Brands
Platinum EVARA honoured at Pride of India Awards
MUMBAI: ‘Platinum EVARA’, the bridal jewellery collection, has been bestowed with the “Brand of the year 2016-17 – The Emerging No. 1 in the Jewellery Category” award, at the Pride of India Awards.
The brand was felicitated with this honour by the World Consulting and Research Company (WCRC), which is Asia’s leading research and consulting firm. Through intensive primary and secondary research WCRC – has brought forth all brands that are going to be the ‘next big thing’ in their respective categories.
Competing in this category with Platinum EVARA for the “Brand of the Year – Emerging no.1 Brands” were brands such as PC Chandra, Tanishq, PN Gadgil and Lumineux.
The selection process was based on an exhaustive and in depth survey mapping of elements like brand promise/ growth, reach, year-on-year growth, penetration, goodwill, recall, and market acceptance etc. Finally, the number was shortlisted to 100 brands, before concluding on the final winner.
Research has shown that there is a 55% awareness and a 31% purchase intent for EVARA amongst target audience over the last two years. Consumers identify with platinum as a clear symbol of love and see the metal as stylish, precious and attractive.
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.
