Brands
Parenting gets a glow-up with Cetaphil Baby
MUMBAI: It takes two to cuddle, and Cetaphil Baby is proving just that. The skincare brand has teamed up with Momjunction, soon to be Parentjunction, to launch Parenting ki nayi parampara, a nationwide campaign celebrating the rise of co-parenting in Indian households.
Gone are the days when mums did it all. Today, dads are confidently handling bath time, mums are exploring new bonding rituals, and both are sharing everything from night feeds to bedtime stories. The campaign champions this cultural shift, highlighting that parenting isn’t about sameness but about complementing each other’s unique style, from playful creativity to soothing lullabies.
The renaming of Momjunction to Parentjunction mirrors this evolution. “It embodies a cultural recalibration where parental investment transcends traditional boundaries,” said Momjunction vice president Natasha Garyali.
Cetaphil Baby’s initiative will also include a digital platform featuring family stories, expert advice, and resources to support collaborative caregiving. The aim is to build a vibrant community that reflects the rich diversity of modern parenting in India.
As Galderma India business unit director Viju Nair put it, “This isn’t about changing traditions, it’s about evolving them.” And with co-parenting gaining momentum, it seems the future of childcare is truly a joint effort.
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.
