Brands
Wadhwa Group steers waves on social media to welcome Ferrari in Mumbai
Mumbai: Redefining the skyline of Mumbai with iconic sculptures in residential and commercial construction The Wadhwa Group recently conducted a massive social media campaign to mark the grand launch of the showroom of Italian Supercar Ferrari at Platina in BKC. Playing an important role in this outreach was KRDS India, a leading digital agency who formulated a phase wise approach unveiling this mega launch.
Prior to the on ground launch, a pre buzz social media campaign was conceptualized in order to generate curiosity for the event. Offering a surprise element at the same time engaging with the audience #ItalianIconAtPlatina concept was coined on hygiene social media platforms like Facebook, Twitter and Instagram. The challenge was to create buzz without revealing the fact that Ferrari is coming to BKC.
Uploading a series of unique teasers and carrying out contests revolving around the Italian heritage, lesser known supercar facts etc. help the brand to reach out to 2.13 lakh people on Facebook, 10x increase in twitter followers and 35% increase in followers on Instagram. Nearly 7000 fans participated in the contest on Facebook and Twitter. The Wadhwa Group’s Twitter followers increased 10 fold and their Facebook activity reached more than 2 Lakh fans. Moreover, the on ground event was covered live on Instagram and Twitter by KRDS India.
On the success of the campaign, The Wadhwa Group marketing head Siddharth Bhatia says, “The Ferrari launch through our social media campaign saw an impeccable response giving a rise to our digital viewership. We at The Wadhwa Group believe in building landmarks with a passion, which is reflected through this campaign. The results were extremely encouraging, which made this an outstanding campaign for the real estate sector to witness.”
Delighted by the success, KRDS North & West India — business head Achal Deoda says, “The Ferrari showroom launch in Mumbai was a landmark event not only for the city but for India at one of the most iconic properties of Mumbai, Platina BKC. This is a classic example of how social media with the right strategy can augment a city event to being a national one.”
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
