MAM
Ormax releases research report on reality shows marketing
MUMBAI: The media and entertainment research and consulting firm Ormax Media has unveiled a special study on the effectiveness of marketing for the reality shows.
The nation-wide study is aimed at understanding ‘Reality Shows Marketing – Media Effectiveness’ for Hindi general entertainment channels (GECs).
The company used three big reality show launches of 2011 – Just Dance (Star Plus), Kaun Banega Crorepati (Sony Entertainment TV) and Bigg Boss 5 (Colors). The study analyses the impact of 13 different advertising and promotions media, in terms of their ability to create reach, buzz and appeal for reality shows.
Ormax Media CEO Shailesh Kapoor said: “In more than 20 years of satellite television in India, there has been no large-scale documented understanding of how each media should be used for program launches. This research will provide valuable information to the marketing departments at GECs, which will help them optimise their marketing spends, as well as understand the specific role of each medium in the overall media mix.”
The 13 media covered in the study were: self channel promos, cross channel promos, astons & bugs, news channel coverage, print ads, print articles, magazines, FM radio, out-of-home, theatre promotions, mall promotions, Internet promotions and word-of-mouth.
The study was conducted amongst more than 2400 Hindi GEC viewers in the 15-34 years age segment, across six cities.
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.
