Brands
Wamiqa Gabbi joins Softline as brand ambassador for new campaign
Mumbai: ‘Match It by Softline’, a dynamic collection by Rupa & Company, proudly launches its new campaign, ‘Aren’t We All Girls?’ to honor the strength, resilience, and vibrant lives of modern Indian women. With this launch, Softline announces actress Wamiqa Gabbi as the campaign’s brand ambassador, embodying the values of authenticity, versatility, and empowerment.
The upbeat campaign showcases women confidently dancing to an empowering anthem, reinforcing the campaign’s unifying message, “Aren’t we all girls?”—a bold tribute to shared womanhood and camaraderie.
Designed to cater to the active, diverse lifestyles of Indian women, the ‘Match It by Softline’ collection brings versatile outerwear in rich colors, prints, and patterns. With pants, leggings, palazzos, and tees, each item allows for endless mix-and-match styling, providing a seamless blend of style and comfort.
Commenting on the campaign, Rupa & Company director, Vikash Agarwal stated, “India’s rise on the global stage is powered by its youth, and our young women are leading the way in every sphere of life. ‘Match It by Softline’ reflects the essence of this ‘Girl Power.’ We are delighted to collaborate with Wamiqa Gabbi, our new brand ambassador, whose style and energy perfectly complement the values of our brand. With our range of pants, leggings, palazzos, and tees, we’re confident that women will love the versatility and flair of our collection.”
Expressing her enthusiasm, Wamiqa Gabbi said, “I’m thrilled to be part of this journey. Softline’s focus on comfort, style, and adaptability resonates with my own approach to fashion. It’s empowering to represent a brand that designs for the diverse needs of today’s women, offering both elegance and ease.”
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.
