Brands
Wildcraft’s first mass media campaign; announces new products, brand identity
BENGALURU: Outdoor brand Wildcraft has unveiled a new brand identity in Bengaluru. The company also revealed its plans to be synonymous with the Indian outdoor industry. The brand’s revitalized presence includes a newly designed logo and theme alongside extensive additions to its product portfolio. The company also announced its first mass media campaign including a TVC.
One of the country’s first brands to offer performance-driven outdoor gear, Wildcraft is now seeking to define the Indian outdoor segment through a series of bold moves. The Rs 250 crore brand has now targeted Rs 2000 crore by 2020. The segment has been growing at a CAGR of 16-20 per cent, with the organised players growing even faster at about 25 per cent CAGR, says Wildcraft.
Wildcraft India CMO Simeran Bhasin said, “Our new logo is a reflection of the liberation the outdoors can bring from the monotony and rigmarole of everyday urban life. The brand’s new identity reflects the essence of our company and forms the basis of every consumer touch point from our retail stores to our website and TVCs. Our marketing communication strategy is in line with our efforts to inspire, educate, inform and equip people to experience the outdoors and, consequently, recognise Wildcraft as a performance-driven, head-to-toe outfitter. We will do this through immersive experiences across traditional, digital and social media.”
Elaborating on Wildcraft’s strategy, Gaurav Dublish, one of the three co-founders of the company said, “We are not short on ambition. Today, from rucksacks to jackets and tents to shoes, Wildcraft products are available in over 120 exclusive and over 2,500 multi-branded stores across 400+ key Indian cities. Our diversified distribution strategy includes exclusive stores, modern trade chains, distribution to traditional multi-brand outlets, institutional partnerships as well as e-commerce portals.”
Wildcraft co-founder Siddarth Sood added, “Our plan is to push the boundaries of product design in order to give our users gear they love and trust. Coupled with the expansion of our manufacturing capabilities this will reinforce Wildcraft’s status as a one-stop-shop for outdoor lovers across the country.”
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.
