Brands
ITC Mangaldeep Integrates Augmented Reality for Maha Kumbh 2025 Experience
MUMBAI: It’s taking reality into another fragrant and spiritual dimension. ITC’s incense brand Mangaldeep has introduced 3D augmented reality to coincide with Maha Kumbh 2025. This innovative initiative allows devotees to immerse themselves in sacred rituals such as Shahi Snaan (royal bath), Deep Daan (lamp offering), and Aarti (prayer ceremony) from the comfort of their homes. You too can do so from where you are right now by clicking here.
As the largest spiritual gathering on earth, occurring once every 12 years, the Maha Kumbh is expected to attract over 400 million devotees in 2025. Recognizing that many may be unable to attend in person, ITC Mangaldeep’s AR technology ensures that the transformative spirit of the event reaches a global audience.
Through an exclusive AR experience, users can create personalised Maha Kumbh souvenirs and participate in virtual rituals while sharing their spiritual moments with loved ones. In addition, a hybrid Deep Daan ceremony will be held, where virtual offerings made by users will be physically taken to the Ganges each week, fostering a unique connection between the digital and physical realms.
ITC matches & agarbatti division CEO Gaurav Tayal stated, “The Maha Kumbh is a profound confluence of faith and tradition. Our AR initiative brings this sacred experience closer to millions, deepening the connection between innovation and spirituality.”
ITC Mangaldeep’s commitment to integrating modern technology with ancient traditions positions it as a leader in transformative spiritual experiences, making access to the Maha Kumbh more inclusive than ever.
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.
