MAM
Sprite calls youth to make their move with ‘Teen till I die’
MUMBAI: Building on its signature Chalo Apni Chaal idea, brand Sprite is inviting teens to unleash their talent and creativity on portals and social networks with the exciting “Teen Till I Die” initiative.
Spread across four genres – music, dance, art and standup comedy, the nationwide contest will be looking for the most experimental and entertaining performances to spread across the digital world.
Speaking about the initiative, Coca-Cola India VP – marketing Anupama Ahluwalia said, “Teen till I Die” is an initiative launched for all teens to showcase their creative pursuits. Youngsters have this innate vision to see the world full of possibilities which makes them a powerhouse of creativity and gumption. Sprite has always urged teens to bring out this side of them – believe in themselves, have the inventiveness to rise up to challenges and beat all odds. With “Teen Till I Die”, we are opening up opportunities for teens to get noticed for their talent by some of the best in the industry. We have taken the campaign digital as this is the best way to connect with teens and reach out to them.”
The best videos, chosen through popular vote, across popular media including Facebook, Youtube and Channel V will be prmoted by the Spirite team. The top five videos from each category will be judged by a panel of expert judges –Salim & Sulaiman for music, Vir Das for stand-Up, Terence Lewis for dance and Daku for art.
Started from 1 September, 2013 the “Teen Till I Die” initiative will make its way to over 250 colleges across 24 cities to facilitate participants in the process. The contest will end on 30 September, post which voting on the uploaded videos will begin.
The procedure has been kept simple – the participant just has to shoot their teen video, log on to www.teentillidie.com, upload it and get ready for the showdown. The most popular videos each day will be announced as the ‘Chaal of the day’ and the winner will get to win cool merchandise (Fastrack bags, watches and sunglasses).
The complete digital initiative has been conceptualized and will be executed on ground by Con ten Media. The publication and promotion on the social media will be managed by Web Chutney Studio Private Limited.
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.
