Brands
Duraguard Cement brings cricketers together for latest campaign
MUMBAI: Nuvoco Vistas Corporation, which is also know as Lafarge India Limited has launched its latest campaign for its popular brand Duraguard.
Conceptualised around a simple message of ‘No Gap in performance’, the campaign highlights thesalient feature of Duraguard Cement for the end consumer. The campaign features prominent Royal Challengers team members Virat Kohli, AB De Villiers Yuzvendra Chahel and Brendon McCullum.
The campaign delivers an important message on the need for increasing the strength and density of concrete used in all buildings/houses by eliminating any inherent gaps. The company claims that Duraguard Cement increases the strength and density of concrete and stops the attack of harmful elements.
Chief of sales, marketing and innovation Madhumita Basu says, “Nuvoco has a legacy of building brands that connect with the consumer. In India, where cricket holds a special place in the hearts of the majority of its people, this was a natural platform for us on which to reach out to every house hold in the country. Duraguard Cement is a pathbreaking product in the market aimed to meet the critical requirements of rural and urban home builders.”
Duraguard Cement was also the principal partner for the Royal Challengers Bangalore team for the recently concluded IPL 2018.
Ideated by Rediffusion Y&R, the new campaign will run across print, radio, television, outdoors and social media-cum-digital platforms between June-July.
Nuvoco started operations in India in 1999 as a manufacturer and retailer of building materials with a vision to build a safer, smarter and more sustainable world.
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.
