MAM
Kirloskar group appoints Pitchfork Partners for its brand refresh campaign
Mumbai: The Kirloskar group of companies comprising of Kirloskar Oil Engines, Kirloskar Chillers, Kirloskar Pneumatic, Kirloskar Ferrous Industries, and Kirloskar Industries, recently undertook a refresh of their respective business visions. The transformation – under the ‘Limitless’ brand refresh – spans eight business areas, laying the foundation for aggressive plans in the B2C domain whilst continuing to power robust growth in the B2B companies.
Pitchfork Partners is appointed to engage with media across platforms to drive home the essence of this refresh campaign. This involves transformation of the businesses from robust engineering-led firms to solution providers that lead today’s industrial landscape to become customer-centric. The outreach also details investing in new business segments and infusion of fresh talent in senior management, which will enable its companies through the use of innovation and technologies to move their business models from products to solutions.
The agency is also overseeing internal communication around this refresh campaign. This involves interactive campaigns around the conglomerate’s values & its transformed business vision of being customer-centric.
Having managed the outreach around the launch of ‘Limitless’, Pitchfork is now executing communication strategies to help the message gain traction across the country and within the conglomerate.
Kirloskar Oil Engines director Gauri Kirloskar said, “Pitchfork Partners’ strengths will play a vital role in driving our communication agenda across our multiple stakeholders. We partnered with Pitchfork for internal and external communications and believe Pitchfork Partners was truly able to deliver the core messages across our various audiences.”
“We have undertaken this journey to become a fully integrated conglomerate. Pitchfork Partners understands our messaging, identity, and values and we are very pleased to be partnering with them,” added Kirloskar Oil Engines executive chairman Atul Kirloskar.
Pitchfork Partners co-founder Jaideep Shergill said, “We are delighted to partner with the Kirloskar companies, which are among India’s most respected businesses. The transformation and repositioning will work wonders for the brand. We are privileged to be part of this change.”
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.
