MAM
Madison OOH creates innovative campaign for Mother Dairy’s product launch
MUMBAI: Madison World’s out-of-home (OOH) arm MOMS has come up with an innovative outdoor campaign to launch Mother Dairy’s Dairy whitener ‘Dailycious’ in Guwahati.
The brand has the tag line “A Spoon Full of Magic” and the objective of the campaign was to reach out to the maximum number of people in the target group, generate highest response and conversion into sales.
The month long campaign, executed by MOMS created maximum impact by effective use of an innovative execution where the swirling of milk was shown with the help of an LED and the cup and the saucer were made as a cut-out so as to give it a 3D effect. These were installed at key areas where the target group frequently visited such as major market areas and bus shelters at the major nodal points of the city.
MOMS COO Dipankar Sanyal said, “At MOMS, we look at solving our clients’ business needs using innovative, disruptive outdoor strategy and execution to create high level engagement for consumers.”
The recent Mondelez Oreo campaign in Mumbai last month was also executed by MOMS.
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.
