Brands
Bajaj to lighten up India leg of Beiber’s Purpose World Tour
MUMBAI: Bajaj Electricals Limited, India’s leading player in consumer durables, fans, lighting and Engineering Projects, has announced its partnership with Justin Beiber’s Purpose World Tour in India as its exclusive lighting partner.
The company aims to spread eco-friendly message by encouraging the young audience to switch to LED through the Canadian megastar’s music concert scheduled at Mumbai’s D.Y. Patil Stadium on 10 May, 2017.
Festival goers will witness some amazing & breathtaking installations done by Bajaj Electricals Ltd. specially designed for the concert. “Aligning with the right artists will help us reinforce our brand ethos and provide a platform to drive the message of eco-friendliness through the ‘Switch to LED’ campaign among this country’s youth population,” Bajaj Electrical JMD Anant Bajaj said.
Bajaj will also host social media contests via Twitter and Facebook for the residents of India to win passes for the concert.
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.
