Brands
OgilvyOne launches 5 Star’s Ramesh Suresh cricket videos on Vine
MUMBAI: After delighting unsuspecting movie-goers in PVR Cinemas and commentating live for the India-South Africa match, Ramesh and Suresh, who feature in the ad for Cadburys 5 Star, have a new job up their sleeves.
Responding to requests made by Cadbury 5 Star fans, OgilvyOne made the duo India’s unofficial cricket coaches, who were on a mission to teach everyone, including our boys in blue, a thing or two about cricket.
All through the day, the brothers kept eating Cadbury 5 Star, kept getting lost and giving coaching tips to the teams, umpires, audience and their fans. Understanding youthful demands of constant entertainment, the brand decided to leverage Vine by creating real time video content.
With 20 Vine videos that ranged from fielding instructions, to dealing with sledging, from a booty shake celebration to a special message to Virat Kohli, they found a way to make the match even more enjoyable.
OgilvyOne senior creative director worldwide George Kovoor said, “This is the first time a brand has used Vine to create real time video content during an event as big as the Cricket World Cup. It is also one of a series of social media innovations and ideas that Cadbury 5 Star created to start conversations during the World Cup and amplify the promise of Jo Khaaye Kho Jaaye.”
Twitter:
· Impressions: 526K
· Tweets: 4375
· Mentions: 2029
· RTs: 2080
· Favorites: 1031
Vine:
· Loops: 86,561
· Top Vines:
o Running Between the wickets:
o Victory Dance:
o Umpire:
Facebook:
· Reach: 1,987,200
· Views: 50,884
· Likes: 53,725
· Comments: 290
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.
