Brands
Authenticity in the chaos: Taj Cement’s bold call for trust
MUMBAI: In a world overwhelmed by countless choices, where authenticity often gets lost in the noise, who do you trust? The Indian marketplace has long relied on a singular compass: trusted brands. They are the beacon in the chaos, offering not just products but promises of quality, integrity, and dependability.
Amidst this landscape, Taj Cement—a name synonymous with reliability in construction—has launched a stirring new campaign, ‘The Honest Cement’, during its Annual Dealer’s Conference 2023-24 at Mayfair Resort, Sonapur. With its powerful message of trust and ethical practices, the campaign cuts through the noise, reminding us that true strength lies not just in the structures we build but in the principles that lay their foundation.
Rooted in the enduring values of authenticity and quality, Taj Cement calls on the construction industry to embrace transparency and integrity, elevating its role as more than just a supplier of materials, but a trusted partner in building India’s future.
The conference, attended by 300 dealers, served as a platform for Taj Cement to reaffirm its commitment to delivering reliable and durable products. Through this initiative, the company aims to empower builders, dealers, and consumers to make choices rooted in honesty, building not just stronger structures but also stronger communities.
“At Taj Cement, we believe that honesty is the cornerstone of trust and lasting relationships. With The Honest Cement campaign, we aim to inspire everyone to uphold integrity and transparency at all levels. Just as our cement strengthens structures, our commitment to honesty strengthens communities and the bonds we share with our customers,” said Taj Cement, Group CFO, Sanjeev Surekha.
As part of its refreshed positioning, Taj Cement unveiled redesigned packaging for its flagship products: Taj Dhalai Cement and Taj Premium Cement. The modernised design symbolises the company’s focus on innovation and enhancing customer experience, aligning with its broader vision of fostering trust and transparency.
The Annual Dealer’s Conference featured interactive sessions on market trends, growth strategies, and the challenges facing the construction industry. These discussions reflected a collaborative approach, bringing together dealers and the top management to identify opportunities for collective success.
The event also celebrated excellence within its dealer network, with top-performing dealers recognised for their invaluable contributions to the company’s growth.
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.
