MAM
Black & White launches first India TVC
MUMBAI: Black & White Gettogethers from Diageo India has launched its first-ever India-specific TVC conceptualised by J Walter Thompson Bangalore and inspired by the brand message, “Made of Sharing”.
It is a commercial that exhorts us to go out there and share moments and experiences with strangers.
Set against the lavish and breath-taking landscapes of Portugal, the story takes us through the journey of a protagonist who is travelling, watching a movie or going for a run; scenarios which are part of the life of a young millennial. This is in keeping with Black & White’s philosophy of encouraging young, successful millennials to share and open up for richer outcomes in life.
The commercial has been shot in black and white as it provides an evocative canvas for the emotions and situations on display. It also creates a larger-than-life cinematic effect that transports and transfixes the viewer. Not to mention the undeniable brand connect.
Diageo India Portfolio head Abhishek Shahabadi says, “The commercial was created with the aim of spreading the message that personal satisfaction comes from sharing the good things in life, with people around us. The storyboard motivates people to step out and share a bit of themselves, urging them not to hold back, thereby enriching their lives.”
JWT ECD and senior VP Priya Shivakumar mentions, “The insight was inspired by Black&White’s brand message ‘Life tastes better when shared’. We are so caught up in our daily lives that we barely get a moment to step back and enjoy time with our friends and loved ones. We are happy to be a part of the first ever TVC by Black & White in India and hope this inspires people to go out and share some of the best moments of their life.”
The TVC has been directed by Jamie Muir, an acclaimed London-based filmmaker and photographer known for “Drawing and Dreams”, a part of the 2014 cupidity series which won the silver lion at Cannes Film Festival. He has also worked on some of the best ad films curated for brands like Chevrolet, HSBC and Google.
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.
