Brands
Acer India to commence low key campaign for Iconia W4
BENGALURU: Acer India will commence a below the line (BTL) campaign along with print campaign for its new Iconia W4 tablet that was launched on 19 December in Bengaluru. Madison handles the media buying for Acer India.
“By the end of this weekend, our BTL campaign with some print will commence. We are looking at the possibility of our brand ambassador in India – Hrithik Roshan featuring in some of our communications,” said Acer India chief marketing officer Rajendran.
“Over the next three months we will be spending about $250,000 on the W4 campaign in India,” he further added.
Featuring IPS and zero air gap technologies that provide a sharp display with enhanced clarity and brightness, the Iconia W4 is also equipped with Windows 8.1 and the 4th Generation Intel Atom Quad Core processor that offers faster tablet performance as well as battery life up to 10 hours for web browsing and up to eight hours for video playback.
“Modern consumers want an all-pervasive computing experience, one that is high on speed and performance as well, taking care of their mobile demands. Addressing the consumer desire for portable computing, Acer has launched a host of computing devices in flexible form factors including convertibles, all-in-ones, and tablet PCs. As a part of our focused efforts to offer industry-changing experience and newer form factors, we bring to you our latest tablet, the Iconia W4. The ultimate on-the-go entertainment hub, the Iconia W4 will appeal to a cross section of users from busy professionals to ultra-mobile youngsters”, asserted Acer India Managing Director Harish Kohli.
Targeted at active and professional users, the ICONIA W4 seamlessly weaves portable computing and entertainment. The company has set a modest target of 3000 units during the quarter. Company sources reveal that a 3G SIM version of the Iconia W4 is likely to be released sometime in February 2014.
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.
