Brands
De Beers Group partners Mumbai Indians Women, launches ‘Love from Universe’
MUMBAI: De Beers Group has partnered with the Mumbai Indians Women’s team as an official partner in the Women’s T20 League, extending its Love from universe campaign into the world of elite sport. The collaboration taps into themes of ambition, self-belief and intentional living, aligning natural diamonds with the mindset behind high performance.
As part of the tie-up, De Beers has rolled out a digital-first film that shifts focus from match-day action to the off-field lives of players. Featuring Harmanpreet Kaur, Amanjot Kaur and Natalie Sciver-Brunt, the film captures the cricketers building vision boards for their 2026 goals: mixing professional ambition with personal desires, from lifting the league trophy to catching up on sleep, travel and comfort food.
Anchored by the Natural Diamond Intention Pendant, the narrative frames manifestation as a modern ritual. Moving from quiet moments of reflection to the intensity of the cricket field, the film positions the pendant as a symbol of focus and clarity, built around the mantra: “Wear it, visualize it, manifest it.”
The partnership draws parallels between the journey of elite athletes and the formation of natural diamonds: both shaped over time through pressure, resilience and purpose. Beyond the campaign film, De Beers has also gifted Intention Pendants to members of the Mumbai Indians Women’s squad, reinforcing the brand’s message of conscious ambition on and off the pitch.
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.
