Brands
Summercool turns up the heat with film tie-up
MUMBAI: Love gets breezy when Bollywood meets a home appliance brand. Summercool has stepped into the spotlight with a playful branding collaboration for the upcoming romantic comedy De De Pyaar De 2, starring Ajay Devgn and Rakul Preet Singh, turning cool comfort into a cinema-friendly crowd pleaser.
The Delhi-based brand has launched a fresh campaign titled Summercool life bnaye wonderful, blending star power with its fast-growing range of cooling appliances. As brand ambassador, Ajay Devgn appears in a new set of ads alongside Rakul Preet Singh, with premium footage from the film releasing nationwide on 14 November 2025.
Directed by Anshul Sharma and featuring Ajay Devgn, Rakul Preet Singh and R. Madhavan, De De Pyaar De 2 continues its signature mix of humour, generational clashes and tangled relationships. Summercool’s campaign will run in major cinema halls before screenings, ensuring strong on-ground visibility and tapping directly into the film’s pre-release buzz.
According to the company, the partnership forms a key part of a wider integrated marketing strategy aimed at reinforcing Summercool’s youthful and relatable identity. The ads are already airing on television, trending on YouTube and circulating across social media. Large hoardings featuring the lead pair have also been placed across metropolitan cities to strengthen the brand’s presence during the busy festival and wedding season.
Ashutosh Gupta, director of sales and marketing at Summercool appliances, said the collaboration is “a celebration of Indian creativity and confidence”. He added that as a homegrown brand, Summercool aims to connect emotionally with modern Indian consumers while showcasing the blend of trust and innovation that defines its products.
With this film-inspired campaign, Summercool hopes to keep the nation feeling stylish, smart and unmistakably cool, both on screen and at home.
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.
