Brands
4700BC and Netflix unveil new popcorn flavours with Karan Johar
Mumbai: 4700BC, a snacking brand, has partnered with Netflix to enhance the entertainment experience. This collaboration, featuring filmmaker Karan Johar and television actors Karan Wahi and Karanvir Bohra, introduces two exclusive popcorn flavours: Sweet & Salty and Cheese & Caramel, designed to complement Netflix’s diverse content library.
The partnership is based on the insight that people enjoy combining flavours at the cinema, a choice previously unavailable at home. 4700BC and Netflix aim to enhance the viewing experience, offering a flavour for every genre. The Sweet & Salty flavour blends sweetness with a touch of sea salt, while the Cheese & Caramel combines cheddar cheese with Himalayan Salt Caramel. These flavours will be available at major retailers, e-commerce platforms, and the 4700BC website.
4700BC founder and CEO Chirag Gupta expressed his excitement about the partnership: “At 4700BC, we understand the strong connection between popcorn and entertainment. Our collaboration with Netflix allows us to bring this beloved snack into more homes, making it a staple for any content-watching experience. This partnership is a natural fit, as both brands are committed to enhancing the entertainment experience for our consumers.”
This launch is complemented with a visually stunning ad campaign that captures the essence of this collaboration. It begins with Netflix’s familiar “Who’s watching?” interface, where the three Karans humorously debate their favourite popcorn flavours while deciding what to binge-watch. The playful banter is resolved when Karan Johar, in his signature style, combines sweet and salty flavours, showcasing the joy of mixed tastes.
Filmmaker Karan Johar added: “As someone who loves good cinema and great food, I believe this partnership between 4700BC and Netflix is a match made in heaven. It ensures that every time you sit down to watch something, it’s memorable, truly capturing the essence of enjoying premium snacks with top-tier entertainment. I’m thrilled to be part of this venture, where every moment and every bite are perfectly paired.”
Netflix India head of marketing partnerships, Poornima Sharma expressed her excitement: “Snacking while watching content has always been a beloved tradition. These special-edition popcorn from 4700BC complement Netflix’s blockbuster entertainment, allowing us to elevate the cherished experience of snacking and watching films and series in the comfort of our homes. Exceptional content deserves exceptional snacks, and this partnership delivers just that.”
This collaboration marks a significant milestone in brand partnerships, setting a new standard for immersive at-home experiences. The campaign centred around the theme “Best Enjoyed Together,” is slated to run across various platforms, inviting viewers to explore the perfect pairing of 4700BC Popcorn and Netflix content.
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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.
