Brands
Vivo ropes in Virat Kohli as brand ambassador
MUMBAI: Over the years, Vivo's association with the Indian Premier League (IPL) has indisputably helped the smartphone-maker connect with its consumers. To further cement its bond with the game, Vivo has named sports icon Virat Kohli, also the captain of Royal Challengers Bangalore, as its brand ambassador. With the association, the brand aims to reach the millennials and technologically driven consumers.
A 360-degree marketing approach will characterise Vivo's partnership with Kohli. The cricketer will be seen spreading awareness and promoting the launch of the Chinese smartphone major’s upcoming products series in the pipeline. The association will include all ATL and BTL activities, including the brand’s forthcoming TV campaigns and print, outdoor, social media, and events.
Vivo India director-brand strategy Nipun Marya said, "We are thrilled to have Virat Kohli on board. Collaborating with someone as effervescent as Virat is a great way to better connect with our young consumers. Along with Aamir Khan and Sara Ali Khan, we wish to widen our brand reach, and we are confident that associating with a sports figure will help us in reaching a wider audience."
Kohli said, "As a sportsperson, I understand the importance of consistency and commitment in the game. Vivo, as a brand, has established itself as one of the leading players in the Indian smartphone market with its consistency towards delivering innovative technology. The way Vivo has brought joy to its customers' lives through simplified technology, and advancements in mobile photography are game-winning."
Vivo, which competes with players like Xiaomi and Samsung in the Indian market, is also the title sponsor of the 2021 edition of the IPL. This has helped the brand establish a connect with young Indian users, along with expanding its pan India presence. As part of its commitment to 'Make in India', all Vivo smartphone series are manufactured at the Greater Noida facility.
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.
