MAM
Actimedia wins IAGES brief as gold body pushes for trust and clean standards
MUMBAI: Actimedia PR & Digital has secured the national communications mandate for the Indian Association for Gold Excellence and Standards, the country’s first industry-led self-regulatory body for the gold sector.
IAGES aims to tighten standards across the gold value chain by setting industry-made compliances, using third-party verification and promoting a culture of trust and transparency. The body positions its accreditation as a trusted assurance for consumers that a jeweller meets credible and ethical standards.
“This is an industry-led initiative that will reshape India’s gold trade with a clear code of conduct rooted in credibility, authenticity and responsibility. It marks a turning point in how India sells and buys gold. We are pleased to have Actimedia guide us through this journey,” said IAGES chief executive Kaushlendra Sinha.
Actimedia PR & Digital is a long-running boutique communications firm with nearly three decades of experience working with major Indian and global brands. It is also India’s exclusive representative within the Travel Lifestyle Network.
“IAGES is on an ambitious mission to raise the bar in one of India’s most fragmented yet promising sectors. We look forward to shaping its narrative and taking its vision across the country,” said Actimedia PR & Digital founder and director Amitabh Saksena.
IAGES says its accreditation gives buyers confidence that an accredited jeweller is compliant, transparent and trustworthy, helping create a cleaner and more accountable gold ecosystem.
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.
