Brands
Mitsubishi Electric launches new digital campaign in India
Mumbai: Mitsubishi Electric, a global player in electric and electronic equipment for residential, commercial and industrial use has launched its new campaign about how the company is solving the social challenges of industry, infrastructure, life & mobility in India through its integrated products and solutions. In the first phase of the campaign, two digital films of 120-seconds each has been created on the themes of infrastructure and industry which will be launched and promoted through digital media in a phased manner.
The films have been conceptualised by Hakuhodo India, directed by Sahil Shah and the music has been created by Anand Bajpai, vocals for two songs by Suvarna Trivedi and Anand Bhaskar along with voiceovers from Industry veterans like Rajat Kapoor, Nimisha Shrohi and Sameep Nanda.
Mitsubishi Electric marked its presence in India in the late 1950s with its first business for electric locomotives. Since then, it has been an endearing journey for Mitsubishi Electric as a premium electric and electronic equipment manufacturer which represents quality. The company is into a wide range of innovative and high-quality products which includes products and solutions for air conditioners, automotive equipment, elevators & escalators, factory automation and industrial systems, semiconductor and devices and transportation systems, said the statement.
The company launched its corporate strategy on 3 June 2021 with an aim to provide integrated solutions to address diversifying social challenges, in the four fields of industry, infrastructure, life and mobility, uniting all the capabilities inside and outside of the group. For this purpose, the company will enhance its business foundation fostered over the past 100 years and transform its business models to create a sustainable society for all.
“The campaign resonates the brand’s belief of keeping the society as a central element in whatever we do,” said Mitsubishi Electric India MD Kazuhiko Tamura. “Mitsubishi Electric is an established and quality conscious company which offers a wide range of products. The challenge for the agency was to transform the product-based company image to an image of a company that talks about solutions and problems of the society that it can solve. We kept empathy in the core of communication basis the brief to bring out the essence of Mitsubishi Electric as a corporate citizen which is ready to solve social challenges of India through its products and solutions keeping the society central to it’s thought.”
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.
