MAM
BlackCab Agency Network amplifies culinary delight at Yi Jing, ITC Maratha
Mumbai: BlackCab, a creative digital marketing agency, showcased its expertise in brand storytelling through the unveiling of a captivating brand film for Yi Jing, the contemporary Chinese restaurant located at ITC Maratha in Mumbai. The concept is a masterpiece in a creative expression that shines a spotlight on the culinary journey of the renowned Chinese Chef Liang, transforming a mere meal into a flavour-altering experience and turning the dining expedition into an epic adventure.
Yi Jing, the latest addition to ITC Maratha’s luxurious offerings, is set to redefine the culinary realm of Chinese dining. BlackCab’s expertise in product videography and food is exhibited in this film, which highlights key differentiating offerings of the outlet, including hand-pulled La-mein noodles and sweet and sour fish. As Chef Liang, the culinary maestro with nearly three decades of experience, aptly puts it, “Our Chengdu Style Sliced Lamb with House Special Chilly Powder, featuring Sinchuan Pepper used in the first frame, and the delightful experience of our traditional Hot Pot, symbolises the culinary journey at Yi Jing.”
The visionary approach in creating the brand film revolves around portraying Chef Liang as the central upholder, showcasing not just his creative finesse but also highlighting the expansive and opulent ambience of the restaurant. In the film, viewers are taken on a visual journey through the mesmerising expanse of Yi Jing, where Chef Liang’s expertise takes centre stage. The carefully curated shots capture the essence of flavours and the harmonious blend of traditional Chinese aesthetics with modern sophistication. What sets the brand film idea apart is the focus on the signature dishes that make Yi Jing a gastronomic haven.
The team’s expertise in weaving a narrative that goes beyond displaying the restaurant’s physical features makes this brand film a powerful tool in establishing Yi Jing as more than just a dining destination; it becomes an immersive journey into the heart of Chinese cuisine excellence.
As a leading creative digital marketing agency, BlackCab continues to push the boundaries of brand storytelling, creating experiences that resonate with audiences globally. The collaboration with ITC Maratha for Yi Jing is a testament to the leading agencies’ commitment to upgrade brands and create narratives that leave a lasting impression.
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.
