Brands
Hrithik adds star flavour to Rakesh Masala’s 50th year
MUMBAI: Rakesh Masala has turned up the heat on its 50th anniversary, partnering with HRX Films and roping in megastar Hrithik Roshan for its new pan-India campaign, Swaad Jo Reh Jaaye Yaad. Conceptualised by Collective Creative Labs, the campaign blends humour, nostalgia and the unmistakable taste that has seasoned Indian kitchens for five decades.
The films feature Hrithik in light-hearted, slice-of-life moments, from set antics to candid off-screen conversations, revealing the superstar’s love for authentic flavours made richer with Rakesh Masala. It’s a playful reminder that even icons savour the simple joy of a perfectly spiced meal.
“Rakesh Masala has been a household name for decades, loved for its authentic taste and quality,” said Rakesh Masala managing director Ajhay Kumar. “As we mark our 50th year, joining hands with Hrithik Roshan feels like the perfect way to take our legacy forward.”
Produced by HRX Films, the campaign celebrates both brand and star power. “We wanted to tell a story rooted in humour and relatability,” said HRX Films CEO Eshaan Roshan. “By merging Rakesh Masala’s timelessness with Hrithik’s charisma, we created something that speaks to audiences across India.”
With a mix of TVCs, digital shorts, print and outdoor buzz, the campaign spices up screens nationwide, proving that great taste, much like great cinema, always leaves you wanting more.
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.
