Brands
Emirates signs Suryakumar Yadav for new T20 World Cup ad
MUMBAI: Emirates is stepping up to the crease ahead of the ICC Men’s T20 World Cup, with Indian star Suryakumar Yadav fronting its latest advertising campaign. The airline, long associated with the sport, is using the upcoming tournament to strengthen its bond with cricket fans across the globe.
For nearly three decades, Emirates has been a familiar presence in international cricket. From sponsoring major ICC tournaments to appearing on umpires’ kits, the airline has woven itself into some of the game’s biggest moments across more than ten cricket-loving nations.
Yadav, known for his inventive strokeplay and cool-headed consistency, has become one of the defining faces of modern T20 cricket. The ICC’s top ranked T20 batter played a key role in India’s triumph at the 2024 ICC Men’s T20 World Cup and the 2025 Asia Cup, and now leads the national T20I side.
The new campaign celebrates Emirates’ long association with the sport. It features Yadav showcasing his trademark flair before a packed stadium, capturing the energy and colour that make T20 cricket such a global spectacle. The advertisement will roll out across cricket-loving markets as the tournament approaches.
Passengers flying with Emirates during the ICC Men’s T20 World Cup will also be able to catch the action live. Matches will be available on the airline’s ice entertainment system through Sport 24 and Sport 24 Extra.
Speaking about the campaign, Yadav said that both cricket and aviation demand preparation, adaptability and performance under pressure. He added that frequent travel is part of the job, and consistency and comfort make a meaningful difference.
Emirates’ executive vice president for corporate communications, marketing and brand Boutros Boutros, said Yadav’s fearless style and wide appeal make him a natural fit for the airline’s cricket-led storytelling. He added that cricket remains one of Emirates’ most enduring sporting partnerships, and the company plans to continue investing in the sport’s future.
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.
