MAM
Aidem to handle WB metro’s Incoda TV HD monetisation
MUMBAI: Media sales specialist Aidem Ventures recently tied up with West Bengal’s unique advertising medium Incoda TV HD, the high-definition channel telecast in all the metro stations of Kolkata. Aidem has been roped in to handle the revenue and help monetise Incoda’s inventory.
Incoda TV HD is the high definition TV channel in the underground metro railway premises of Kolkata. Incoda TV HD reaches out to 15 million captive spectators every month from Kolkata & rest of Bengal. The channel is available across all 23 active metro stations.
Incoda TV HD chairman Arijit Dutta said, “Since its inception, we are bringing forth Incoda TV HD as a fresh advertising platform reaching out to millions in Bengal. When we approached Aidem with our proposal, they were more than keen to join hands. Aidem had always been my first choice considering their hold in the media world. I am excited to work with the expert team of Aidem and unleash our potential as a genuine advertising platform.”
With over 30 years of experience, Incoda TV HD is synonymous with the Metro service in Kolkata. Each station has eight to 10 LED screens allotted with crystal clear audio-visual content on sports, entertainment, music, latest bollywood and tollywood gossip etc.
Aidem Ventures president Alok Rakshit added, “The way Incoda TV HD tactfully reaches out to the West Bengal cosmopolitan audience is commendable. This medium is perfect for the national set of advertisers who desire a better ROI and effective reach in Bengal. I am amazed to see the leading print houses, broadcasters and national clients of Bengal already optimizing Incoda TV HD as a valuable communication tool.”
In Kolkata, the metro commuters are seen to be glued to the television screens in the network-less, non-chaotic underground stations. In order to garner maximum eyeballs, the advertisements on Incoda TV HD are strategically telecast just two to three minutes prior to the train’s arrival. According to ORG-MARG reports, above 93% of the daily commuters claim to have seen the advertisements on Incoda TV HD.
Recently, AC Nielsen also tied up with Incoda TV as its third-party monitoring & certification partner.
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.
