MAM
Cheil Worldwide SW Asia ropes in Atishi Pradhan as chief strategy officer
MUMBAI: Cheil Worldwide SW Asia has appointed Atishi Pradhan as chief strategy officer.
At the agency, Pradhan will lead the integrated strategy function, encompassing traditional, digital, retail and experiential divisions. She will also be spearheading the agency’s proprietary category/consumer knowledge initiatives and guide both current and potential clients on brand marketing strategies.
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On the appointment, Cheil Worldwide SW Asia chief operating officer Hari Krishnan said, “We are delighted to have Atishi on board to lead our integrated strategy function. As Cheil exponentially continues to grow business and capability, the need is to establish thought leadership. Atishi brings the much-needed mindset and experience for us to focus and succeed in this area. Her ability to create engaging, strategically-led ideas will be invaluable to Cheil.”
Prior to this, Pradhan was with Mogae Media, which she joined in February 2012 as chief strategy officer. She has over two and a half decades of experience in diverse categories ranging from FMCG to technology, education and health under her belt.
Talking about her new role, Pradhan said, “I am really excited about working at Cheil. I believe there are many exciting opportunities ahead as it is an era where technology and new media are transforming everything around them. I look to bring about transformations that drive brand solutions and create brand opportunities.”
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.
