Brands
Collective Artists Network launches Not Funny brand solutions agency
MUMBAI: Being funny can be big business. At least that’s the hope that Collective Artists Network founders Sudeep Subhash and Dhruv Chitgopekar are nurturing. The new age agency has got into bed with comedy duo Funcho—comprising Dhruv Shah and Shyam Sharma— to launch a new creative brand solutions company, strangely called, Not Funny. Dhruv and Shyam have built a fanbase of 39.7 lakh YouTube subscribers and over 2.8 million Instagram followers.
The company will specialise in content-first solutions, focusing on scripting, talent representation, and consultation for brands. Led by CEO Mihir Surana, Not Funny aims to tell brand stories through the lens of comedy, with a strong focus on both fictional and non-fictional content.
“We have been razor sharp focused on blending technology, entertainment, and strategy seamlessly across all our various ventures, including recent acquisitions like Galleri5, Under 25, and Terribly Tiny Tales. Funcho’s relatable humour and genuine connection with their audience make them the perfect partners to lead this venture. Not Funny represents our collective ambition to blend creativity, humour, and strategic brand solutions that speak directly to modern consumers,” said Subhash. “
Big Bang Social, Collective Artists Network’s creator marketplace, played a pivotal role in facilitating this new venture. Through its platform, Not Funny will leverage the vast ecosystem of creators, brands, and storytellers that the former has curated over the years.
“We have always strived to be at the forefront of connecting creators and brands in innovative ways. With Not Funny, we’re pushing the envelope even further, creating a space where humour becomes a powerful tool for brand storytelling and audience engagement,” added Dhruv.
Not Funny will cater to brands looking for innovative content strategies by leveraging Funcho’s expertise in real-life inspired comedy and applying it to brand storytelling. The company’s mission is to infuse humour into brand communications, creating highly engaging and relatable campaigns. From scripting to creative consultation and talent suggestions, Not Funny aims to redefine how comedy can be integrated into both digital and traditional media strategies.
Added Funcho co-founders Dhruv Shah and Shyam Sharma: “Not Funny is dedicated to closing the gap between brands and their audiences. By creating captivating, humorous content, we make branded messaging enjoyable and relatable, ensuring meaningful connections.”
Simply put, they are not joking!
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.
