Brands
RiteBite Max Protein celebrates Brother’s Day
Mumbai: In celebration of Brother’s Day, RiteBite Max Protein proudly announces its latest campaign, “Bhaiology,” which delves into the unique bond shared by gym bros. This campaign centers around the powerful word “bhai,” encapsulating a range of emotions, expressions, and interactions within the gym bro community. Through this initiative, RiteBite Max Protein aims to highlight the shared experiences of fitness enthusiasts while integrating itself as an essential component of their fitness journey.
The “Bhaiology” reel features a series of scenes, each depicting various situations where the term “bhai” is central to the dialogue, conveying nuanced meanings. These scenarios highlight camaraderie, as gym buddies exchange gestures of approval, with “bhai” representing respect and admiration for each other’s dedication. Amid challenges, one friend supports another with the word “bhai,” symbolizing solidarity in overcoming obstacles together. Acts of generosity are shown, like sharing a protein shake, accompanied by an inclusive term, illustrating camaraderie and the readiness to share resources. Furthermore, scenes of celebration depict friends exchanging expressions of excitement, commemorating victories and accomplishments.
Commenting on the same, Dr. Ravinder Varma, Brand Manager, RiteBite Max Protein said, “Brother’s Day is the perfect occasion to celebrate the unique camaraderie that exists among gym bros. By focusing on the simple yet profound word ‘bhai,’ we aim to resonate with our audience’s experiences and showcase how RiteBite Max Protein is an integral part of their fitness lifestyle”
The Schbang team has been instrumental in shaping the brand identity for this campaign and providing extensive support during its implementation. The campaign showcases a distinctive combination of creativity and fun.
Adding to the same, Schbang executive director Manish Kinger said, “Bhais all over the world have a unique brocabulary, they don’t speak much but they have no problem in expressing the length and breadth and depth of all they want to say, with just one word “bhai”. This hard-wired bhaiology is what we wanted to bring to light and there could not have been a better brand and a better occasion to do the same.”
RiteBite Max Protein’s campaign goes beyond brotherhood, highlighting a bond forged in sweat, support, and shared goals. They call each other “bhai,” but it’s a word that carries the weight of unspoken loyalty and a fierce love that thrives in the crucible of self-improvement. Gym bros celebrate each other’s wins, nudge each other through failures, and collectively journey towards greatness.
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.
