MAM
LIQVD ASIA wins creative mandate for Jiva Ayurveda
MUMBAI: Mumbai-based LIQVD ASIA has been awarded to shoulder the integrated creative duties of Jiva Ayurveda, founded in 1992 by Dr Partap Chauhan. With the world’s first online Ayurvedic centre and telemedicine practice, Jiva facilitates personalised Ayurvedic treatment to millions of people worldwide.
The objective of the pitch was to partner with a brand, who could stir a conversation to transform the traditional perception of Ayurveda and make it relevant to the present day. LIQVD ASIA has been recognised as one of the fastest evolving agencies in India and Asia Pacific.
Jiva Ayurveda director Madhusudan Chauhan said: “For the last 27 years, Jiva Ayurveda has always adopted a participative approach, empowering and educating people on ways to adopt a healthier lifestyle with Ayurveda. Greater awareness of the true powers of Ayurveda and debunking the Generation Z’s perception of it as a nostalgic grandma’s ‘shehat ke nushkhe’ is crucial in completely redefining the concept of preventive healthcare, especially in the post-epidemic world.”
He further elaborated, “With more and more people depending upon social and digital channels, Jiva will build upon its already existing strength to broaden that community fulfilling its vision of a healthier, happier society and becoming the voice of ‘evidence-based, data-driven science’ pioneered at our company. Ayurveda is India’s priceless gift to the world, and more people not only need to know of it, but also apply it in their day-to-day lives. LIQVD ASIA ’s vision aligns with Jiva’s on that matter, and we are confident that this collaboration will take Ayurveda to every home, every phone, every heart!”
LIQVD ASIA COO Tanushree Radhakrishnan said, “Jiva through its services and wellness products has been working on bringing about a change through Ayurveda in the realm of education, health and culture and we are happy to partner with them. The ideology of Jiva, to make Ayurveda a way of life is something I personally relate to and hence this win is more fulfilling”.
The creative scope of work for LIQVD ASIA would be to unearth the science and beauty of Ayurveda and get people excited about the myriad products and exemplary services that Jiva has to offer. LIQVD ASIA has been consistent in elevating its brands across digital platforms and would ensure that Jiva becomes synonymous with authentic and contemporary Ayurveda.
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.
