Brands
Aurelia onboards Alia Bhatt as new brand ambassador
Mumbai : Women’s apparel company TCNS Clothing Co Ltd has signed Bollywood actress Alia Bhatt as the face for its ethnic-wear brand, Aurelia.
The brand hopes the synergy between Aurelia and Alia will appeal to the quintessential Indian woman and further enhance the deep-rooted connection.
TCNS Clothing managing director Anant Kumar Daga said, “Aurelia has always promoted effortless style – encouraging women to choose their own representation of beauty. Associating with Alia Bhatt was a strategic decision to communicate the same ethos. Alia is a youth icon who loves her effortless style. The brand’s youthful image appeals to young and modern women who do not believe in superficial barriers and Alia is someone who portrays the same through her onscreen as well as off-screen presence seamlessly.”
The brand is available both online and offline through exclusive brand outlets and large format stores in 150 cities across India, Srilanka, Nepal and Mauritius.
Commenting on the brand association, Alia Bhatt said, “I am proud to partner with Aurelia, one of the most loved ethnic wear brands by women across age groups and professions for its effortless design and styles. The brand, while staying in the realm of tradition, is re-defining ethnic wear, and I look forward to our association.”
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.
