Brands
BARC week 36: Patanjali tops individually, HUL brands top in overall in ad insertions
BENGALURU: Personal care, confectionary, food and beverage, oral-care, automobile brands were among the top ten advertisers during BARC week 36 in terms of ad insertions. Though Patanjali Ayurved Limited brand Patanjali led in terms of the maximum number of ad insertions, six of Hindustan Unilever Limited (HUL) brands were also a part of the top ten brands list – and the combined ad insertions of 79,767 by the six HUL brands was a little more than triple of Patanjali’s insertions
Patanjali led the top ten brands across genres all India (U+R): 4+ individuals in terms of ad insertions with 26,579 insertions in BARC week 36. Far behind at second place was HUL’s Fair & Lovely (personal care) brand with 15,640 insertions, followed by another HUL brand Lakme (personal care) at number three with 14,765 insertions.
Mondelez International’s confectionary brand Cadbury was at fourth place with 13,532 insertions, while Colgate-Palmolive Company oral care brand Colgate was at fifth with 13,189 insertions. Three of HUL’s brands – Surf (home care), Dove (personal care) and Pond’s (personal care) were at sixth, seventh and eighth places with 12,982, 12,711 and 12,479 insertions each respectively. Automobile brand Honda followed at ninth place with 11,199 closely followed at tenth place by HUL’s beverage or food and drink brand Brooke Bond with 11,190 ad insertions.
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.
