Brands
Sunfeast’s Dark Fantasy brings luck for Royal Challengers Bangalore
NEW DELHI: ITC’s Sunfeast Dark Fantasy had announced its first-time collaboration with team Royal Challengers Bangalore (RCB) at the onset of the T20 cricketing season. Through this collaboration, the brand aims to associate itself meaningfully with the hugely popular sport and star cricketers from team RCB. Built around every fan’s ‘Dark Fantasy’ for the team’s victory this season and a relatable yet entertaining spin on a superstition that biting into Sunfeast Dark Fantasy while watching a match will lead to a favorable performance, is the launch of Sunfeast’s Dark Fantasy ‘Lucky Hai’ conversation.
As fans continue to enjoy the tournament from the comfort of their homes, RCB’s successful performance this year only enhances the watching experience for the Fans. Right in time for the fans’ celebratory mood is a new TVC, capturing a slice-of-life and relatable match moment is a part of a larger campaign “Asli Maza andar se aayega”. One among the three friends believes that his ‘Dark Fantasy’ is a lucky cookie and he bites into it at a crucial match moment. Upon hearing this, while the other two friends initially break into laughter, they soon see things work out in their favor in the match and celebrate by sharing that pack of Sunfeast Dark Fantasy. This film is a part of a larger campaign on the thought of ‘Asli Mazaa Andar Se Aayega’ which features consumers in relatable situations watching the tournament while enjoying their favorite cookie from within their homes this year.
ITC COO biscuits and cakes Ali Harris Shere said, “Over the years, Sunfeast Dark Fantasy has carved a unique niche for itself with its indulgent offerings that evoke a happy feeling from within, similar to the sentiments cricket fans experience while watching the popular tournament. We are very happy that our first, new-formed association with team Royal Challengers Bangalore has started on a positive note and look forward to a fantastic cricketing season of delighting fans and consumers alike.”
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.
