MAM
Oxford Bookstore, Response Books launch book on power advertising
MUMBAI: A few days ago Oxford Bookstore and Response Books, launched the book Planning for Power Advertising. This is a users’ manual for students and practitioners.
It has been written by IIM Ahmedabad alumnus Anand Bhaskar Halve. McCann-Erickson (India) president Santosh Desai released the book
Apeejay Oxford Bookstores CEO Rajiv Chowdhry says, “At Oxford Bookstores we are home to a diverse range of books. Planning for Power Advertising makes a much required contribution to the oft neglected field of advertising and communication within the Indian context and we are pleased to be partnering with Response books to launch this helpful users manual.”
The book is a step-by-step manual for producing a strategically sound advertising brief – one that will serve as the springboard for actual creative communication. It offers an understanding of how strategic advertising is created and is rich in cases and examples as to what works in the marketplace, and why.
For advertising professionals (creative, media, event management, public relations and the like), there are discussions on key issues and market realities, as well as analyses of consumer markets. For students, it also provides simulations to enable them to apply the principles and processes that make for power advertising.
Participatory and pragmatic in its approach, this book will be used as a text by students and will be of equal use to professionals in the world of advertising and related fields.
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.
