Brands
Croma unveils spectacular alpona on Howrah Bridge to celebrate Durga Pujo
Mumbai: In a magnificent celebration of Kolkata’s rich cultural heritage, Croma, a Tata Enterprise, proudly unveiled the first-of-its-kind beautiful Alpona painting on the iconic Howrah Bridge in association with Syama Prasad Mookerjee Port Trust to welcome Maa Durga. The Alpona is beautifully crafted on motifs based on electronic gadgets, portraying the importance electronics play in people’s lives. This grand inauguration witnessed an overwhelming response with large crowds gathering to admire the beautiful Croma alpona that marks the onset of the auspicious Durga Pujo festival in the city, bringing together tradition and innovation in a captivating display of artistry.
Through the magnificent larger-than-life alpona painting on the Howrah Bridge, Croma connected with its customers on a deeper, more emotional level with a message to upgrade their lifestyle through technology. It is a testament to the fact that its customers are the focus of all they do in line with their commitment. Crafted by skilled and popular artist Sanjay Paul and his team, including Anwesak Dawn and 80-plus students from the Government Art College were involved in creating the beautiful Alpona, encapsulating the spirit and artistic traditions of Kolkata. It pays homage to the city’s diverse cultural tapestry, uniting locals and visitors alike in celebration. It is conceptualised by the Croma team and Futuera Inc. and executed by The Brand Street.
Speaking on occasion, Croma chief operating officer Shibashish Roy said, “We launched our first store in Kolkata in 2019, and, since then, we have scaled up rapidly over the last two years with 14 stores to cater to the growing demand. We are delighted to participate in the festivities and play an integral role in connecting with the sentiments of the locals. We’re here to complement our discerning customers’ electronics shopping experience. With our unique customer service and a wide array of gadgets under one roof, we aim to make this Puja season truly special for everyone.”
In addition, Croma will also be visible in Puja pandals across the city, namely Mudiali Trikone Park, Chorbagan Sarbojonin, Dum Dum Tarun Dal, Ahiritola, Bagbazar Sarbojanin, and Mudiali Shibmandir, providing technology solutions and engaging with the festive spirit of Kolkata.
Also, to engage with locals and further increase their awareness and range of their offerings Croma is engaging with locals in Mall activations showcasing their Croma Own Label products. They are actively reaching out to Resident Welfare Associations to foster a deeper connection with the community during the festivities with exciting contests and offers.
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.
