MAM
Kundan Gold Refinery launches campaign for gold coins
MUMBAI: Gold has deep routed significance in the Indian culture, its traditions and is an integral part of religious connotations. It holds an auspicious status in Indian marriages and considered to bring blessings of Goddess Lakshmi for the bride and groom. Therefore, people are more conscious and look for trustworthy sources while purchasing a precious metal as a blessing for the new member of the family.
Private gold refinery, Kundan Gold Refinery has launched a new brand campaign with the tagline “Bharosa Hai toh Hum Hai”.
The TV commercial starts with a woman asking her husband to buy gold as a shagun for their daughter-in law, to which husband nodded that he has already bought it. Hearing this, wife gets annoyed and says, he should have consulted her as people, nowadays, sell anything in the name of gold and one must check whether the gold is pure and certified.
The husband smiles and brings a box of Kundan Group Gold Coin and emphasises that this is from the government approved refinery with 999.9 percent guaranteed purity and 100 per cent buy back. The wife becomes happy at the husband’s efforts on researching the right product and asks him to gift to their daughter in law. To her surprise, the husband says that it is for her.
The campaign aims to highlight the brand’s commitment and priority towards quality and customer satisfaction and is launched to strengthen customer trust and make Kundan an ultimate choice for customers.
Kundan group director Vidit Garg says, “Since the inception of Kundan Gold refinery, we have been committed to providing best-in-class products and services to our customers. Our core priority is to bring right quality products for end customers. Moreover, through the campaign, we have taken an unconventional route and shift the focus to educate customers on the importance of buying a right product at an affordable price.”
“Trust plays an important role while buying a precious and expensive item like gold, especially when it comes to gifting this bride or groom. As a brand, we have always understood customer requirements and brought products and solutions matching up their expectations in terms of affordability and quality. We are committed putting our customers first by providing unmatchable experience in buying gold coins,” he adds.
The campaign was conceptualised by creative agency, C’lab.
C’lab national creative director Saurabh Dasgupta mentions, “Gold holds great importance in Indian culture. However, when it comes to gifting gold, people think of only jewellery, we wanted to change that perception and replace it with Kundan coins.”
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.
