MAM
Red FM 93.5 gets jiggy with their sales pitch
MUMBAI: Talk about high impact and in your face sales pitch! This time round, it was none other than Red FM 93.5 that decided to promote its show Morning No 1 hosted by former Win 94.3 RJ Malishka in an absolutely titillating and entertaining fashion to media agencies and key clients.
Red FM on a three day promotional spree visited media agencies and clients in Mumbai along with the Amitabh Bachchan look alike accompanied by a junior artiste playing Aishwarya, surprising them with the song of the season Kajarare Kajarare… from the flick Bunty Aur Bubli and spontaneously bursting into a dance act.
The thought behind the promotion was the play on the numero uno factor – The number one song of the season can be heard on the number one morning show on radio FM hosted by the number one radio jock in Mumbai.
Post taking the media professionals by surprise, they were gifted a Red FM branded ‘Gamcha’ and a photograph of them jiving in the act.
Commenting on this unique promotional activity, Red FM CEO Abraham Thomas says, “We are the challenger brand so expect the unexpected from us. In a category wherein the rest of the programming and content is by and large the same, we have got the number one radio jock in Mumbai on the number one morning show in Mumbai. The response to Malishka from listeners and advertisers is absolutely mind blowing. Our activity received tremendous response. In fact, we have received calls from few other agencies as to why we skipped them. I guess the act was such a big success because it was refreshing, lively and and totally unexpected.”
Says Initiative Media Reena Uttam Singh, “I just loved it. We were completely surprised as we had expected a routine meeting, but this was just mind blowing! We love the new attitude of the station.”
Agrees Mindshare’s Guru Rao, “I think it was a very innovative presentation. I am sure everyone not only noticed but also enjoyed it as well.”
The activity was to ensure buzz around Red 93.5 and the promotion of Morning No 1. Agencies and clients visited were Group M, Madison,
Zee TV, Rediffusion DYR , Lodestar, Initiative Media , Starcom
Sahara One TV.
Abraham parting words were: “Watch this space for our next salvo.”
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.
