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Madison Media cracks the code, wins Gold at AAAI Ad Spend Hackathon at Waves Summit 2025
MUMBAI: Madison Media scored big at the recently concluded Waves Summit 2025, taking home the Gold in the high-stakes Ad Spend Optimiser Hackathon—an initiative jointly hosted by the Ministry of Information and Broadcasting (MIB) and the Advertising Agencies Association of India (AAAI). The platform challenged India’s sharpest marketing minds to craft innovative, budget-conscious ad spend strategies powered by data science, machine learning and real-world application.
Launched under the Waves Create India Challenge Season 1, the competition narrowed down entries from across the country to four finalists: Group M, Hansa Cequity, OMD and Madison Media.
The brief?
Develop a compelling strategy that balances marketing outcomes with budget discipline—no fluff, just pure performance. Madison’s winning pitch wowed the judges for its strategic rigour, tech-enabled planning, and applicability across evolving media landscapes.
“Winning Gold at the Ad Spend Optimiser Hackathon was an unforgettable experience—made even more special by receiving the award from Aamir Khan and sharing the moment in the presence of our honourable prime minister Narendra Modi,” said Madison Digital GM Suchi Jain. “It’s a proud milestone for all of us at Madison and a strong testament to the power of data-driven creativity.”
Madison Digital DGM Pooja Vichare added, “It was an incredible experience competing with some of the brightest young minds in the industry. Tech, AI, and media go hand in hand—and this is where our media expertise and engineering skills came together to deliver impactful results.”
The win reinforces Madison Media’s position as India’s most awarded homegrown media powerhouse. Ranked the world’s 4th largest independent media agency by Recma and named Independent Agency of the Year at the E4M Media Ace Awards 2024, Madison has also secured TV Media Agency of the Year for five years straight at the Prime Time Awards.
It has racked up over 470 awards since 2020.
With a blue-chip roster that includes Marico, Asian Paints, Titan, Blue Star, TVS, Raymond, CEAT, and Samsonite, Madison Media continues to bring performance-first thinking to the boardroom table. The agency is part of Madison World, which serves over 500 advertisers through 11 specialised units.
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.
