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Primebook ropes in Bhavesh Gupta and Tathagata Ray to scale strategy and storytelling
MUMBAI: There’s a new script being written at Primebook—and this time, it comes with financial savvy and a flair for storytelling. The Android-based computing company has made a two-pronged leadership move, bringing on board fintech heavyweight Bhavesh Gupta as an advisory board member, and appointing creative leader Tathagata Ray as head of content.
The announcement signals Primebook India’s push to merge business strategy with brand building. The former Paytm president & COO, Gupta, brings over 25 years of experience across banking, digital lending and fintech. His new role at Primebook is set to strengthen the firm’s go-to-market strategy and expand digital access for India’s youth.
“What compelled me to join Primebook’s advisory board is its futuristic approach to building deeptech solutions…” said Gupta. CEO & co-founder Chitranshu Mahant welcomed the appointment as a validation of Primebook’s long-term vision and scaling ambitions.
Simultaneously, Ray steps into the role of head of content. With over 15 years in advertising and branding, Ray’s past includes stints at Air India Limited, Meta, The Glitch, and Grapes Digital. At Primebook, he is tasked with leading creative strategy and shaping a new-age brand identity.
Ray remarked, “I’m thrilled to join the Primebook team at such an exciting time in the company’s journey…”. CMO & co-founder Aman Verma echoed that sentiment, stating, “We’re thrilled to welcome Tathagata Ray, whose creative leadership will elevate our brand narrative…”
With these senior appointments, Primebook is tightening the screws on both execution and storytelling. The company aims to push ahead on its mission to deliver high price-to-performance computing and broaden access to digital tools across India.
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.
