Brands
RD&X network partners with ADDX to strengthen its global footprint
Mumbai: A global advertising and marketing transformation startup called RD&X network has partnered with Singapore’s ADDX, a provider of financial technology. The collaboration revolves around ReBid, RD&X Network’s unified advertising and marketing AI automation platform.
The platform is intended to provide a unified, real-time view of all search, social, and programmatic campaigns in order to generate value and maximise returns. The MarTech collaboration with ADDX also marks RD&X’s first foray into Singapore’s financial sector.
RD&X network founder & CEO Rajiv Dingra said, “The fact that cutting-edge fintech startups like ADDX are trusting our ReBid platform to automate their digital marketing activation, reporting, and insights shows how we have truly created a market-leading platform for advanced marketers. We are excited to partner with ADDX, and together we believe we are building the platform-driven future of advertising and marketing.”
RD&X network co-founder and chairman Ashish Bhasin added, “We are delighted to welcome ADDX, a forward-looking, future-oriented company, as our client. It is heartening to see progressive clients rapidly adopting ReBid as we together build the future of advertising and marketing, which we believe will be platform-based and tech-supported. We look forward to a long and fruitful partnership with ADDX. We are also pleased that clients across continents and countries are adopting ReBid, encouraging us to get truly global, faster.”
ReBid is intended to provide ADDX with a comprehensive view of the customer and to scale its growth in a straightforward manner. ADDX intends to integrate its mobile measurement platforms’ tracking attribution with ReBid in order to gain a 360-degree automated view of all of its marketing and advertising efforts.
ADDX head of digital marketing Ankit Narang said, “We are eager to partner with the RD&X network and look forward to driving data- and insights-driven growth for our digital marketing endeavours. As a fintech company delivering a fully digital experience to our clients, ADDX appreciates the intuitive user interface and experience on ReBid.”
The ReBid platform will add value to ADDX’s marketing campaigns in three ways: effortless campaign activation across channels; simultaneous tracking of diverse campaigns across social media and programmatic; and optimisation of campaign returns.
ADDX head of marketing and PR Ata Haftchenary said “With ReBid, we are aiming to gain access to instantaneous data across our marketing and digital campaigns, which will enable us to make key decisions in real time. In a rapidly changing market, responding quickly to investor behaviour will give ADDX a competitive edge and help us achieve our mission of democratising private markets.”
RD&X network now serves clients in all three regions – MENA, the Americas, and APAC – with engineering and customer excellence teams based in India providing back-end support and product development.
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.
