Brands
Noise teams up with Aditya Birla Health for tech-driven wellness advocacy
Mumbai: Noise, India’s leading smartwatch and connected lifestyle brand, today announced the strategic partnership with Aditya Birla Health Insurance Co. Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), a leading diversified financial services company in India. This partnership aims to further enhance the digital experience of the ABHICL policyholders and provide more tech-enabled solutions to monitor their health and fitness activities thereby helping them in their journey to lead healthier lives.
As a result of this collaboration, existing ABHICL customers will be able to synchronize their Noise wearables with their Activ Health app, seamlessly. This integration enables them to monitor their daily fitness activities and, in return, earn premium cashback as HealthReturns™. Once integrated into the Activ Health app, ABHICL will be able to provide personalized recommendations and health-related nudges to help customers track their fitness levels, improve their health, and get rewarded, in line with the insurer’s core principles.
Noise co-founder Amit Khatri, said, “As pioneers in the smart wearable industry, we are committed to promoting a healthier and more fulfilling lifestyle through innovation. Our strategic partnership with Aditya Birla Health Insurance elevates this commitment, allowing us to jointly encourage users to invest in their holistic well-being for a sustainable lifestyle.”
Furthermore, ABHICL policyholders will enjoy exclusive offers from Noise, including special discounts across all product categories, including select premium models. These discounts will remain valid for one year from the date of the partnership’s launch. These benefits will be further amplified through Noise’s community and order placement on Gonoise.com.
Aditya Birla Health Insurance CEO Mayank Bathwal said, “ABHICL has been at the forefront of redefining health insurance, moving beyond conventional indemnity-based insurance, and placing a strong emphasis on overall proactive well-being for our valued customers. Through this strategic partnership with Noise, we will harness our shared beliefs in health and wellness and use our strengths and data analytics expertise to provide even more personalized solutions to our customers in the years ahead.”
Since its inception in 2015, Aditya Birla Health Insurance has been at the forefront of incentivized wellness, with offerings rooted in the philosophy of “Empowering people to lead healthier lives.” One of its unique propositions is the concept of incentivizing policyholders to maintain a healthy lifestyle.
Policyholders can earn up to 100 per cent of their premium as HealthReturns, based on factors such as their Healthy Heart Score, fitness assessment results, and the number of Active Dayz recorded monthly. Active Dayz can be earned by engaging in prescribed fitness activities such as walking 10,000 steps or participating in regular exercise and yoga sessions. HealthReturns funds can be utilised for renewal premiums, non-medical expenses, and outpatient costs.
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.
