Brands
Eggfirst bags creative duties of Jashn
MUMBAI: Eggfirst has bagged the creative duties of the Premium Fashion Ethnic Wear brand, Jashn. After few rounds of intense discussion around strategy and creative roadmap for the future, Jashn awarded the management of its creative duties to the Mumbai-based agency.
Jashn, a 10-year-old ethnic wear brand present in India and UAE with Celina Jaitly as the brand ambassador, were on the lookout for an agency that understood their industry well and suggest fresh ways to market the brand. Eggfirst presented a robust strategic framework for the brand, based on the specific study of the market and the target group Jashn caters to. This, coupled with their creative approach, was enough to convince Rahuul Jashnani, Managing Director – Jashn, that Eggfirst was the right agency for their brand.
Rahuul said, “Jashn Eggfirst was a nice little find for us. Their understanding of the market is bang on and on the basis of that, the strategy they etched out to take the brand communication to the next level is fantastic. Their creatives are fresh and very appealing and the communication planned is very well in sync with JASHN’s target customer”
Eggfirst shall be responsible for driving the creative of the brand and its various sub-brands for the year 2013-14. “Jashn is a popular women’s ethnic wear brand across India and 2 cities in UAE; Dubai & Abu Dhabi and has been doing well in the market. The question we had on our minds was how we could make it better. A lot of study went into understanding of the market and the target group. Once we had the analysis, we indentified some worthwhile insights and drew upon them to carve out a strategy and a creative approach. We are delighted that Rahuul and the management at Jashn liked us and our work, and we are confident of taking the brand to the next level,” said Vivek Menon – COO, Eggfirst.
The agency is busy working on a new print campaign for the brand, with the launch scheduled in a few weeks’ time.
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.
