MAM
Bingo! & AIPA partner to popularise pickleball in India
Mumbai: Bingo!, a popular snacking brand from ITC Foods, has announced a five-year partnership with the All India Pickleball Association to promote pickleball in India. The partnership begins with the Bingo! World Pickleball Championship (WPC) aims to support the growth of pickleball, one of the fastest-growing sports globally.
The championship was launched with ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand; All India Pickleball Association president Arvind Prabhoo; and celebrity guests Mandira Bedi and Nyra Banerjee.
Pickleball, with over five million players in 84 countries and 40 per cent female participation, has grown 275 per cent in India over the past three years. The sport is expected to surpass one million active players by 2028. Bingo!’s sponsorship will help expand this growth by hosting college tournaments across 23 states, introducing the sport to students, and cultivating new players for national and international competitions.
Bingo!, known for innovation in snacking, aligns with pickleball’s dynamic gameplay. As part of the collaboration, the classic ‘Love All’ start of pickleball matches will be rebranded as ‘Boing All,’ adding a fun twist to the game.
ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand said, “At Bingo!, we’ve always believed that sports and innovation go hand in hand, making this partnership with the All India Pickleball Association a particularly prestigious moment for us, enabling us to support young athletes and sports enthusiasts across the country. We are dedicated to working closely with AIPA to build a strong foundation for pickleball and to support its growth through grassroots programs, college tournaments and nationwide promotions.”
All India Pickleball Association president Arvind Prabhoo said, “We are thrilled to partner with Bingo! Snacks, a brand that resonates with millions of Indians, and believe this partnership will be instrumental in bringing pickleball to the forefront of Indian sports. Through this partnership, we envision a future where pickleball is accessible to everyone, from college students to aspiring professional athletes. With Bingo!’s extensive reach and vibrant brand presence, this partnership aspires to create a ripple effect, making pickleball a household name and positioning India as a leading force in the global pickleball arena.”
GroupM, South Asia MD, content, entertainment and sports Vinit Karnik said, “It’s a great collaboration between Bingo and All-India Pickleball Association to announce the five-year partnership, supporting the growth of the sport across India. We’re optimistic that this partnership will strengthen Bingo’s commitment to expanding the sport’s reach and accessibility across the country. This collaboration reflects our commitment to expanding the sport’s reach and inspiring the next generation of players to take on both national and international challenges. We’re confident that this alliance will foster a new wave of enthusiasm for pickleball, helping it gain the popularity it truly deserves.”
This strategic partnership between Bingo! and AIPA is poised to shape the pickleball landscape in India. By merging Bingo!’s innovative brand identity with pickleball’s thrilling gameplay, the collaboration aims to inspire a new wave of athletes while promoting a healthy, active lifestyle.
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.
