Brands
Tops ropes in Kareena Kapoor Khan as brand ambassador
Mumbai: FMCG brand Tops has roped in Bollywood actor Kareena Kapoor Khan as its new ambassador. Tops has also launched a new and exotic range of pickles and sauces based on its survey in tier 1 and 2 markets.
With the new product launch, the brand has taken the total tally of its pickle variants to 51. Its upcoming marketing campaign will flaunt the punchline ‘Ab Poore 51 Flavours Mein’ on various visual mediums. This new campaign is conceptualised by Leo Burnett and it features Kareena promoting the brand.
Tops vice-chairman Nitin Seth said that the association with Kareena has come at a time when the brand is on the cusp of launching a new range of pickles and sauces. “Kareena Kapoor is a personification of exuberance and resoluteness, virtues that resonate well with the values exhibited by Tops for its range of pickles and sauces,” he added.
Through this campaign, the brand aims to further strengthen its connection with the consumers across markets by roping in a celebrity brand ambassador. To reiterate the brand’s commitment, Kareena has been brought on board as the face of the brand in India, said the statement.
Speaking on this partnership with Tops, the Bollywood actor said that she’s really happy to be associated with Tops as “it is one of her favourite brands.”
A recent survey carried out by the research team of Tops surmised that people have aspirational desires and want ‘variety’ and ‘convenience’ in their options, coupled with ‘taste’ and ‘trust’ as the prime factors, before zeroing on a particular purchase decision. Taking a cue from this, the company decided to leverage its strengths and bring out products that meet the demand of the consumers. With pickles and sauces being the main growth drivers in the product portfolio at Tops, the company decided to launch a ‘new and exotic range’ under both these product categories.
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.
