MAM
Rahul Avasthy reveals secrets of marketing to Generation Y
MUMBAI: Getting the attention of the youth segment is important as they are the opinion makers today, said Focus Circle Brands director-client servicing and digital strategy Rahul Avasthy, while speaking at the Youth Marketing Forum.
Avasthy talked about the secrets to marketing to generation Y (youth). He said, “Brands today need to understand that content is dead without context. Content is what company makes but context is what you make for the consumers; content is what generation Y buys but context is why they buy; content starts from buying the product and end when the product ends but context starts before the purchase and stays far beyond the consumption of the product.” I
If the youth won’t find context in the brand, he won’t go for it, he added.
According to him, generation Y have access to more tools like mobile and technology; they have more capacity to release ideas. They can go against the government and start a Facebook page. They have more tools and, hence, they have more conviction. It’s about knowing how generation Y is changing into ‘o’ (optimisers). Marketers can help the people in transition. When you look at the long term, consumers of previous generation are not much different than that of current generation. It’s just that youth wants change.
Generation Y is using social tool in an optimised way and they want a better social experience. “Before planning the mediums to be used, marketers should see what social tool their target group is using. This generation is not buying the design, and layouts. What matters to them is what design and retail layout is doing for them. Generation Y does not only consist of rebels;they are responsible citizens,” he said.
A strategy called ‘secret’ is also a secret to marketing to generation Y. Youth today wants to know things before others come to know about it and they want to know everything that is popluar without being left out. Being the first one to share something on Facebook is cool for them. It becomes a measure of one’s cultural power and popularity. Kolavari Di was an opinion that others related to and made spoofs which was again watched by many.
‘Market your best customer first, prospect second, rest of the world later’, noted Avasthy. “If you want to catch hold of youth, you need to be on web, mobile, wherever they are. You cannot bore generation Y into buying. Fasso’s is using a secret strategy in a good way. You can tweet on their home page on Twitter and place an order. Also, they have an offer like write ‘I hate you’ on Fasso’s twitter page and get 20 per cent off. These things help brands in a way that the audience will discuss about the brand and virally it will be passed on to others. Generation Y acts as a medium and as a media as well,” he concluded.
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.
