MAM
Peps India to join Asia cup 2014 as Central Associate Sponsor
MUMBAI: Peps India, one of India’s leading mattress manufacturers announced that it will be the Central Associate sponsor for the prestigious Asia Cup that will commence on February 25, 2014 in Bangladesh. This will be the first time in India that a mattress brand will be a sponsor for an international cricket tournament. This will include branding for Restonic and (other mattresses brands that will be advertised).
Peps India’s involvement in the cricket scene and sponsorship of Asia Cup is about more than generating widespread exposure for its products through this globally popular sport. It is also a great opportunity to promote the company’s proven expertise when it comes to mattresses and other sleep products as they plan to expand their business in the Asian domain.
Mr K Madhavan, Managing Director, Peps India, said, “This is a momentous occasion for us to be associated with cricket. It’s a sport that I grew up watching and continue to follow it closely and it’s an extremely proud moment for me and the company.”
Asia Cup is a very important fixture on the international cricket calendar and the viewership across cricket watching nations is very high. As part of being the Central Associate sponsor Peps India will get to give away the sponsor trophy to the winning team at the end of the tournament apart from getting in stadium visibility and air time during the telecast of the entire tournament.
“Cricket is like a religion in India and there have been times when the entire country grinds to a halt when there is a game being played and we know that Peps India can only gain tremendously by this association”, added Mr Madhavan. “A fit body and mind is needed to play a sport like cricket and good sleep is an essential ingredient for a healthy and fit body and by that we see a great connect between cricket and our brand”.
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.
