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ASICS keeps Delhi on the run with marathon tie-up and new Cumulus
Third year at New Delhi Marathon sees ASICS lace up with GEL-CUMULUS 28.
MUMBAI: One step, many miles. ASICS is back on familiar ground, announcing the third year of its association with the Cognizant New Delhi Marathon for the 2026 edition, while also unveiling the GEL-CUMULUS 28 as the hero running shoe for the event.
As official sports goods partner, ASICS continues to double down on India’s growing distance-running culture, using the marathon platform to deepen engagement with everyday runners and promote its long-standing philosophy of a sound mind in a sound body. The association is anchored in the brand’s ‘Move Your Body, Move Your Mind’ campaign, brought alive through seasoned New Delhi Marathon runners and their long-term running journeys.
At the centre of this year’s collaboration is the GEL-CUMULUS 28, a globally recognised everyday performance shoe known for its balance of cushioning and versatility. The latest version offers enhanced softness, responsiveness and stability, aimed at supporting runners through both high-mileage training blocks and race-day efforts. The shoe features FF BLAST MAX cushioning for improved energy return, PureGEL technology under the heel for shock absorption, an engineered mesh upper for breathability, and a FLUIDRIDE outsole designed for smooth transitions and dependable traction. It is optimised for neutral runners looking for an effortless, consistent ride.
Alongside footwear, ASICS has also revealed the Cognizant New Delhi Marathon race-day look. The lineup includes high-performance apparel featuring ACTIBREEZE technology, ROAD 2-IN-1 5IN shorts, NAGINO Run adjustable tights, and accessories such as breathable running caps and socks. The collection is designed to improve airflow, comfort and focus, supporting runners from training sessions through to race morning.
ASICS managing director India and South Asia Rajat Khurana said the partnership reflects the increasing maturity of India’s running ecosystem, where athletes are placing greater emphasis on consistency, injury prevention and overall wellbeing. He added that the brand’s continued presence at the marathon underscores ASICS’ long-term commitment to supporting runners at every stage of their journey through innovation, community initiatives and retail expansion.
From the organiser’s side, NEB Sports Entertainment Pvt. Ltd., CMD Nagaraj Adiga said partnering with ASICS for the 2026 edition strengthens the marathon experience by giving runners access to quality products, knowledge and support systems that help improve performance across categories.
Beyond race day, ASICS plans to roll out a series of runner-focused initiatives around the Cognizant New Delhi Marathon 2026, including community runs, training support programmes, recovery-led activations and digital engagement platforms. The aim is to stay connected with runners well before and after the starting gun goes off.
The GEL-CUMULUS 28 is available across ASICS exclusive brand stores, select multi-brand outlets and online platforms in India, as the brand continues to build momentum in a country that is increasingly finding its stride.
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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.
