MAM
Star Sports partners with Olx Autos for IPL 2022 broadcast
Mumbai: Pre-owned automobile platform Olx Autos has partnered with media giant Star Sports which is set to broadcast Tata IPL 2022 from 26 March. The partnership will entail Olx Autos leveraging Fall of Wickets and DRS (Decision Review System) feature across 74 matches.
Olx Autos’ media agency Wavemaker is spearheading efforts around media buying and planning for this campaign.
The brand campaign will run on a concept called ‘Out & In,’ where upon the fall of wickets or upon review from the DRS, Olx Autos will drive its core brand positioning. The used-car industry continues to be dominated by traditional offline dealers, and price-discovery and transparency are a major pain point faced by used-car sellers, hence via this association, Olx Autos aims to strengthen its ‘Best Price’ positioning as a ‘reliable and trustworthy’ platform to sell one’s car.
To strengthen this proposition, Olx Autos plans to leverage a multi-channel approach that includes digital, radio, OTT, and television, with deployment plans to deliver the maximum reach and impact among potential used-car sellers across the country.
“Cricket is still a religion in India, and IPL continues to be an apt platform on the TV from the perspective of viewership, reach and affinity among car owners,” said Olx Autos India CEO Amit Kumar. “Considering the increase in the number of teams to 10, and matches going up to 74 the latest edition of IPL will become even more interesting and help us build reach and drive brand recall for Olx Autos. We believe that the integration with the ‘Out & In’ concept that plays with the colloquial cricketing lingo, will resonate with customers across India.”
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.
