Brands
WPP Media blends mischief and curiosity with ‘Horlicks Chhoto Byomkesh’
MUMBAI: Detective stories just got a Horlicks twist. WPP Media has teamed up with Horlicks and Hoichoi to launch ‘Horlicks Chhoto Byomkesh,’ a branded content initiative that reimagines Bengal’s beloved detective in his childhood. The campaign marries the legacy of Bakshi with Horlicks’ brand values of curiosity and growth.
Led by team Fulcrum, WPP Media’s dedicated HUL team, the series demonstrates how culturally resonant content can turn a brand association into a meaningful entertainment property. By spotlighting Bakshi’s early years, the initiative builds an organic connection with Horlicks’ ethos while celebrating Bengal’s collective memory of the detective.
Directed by award-winning Kamaleswar Mukherjee, the series stars Aarush Dey as young Byomkesh and Priyanka Sarkar as his mother, Sulochona. Anchored around Durga Puja, it leverages the cultural festival to amplify impact while creating a social-first, digitally amplified experience that resonates with families across Bengal.
WPP Media South Asia, president – client solutions, Amin Lakhani, said, “This first-of-its-kind AFP showcases how creativity, data and cultural insight can deliver impactful brand stories.” HUL, executive director, foods, Rajneet Kohli added, “Byomkesh Chhoto Byomkesh inspires kids’ curiosity and love for problem-solving while connecting with families in a unique way.”
Hoichoi, co-founder, Vishnu Mohta said, “Byomkesh is a beloved character for all ages. We’re thrilled to bring a fresh, reimagined version of this iconic detective to our audience.”
Premiered on 24 September 2025, Horlicks Chhoto Byomkesh is more than a branded content initiative, it’s a cultural moment, showing how insights, storytelling, and platforms can come together to create lasting consumer connections.
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.
