Brands
Wishful launches with cinematic sparkle, redefining festive occasion wear
MUMBAI: When celebrations call, Wishful answers with timeless sparkle. Aditya Birla Fashion and Retail Ltd. (ABFRL) has unveiled Wishful, its premium celebration wear brand, with a cinematic campaign that radiates timeless elegance and contemporary flair. Designed for the modern Indian woman, the debut collection reimagines festive fashion with jewel-toned ensembles, intricate embroidery and flowing silhouettes.
Shot against surreal landscapes, the Ogilvy-crafted campaign marries ethereal backdrops with striking designs. From lehengas that shimmer like starlight to breezy fabrics that capture movement, every frame is steeped in understated grandeur.
“Wishful is more than just a collection; it is a feeling. We wanted to evoke the dreamlike beauty of festivities and the joy of dressing for meaningful moments,” said ABFRL, chief marketing officer – TCNS division, Puneet Sewra. “It reflects sophistication, individuality and quiet confidence.”
Currently available at W stores and online, the collection spans day premium, party wear, light and heavy festive attire, as well as wedding ensembles. Each piece is designed to feel as special as the occasion it’s worn for, offering a blend of artisanal detail and modern sophistication.
With a 360-degree rollout across digital, print, cinema, outdoor and in-store channels, Wishful aims to become the go-to destination for women who seek elegance that’s both timeless and personal.
This season, celebration comes with a touch of the cinematic, and a wardrobe that’s truly Wishful thinking.
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.
