MAM
JK Lakshmi Cement’s new ad celebrates freedom of owning a home
Mumbai: JK Lakshmi Cement, in association with BC Web Wise, launches its new digital ad film called #IndiaAbSoschBulandKaro to celebrate the country’s 75 years of Independence with a unique insight on freedom.
The ad film revolves around a man who is eagerly waiting to move into his own home. He recalls the moments he spent in a rented house and now is gratified that he does not have to abide by rules anymore. It subtly brings out patriotic sentiments and celebrates a new facet of independence and belonging that comes with living in one’s own home. The brand applauds the ‘Buland Soch’ of celebrating freedom in one’s own home.
“In India, barring a small percentage of the population that belongs to the economically upper-class segment, the rest of the country aspires to have a home of their own and is probably the first thing on their wishlist. This film precisely captures the emotion of liberation and sense of ownership that is always missing in a rented house, by highlighting the glory, pride and freedom associated with one’s own home. It is freedom in its true essence,” the company said.
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.
