MAM
IPL 2022: boAt strikes partnership deal with RCB, GT, PK & KKR
Mumbai: Celebrating cricket fervour and further setting the tone for the T20 season this year, homegrown earwear brand boAt has partnered with four IPL teams – Royal Challengers Bangalore, Gujarat Titans and Punjab Kings as their official audio and wearable partner. The brand has also extended its partnership with Kolkata Knight Riders and will continue being their official audio partner for this season as well.
Taking a step further the boAt logo like the previous season will also be present and displayed on the helmets and team caps of Punjab Kings and Royal Challengers Bangalore.
The brand has been partnering with T20 Teams since 2019. Its brand ambassadors Hardik Pandya, Shikhar Dhawan, Shreyas Iyer, Mayank Agarwal and KL Rahul will also be playing with their respective teams.
To further cement its presence during the season, the brand will be showcasing a 360-degree campaign #MoveOfChampions throughout the season. The campaign will celebrate the winning moments and the brand’s love for cricket. The brand plans to capture high-intensity moments where every move counts and marks the difference between winning and losing. The campaign aims to capture and illustrate the true mindset and attitude of ‘The Champions.’
Inspired by the style, design and colour combinations of the respective teams, boAt has launched a limited edition of earwear under its Airdopes, Bassheads, Rockerz and Stone categories giving fans a chance to enjoy team memorabilia.
“Cricket has always been and will continue to be seen as a religion in our country,” boAt co-founder and CMO Aman Gupta said on the association. “We are excited to partner with various T20 teams once again. This season, we extend the narrative to make it more inclusive to our smartwatches category. To be a part of this fiesta is a fantastic feeling altogether and we look forward to a fruitful association this year as well.”
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.
