Brands
Star House lights up to promote VIVO IPL 2018
MUMBAI: Changing the way cricket fans experience VIVO IPL, Star India has added one more feather to its cap by re-imagining out-of-home (OOH) display in India. Star India’s spectacular 2D projection experience gracing Urmi Estate at the heart of Mumbai is a first of its kind projection, marking the debut of large-scale OOH projections in India.
With this initiative, Star India has added a fresh perspective to VIVO IPL by giving fans a chance to be a part of a larger than life immersive experience for the tournament. Modern Stage Services planned and executed the campaign for this initiative.
Urmi Estate, which is Star India’s headquarters, is being transformed into a canvas with a spellbinding light show to promote VIVO IPL. Rich and vibrant, red and blue visuals depicting team players were projected onto Urmi Estate with the help of an array of projectors installed in a specially built control cabin situated about 300 feet away from the projected surface. The projectors will be in portrait mode with the visuals measuring 140 feet long and 180 feet high which can be fully enjoyed by thousands of onlookers in the sports capital of Mumbai.
The projection is the first of many adorned by Urmi Estate which will be updated daily. 2D interactive images promoting daily match tune-ins with respective captains displayed, match statistics and exciting trivia related to the tournament will be highlighted.
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.
