Brands
HMD and Sanya Malhotra ring in a new era of self-expression
MUMBAI: HMD has turned up the volume on self-expression with its new ‘Issa vibe’ campaign, starring actor and brand ambassador Sanya Malhotra. The spotlight? The stylish new HMD Vibe 5G: a smartphone designed less for numbers on a sheet and more for personality on the street.
Launched in Mumbai, the campaign marks a bold brand refresh for HMD in India. With the rallying cry “Claim your vibe,” the company is shifting gears from the usual spec-heavy smartphone chatter to something gen z craves more: authenticity, individuality and a touch of flair.
“HMD is moving the conversation from megapixels to meaningful moments,” said HMD, ceo & vice president, India & APAC, Ravi Kunwar. “It’s about how the device enhances life, not just its features. With Sanya and the Vibe 5G, we’re celebrating young India’s energy, confidence and creativity.”
The campaign film brings this ethos to life through Sanya’s dynamic presence, blending everyday moments with expressive style. “Claiming your vibe is about owning who you are with comfort and confidence,” said Malhotra. “For me, the Vibe 5g isn’t just a phone, it’s a creative partner.”
Crafted by And And Brand Partners, the film pulses with youthful energy. Creative director, Rajesh Minocha explained, “We wanted every frame to feel like a heartbeat of self-assurance. Sanya carried that effortlessly, inspiring audiences to own their identity.”
Beyond the screen, the campaign takes a 360-degree route: splashing across TV, print, digital, social, and even retail spaces. From bold digital storytelling to vibrant point-of-sale displays, HMD is ensuring the vibe is everywhere, right where young Indians are.
For a brand known globally as Human Mobile Devices, the message is clear: HMD isn’t just selling phones, it’s selling a feeling. And with the Vibe 5G, it’s loud, proud, and unapologetically stylish.
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.
