MAM
Eight Indian entries make it to the Design Lions shortlist
MUMBAI: A total of eight entries from India have made it to the Design Lions shortlist at Cannes Lions 2012, including six from the DDB Mudra Group.
BBH India and TBWA India have also found their entries shortlisted.
For DDB Mudra, Group, three shortlisted entries have come for automobile manufacturer Volkswagen, two for the Ministry of Tourism’s Incredible India campaign and one for its work on Geebees Food’s Coffee Gold brand.
TBWA has been shortlisted in the Logo Design sub category for its work titled Elephant Combs for MKV Household Products, while BBH’s Chaplin Chapters for Movies Now has been shortlisted in the Posters sub category.
DDB Mudra Group’s The Hinglish Project for the Incredible India initiative by the Ministry of Tourism has been shortlisted in two sub categories – Consumer Services and Design Typography.
The agency developed a typeface that would make Hindi less intimidating and more approachable and friendly so that tourists to the country find it easier to read road signs.
The fusion-font design allows the reader to discern the phonetic sound of a Hindi character by looking at the corresponding English alphabet superimposed on it. This helped Incredible India create a typeface for foreigners to familiarise themselves with native language. Its Moustache Gym (Volkswagen), Musical Jungle (Volkswagen)and Stay Alert – New York Blackout (Geebes Beverages) campaigns have been shortlisted in the Illustration sub category while Iconic (Volkswagen) has been shortlisted in the Poster sub category.
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.
