Brands
PoloQueen announces Raveena Tandon as brand ambassador for its kitchen essentials
Mumbai: PoloQueen Industrial and Fintech Ltd, a BSE-listed leading FMCG player, has announced it has roped in Bollywood actress Raveena Tandon as its brand ambassador. The move is part of PoloQueen’s double-down strategy for its range of kitchen essentials to increase sales and expand its distribution reach in the existing markets.
With a career spanning over three decades and a pan-India appeal, Raveena Tandon brings her resonating persona to the brand, aiming to connect with consumers across various working age groups.
“PoloQueen is thrilled to have Raveen Tandon as its brand ambassador. Her familial ties and magnetic personality are seen as a natural fit for PoloQueen’s family-oriented consumer base, and her dynamic reputation in the industry aligns with the brand’s image of loyalty and consistency. With this partnership, we expect to reach a wider audience with our kitchen essentials through an omnichannel approach,” said PoloQueen director and CFO Udit P Sanghai.
Raveena Tandon is already a household name, and her association also fits into PoloQueen’s FMCG strategy. She will be at the forefront of PoloQueen’s upcoming promotional campaigns, which are designed to cement the brand’s market presence and increase its revenue growth during the fiscal year 2024-25 for its kitchen essentials segment that has products such as PoloQueen’s Shudh range of dishwashing liquid and bar and PoloQueen’s Slickwrapp products.
Talking about her role as a brand ambassador, Raveena Tandon said, ” I’m really excited about the opportunity to build a strong and successful partnership with PoloQueen. Their range of kitchen accessories is exactly what every homemaker, be it a man or woman, needs on a daily basis. With this association, I am confident that PoloQueen will soon be a household name in the markets in which it operates. Working with Udit has been a pleasure, and I am looking forward to more positive experiences in the future.”
The partnership is expected to provide PoloQueen with a competitive edge, and through Raveena Tandon’s association, the brand aims to send a message of long-term commitment and reliability to its customers and shareholders.
The pandemic has also resulted in a change in consumer behavior in the context of home hygiene, leading to an increase in awareness and usage of such products. While PoloQueen’s long-term goals include expanding its product portfolio and gaining market share in existing geographies, the immediate focus is establishing brand loyalty and growth. The collaboration with Raveena Tandon is a strategic move that fits seamlessly into this vision.
The engagement between Raveena Tandon and PoloQueen is focused on marketing and promotions, including the launch of exclusive product lines featuring Raveena’s image.
Through the current branding exercise, PoloQueen plans to further tap into the strong network of Kirana stores and burgeoning e-commerce portals in the country to grow its sales and gain visibility. The integration of Raveena into PoloQueen’s strategies marks a significant step in this direction.
PoloQueen, with its rich legacy stemming from the famous textile company House of Rajkamal, continues to uphold the highest level of integrity and commitment in its diverse activities, ranging from FMCG products to agro processing and establishing a state-of-the-art data centre under its multi-divisional operations.
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.
