MAM
The Moms Co. launches its first-ever digital campaign – ‘Science of Motherhood’
MUMBAI: The Moms Co. today launched its first-ever nationwide cross-platform digital campaign, ‘Science of Motherhood’, which features a narrative by founder and CEO Malika Sadani, that describes every mom’s struggle when it comes to finding the right products for her baby’s well being and how she can now take matters into her own hands. The campaign has been conceptualized by Spring Marketing Capital and directed by Sohini Dasgupta of Big Momma Productions.
Motherhood can be one emotional rollercoaster, but there is a science to it. The short film builds on this proposition and showcases how all the products of The Moms Co. are made with world-class expertise and a sharp mother’s instinct. The Moms Co. incorporates science into motherhood, by working with researchers from Australia, Switzerland and India to create the best-in-class natural products that are safe for both the mom and the baby.
The Moms Co. founder and CEO Malika Sadani said, “I’ve spent many years interacting with moms and understanding their concerns. Being a mom of two, I empathise with a mom’s journey, her problems and the reluctance to make any compromise when it comes to the safety of her child. To us, motherhood is a science governed by its own codes and rules, but it's also an experience steeped in love and emotion. Our range of products are extensively researched and constantly improved, to keep our little ones out of harm’s way, just like mothers do and that’s what we call ‘Science of Motherhood’.”
An award-winning businesswoman, Malika Sadani realised early on that there was a gap in the Indian market for products that mothers could trust. The Moms Co. was launched in March 2017, to address the need for toxin-free and safe products for pre-natal and post-natal consumption, and baby care. In a short span, it has quickly grown to serve more than five lakh customers across 10,000 pin codes through its e-tail platforms and continues to expand its physical presence across five major metros. The Moms Co. aspires to become a Rs. 100 cr. company in the segment over the next 12-18 months. The brand recently announced a funding of USD five million from renowned investors Saama Capital, DSG Consumer Partners and others in a Series B round. The Moms Co. offers an Australia-certified product range with over 30 SKUs across hair, skin, face, pregnancy and baby care, and another 25 expected by the end of 2020.
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.
