Brands
Sapient Razorfish India wins award for UltraTech Cement
MUMBAI: Sapient Razorfish has bagged an award for the best construction online video at the prestigious 2017 Internet Advertising Competition Awards for their campaign for UltraTech Cement – #RealRaksha. Presented by The Web Marketing Association, the Awards were announced on 29 March, 2017.
With the interpretation of ‘Raksha’ or protection becoming increasingly archaic, it was important to bring forth a perspective that was not thought of before. The campaign communicated the concept in a unique way, drawing on UltraTech Cement’s core belief that protection doesn’t just involve strangers on the street, but begins at home. For the campaign, Sapient Razorfish built on the narrative of protection with the theme of Raksha Bandhan as a platform.
The campaign was successful in driving the message on the hypocrisies associated with the concept of protection, and the need to change at an individual level. In addition to sensitizing people, the campaign became an instant hit online, garnering a total organic reach of 4,594,524 on Facebook, with 499 comments, 16,000 shares, and total views of 38,53,643.
“This award corroborates our shared commitment to excellence, and the vision that was interpreted successfully,” said Sapient Razorfish India senior creative director Dinesh Swamy. “We always challenge ourselves to be innovative and engaging. The award is a great motivation to keep striving to excel and deliver our best to every project, and every client”, he added.
“The message of true protection and strength to understand that comes from within has been captured well in this film,” said Aditya Birla Group UltraTech cement marketing services senior VP Kumar Pillay.
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.
