Brands
boAt ropes in Rashmika Mandanna as brand ambassador
Mumbai: Homegrown audio and smartphone accessories brand boAt has roped in actor Rashmika Mandanna to promote its wearables category and TRebel collection. The brand has launched a special campaign called #DanceThroughLife to celebrate International Women’s Day.
With this campaign, the brand has launched an exclusive range of pop-coloured smartwatches designed specifically for women as a part of TRebel collection. Furthermore, the campaign aims to depict how women are doing away with the closeted ideology of what they are expected to be. “Starting 8 March, boAt will add its smartwatches (Vertex, Mercury, Matrix, Blaze and Xtend) to the TRebel collection and unveil the latest limited edition watch straps in various shades,” said the statement.
“Rashmika is cheerful and fits very well into the brand ethos of boAt with her millennial stance. Through this partnership, we intend to establish our presence in the southern market, along with strengthening our position in the smartwatches category,” said Imagine Marketing Ltd co-founder and CMO Aman Gupta.
Excited about this new partnership, Rashmika Mandanna added, “’For young India today, boAt represents an audience of choice who are looking to make a statement with their choice of accessories. It’s a brand whose values I admire and identify with as they are walking the talk. I am thrilled to be a part of the boAt family.”
The TRebel campaign was launched on Women’s Day last year with eminent faces like Kiara Advani, Bani J and Raja Kumari amongst others. The collection is available on Amazon and Flipkart, and boAt’s website.
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.
