MAM
Hotstar’s digital campaign reaches out to women audience
MUMBAI: Hotstar, India’s leading video-on-demand platform, has launched a digital campaign that reaches out to their women audiences and helps break away from the assumption that sports is only viewed by males.
Sporting events, including Cricket, have always been marked with highly energetic and passionate fans, always perceived to be men. However, these trends are fast changing as women fans celebrate sports with as much enthusiasm and gusto as any other male counterpart. Female fans from across the country are all gearing up for the showdown of the champions at this year’s ICC Champions Trophy 2017. With the advent of OTT platforms like Hotstar, there is a remarkable increase in female viewership of sporting content. Even on social media platforms, women fans are contributing immensely to the overall chatter around the ICC Champions Trophy. Hotstar has been quick to notice an increase in the female viewer consumption of sports content, like the IPL and the India-England cricket series which took place at the start of 2017, and has devised their new campaign that recognizes this trend.
In their exciting new campaign, Hotstar has partnered with popular female influencers to help spread the word to all their women viewers. With relatable promos from Surbhi Jyoti, Maanvi Gagroo and Mallika Dua, all prominent digital celebrities, the campaign is already connecting well with their female fans.
https://www.instagram.com/p/BU4d5AMFhJ0/?taken-by=mallikadua&hl=en
https://www.instagram.com/p/BU45n1eAM8K/?taken-by=surbhijyoti&hl=en
https://www.instagram.com/p/BU3j2JRDjnX/?taken-by=maanvigagroo&hl=en
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.
