MAM
Dentsu Marcom to handle the creative duties of DS Group’s brand
MUMBAI: Dentsu Marcom has been awarded the creative mandate by the Dharampal Satyapal Group (DS Group) for its brand development.
DS Group manager marketing and senior manager marketing (FMCG) Manish Wadhwa confirmed the news.
This completes the alignment of creative and media duties for various branches of the DS Group viz. confectionery, mouth fresheners and food and beverages. Dentsu also handles the creatives for the company’s mouthfreshner brand Pass Pass and its new chewing gum brand Chingles.
McCann Erickson handles Meetha Mazaa and Rajnigandha, while Publicis Ambience takes care of Catch Mix-n-Drink while IBD India is the AoR for Catch Spices.
While Lintas Initiative Media is the media AoR for Chingles, the media duties for various other brands for DS Group are being handled by Purnima Advertising.
The DS Group is an approximately Rs 22 billion diversified conglomerate that has a presence in sectors such as F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry, rubber thread and infrastructure. The most recent forays of the group have been in the confectionery and dairy businesses.
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.
