Brands
Tata Motors and Red Bull India rev up for extreme EV adventures
MUMBAI: Tata Motors Passenger Vehicles has teamed up with Red Bull India to power a new series of high-octane stunts that merge cutting-edge automotive engineering with extreme sport swagger. The partnership promises a run of feats designed to prove that electric can be thrilling, rugged and defiantly unconventional.
The opening challenge stars the Harrier.ev, billed as India’s most powerful homegrown electric SUV, alongside Lebanese drifting icon Abdo “Dado” Feghali, a Guinness World Record holder and Red Bull rally mainstay. The film, shot under tight wraps, is set to drop soon across digital platforms.
Chief commercial officer, Tata Passenger Electric Mobility, Vivek Srivatsa said the tie-up unites two brands obsessed with pushing boundaries and performance. Red Bull athlete Feghali praised the SUV’s torque and terrain-taming poise, saying it delivered effortless power even in brutally steep environments.
This is only the start of a campaign built on adrenaline and ambition. Tata Motors wants India to see EVs not as sensible commuters but as bold, go-anywhere machines. Red Bull, never shy of spectacle, is more than ready to oblige. The road ahead looks charged and wild.
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.
