Brands
Future Group’s aLL assigns creative duties to Marching Ants
MUMBAI: Future Group’s aLL – The Plus Size Store has assigned its creative duties to Marching Ants. Salt is the incumbent agency on the account.
Confirming the win, Marching Ants director and chief creative strategist Joy Ghoshal adds, “Early in its life cycle, The Plus size fashion category presents huge opportunities for us to create experiences for the consumer through content and environments. We are looking forward to creating some memorable and effective work for aLL and making it the most preferred Plus Size Fashion brand in the country.”
Commenting on this development, aLL CEO Hetal Kotak says, “ As an agency, Marching Ants truly understood the brand at grassroots level. Their in-depth consumer insights, and their ability to build consumer intent made us partner with them for our marketing and promotional duties and we are hopeful that this association with Marching Ants will help establish aLL as the most desirable plus size destination store among our TG. We are looking forward to achieving great things going forward with Marching Ants”.
Under the mandate, Marching Ants will create campaigns that will enable the brand to attain top-of-mind recall and conceptualise ideas for across all mediums and touch points.
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.
