Brands
Glow with the flow Kaya and Fatima Sana Shaikh ditch skincare fads
MUMBAI: When every scroll throws up a new “glow hack” and DIY miracle routine, Kaya is cheekily asking – why chase fads when you can trust the experts? Marico Limited’s latest campaign for Kaya products stars actor and brand ambassador Fatima Sana Shaikh, who takes on beauty buzzwords and 10-step routines with wit, charm, and a healthy dose of common sense.
In the campaign films, Fatima is seen calling out quick fixes, viral remedies, and trend-chasing jargon, urging viewers to ditch the noise and embrace skincare that’s grounded in science. Her message is clear: radiance doesn’t come from gimmicks, but from expert-led, dermatologist-designed solutions tailored for Indian skin.
Backed by over 20 years of dermatological expertise, Kaya is now introducing its latest hero, the Kaya Gluta Glow Face Serum. Packed with eight potent actives, including the much-lauded Glutathione, the serum promises a visible glow from the very first use (basis a 2025 clinical self-assessment). It’s positioned as the antidote to fleeting fads: science-based, effective, and designed for lasting results.
Fatima, known for her versatile screen presence, steps into her new role as the face of Kaya with an easy relatability. By playfully mocking the cluttered beauty universe, she embodies Kaya’s philosophy: “glow powered by knowledge, not noise.”
Kaya’s product portfolio now spans 75 plus science-backed personal care solutions, co-created with dermatologists. The range covers everything from acne, pigmentation, dullness, ageing, and sun protection, to hair and body care. For consumers juggling endless choices, Kaya aims to cut through with credibility and efficacy.
The campaign, created by Ronin Labs, brings together a sharp creative team, Amit Basak (executive creative Director), Girija Naiksatam (Creative Director), Nachiket Bohra (Producer), Abhishek Kumar (art director), and Edwin Quadros (director) – to deliver films that land Kaya’s message with equal parts humour and authority.
Rolling out across leading digital platforms, the campaign is set to reach millions of skincare-conscious Indians, especially millennials and Gen Z audiences who are increasingly overwhelmed by skincare clutter but still hungry for effective solutions.
With Fatima Sana Shaikh at the helm, Kaya isn’t just selling a serum, it’s selling a philosophy. In an era where beauty routines can feel like full-time jobs, Kaya is nudging consumers back to basics: trust the science, trust the experts, and let your glow do the talking.
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.
