Brands
Culture Machine launches leaderboard for publishers
MUMBAI: Digital media company, Culture Machine, has established a leaderboard for publishers across multiple categories in India. Culture Machine’s patent pending tech IP ‘Intelligence Machine’ tracked the month on month performance of Indian channels on YouTube and Facebook to provide a comprehensive view of which publisher has maximum engagement in terms of views, likes, comments, shares and subscribers.
Making use of proprietary algorithms and exclusive partnerships with Google and Facebook, Intelligence Machine has the unique ability to track 3 billion videos and categorise and rank publishers extensively. The current report provides insights on the entertainment and news category. Future analyses by the beginning of 2018 will include sports, fashion, beauty, automobile and food industry.
The ranking is based on the number of views clocked only for the respective month with only India-based top YouTube and Facebook pages being considered for this analysis. Top channels from YouTube and pages from Facebook are selected using the intelligence machine influencer section depending upon several factors such as subscriber count /page likes, overall viewership, engagement and consistency of video uploads. Top 500 channels/pages belonging to entertainment genre and top 300 news channels/pages categorised by intelligence machine are included in the analysis and entertainment category includes digital brands like Being Indian, The Viral Fever Videos, All India Bakchod etc. It also covers popular singers, movie and television celebrities, music labels, TV channels, movie production houses.
News category includes TV news channels, print newspapers and digital news brands like FirstPost, Bloomberg, The Quint, TheWire.in etc.
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.
