Brands
Alpenliebe turns sour moments sweet with ‘Meetha Bolo’ campaign
INDIA: Alpenliebe has rolled out a new campaign, ‘Alpenliebe Kholo, Meetha Bolo’, pitching its signature caramel sweetness as a salve for hurried tempers and hasty words. The film, released by Perfetti Van Melle India, leans on the idea that a simple gesture and a softer tone can defuse everyday friction.
Set at a child’s birthday party, the ad follows a young guest whose careless remark sparks an awkward moment. A timely Alpenliebe, however, takes the edge off. As he savours the caramel, his tone shifts from curt to kind, a sweet intervention that steadies the mood.
Perfetti Van Melle says the campaign reflects how small conflicts easily escalate in a fast-paced world, and how a touch of sweetness can reset the emotional temperature.
Perfetti Van Melle India marketing director Gunjan Khetan, said the brand wanted to champion “small yet powerful shifts” in how people speak during tense moments. “Conversations today often get strained, but a little sweetness can transform them and create space for warmth and togetherness,” he said.
Running across TV, digital and social media, the campaign builds on Alpenliebe’s long-held positioning since its 1995 launch: indulgent taste paired with gentle connection and now, the promise that even bitter words can melt.
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.
