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Aethra joins Sahara Force India’s sponsorship roster
MUMBAI: Silverstone-based Formula One team Sahara Force India has announced that Aethra, a leading auto parts manufacturer based in Brazil, has joined the team as an official partner for the 2012 season.
The signing of the partnership marks the beginning of Aethra’s strategy to increase its brand awareness by taking full advantage of the global audience offered by Formula One.
Sahara Force India Team Principal & MD Dr. Vijay Mallya said, “I am pleased to welcome Aethra to the team as we prepare for the start of our 2012 campaign. Their support is important as we seek to build on the solid foundations we have established over the last four seasons and sustain the momentum we generated last year. As an auto parts supplier, Aethra is an ideal match for Sahara Force India and their understanding and passion for cars will help ensure the success of the partnership for both organisations.”
Aethra‘s management believes that this partnership is a significant step towards their global expansion, especially in important markets such as India and China. The relationship with Sahara Force India, therefore, offers an exceptional marketing platform for Aethra’s growing product range.
Aethra CEO Rafael Sportelli said, “Aethra is very proud to join the Sahara Force India Formula One Team. Both companies share a long commitment to technical excellence and strive for innovation in very competitive environments. Over the last few years this has been demonstrated by Sahara Force India’s rise through the ranks, culminating in a fine sixth place in the championship last year. Aethra is delighted to be associated with a team that is hungry for success and we look forward to an exciting 2012 season.”
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.
