MAM
Arise India to invest Rs 50 crore on multi-media campaigns
NEW DELHI: Arise India, the manufacturer of electrical goods and LED television, has committed to invest Rs 50 crore on an all-out multi-media campaign to create positive brand imagery in the dynamic inverter and batteries market in the country.
Arise India will invest this sum into creating a greater brand presence across major media vehicles and will include participation across high-visibility mediums like Cricket and Cinema.
The Indian UPS market which a recent Frost & Sullivan report says will be worth US$ 1316.5 million by this year, is currently dominated by a select few players, whom Arise India seeks to challenge with its cutting-edge technology and market trust. Brand Arise is already a dominant force in the Indian electrical goods markets and has recently made a gigantic entry into the LED Television market. It is thus in an effort to expand its business presence and create a significant hold in the inverter & batteries market that Arise has committed its ambitious multi-media investment.
Arise India will channelise this investment into various media vehicles like print, television and radio presence, on-ground activations, BTL campaigns, outdoor campaigns and digital marketing. It will also seek to garner huge eyeball catchment in ways of promotions and associations with cricket matches, cinema advertisements and Bollywood platforms.
Arise India MD Avinash Jain said, “This significant investment of Rs. 50 crore is in line with our commitment to expand significantly across various verticals of the Indian electrical goods market. Today visibility is the greatest marketing tool for the sustenance of any business entity and our investment is geared towards providing the brand with a critical brand visibility.”
“In the coming times, Arise India’s brand image will be spread across multi-media vehicles with which we aim to reach a greater audience, and showcase our product range to them. Today, the inverters & battery market in the country is a very dynamic entity with its worth expanding exponentially. It is this market that we target with our presence. Our multi-media campaign will help us in entering the customer mindset and impress upon them our foray and the impressive range of products that we bring in to them,” he added.
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.
