MAM
Airtel wooes the Rajni-fans by partnering with ‘Kochadaiiyaan’
MUMBAI: In a strategic move to delight its consumers in Tamil Nadu, Bharti Airtel has partnered with Rajnikanth starrer – Kochadaiiyaan to launch a range of exclusive products and services.
For the first time, RC299 Airtel 3G data recharge coupons were available as Kochadaiiyaan 3D lenticular collectibles with five different Rajnikanth imagery, along with a Kochadaiiyaan special Super Pack with free hello tunes, wallpapers and 3D lenticular key chain. That apart, the customers got a chance to chat LIVE with movie director Soundarya Rajinikanth on Airtel Talk2Me.
Madison Media Plus spearheaded the planning, envisaging and implementation of this experiential OOH campaign in Chennai, in line with the high-tech treatment of the iconic movie.
The OOH campaign was aimed at giving the customers a glimpse of the 3D animated movie through an innovative use of lenticular billboards at Nungambakkam and Parry’s.
What more, Rajni fans responded to the Airtel campaign by literally garlanding the superstar’s lenticular visuals on the billboard!
A perfect case of two icons joining hands to create that extra delight for their set of audiences!
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.
