MAM
Rubecon Communications bags creative duties of Caratlane.com
MUMBAI: Online jewellery portal Caratlane.com has awarded its creative duties to Chennai based advertising agency Rubecon Communications. The media mandate for the portal rests with Starcom Worldwide.
Rubecon will be in charge of the creatives for the 360 degree campaign for Caratlane.com. The portal plans a mix of creative and strategic advertising campaigns that will establish strong brand recall amongst its target consumers.
Rubecon Communications founder and creative director Alexander Zachariah said, “This is a very interesting space to be in. We look forward to doing some innovative and interesting work for Caratlane.com. We also hope to learn a lot while we carry out the project.”
Caratlane.com was launched in October 2008, and is promoted by jewellery retailer Mithun Sacheti under the brand name Jaipur Gems, and by Srinivasa Gopalan, a technocrat and founder of the IT outsourcing firm Lister Technologies.
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.
