its future growth.
Darrell Fernandes is an advertising & communications expert with over 16 years of work experience across leading agencies. His last stint was with Red Fuse Communications, where he led the account management team, driving integrated marketing efforts for various brands. In his extensive career, he has worked across various categories like BFSI, FMCG, automobile, realty, decor, among others.
In his new role as WRM, head of client partnerships, Fernandes said, “WRM is a thriving digital ecosystem with a young and energetic team of over 250, which lives & breathes data, creativity, and technology. I am excited to be a part of this passionate tribe of digital natives and steer the agency’s next chapter.”
Shruti Deora as head of client partnerships, WRM is moving forward from her last stint at the 59th Parallel, where she led the digital team for eminent global and national personalities from the entertainment industry. With over 13 years of experience across digital media and public relations, Shruti has worked with several noted marketing and communications agencies, managing brands across entertainment, luxury & lifestyle, retail, corporate, etc.
On joining WRM, Deora said, “Over the years, I have seen the agency grow into one of the largest independent agencies in the country. I am delighted to be part of the WRM family and champion work that is not only creatively led but also drives business goals for brands across sectors.”
The agency which celebrated its ninth anniversary this week, further acknowledged the various stakeholders – clients, partners, and team members – who have been the core pillars on its journey so far.
As the agency moves towards the next phase of its growth, the elevation of internal leadership comprising of Bhushan Kadam, Lizandra Pinto, Megha Marwah, Adarsh Loyal, Adrine D’mello, Tanish Shah, and Prakhar Srivastava will help augment the strategic and innovative solutions that the agency offers to its clientele.
Speaking about the new appointments, WRM co-founder and CEO, Shrenik Gandhi said, “Over the nine years, we at White Rivers Media, have always blended passion and innovation together. I am excited to have Darrell and Shruti on board as well as congratulate the elevated leadership team. Their extensive experiences and expertise will help in aligning our vision of being one of the most disruptive digital marketing agencies.”
WRM co-founder and CCO Mitesh Kothari added, “We have evolved from being a selective solutions partner, to being a truly integrated digital agency in the last nine years. At this landmark milestone, I am happy Darell and Shruti join our ranks alongside the elevated leadership team. I am certain that their new roles and responsibilities will strengthen our efforts in keeping our clients ahead of the game.”
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.
