MAM
Mobile Premier League awards digital mandate to YAAP
NEW DELHI: E-sports platform Mobile Premier League (MPL) has recently appointed YAAP to help them take their digital presence to the next level. This will include the conceptualisation and development of communication across social media to strengthen the brand's presence online.
MPL SVP growth and marketing Abhishek Madhavan said, “With millions of followers across our social media platforms, we have partnered with YAAP to offer our followers a variety of engaging and informative content as we look to scale our social media presence even further. We are excited about having YAAP on board and look forward to working with them.”
YAAP partner Manan Kapur said, “We are really excited to partner with MPL on this journey. Having observed the growth of the gaming industry over the years and the pioneering work that MPL has done, we’re really looking forward to working with a team that shares the same passion for great work as us. We’re looking forward to doing some great work soon.”
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.
