MAM
LMG takes full ownership of OOH firm Aaren Initiative
MUMBAI: Lintas Media Group (LMG) has bought out the remaining 50 per cent stake in Aaren Initiative to take complete ownership of the OOH firm.
The purchase price was undisclosed by both the companies. The ten-year-old agency, set up as an equal joint venture
between LMG and Aaren Advertising, had a roster of clients like Hindustan Unilever and Nokia.
The agency will be renamed as Lintas Initiative Outdoor. LMG chairman & CEO Lynn de Souza will continue to be the chairman of the wholly owned agency.
Speaking to Indiantelevision.com, de Souza said the management hierarchy will remain unchanged.
Aaren Initiative had an annual billing of Rs 1.5 billion. It has
offices in 28 cities and a network of over 100 employees.
“Through this acquisition we hope to work with many more global clients and have made plans to invest in the right tools and people to transform Lintas Initiative Outdoor into a future ready OOH and retail player,” said de Souza.
Lintas Initiative Outdoor MD, Hemanth Shah added, “The team shall have the independence to function and nurture non-network clients and the network clients shall experience seamless deliveries. The acquisition allows the company to plan holistic solutions and integrate them into its offerings right from creative to all-media.”
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.
