MAM
Hinduja’s innovative marketing via Pune IPL team
MUMBAI: For the first time in 10 years of the IPL, cricket fans are expressing their passion for their team and its heroes through a unique, one-of-its-kind digital marketing solution.
In the ongoing IPL 2017, HGS Interactive (HGSi) has helped Gulf Oil Lubricants India Limited, principal sponsor of the Rising Pune SuperGiant, create a unique customer experience for fans of the team as they follow their players’ exploits and cheer them on. It has designed a clutter-breaking and innovative activation – an IOT-based LED t-shirt for fans that can light up on the press or trigger of a button on the t-shirt or any Android device. So, whenever a player from the RPS team hits a ball for a six or four, or bags a wicket, fans wearing the t-shirt could light up ‘4, 6 or Out’ – similar to the TV screen, and cheer their team.
“The big idea was to marry technology and the fans’ love for their team and players and come up with a disruptive solution that helps Gulf Oil easily stand out in the crowd. These IOT-based LED t-shirts transform cricket fans into human banners cheering their team,” said Sachin Karweer, Business Head, HGS Interactive, which is the digital business unit of BPM firm Hinduja Global Solutions Limited (HGS) .
“The IOT-based LED t-shirt is testimony to Gulf Oil Lubricants’ passion for innovation. Fans and the game have converged with this disruptive wearable technology, thus creating an unmatched experience for the spectators of the sport,” said Ravi Chawla, Managing Director, Gulf Oil Lubricants India Limited (GOLIL), adding, “We will continue to embrace such trends and continue to excite our audience and cricket fans all across the country.”
The innovative fan t-shirt initiative is part of an aggressive marketing campaign unleashed at the 10th edition of IPL by Gulf Oil. The campaign titled “GulfGoFarHarBaar” is currently running in RPS’ home base Pune, and also features the Gulf Fan Bus, Radio Experience, digital videos of players and their interviews. The Gulf Oil campaign intends to communicate the message of “Performing under Pressure” through digital, radio and OOH channels to excite and build a deeper connect with RPS fans.
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.
