MAM
Mythik names Preeti Vyas president to steer content and partnerships
MUMBAI: Mythik, the tech-first entertainment upstart styling itself as the “Disney from the East”, has hired Preeti Vyas as president of content strategy, partnerships and consumer products.
Vyas, who previously served as president and chief executive of Amar Chitra Katha, brings three decades of experience across publishing, retail and entertainment. At Amar Chitra Katha, she engineered the heritage brand’s revival, taking it from nostalgia act to profitable modern player while driving readership tenfold to over 6 million globally.
Her career has spanned founding Fun OK Please publishing, the company behind children’s favourites like Toto the Auto, to senior stints at Future Group, Sony Music, Toys R Us and Crossword. She also piloted transmedia adaptations of franchises such as Tinkle and built licensing deals that expanded their reach.
At Mythik, she will spearhead efforts to package mythology, history and folktales from the East for a global audience, tapping into new-age distribution and consumer products.
Mythik, founder and chief executive, Jason Kothari called Vyas “a rare combination of strategic acumen and creative vision” and said her track record of transforming heritage brands would be key to realising the company’s global ambitions.
Vyas herself described the role as “an opportunity to present stories from our ancient past at a scale never attempted before”.
Alongside her corporate career, she sits on industry bodies including the Media & Entertainment Skills Council and the Advertising Standards Council of India, giving her a perch at the intersection of policy, talent and content.
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.
