Brands
BBH India wins creative mandate of upGrad for its upcoming campaign
Mumbai: BBH India, a leading creative agency renowned for its innovative campaigns, is proud to announce its recent victory in securing the creative mandate for upGrad, Asia’s largest integrated learning skilling and workforce development company for its upcoming brand campaign scheduled this year. The partnership aims to usher in a new era of brand repositioning and transformation for upGrad through an integrated campaign.
With a solid reputation for building brands in the digital-first environment, BBH India emerged as the clear choice for upGrad in a multi-agency pitch process to redefine its brand repositioning and creative campaign.
upGrad, founded in 2015, has become the go-to destination for learners seeking high-quality pedagogy backed by experiential learning, which arms them with industry-ready skills and knowledge for stronger career growth. The collaboration with BBH India comes at a pivotal time in the online higher education landscape, as upGrad looks to further consolidate its position as the skilling giant emerging out of India.
BBH India chief operating officer & MD Himanshu Saxena stated, “Partnering upGrad is a matter of immense pride and excitement for us. upGrad comes with a legacy of great brand & business building. However, this new journey that promises ‘Career Acceleration’ to a wider cross-section of Indians, is an extremely powerful moment in the brand’s life stage. We are committed to delivering the power of ‘Zag’ creativity for upGrad and accelerate upGrad into next orbit of growth and fame.”
upGrad head of marketing Ankit Khirwal said, “upGrad has built a strong brand identity among working professionals in the last eight years and it’s critical we talk about our evolved portfolio that addresses individuals’ entire learning value chain from the time they exit school and become domain experts or thought leaders. Our partnership with BBH India goes beyond creative synergies to inspire New India including working professionals and students alike, to accept constant upskilling as a Lifelong learning event. This will also mark a fundamental step in the nation-building process and shall prepare an army of market-ready professionals, equipped to tackle any industrial challenges.”
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.
