Brands
Arrow unveils Tailored for the Good Life campaign
MUMBAI: Arrow is stitching style and sophistication together with its latest campaign, Tailored for the Good Life, starring Vedang Raina and Khushi Kapoor. Set against the vibrant streets and chic apartments of New York City, the campaign celebrates Arrow’s American heritage while bringing a fresh, modern twist to menswear.
Vedang Raina embodies the quintessential Arrow man: confident, charismatic, and effortlessly stylish, while Khushi Kapoor adds her own flair and elegance, making her debut with the brand. Together, they capture a lifestyle that’s not just successful, but truly well lived, blending playful chemistry with aspirational fashion.
Arrow India CEO Anand Aiyer said, “This campaign bridges our rich heritage with the aspirations of today’s men. Vedang and Khushi perfectly capture the modern consumer who values style, confidence, and authenticity.”
Vedang Raina shared, “Arrow celebrates confidence and individuality. The campaign shows fashion that works as hard as you do, from sharp workwear to everyday looks with personality.” Khushi Kapoor added, “It’s about celebrating who you are and enjoying every moment in style. Arrow feels modern, relatable, and full of aspirational energy.”
Closing with Arrow’s signature tagline, Tailored for the Good Life, the campaign reinforces the brand’s promise: fashion that evolves with its consumers while staying true to its timeless elegance.
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.
