Brands
Asian Paints launches Northeast Book of Colours
NATIONAL: Asian Paints has launched the Northeast Book of Colours, a region-specific shade guide that translates the cultural life, craft traditions and landscapes of India’s Northeast into a curated colour campaign for homes.
Built around the theme Inspired by you, crafted for you, the book positions colour as cultural expression rather than decoration. It features more than 80 curated shade combinations, presented through mood boards, design cues and popular palettes drawn from across the Northeastern states.
The campaign taps into familiar regional references, from the deep blacks of Longpi pottery in Manipur and the red-and-white Gamosa of Assam, to the bold red, black and green of Tripura’s Rignai. Earth tones inspired by hills, forests and rivers soften the palette, offering homeowners combinations that feel rooted yet contemporary.
The book is designed as both a practical tool and a cultural statement, helping consumers choose colours that reflect local identity while fitting modern living spaces.
“Colour is one of the strongest expressions of identity,” said Asian Paints Ltd MD and CEO Amit Syngle. “This book is our tribute to a region rich in character and craft, bringing together its most loved palettes into a guide inspired by its people and communities.”
To amplify the launch, Asian Paints has released a campaign film that traces the origins of the shades and their cultural stories. The Northeast edition was unveiled at a flagship event at Radisson, Guwahati, marked by a fashion show interpreting indigenous textiles, art forms and natural hues for contemporary homes.
With this launch, Asian Paints deepens its regional play, using localisation and cultural storytelling to strengthen its position as India’s colour authority.
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.
