MAM
Traditional media has to change ways of communicating with people
MUMBAI: The All India Management Association (AIMA) two-day 3rd World Marketing Congress highlighted the need for a fundamental change in marketing in the age of digital media and empowerment of the consumer.
ABP News CEO Ashok Venkatramani said, “As world of marketing is changing rapidly every day, traditional media has to change ways of communicating with people and have to go where the audience is going rather than where media wants to take them”.
The theme of the congress was “Marketing Myopia 2.0”. On the second and the final day of the event, the eminent speakers shared their insights on many urgent marketing issues, including big data and analytics, future relevance of the traditional media, the role of NGOs in marketing social causes and the relevance of advertising agencies in the new era.
Talking on the relevance of traditional media in the current scenario, . Microsoft India CMO Shefalika Saxena said,” Traditional media is not at all losing relevance. Media is only media and not new or old, which is constantly changing and evolving. It’s not about newspapers or television or any other media but it’s how one uses that media to engage with the customers to sell or to market a product.”
Speaking about the importance of analytics in marketing, Clifford Patrao, Director and Leader, Strategy & Transformation-Global Business Services, India/South Asia, IBM India, said: “Analytics are for enriching customers experience and to make product branding more user friendly. We are seeing an era where data is empowering marketing and marketers.”
During the two-day event the participants also discussed the new age consumers, extending product life cycles, defining business based on customers and not products, using Internet to gain competitive advantage and the rising importance of earned media.
On the first day of the congress, the Congress Chairman & Chairman & R K Swamy BBDO MD Srinivasan K Swamy emphasised the challenges faced by the marketers in this age of digital media and consumers changing behaviour.
Making a presentation on the occasion, AIMA president D Shivakumar had highlighted the fundamental change in marketing, denoting the era to brand experience rather than of product branding. He also stressed that marketers could no longer treat the digital media as a niche.
The highlight of the event was the presentation of the AIMA’s R K Swamy High Performance Brand of the year Award, which was bagged by Apollo Tyres this year. Rajesh Dahiya, National Head, Sales & Marketing, Apollo Tyres received the award.
The Congress was conducted in an experience-sharing, interactive mode, encouraging high level of participation by the delegates. The event format included presentations and experiences by some of the most renowned names of the marketing world.
The Congress attracted more than 350 participants. The Congress afforded the delegates an opportunity to learn from the experts and share branding experience and insights with their peers.
MAM
Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
