Brands
Asian Paints adds a bold new stroke as BCCI’s official colour partner for India
MUMBAI: India’s cricket season just got a fresh coat of excitement: courtesy Asian Paints, which has officially brushed its way into the game as BCCI’s new Colour Partner.
Asian Paints, the country’s leading paint and décor brand, has inked a three-year partnership with the BCCI in India, becoming the official colour partner across all men’s, women’s and domestic fixtures played in India. The association spans over 110 matches, uniting two national obsessions: vibrant hues and cricketing highs.
The announcement, made on 25 November, set the tone for a new era of stadium colour, creative fan engagement and décor-inspired storytelling inside and beyond the boundary.
Speaking at the launch, Asian Paints managing director & CEO Amit Syngle, said the partnership captures what both cricket and colour do best, connect people. “Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. At Asian Paints, we have always believed in the power of colour to shape how people live, feel, and express themselves and this association strengthens that belief. Our partnership with BCCI marks an exciting new chapter, one where we bring the world of colour into the heart of the game India loves most,” he said, adding that fans can expect the most “colourful” integrations ever seen in Indian cricket.
The BCCI echoed the sentiment. BCCI spokesperson Devajit Saikia welcomed Asian Paints on board, noting that the brand’s legacy of adding emotion and vibrancy to Indian homes naturally extends to cricket’s massive cultural canvas.
At the event, the brand also lifted the lid on its upcoming activations. This includes the debut of the Asian Paints colour cam, a first-ever stadium fan cam celebrating the “most colourful” supporters, and a colour countdown, which will blend home décor trends with cricket’s biggest moments. These integrations will flow across on-ground experiences, digital platforms, dealer networks and consumer touchpoints.
With more than eight decades of colour leadership, Asian Paints now aims to deepen its emotional bond with millions of Indians, not just in their homes, but in stadium aisles, living-room watch parties and every moment that cricket brings alive.
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.
