Brands
Spykar Lifestyles becomes official Style Partner for MTV Roadies
MUMBAI: Adventure-based reality show MTV Roadies has brought onboard Spykar Lifestyles as its official style partner for the 17th season. This year, Roadies Revolution will witness contestants sporting Spykar apparel while participating in the show. Keeping in with the robust and spirited fervour of Roadies, this partnership will showcase the young and restless vibe of the brand coupled with the durability of the garments.
Commenting on this association, Spykar GM marketing SaiSangeeta Israni said, “Spykar has been the embodiment of fashion in India and loved at large by the youth of the country. Roadies represents the young and restless spirit of the nation’s youngsters and is a perfect showcase for fashion and the never say die attitude.”
Commenting on the association, Viacom18 head network sales Mahesh Shetty said, “Over the years, Roadies has gone beyond the realms of a reality show and evolved as a way of life for the audience. This season, the show steps up further with an aim to stir positive change and create social awareness amongst the youth. We are happy to partner with Spykar which shares our vision of encouraging youngsters to make a difference. As the Style Partner for Roadies, Spykar fits in perfectly with the young India who are ready to face challenges that life brings on.”
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.
