MAM
Tulsi Tea launches hyperlocal campaign ‘Safaltaa Ka Kadak Swaad’
Mumbai: Tea Packers Pvt Ltd-owned Tulsi Tea, one of Gujarat’s well-known tea manufacturers, has launched its ‘Safaltaa Ka Kadak Swaad’ hyper-local campaign to connect at a deeper level with its discerning customers in Saurashtra. This campaign has been conceptualised and executed by Tiger Advertising.
Bollywood actor Paresh Rawal, who is the face of the brand, shows how quality and honesty in approach and purpose have helped Tulsi Tea scale great heights in popularity. The campaign will be seen in print publications and strategic hoardings across Gujarat’s Saurashtra.
“The brand wanted to connect on a deeper level with a very specific target market. We understood that. It made logical sense to cast somebody who would embody these various qualities, and hence we recommended Paresh Rawal, and not just another model,” stated Tiger Advertising partner Mihir Shah. “In a market like Saurashtra which respects maturity in an individual, Rawal connects strongly at a grassroots level. This strategic move helped convey the message with clarity tempered with wisdom.”
Tiger Advertising has been working with Tulsi Teas for over two decades and their last campaign for the brand ‘Naye Zamaanay Ki Nayi Soch’ was a successful one, said the statement.
“Success is achieved only by the mature. Through this campaign, we wanted to convey this simple truth, which associates perfectly with the strong taste and robust character of our teas,” said Tea Packers Pvt Ltd’s GM and MD Gordhanbhai Kathrotiya.
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.
