Brands
DHL shows how football and business are alike
MUMBAI: International express services provider, DHL Express, has launched its 360-degree interactive brand campaign with a TVC that draws parallels between the game of football and the business landscape. The campaign was released during the Indian Super League (ISL) 2017 season for which DHL is an associate sponsor.
Anchored by three TVCs, the overall brand campaign is expected to engage over 500 million people across the country during five months of the ISL season. The campaign will leverage print, radio, OOH, in-Stadium and digital activation initiatives to amplify the messaging and reach its consumer base beyond the 10 ISL cities and across the country.
The TV commercial is the first in a series of three that highlight DHL’s core proposition of ‘Excellence. Simply Delivered.’ through rich visuals and use of light-hearted humour. Each TVC showcases a different scenario in a football match and is a metaphor for describing the challenges faced by businesses and how DHL as an expert enables them to overcome these hurdles. The use of humour is intended to provide a mood break to the viewers in between tense football matches and, at the same time, convey DHL’s brand message.
DHL express India country manager RS Subramanian says, “The single line brief for the campaign was to position DHL as an enabler that helps businesses overcome challenges in the marketplace and win. The creative treatment given to the campaign highlights our brand promise of Excellence, Simply Delivered.”
Williams Lea Tag India managing director Amit Chandra adds, “We have designed the campaign to create brand resonance for DHL by communicating its message linked to football, which the ISL’s target audience will relate to. We are confident that the use of humour and exaggeration through the match scenarios showcased in the TVCs will strike a chord with the audience.”
This year’s campaign is set to be bigger in scale and aims to reach an even larger audience through sustained outreach over the extended ISL season.
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.
