Brands
Sony Pictures, Dentsu Webchutney bring alive Angry Birds’ islands
MUMBAI: Sony Pictures Entertainment India has joined hands with Dentsu Webchutney to turn the virtual islands from the movie ‘Angry Birds 2’ into real ones on the most used location app in the world, Google Maps.
In an effort to label these islands Bird, Piggy and Eagle, the agency found a set of 3 islands adjacent to each other in the same geographic formation as the islands in the movie. With over 500,000 islands estimated to be present in the oceans of the world, it took thorough research to ultimately find the perfect match. By hacking a powerful yet unexplored feature of Google maps of customizing a location by adding pictures and text-based information to a location pin, the team created a one-of-its-kind and first ever experience for the audience. A story was hidden in each of these places about the inhabitants of each island. It revealed itself in the form of highly engaging comic strip as the viewer clicked on the location along with secret coupon codes which changed daily. These codes would lead the audience to free tickets. There was also a Souvenir Store on each island that had its own opening and closing hours, from where the audience could collect free movie merchandise.
So, while people have played the game and watched the movie before, this time they got to live the story just like the characters in the movie.
Sony Pictures Entertainment India director & head of marketing Shony Panjikaran said, "The challenge with Angry Birds 2 was that the game did not have the same recall as when the first instalment of the film had released. We had to find interesting ways of connecting with our target group. And the best way was to reconnect with the original gamers through such unique promotions.”
Dentsu Webchutney executive creative director Pravin Sutar said, “In today’s world, we need to find new, different and better ways of engaging the audience with the story to market a movie. The focal point of the movie is Birds and Pigs coming together to fend off attacks from the Eagles who want to take over their island. So, we thought what if we could bring this story alive on digital and create a real experience for our users. After some research we found 3 such identical islands that were unlabeled and we turned them into Angry Birds islands.”
Angry Birds 2 is an adventure animation comedy released in English, Hindi, Tamil and Telugu on 23 August.
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.
