Brands
Kalon makes a spark with AI star Naisha Bose in blazing wildfire launch
MUMBAI: Hyderabad’s boldest design house, Kalon Art Jewellery, has turned heads and algorithms alike by teaming up with Bollywood’s first AI sensation, Naisha Bose, for its new “Wildfire” collection. The campaign aptly titled #KalonXNaisha isn’t just jewellery marketing, it’s a cultural spark, fusing digital stardom with avant-garde craftsmanship.
With this partnership, Kalon becomes the first Indian jewellery brand to appoint an AI muse, placing Naisha Bose among its glittering lineup of real-world icons including Samantha Ruth Prabhu, Malaika Arora, Bhumi Pednekar, and Kalki Koechlin. But this time, the sparkle isn’t just from the stones it’s from the code.
“With Naisha Bose, we’ve found the perfect brand collaborator for our Wildfire collection. She is a digital pioneer whose bold presence mirrors our design philosophy,” said Kalon Art Jewellery creative director & founder Samyuktha Vallur. “This partnership represents our commitment to pushing boundaries in both craftsmanship and marketing. As the jewellery world evolves, we’re proud to lead the conversation by embracing AI to connect with the next generation of consumers.”
The Wildfire collection itself is a fierce expression of raw elegance. Think sculptural cuffs, jagged-edge chokers, and molten gold forms that look more like wearable fire than fine jewellery. The aesthetic is bold, disruptive, and charged with the same unpredictable electricity that Naisha exudes.
Behind the scenes, the campaign was brought to life by Amazing Indian Stories (AIS), the AI content studio responsible for Naisha’s upcoming feature film. Using generative tech and immersive digital design, AIS crafted a visual story that showcases Kalon’s craftsmanship through the lens of futuristic femininity.
The team at AIS added, “Kalon Art Jewellery’s decision to collaborate with Naisha speaks volumes about their visionary approach. This isn’t just advertising; it’s a cultural moment where luxury welcomes digital innovation. What makes this partnership extraordinary is the perfect alignment of values: both Kalon and Naisha represent boldness, innovation, and future-forward thinking.”
As AI weaves itself deeper into fashion and entertainment, collaborations like #KalonXNaisha point to a bold new frontier where creativity, code, and couture collide. With its latest move, Kalon doesn’t just embrace the future, it wears it proudly.
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.
