Brands
Google helps Big Bazaar drive customers
MUMBAI: Big Bazaar, one of the leading hypermarket chains in India with a presence in over 120 cities with 225 stores, has worked closely with Google to create ‘Smart Search.’
Big Bazaar realised that their customers seek solution to every query on Google Search and wanted to position the brand as the solution to every household product query. The challenge was to add newer segment young customers who seek offers and information online and drive them to the stores.
Ignition Labs, Google India’s creative solution team, conceptualised and helped execute the campaign, which led to Big Bazaar giving exclusive offers to Google search users for one day in the first weekend of each month, when the propensity to spend is higher.
Over 1,80,000 discount coupons were distributed against each Google search in three days, which saw an increase of more than 30,000 people visiting the Big Bazaar stores.
Future Group group head – digital Pawan Sarda says, “Search and explore is a way of life in today’s time and Google Search is one of the important destination for it. Smart Search has helped us translate the customer’s intent into a purchase at our stores and has definitely helped us acquire newer & younger customers.”
Google India industry director Nitin Bawankule said, “Big Bazaar and Google came together to conceptualise this innovative campaign, ultimately driving trackable offline footfalls and sales.”
Further it used innovative features like Click to Missed-Call for a seamless experience of delivering coupons, instead of filling long forms. This reduced the lead generation process from filling a form to a simple missed call.
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.
