MAM
Emami Tasty & Healthy is Scarecrow’s third win of the week
MUMBAI: Scarecrow Communications has reason to cheer as it bags its third account this week. The agency will get to handle the creative duties of Emami Healthy & Tasty, the oil brand of Emami Biotech.
The agency‘s Mumbai office will be in charge of the account.
Says Scarecrow Communications founder director Manish Bhatt, “This is one of the sweetest wins for Scarecrow. Emami is one of the most advertising-savvy companies in India and it is an honor to work on one of their most prestigious brands.”
The brand, which is present in six Indian states, has plans to go national during the current financial year.
Emami Biotech CEO Saroj Chakraborty said, “Healthy & Tasty is a young brand with a strong appetite for growth and needed an equally young creative agency with great creative abilities to be able to match it‘s aspirations. Scarecrow fits the bill absolutely and I have no doubt that their creative skills would be able to bring forth the inherent goodness of the brand to the consumer and help translate the brand‘s aspirations into reality. “
Scarecrow had earlier in the week won the account of Religare and Justbooks. The agency‘s other clients include Future Capital, DNA, Eristoff, Viacom 18, Nestle, MVL & Pentair, Quikr and Rupa.
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.
