Brands
Pidilite’s Roff launches humorous ‘Magar Ki Jakad’ Ad campaign
Mumbai: Pidilite Industries Ltd., the makers of Fevicol, unveiled a new ad campaign for Roff – it’s tile and stone adhesive brand. The campaign underscores the critical role of using reliable and high-quality tile adhesives in homes to withstand unexpected shocks, breakages and maintain the durability of interiors.
Pidilite Industries chief business officer, construction chemicals Salil Dalal said, “We wanted to creatively convey the importance of using trusted and specialised products like Roff Tile and Stone Adhesives instead of traditional cement, for long-term, stress-free living. The TVC humourously emphasizes out how Roff Tile Adhesives are designed to provide homeowners with peace of mind. Pidilite’s Roff offers a wide range of innovative and easy-to-use solutions for tile and stone fixing”
Speaking on the campaign launch, Ogilvy, chief advisor Piyush Pandey said, “Roff continues to build on its humorous style of conveying that tiles stuck with Roff do not come off even if it faces high impact which can make tiles stuck with ordinary adhesives or cement fall off. This TVC, directed by Prasoon Pandey from Corcoise Films, has an engaging and entertaining style typical of Pidilite Advertising. I am sure the viewers will enjoy this communication, be persuaded to change the way tiles are fixed.”
With this campaign, Roff once again solidifies its commitment to empowering customers with tile fixing products that provide reliability and unmatched quality, ensuring their homes remain strong and beautiful for many years to come.
The campaign is live across all the platforms including television, digital, OTT and cinema.
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.
