Brands
Aashirvaad Atta’s Ganesh idols on wheat grains set record this Ganpati
MUMBAI: Holy grain! In a record-breaking festive twist, ITC’s Aashirvaad Atta has proven that devotion need not be larger than life. Sometimes, it fits on a single grain of wheat.
During the 10-day Ganesh Chaturthi celebrations at the iconic ‘Andheri cha raja’ pandal in Mumbai, Aashirvaad pulled off a feat that earned it a place in both the India book of records and the Asia book of records for the ‘biggest distribution of Ganesha idols on wheat grains.’
Yes, you read that right. Lord Ganesha, meticulously engraved onto actual grains of wheat, was at the centre of this unique campaign. Over 2,000 micro-idols were distributed to devotees, each grain carefully enclosed in an acrylic display box with a built-in magnifying lens. Think of it as a divine collectible with a sprinkle of science and a whole lot of soul.
The initiative was part of Aashirvaad’s festive campaign: “Gehu gehu hai vishesh, har gehu mein hai Ganesh,” spotlighting the purity and cultural significance of wheat in Indian homes. Through this punny yet poignant message, the brand wove a connection between the grain that sustains millions and the god who removes obstacles.
Commenting on the milestone, ITC, chief executive, staples & adjacencies, foods division, Anuj Rustagi said, “Ganesh Chaturthi is a festival where devotion meets grandeur, and we wanted to offer something truly unique. By engraving Lord Ganesha on a single grain, we showcased how tradition and innovation can come together to celebrate purity in a memorable way.”
From its trusted ‘chakki MP sehori aata’ to ‘organic aata,’ Aashirvaad continues to win hearts across India by delivering quality flour that meets local tastes and now, sets records too.
Looks like when it comes to devotion and innovation, Aashirvaad truly doesn’t grain and bear it, it goes the extra (milli)metre.
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.
