MAM
MTV’s Youth Marketing Forum treads on trend territory
MUMBAI: Those looking for the next big trend at Thursday’s Youth Marketing Forum need have looked no further than MTV Networks president Bill Roedy’s comment.
“The next generation in India is going to change the world,” was the astute observation of the architect of MTV’s internationally successful localisation model. Speakers ranging from trend spotting icon Irma Zandl to ex Reebok marketing guru Muktesh Pant to creative ad genius Peter Arnell had converged at the President Hotel, Mumbai, to focus on, identify and unravel that elusive concept that drives most programming, advertising and marketing worldwide – trendspotting.
In its sixth edition this year, the forum attracted a fair share of the ad, marketing and creative fraternity in the country, all eager to imbibe the experiences, observations and insights from trackers of trends like Arnell, Zandl and Pant to trendsetters themselves – filmmakers Nagesh Kukunoor and Farhan Akhtar to fashion designer Wendell Rodricks and British Asian singer Rishi Rich.
Zandl, credited with the tag of having unofficially founded the trend spotting industry, dwelt on the methodologies her research firm employs for spotting, tracking and understanding trends in the US, as well as the difference between what’s a ‘trend’ and what’s merely ‘trendy’ – a passing fad.
Arnell, the force that drives the creative energies for brands like DKNY, Banana Republic, Chrysler and Ray Ban, regaled attendees with his witty, often wry observations and experiences with working brands like Samsung and DKNY. Arnell and Pant, who together created the trendsetting campaign for Reebok two years ago, delineated the way in which the print and video campaigns were created and the media employed to create a 360 degree consumer experience.
Pant, who has now initiated Project Y, a ‘revolutionary new brand that offers integrated facilities to offer yoga, ayurved and meditation’, also spoke on how he intends to convert the age old concept into a trend in the coming year.While Wendell Rodricks spoke about his shift from western design to being influenced by indigenous art, Rishi Rich spoke about the forces that have shaped British Asian music over the decades.
One of the driving forces behind taking Bhangra and Asian sounds to a mainstream audience in the UK, Rich spoke of the trend of the Asian community sticking together in pockets in the UK, which gave rise to a distinctive style of music, influenced by Hindi music, which has ultimately received recognition by well known labels in the industry.
It was Roedy however, who rightly pointed out that trendsetting is essentially inspired by risk taking and that to set a trend, one essentially has to fight the inertia to play it safe.
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.
