Brands
Taco Bell wants to make potato great again with new campaign
MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most meals.
The potato has been discriminated against for far too long. The mighty spud suffers silently as it is crushed between burger buns, forced into a samosa, drowned in ketchup. The potato is oppressed. Why isn’t anyone speaking up? Because frankly, we’ve taken the potato for granted.
When Taco Bell presented a product which has the potential to make potato great, Ogilvy stepped up to the challenge. The Crispy Potaco from Taco Bell has been promoted in a digital film starring Tanmay Bhat, an Indian comedian.
Tanmay pitches the product to investors, who are floored by the novelty of the product. With the potato being on the outside, the Crispy Potaco lets the potato really shine through, so much so, that you will want to put your money behind it.
Ogilvy Delhi vice president and head of digital Sidharth Shukla says, “Everyone was geared up, all set to break previous milestones that we had established on both the creative and the business front. And for a product variety that we eat so much of, but barely give it a second thought.”
The brand’s first choice for this campaign was Tanmay, because of his ability to capture audiences through his humorous and entertaining content.
https://www.facebook.com/tanmaycomedy/videos/1764059127008578
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.
