Brands
Joy’s ‘Behenhood’ blitz rides WPL to sell sisterhood
MUMBAI: Joy Personal Care has rolled out a new digital campaign, Behenhood, using the Women’s Premier League as a high-voltage stage to champion female solidarity and plug its skincare portfolio.
The campaign is tied to Joy’s ongoing partnership with the UP Warriorz and plays out through a season-long stream of short films featuring players Deepti Sharma, Harleen Deol and Phoebe Litchfield, alongside influencer Meethika Dwivedi. The films trade glossy hero shots for locker-room candour, capturing humour, rituals and the quiet acts of backing each other that define women’s sport.
For Joy, Behenhood is more than a slogan. The brand is pitching itself as an ally to women’s ambition, not just a logo on a jersey, tapping into the cultural shift that has made women’s cricket one of India’s fastest-growing sporting properties.
RSH Global co-founder and chairman of Joy Personal Care Sunil Agarwal, said the campaign reflects the brand’s long-standing focus on women’s empowerment and collective growth. CMO Poulomi Roy added that the idea was rooted in how modern women’s teams thrive on shared success rather than individual stardom.
Capri Sports COO Kshemal Waingankar, which owns the UP Warriorz, said the partnership works because it mirrors what happens inside the team: players showing up for each other under pressure.
With WPL viewership climbing and brands scrambling for relevance in women’s sport, Joy is betting that sisterhood, not swagger, will cut through the clutter and build a warmer, stickier connection with consumers.
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.
