MAM
Motorola ad misleading: UK’s ad body
MUMBAI: The UK‘s Advertising Standards Agency has banned the television ad for Motorola‘s Atrix, which stated that the gadget was “the world‘s most powerful smartphone”.
The ASA received two complaints from fans of Samsung‘s Galaxy smartphone range arguing that the Samsung Galaxy S II i9100 had a more powerful processor and, hence, Motorola‘s claim to be the fastest is misleading.
Motorola attempted to defend its position by telling the ASA that the ad meant the Atrix was the most powerful when you included the “Dual Core processor, 1GB RAM, webtop and ecosystem, Flash 10 Player, qHD display and a 20 per cent more powerful smartphone battery than all known current competitors on a world scale and a biometric reader”.
But the ASA said that consumers would understand the TV ad to mean that the phone by itself was the world‘s most powerful smartphone. It “considered viewers would understand the claim ‘The world‘s most powerful smartphone‘, along with a close-up of the phone, to mean the phone, in isolation, was the most powerful smartphone”.
It judged the ad had breached Broadcast Committee of Advertising Practice (BCAP) rules on ‘exaggeration, misleading advertisement, substantiation and comparisons’ and banned Motorola from making the claim again.
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.
