MAM
C K Krishniah Chetty & Sons to spend Rs 50 mn on campaign
BANGALORE: South India jewellery player C K Krishniah Chetty & Sons (CKC) plans to spend Rs.50 million on its campaign to promote a new gold savings scheme, ‘The Gold Standard 1869 The Rate Protection Plan‘.
Earlier the plan was for CKC‘s exclusive customers only. The tagline of the new savings scheme is Say ‘No to Rising Gold Prices with the CKC Gold Standard 1869 Rate Protection Plan.‘
The company will be using a 360 degree approach to promote the campaign.
“We will be using outdoor, newspapers, magazines, television channels, radio, mailers and the internet for the campaign. We are looking at garnering at least Rs 500 million over the next 6 to 12 months from the scheme this year and a lot more as we expand from our current four stores chain based in Bangalore and Hyderabad to a larger presence across India,” said CKC MD C Vinod Hayagriv.
Over the last 11 years since the 142-year-old jeweller launched the scheme for its exclusive customers, CKC has serviced around 15000 clients with an average ticket size of Rs 100,000, revealed Hayagriv.
“Creative work for ads and promotion of our jewellery products is highly specialised. We have an in- house team of people for that function. In the case of video, we hire out outside agencies to create the films for us. Also, we buy and plan media ourselves,” said Hayagriv.
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.
