MAM
Curry-Nation bags first media account with Weikfield
MUMBAI: Debuting in the media planning and buying realm, Mumbai-based Curry-Nation has won the creative and media mandate for Pune-based dessert mix manufacturer Weikfield. This is also the first time Weikfield has appointed a specialist agency for its communication duties. The mandate has been awarded on a yearly basis and will be serviced from the agency‘s Mumbai office.
Curry-Nation director Nagessh Pannaswami said, “Priti and I had interacted with Weikfield COO Manoj Joshi earlier in our career. So the chemistry was there. We made a strategic presentation to the people at Weikfield and once they all were convinced we were on board.”
Weikfield has plans on launching a range of new products and Curry-Nation will be responsible for the communication during the launch.
Though the exact figure on the ad spends was not revealed, Pannaswami confirmed that the amount is significant. The first phase of campaign by Curry-Nation for Weikfield will be rolled out in September. TV and print will be the mainstays of the communication.
Curry-Nation was started in 2011 and in a span of one year six months roped in brands like Nirlep, Borosil, Rasna, Emami Vasocare, Natural ice-creams,Sai Dairy, Spinz Deodorants, Cholayil Krishna Tulsi, Spinz Talcs, Emami Hairlife, Himani Lalima, Himani Fast Relief and CavinKare Fairever.
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.
