Brands
Zaeden unveils new SOL fragrance ‘Unchained’ in collaboration with Siddartha Tytler
Mumbai: SOL, the revolutionary fragrance brand launched by Indian pop icon Zaeden this year, has announced the launch of ‘Unchained’, the much-awaited addition to their esteemed fragrance collection. The new variant is born out of the dynamic partnership between SOL and leading fashion designer Siddartha Tytler, setting a new standard in olfactory artistry and style fusion.
Inspired by Tytler’s vibrant palette and daring couture, ‘Unchained’ embodies a sensorial journey mirroring his iconic design philosophy. The fragrance is a testament to Tytler’s journey through fashion, encapsulating his signature elements of sharp cuts, vivid hues, and exquisite crystal applications.
‘Unchained’ is composed of a symphony of fragrance notes – at its peak, bursts of orange, amalfi lemon and calabrian bergamot top notes with an alluring scent of Madagascar vanilla and mixed fruits accompanied by white musk and amber forming the base notes, creating an irresistible and empowering aroma. The packaging of the enchanting fragrance is also inspired by Tytler’s visionary creations, boasting bold colours and modern aesthetics, inviting consumers into the realm of daring sophistication.
Sharing his excitement around the launch, Zaeden said, “With the launch of ‘Unchained’, we bring together the worlds of fashion and fragrance. After the successful launch of ‘Mystic Voice’ and ‘Sweet Sea’, our third fragrance represents the evolution and diversification of SOL as a brand, while staying true to our philosophy of capturing ‘Stories Of Life’. Siddartha Tytler’s creative boldness resonates with our commitment to provide our users with unique sensory journeys. Personally, this fragrance reflects my values as an artist of freedom and self-expression, and is sure to leave a blissful mark. This launch is just an indication of our continued efforts towards innovation and our commitment to think out of the box in order to create the most distinctive aromas.”
Tytler added, “As a person who has been obsessed with fragrances since childhood, it has always been a dream to create one myself. Thanks to ‘SOL’ and Zaeden, to ignite my imagination and for making this dream come true. Hopefully it continues in the future. The fragrance ‘Unchained’ is absolutely divine and evocative — I’m simply obsessed.”
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.
