MAM
O&M launches new TVC for TI cycles’ ‘i bike’
NEW DELHI: Chennai-based TI Cycles of India has launched a new television commercial (TVC) for its new bicycle BSA i Bike, designed by I.D.E.A Institute, Turin in Italy. The campaign has been created by Ogilvy & Mather.
“The BSA `i bike’ is a revolution in the Indian bicycle market. Designed by I.DE.A. Institute, the designer of Fiat Palio and Tata Indica, this bicycle merges stunning looks with superior design. I.DE.A. has incorporated the anthropological data of Indians in the design in order to ensure that this is the most comfortable bicycle to ride,” says BSA brand manager Rachna Anbumani.
The bicycle has been conceptualised as per the average height of the Indian consumer. “In addition to the cantilever frame design, which acts as a natural shock absorber, the height of the cycle and the distance between the seat and handle bar are matched to suit the average height of Indian consumers. The handle bar is also unique and offers the rider three grip positions. This helps the rider to adjust his riding position and overcome fatigue.”
The commercial, with tagline `prepare to be watched’, focuses on the product features. It shows a boy, the protagonist, riding on his new BSA `i Bike’, which leaves his peer group spellbound. The commercial specifically focuses on bike’s features such as X shocks frame, multi-grip handle bar, Aero tread and contoured seat and signs off by stating the bike has been designed in Italy.
“The target audience for this bike is – boys in the 9-14 age-group. The brief given to the agency was to make the launch campaign for BSA i bike, ‘the most coveted bike’ because of its looks – designed by idea institute Italy and a host of features,” says Anbumani.
“The ‘i bike’ comes with a host of other features like soft cushioned seat, Aero tread tyres for better road grip, non-slip rubberised pedal and Shimano head lamp. TI Cycle has registered the design. The bike is presented with very attractive paint finish and with under lacquer stickers. The bike also carries the signature of the designer from I.DE.A. Institute, Justyn Norek,” said Anbumani.
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.
