Brands
AMtouriserIN BAGtheAwards in Realtime on socialmedia
MUMBAI: Sunday, January 26, at a time when millions of Indians were glued to their TV sets for one the most awaited Bollywood Award Ceremonies, the social media world was going abuzz with an award ceremony of its own.
Capturing the hearts of youthful, vibrant and super active followers and influencers in the Twitter world, American Tourister was hosting an award ceremony like never before. With every matching award in real time on television there was a category or an award being announced in the social media world with the hash tag #BAGtheAwards and @AMtouristerIN
Reaching out directly to its consumers, the American Tourister handle created one of the biggest mass engagements in real – time. A burst of contests that matched the exact pattern as the awards, winner announcements, timely and innovative creatives with its products made the social experience lively and engaging. What followed was beyond expectations:-
•Within the first 30 minutes of both the awards going live, influencers began tweeting a fun contest on twitter #BAGtheAwards
•Contests that asked users to nominate their friends for Best Actor, Best Singer, Best
Director, Life Time Achievement award amongst others went viral in a matter of minutes
•Within the first 60 minutes, we #BAGtheAwards was trending at #1
•American Tourister made it to Trendsmap India in no time
•In less than 4 hours we were ranked as the 6th most trending topic across India
•Our innovative movie posters combined with movie trivia got a phenomenal response
•We had our own Mr. Bagchhan, towering over others on stage in real time
•Icing on the cake: Consumers started trending #BAGtheAwards along with Bollywood actors and the awards, creating a seamless synergy of interests
•Direct one-on-one tweets with the audiences won more than just a round of applause
•#CreativitykaBaap, #Hatsoff, #ClassicallyWild were just some of our recognitions
•In 4 hours, American Tourister acquired
•240 Followers, 2.1 mentions per minute, for the brand
•More than 3000+ Brand Mentions
•Was viewed by 7.5 Lakh unique users
•8.5 Million Timeline impressions delivered in Twitter nd more….
Celebrating the success, Anushree Tainwala, Director Marketing, Samsonite South Asia Pvt Ltd said: “#Bagtheawards campaign is one of the best examples of smart and effective integration of a Brand with an event. It ensured we reached out to our core audience. It was heartening to see the participation in the activity with so much enthusiasm. The big learning for us was, creativity, coupled with intelligent use of Social Networks can be an effective substitute for huge media spends and sponsorships”
Driving the creativity, Ankit Mishra, Chief- Brand Strategy, Eccentric Engine said “An activity like #Bagtheawards shows our intent, of establishing American Tourister as one of the smartest Brands on Digital in India. Our strategy is to leverage the power of Real Time Marketing. This kind of creativity will help us cut through the clutter and redefine the Vanity Metrics currently being used to assess the impact of a Social media activity”
In 2014, American Tourister aims to direct a large amount of its brand building efforts in the social media space. The campaigns will not only reach out to its young, youthful set of customers but also aim to set benchmarks for innovation and real time social media activities.
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.
