Brands
Colors Queen steps into Hindi cinema with sparkling Masti 4 tie-up
MUMBAI: Colors Queen Cosmetics is adding a touch of glamour to the big screen with its latest Hindi cinema outing in the much-awaited comedy caper Masti 4. The fast-growing beauty brand has revealed details of its on-screen product placements, behind-the-scenes presence and wide visibility across the film’s promotional blitz.
The collaboration felt natural to the brand, thanks to the movie’s vibrant mood and its stylish female cast whose effortless charm mirrors Colors Queen’s own personality. After a successful partnership at the Raabta event with Kangana Ranaut, the brand saw Masti 4 as the ideal moment to leap into mainstream entertainment with confidence.
In the film, actresses are seen using some of Colors Queen’s best-loved favourites including the Sheer Lip Tint, Color Stay Non-Transfer Lipstick and Totally Matte Non-Transfer Lipstick. The products appear across vanity shots, beauty routines and close-ups, slipping neatly into the film’s colourful storyline.
Co-founder Nitin Panjwani said the association brought the brand’s spirit to life, adding that watching the products blend seamlessly into the film has been “incredibly rewarding”. The tie-up, he said, elevates the brand’s mission of making trend-led beauty accessible to all and signals the start of more cinematic collaborations.
Beyond the film itself, Colors Queen enjoyed a strong run across digital promotions, premiere-night visibility, influencer-driven content, trailer spots and behind-the-scenes footage.
By stepping into the world of Hindi cinema, the brand is weaving beauty into cultural storytelling, using cinema’s emotional pull to remind audiences that make-up can be fun, expressive and within easy reach.
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.
