MAM
Mahindra Tractors ropes in Mahesh Babu as new brand ambassador
MUMBAI: Mahindra & Mahindra has appointed Telugu actor Mahesh Babu as brand ambassador in Andhra Pradesh for its tractor division.
According to the company, Babu signifies the strong focus of the tractor major towards the Andhra Pradesh market and its steady progress towards creating a “young” and “vibrant” brand image amongst the next generation of farmers.
A new TVC campaign featuring Babu has been rolled out in Andhra Pradesh taking this association to the next level. The TVC is being supported by print, outdoor, promotions and activations.
Interface is the creative agency working on the account.
Talking about the objective of the new campaign, M&M SVP marketing and AppliTrac Farm Equipment Sector Sanjeev Goyle said, “For the Andhra farmer, our tractors are something that they‘ve grown up with. Generations of farmers have patronised the brand and the challenge really is to take this relationship forward. We now want to connect with the next generation of farmers who are keen to use tractors equipped with technology that offer better fuel efficiency. The central idea is the meeting of two superstars.”
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.
