Brands
Tata Comm kicks off Real Madrid fan drive in India
MUMBAI: Game on for Indian Madridistas! Tata Communications, Real Madrid CF, and Footballerista have joined forces to launch the Madridista Premium loyalty programme in India, promising to bring fans closer than ever to the world-famous club.
The partnership, unveiled in Mumbai and Madrid, aims to engage over 22 million Indian supporters and 11 official fan clubs, a clear nod to India’s growing football fandom. Through Madridista Premium, Indian fans can now enjoy exclusive club content, curated merchandise, and digital experiences that capture the spirit of Santiago Bernabéu, all from the comfort of home.
Tata Communications will power the digital backbone of the programme using its Move technology to create an always-connected, interactive fan experience. Footballerista, the customer-facing partner, will curate front-end engagement and campaigns to make joining the Madridista movement easy and exciting.
“This partnership isn’t just about digital innovation, it’s connecting Real Madrid to its Indian fanbase that goes beyond traditional fandom,” said Real Madrid’s institutional relations director Emilio Butrageño.
Tata Communications Move vice president and global head Marco Bijvelds added, “Our technology is designed to break down barriers and create connections. We’re building a stage for Real Madrid’s fan experience in India, making supporters feel even more connected to their beloved team.”
For India’s passionate football community, this isn’t just a programme, it’s a passport to Madrid’s magic.
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.
