MAM
Windchimes to handle ITC Classmate’s social media biz
MUMBAI: Windchimes Communications, a social media agency, has won the social media mandate of the notebook brand ITC Classmate.
With the help of social media, the brand aims to target two sets of audiences – teenagers in the age group of 13 to 19 years, and teachers and young parents. The brand aims at spreading its brand message across all social media platforms.
ITC marketing manager- ESPB Karan Kumar said, “We are putting in place a dedicated and comprehensive digital marketing strategy for the medium – one that includes brand messages getting both, uniquely crafted and scientifically implemented in the digital marketing space. And through a mix of digital and social media platform, we seek to reach our brand messages to our primary consumers and the key influencers in their lives.”
The core campaign message is- ‘Because you are one of a kind‘. The campaign aims to encourage exploration and nurturance of individuality among the target group of consumers and encourage them to be unique. The brand urges its audience to create a niche for themselves rather than trying to emulate someone else, in other words advocating becoming ‘first you‘ rather than be ‘another somebody‘. All social media activities planned, would tie in with this thought, the company said.
Windchimes Communications head maven Nimesh Shah added, “We are proud that ITC chose us as their social media partners. The stationery segment is a very exciting space and we intend to have a lot of action for Classmate in the coming months.”
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.
