Brands
Haier becomes title partner of JioHotstar Match Centre for T20 World Cup
MUMBAI: Haier Appliances India is bringing more than just cool tech to the pitch. The global appliances giant, ranked No. 1 for 17 consecutive years, has signed on as the title partner of Match Centre Live on JioHotstar for the ICC Men’s T20 World Cup 2026, running from 7th February to 8th March.
Match Centre Live is India’s biggest digital cricket show, offering fans every delivery, decision, and discussion through sharp analysis, expert banter, and compelling storytelling. Streaming across multiple languages including English, Hindi, Tamil, Telugu, Kannada, Bangla, Bhojpuri, Marathi, and Haryanvi, it ensures a truly pan-Indian reach.
For Haier, this partnership is more than just branding. It forms a key part of their sport-o-tainment strategy, designed to connect with young, tech-savvy, premium consumers through marquee sporting events. Cricket’s unrivalled passion and popularity in India make it the perfect arena to engage millions of fans.
Haier Appliances India president NS Satish said, “Cricket is a national emotion that brings people together. Partnering with Match Centre Live lets Haier connect with fans at scale while creating meaningful experiences for young, premium audiences.”
As title partner, Haier’s logo and branding will feature prominently across the show, from studio screens to branded tickers and promos with JioStar talent. This visibility across connected TV and mobile devices reinforces Haier’s image as a premium, innovation-led global brand while keeping it front of mind during one of India’s most watched sporting events.
In short, Haier isn’t just watching the cricket action unfold, they’re part of it, serving up a match-winning blend of sport, entertainment, and technology.
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.
