MAM
Carat to handle media duties of ABC Consultants
MUMBAI: Carat Media has won the media planning and buying duties of recruitment services brand ABC Consultants.
ABC will conduct an identity revival exercise and plans to execute a high voltage mass media campaign through Carat by investing close to Rs 100 million. The company aims to further strengthen its brand recall in the premier executive search and selection business.
Carat would be providing solutions for ABC Consultants through all its Aegis media partner agencies — Isobar, Posterscope, Carat Fresh and iProspect.
The campaign that is expected to break soon will be a combination of both ATL and BTL activities. The company is looking at print and online activities, along with direct B2B communication with clients, while the electronic medium, too, might be taken forward.
ABC Consultants CEO Shiv Agrawal said, “We are undergoing a major strategic renewal. In a growth-oriented scenario, we want to be the mind leader as far as quality manpower recruitment is concerned. We are delighted to have Carat Media as our partner in this endeavour of ours.”
Carat Media senior VP Vidhu Sagar added, “We feel privileged to be chosen for this exercise as ABC Consultants already has a significant draw in the marketplace as far as its brand equity is concerned. We would look to partner ABC Consultants through our integrated communication planning process and help them achieve their objectives.”
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.
