MAM
Do Your Thng partners with Mastercard to launch an interactive side of an ongoing campaign
MUMBAI: Mastercard India & Do Your Thng (DYT), a creators’ first community, announced their association for their ongoing campaign #TravelWithMastercard that allows customers to earn cashback on international spends and make the most of their vacation. The collaboration between DYT and Mastercard India work towards a common goal of identifying genuine brand advocates and creating a community that fosters authentic conversations about their travel experiences.
The association between Do Your Thng and Mastercard brings a new facet to the continuing offer by the technological payment giant. The partnership moves beyond perks and cashback and focuses on real stories of international travellers.
DYT, a new entrant in the field of influencer marketing, believes in the power of creators. Their approach is to empower creators to follow their passion and live what they love. The platform’s association with Mastercard is a validation of trusting in the influence of content and is an excellent push towards building the next wave of creators in India.
Remarking on the association, Ankit Agarwal, Founder & CEO, Do Your Thng, said, “For DYT, the creator comes first. It is their stories that we want out there. And by creators, we mean genuine and every day people. These are individuals to whom friends, family, and colleagues listen to, closely. DYT simply magnifies their voices. The #TravelWithMastercard campaign is a brilliant and welcome approach to it. Through DYT, unalloyed travel experiences touch a broader audience, and through Mastercard, the creator gets a bonus for doing what they love.”
Commenting on the #TravelWithMastercard Campaign with DYT, Manasi Narasimhan, Vice President, Marketing and Communications, South Asia, Mastercard, said, “Travelers using Mastercard cards were already earning cashback, but the organization wanted an avenue that draws out candid travel experiences. The #TravelWithMastercard campaign, in partnership with DYT, offers just that. The campaign has been able to reach out to over a million people via genuine stories and experiences from travelers.”
Sanjeev Patel – Associate Media Director, Carat Media said,“Today, we are seeing the engagement of micro &nano influencers on the top. They have the top engagement rates in the game. Thus, with DYT, #TravelWithMastercard campaign, we aim to bring in more engagement & authenticity to the entire campaign.”
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.
