Brands
Real Madrid forays into India with Dream Theatre partnership
MUMBAI: Dream Theatre, a leading licensing business developer, has announced a new collaboration with Legends, acting as an official business development partner for Real Madrid CF in India. This strategic alliance, facilitated by global premium experiences company Legends, aims to bolster the club’s global licensing programme, ensuring Real Madrid fans worldwide can readily acquire their preferred official club products.
With Real Madrid’s formidable legacy and burgeoning global popularity, this partnership is set to enhance the club’s presence across the region while offering fans access to authentic, high-quality, licensed merchandise.
“We are thrilled to partner with Legends and bring the iconic Real Madrid CF closer to its Indian fans,” stated Dream Theatre founder & chief executive Jiggy George. “This partnership marks a significant milestone in our efforts to cater to the growing demand for premium sports merchandise in India.”
Legend s licensing manager Victoria Alba added, “Legends is excited to collaborate with Dream Theatre to bring Real Madrid’s licensing programme to new heights in India.”
Dream Theatre specialises in leveraging licensing to create, represent, and distribute iconic brands across south Asia, spanning entertainment, sports, lifestyle, and corporate sectors. Its portfolio includes The Pokémon Co, Sanrio, Mattel, and Little Singham for licensing and merchandising in India and south Asia. The company also represents ChuChu TV, a popular children’s YouTube channel, for its global licensing and merchandising, alongside managing content syndication for key brands and retailing products through Dream Theatre group companies.
Founded in 2008, Legends is a global premium experiences company that collaborates with prominent brands in sports and entertainment. It offers partners a comprehensive, data-driven service solution platform designed to drive revenue, elevate brand presence, and execute their vision. Legends is a leader in designing, planning, and delivering exceptional experiences across professional sports, collegiate, attractions, entertainment, conventions, and leisure.
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.
