MAM
Religare launches corporate brand ad campaign with O&M
NEW DELHI: Religare, a global financial services group, has launched a new corporate brand advertising campaign on the theme ‘Global Financial Services Growing with You Everyday.’
The campaign will be shown on Hindi and English news channels, movie channels and leading GECs during prime time showcasing Religare‘s complete portfolio of financial services.
The theme of the campaign is designed with the objective to communicate to the world at large about the products and services offered by Religare. “We are happy to have a creative partner like Ogilvy & Mather that has been able to successfully convey the message in a warm, engaging and endearing manner,” said Subhrangshu Neogi, director, brand and corporate communications.
The campaign will also be supplemented by cinemas, outdoors, online and will be punctuated and underpinned by various product and business specific campaigns such as broking, lending, Mutual Fund and Life Insurance.
The new campaign underscores the transformation that has taken place over the past few years, by communicating who Religare is and what Religare does in the realm of financial services by showcasing the same in an engaging yet warm and endearing manner the multiple lines of business under the Religare brand umbrage.
“We have been a large corporate brand however for most part of our history, our company‘s brand was defined by few businesses,” said Neogi. “This campaign gives us an opportunity to showcase width and breadth of our product and services. We could have issued this campaign earlier as well however we wanted the businesses to reach inflexion point by attaining a certain size and scale.”
Consumer focus groups and quantitative research showed that the new campaign effectively communicated the range of Religare businesses, and increased the likelihood that consumers would consider a broader range of Religare products and services. The corporate brand campaign helps highlight the depth and width of the Religare brand and will be punctuated and underpinned by various product and business specific campaigns such as broking, lending, mutual fund, life insurance etc.
Commenting on the creative approach of the ad, Sanjay Thapar, group president, north & east, Ogilvy & Mather said, “Religare is a strong Brand, the challenge was in how to tell the consumers that Religare was more than what they think, in the financial space. There were many facets and businesses that came together to make the company what it is and that had to be communicated in a humane and simple way. It was our pleasure to be able to take on this task and are sure that this will help elevate the level of awareness about the brand with consumers across India as a financially strong company.”
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.
