Brands
Castrol goes all out on digital this FIFA season
MUMBAI: Castrol, one of the official sponsors for 2014 FIFA World Cup has rolled out a new digital and social media campaign.
The campaign titled ‘Castrol Activ Cling on to Football’ seeks to leverage Castrol’s global sponsorship and enhances football fan’s experience of the ongoing sports tournament. The digital campaign that kick started on 18 June with a planned football Google hangout in India, is executed by FoxyMoron.
Football fans in India got the opportunity to join the hangout and express their views by participating in a discussion with a panel comprising celebrities like Abhishek Bachchan, Bhaichung Bhutia, Paul Masefield and Gaurav Kapoor.
Castrol India vice president marketing Soma Ghosh said, “Football is fast gaining ground as one of the most popular sports amongst Indian urban youth and the 2014 FIFA World Cup is a great opportunity for us to leverage our position as one of its official sponsors. Whilst most advertisers and marketers are vying for attention of the television viewing audience, Castrol is focusing its activation around the ‘second screen.’ Castrol Activ with Actibond technology is one of our pioneering brands and will be at the center of the action in our digital and social media campaigns.”
Another initiative which Castrol brings to this tournament is ‘Castrol Activ Cling on to Kick Off’ – an interactive voice response (IVR) based activity – which will ensure football fans don’t miss any of the games by sending reminder SMS messages and giving ‘wake up’ calls.
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.
