Brands
Asian Paints launches Aks-e-Kashmir edition to honour Kashmir’s artistic legacy
MUMBAI: In a celebration of Kashmir’s rich cultural heritage, Asian Paints has launched a special festive edition of its Apex Ultima Weatherproof pack, aptly named ‘Aks-e-Kashmir’. The pack, released just in time for Eid, encapsulates the beauty and tradition of Kashmir, blending art with cutting-edge performance.
The ‘Aks-e-Kashmir’ pack beautifully showcases the iconic symbols of the valley, such as the tranquil shikaras of Dal Lake, the vibrant tulip gardens, intricate pashmina embroidery, and the region’s renowned botanical gardens. It also features elements of Kashmir’s rich history, including the famous kahwa vessels, mughal baari, and the delicate saffron flowers. Every detail of the design pays homage to the valley’s artistic legacy, drawing inspiration from its traditional textiles and detailed woodwork.
“Kashmir is more than a place it’s a feeling, alive in its stories, colours, and traditions that reflect resilience, beauty, and heritage,” said Asian Paints MD & CEO Amit Syngle. “With the Apex Ultima ‘Aks-e-Kashmir’ special edition pack, we are not only celebrating the region’s culture and craftsmanship, but also honouring the spirit of its people, their perseverance, and the legacy they continue to build.”
The ‘Aks-e-Kashmir’ edition is a fusion of artistic elegance and the superior weatherproof protection Apex Ultima is known for. The paint has been engineered to withstand India’s extreme weather conditions, ensuring that homes remain beautiful and durable.
“Apex Ultima is engineered to shield homes from India’s extreme weather conditions ensuring that every home’s beauty and durability is maintained, “Syngle continued. “By bringing together strong performance with the artistic essence of Kashmir, this special edition pack captures the unique blend of strength and elegance that defines the valley’s cultural spirit.”
Through this special edition, Asian Paints continues its tradition of celebrating India’s diverse heritage with limited-edition packs. With ‘Aks-e-Kashmir’, the brand not only offers protection but also shares the enduring beauty of Kashmir’s stories and craftsmanship.
Watch the ‘Aks-e-Kashmir’ video here,
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.
