MAM
boAt signs Kartik Aaryan as brand ambassador
MUMBAI: boAt, a lifestyle brand that deals in fashionable consumer electronics like earphones, headphones, speakers, travel charger and premium rugged cables has signed on Bollywood actor Kartik Aaryan as its new brand ambassador to help steer the brand to its target audience of fashionable youthful consumers.
In a sector dominated by established global brands, boat has ramped up quickly in a short span of two years, through its core high-quality audio product line of smart, efficient, stylish and durable ‘hearables’. Bollywood’s rising star strengthens the brand narrative of boAt’s high tech solutions offering the best in style and fashion. With a strong focus on consumer desires and aesthetics, the brand has created products that seamlessly integrate into the evolved consumer’s personal style statement.
The trendy look and feel of the boAt bluetooth speakers and headphones have led to the new category of ‘hearables’ akin to fashion accessories. It has already created a community of over 800,000 boAtheads (consumers) who want to be seen listening and wearing their boAt accessories to make a lifestyle statement.
boAt co-founder Aman Gupta says, “We are hopeful he is going to take our brand’s style quotient to a whole new level. He complements our commitment to product designs and aesthetics and is seen as credible influencer amongst the new age millennials. Thus aligning with our brand image which is all about building brand equity through credible influencers and a strong word –of–mouth approach.”
Commenting on the association, actor Kartik Aaryan adds, “The brand perfectly represents a generation that is energetic, unapologetic and fun loving which resonates with my personality and age. The millennial audio brand offers designs that are bold, fresh and in line with the latest lifestyle trends, making it the preferred choice for those who looks to make a statement with their choice of accessories. I love the way the products seamlessly integrate into my lifestyle.”
Kartik gained popularity through his recent films Pyaar Ka Panchnama and Sonu Ke Titu Ki Sweety.
Launched in 2016, boAt is a lifestyle brand with fashionable consumer electronics products such as earphones, headphones, speakers, travel chargers and premium rugged cables. Whether it is the use of tough fibre to considerably extend the lifespan of its connector cables, or the waterproof bluetooth speakers or the ‘Bassheads’ series of wired headsets that were designed keeping in mind the preferences of listeners of both Indian music, as well as pop and electronic dance music. Every boAt innovation has consumer needs and desires at the core of its design.
boAt had recently raised 6 crore funding from Fireside Ventures.
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.
