MAM
IPG’s BPN drives away with John Deere media biz
MUMBAI: John Deere, manufacturer of agricultural tractor, has given its media planning and buying mandate to IPG Mediabrands‘ Brand Programming Network (BPN).
Confirming the news to indiantelevision.com, BPN India CEO informed, “The agency will handle the company‘s entire product portfolio and in fact work on the project has already begun. The ad spends on the account are in the range of Rs 150 million.”
The brand‘s creative mandate is handled by Lowe Lintas, also an IPG agency.
Located near Pune, John Deere India is a subsidiary of Deere & Company, USA. It manufactures 5000 Series agricultural tractors.
The parent company was founded in 1837 and provides advanced products and services in the areas of agriculture, forestry, construction, lawn and turf care, landscaping and irrigation.
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.
