MAM
BBC launches first marketing campaign in West Bank
MUMBAI: The BBC has launched its first ever marketing campaign across the West Bank, promoting the availability of BBC Arabic on partner station, Radio Bethlehem 2000, 89.6 FM.
The strapline running throughout the three-month-long jointly branded campaign is BBC Arabic on Radio Bethlehem 2000 – together we enrich your world. The advertising campaign, featuring two hands cupping a globe that focusses on the Middle East can be seen on billboards in high-profile areas in Jerusalem, Ramallah and Bethlehem.
West Bank commuters can also see the campaign on buses branded with the design and in advertisements placed in Al Quds newspaper. Radio Bethlehem 2000 listeners can hear BBC programming 12 hours a day in Arabic and English.
BBC Arabic head Hosam El Sokkari said, “Our partnership with Radio Bethlehem 2000 is an important addition to the BBC’s FM presence in the Arab world. With this campaign, even more people in the West Bank will be aware of the availability of the BBC programmes, in Arabic and English, in crystal clear quality, and our listener base in this region will further expand.”
Yousef Shomali, Head of Radio Bethlehem 2000, added, “The partnership with the BBC represents an important phase in the growth and development of Radio Bethlehem 2000. By airing the BBC Arabic programming, we hope to help our listeners in Bethlehem, Jerusalem and the West Bank to benefit from the output of the world’s leading broadcaster.
“This campaign will send a clear, positive message to all Arab-speakers, particularly those who are interested in the international agenda.”
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.
