Brands
Birla Tyre hits the gas with bold new identity and ‘Tyger’ reboot
MUMBAI: Birla Tyre has rolled out a bold new brand identity, complete with a redesigned logo and a revamped website, as the company shifts gears under new ownership. Led by Dalmia Bharat Refractories Ltd (DBRL) and strategic partner Himadri Speciality Chemical Ltd (HSCL), the relaunch signals Birla Tyre’s ambition to reclaim relevance in a fast-evolving mobility landscape.
At the heart of the rebrand is ‘Tyger’ — a sleek new mascot that channels power, agility and leadership. The custom-designed wordmark evokes speed and momentum, while a punchy blue-and-orange palette adds flair and optimism. Together, they set the tone for a company itching to make tracks again.
Speaking on the occasion, Himadri Speciality Chemical Ltd chairman cum managing director & CEO Anurag Choudhary said, “This rebranding is more than merely a visual transformation; it is a reaffirmation of our dedication to purposeful development and progress.”
Dalmia Bharat Refractories Ltd whole time director & CEO Dr. Chandra Narain Maheswari further added, Our new logo encapsulates the essence of Birla Tyre, which is founded on four fundamental pillars: a legacy that motivates boldness, a product line that is prepared for the future, an unwavering commitment to continuous innovation and a oneness with world around us. As this new identity signals Birla Tyre’s readiness to meet the evolving needs of the automotive industry with energy, innovation, and purpose.”
The brand refresh is backed by a deeper overhaul — new capital, sharper strategy, and operational rejig. With distribution expansion, product innovation, and aggressive marketing in the pipeline, Birla Tyre is steering hard into the future. Integrated campaigns across TV, digital, print, and outdoor media are expected to follow shortly.
The company now aims to regain traction in key markets and win back mindshare.
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.
