MAM
TVS Motor Company, Dentsu India create ‘The Ntorq-o-tron’
MUMBAI: TVS Motor Company, in collaboration with Dentsu India, has set up a one-of-a-kind Bumblebee inspired transformer—called Ntorq-o-Tron, at Select City Walk in Saket, New Delhi. The transformer installation has been created by a Bengaluru-based artist Rahul KP, using TVS Ntorq scooter parts. TVS Ntorq is the presenting partner of the film Bumblebee in India.
Apart from Delhi where it is currently being showcased, the Ntorq-o-Tron will be installed across select PVR malls in Mumbai, Chennai, and Bengaluru. The brand is also running a contest for TVS Ntorq customers across online platforms to win BookMyShow vouchers for the film.
Dentsu India creative director Nikhil Narayanan said, “The TVS NTORQ 125 and Bumblebee have a lot in common. Both are performance machines loaded with next-gen tech, attitude, and ability. Also, there’s the unmistakable colour combination of Yellow and Black. So we figured, let’s turn the NTORQ into a larger-than-life Transformer – using nothing but original scooter parts.”
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.
