MAM
Buzzing with purpose as Herkey launches BEE to woo women with meaning
MUMBAI: Marketing to women just got a major upgrade and it’s got wings. Herkey, India’s largest AI-powered career engagement platform for women, has launched BEE – Brand Engage Experience, a buzzing new suite of marketing solutions designed to help brands connect, not just campaign, with India’s rising tribe of working women.
With women now influencing 85 per cent of all household purchases and controlling over 30 per cent of global wealth (set to hit 50 per cent in just five years), brands can no longer afford to speak in broad strokes. BEE is Herkey’s answer to decades of pinkwashed, one-size-fits-all branding offering instead nuanced, purposeful engagement through storytelling, community, and lived experiences.
“Women are no longer just consumers, they’re culture-shapers, wealth-creators, and the backbone of India’s workforce resurgence. They now control over 30 per cent of global wealth, and this figure is projected to rise to 50 per cent in just five years,” said Herkey founder & CEO Neha Bagaria. “BEE is built to help brands not just market to this powerful demographic, but to meaningfully connect with them through stories, experiences, and conversations that matter.”
“BEE (Brand Engage Experience) is a marketing ecosystem designed to drive real, measurable impact. By tapping into HerKey’s vast network of creators, consumers, candidates, brands, and experts, BEE allows companies to craft high-impact campaigns that resonate with India’s most influential consumer group women. BEE amplifies brand presence through rich visual storytelling to aspirational women consumers via immersive experiences like fireside chats, master classes, and expert-led sessions.”, said Herkey VP growth & marketing, Wasim Sayed.
BEE is built on the back of Herkey’s robust ecosystem of over 5 million women professionals, 200,000 mentors, and 20,000 partner companies. The platform allows brands to design campaigns that resonate with women at every career stage whether she’s a fresher, a returnee, a working mum, or a corporate powerhouse.
From fireside chats and masterclasses to expert-led sessions and rich visual storytelling, BEE offers tools that prioritise connection over conversion. Think of it as the anti-banner-ad approach immersive, contextual, and emotionally intelligent.
With over 20,000 companies already part of the Herkey network, from startups to global giants, BEE is set to become a strategic bridge between brands and one of the most powerful consumer groups of our time. And in a market where authenticity is currency, BEE might just be the buzz brands need to break through the noise.
MAM
JBCN Education appoints The Other Circle for PR mandate
Mumbai agency to lead communications for progressive K–12 group.
MUMBAI: JBCN Education just circled in a fresh voice because when your classrooms already think outside the box, the next logical step is to get the story out of the classroom. JBCN Education has appointed Mumbai-based communications agency The Other Circle (TOC) to handle its public relations and strategic communications mandate. The partnership aims to amplify the institution’s distinctive Educreative philosophy, which blends rigorous academics with experiential learning, creativity and values-led development.
TOC will shape JBCN’s narrative through educator-led thought leadership, media engagement and strategic storytelling, fostering deeper conversations with parents, educators and the academic community on modern, meaningful learning.
JBCN Education, senior vice president for marketing Nikhil Sharma said, “Every institution has a unique narrative, one filled with innovative learning, passionate faculty, and the next generation of Changemakers. The Other Circle’s strategic approach and deep familiarity with the education sector make them the right partner to strengthen our brand presence and forge meaningful connections.”
The Other Circle Group of Companies co-founder & CEO Aakanksha Gupta added, “The best communications work happens when the story is already true—you just have to find the right way to tell it. JBCN Education represents a powerful shift in how learning is imagined and delivered in India, and that story is rich: a philosophy that’s lived in the classroom, educators who believe in it, and outcomes that speak for themselves.”
The appointment marks a new phase for JBCN as it seeks to lead national conversations around progressive education, inquiry-based learning and preparing students for an interconnected world.
In an education landscape where the real competition isn’t marks but mindset, JBCN isn’t just teaching kids, it’s teaching the country what forward-thinking learning can look like, and now it’s got a voice loud enough to make sure everyone hears it.
