MAM
Amitabh Bachchan signs on as Cello brand ambassador
NEW DELHI: Home essentials manufacturer Cello Group has roped in legendary actor Amitabh Bachchan as its brand ambassador. The brand’s objective with the partnership is to enhance and build consumer connect across different markets, and to strengthen its market presence.
The actor will be seen endorsing the brand's extensive catalogue of products across social media platforms. Big B will be part of different digital campaigns to showcase Cello’s commitment to improving people’s lives through the best affordable goods in various categories.
The association with Bachchan, a popular icon of the Indian film industry, and Cello’s concerted digital media strategy is aimed at gaining traction with young millennials while also staying true to its existing customer base.
Cello Group director Gaurav Rathod described the new partnership a “winning combination” that will help the brand connect better with consumers cutting across demographics. “There is no other brand ambassador who has appeal across different age groups, everybody can relate to the persona of Amitabh Bachchan. The central idea is to highlight the importance of using credible, reliable, and durable products,” he added.
Cello, a common name in Indian households, is one of the leading processors of household consumer goods and supplies its wide range of products to retail stores across the country. It manufactures home appliances, glassware, plastic and steel houseware, air coolers, cleaning products and furniture. The company recently re-entered the stationery segment, five years after it sold its Cello Pens business to France’s BIC group.
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.
