MAM
Triton to launch Rs 20 mn festive campaign for Jeet spices
NEW DELHI: Aar Aar Fragrances is set to launch a new advertising campaign worth Rs 20 million for its Jeet Masale (spices) for Diwali. For the brand, which was launched in April this year, Triton Communications, Delhi, has created seven television commercials (TVC) recently.
The new campaign will focus on establishing Jeet’s presence in a versatile range of culinary offerings comprising paav bhaji masala, sambhar masala, hazma hajam, tadka mirch, channa masala, meat masala, chicken masala apart from the regular fare of garam masala, haldi (turmeric), dhania (coriander seed) and so on.
On the treatment of the campaign, Vivek Srivastava, executive director of Triton says, “There is a delightful dose of humour as the Jeet family tries to ward off the pesky neigbours who come to disturb their fun with meals. To add punch to the authentic flavour aspect, the branding has been embellished with a vernacular touch too. Hence, the paav bhaji masala is called Bambaiya paav bhaji and sambhar masala is called sambhar dakhini and so on.”
Srivastava says, “Apart from DD, the campaign will be on air on news and general entertainment channels such as Sony and Zee. 90 per cent of the spend would be on television.”
Aar Aar Fragrances had spent Rs 15 million, mainly on television-oriented advertising campaign earlier this year.
“Targeting women in SEC A and B, the position of the brand was driven by a desire in every woman’s heart to be a winner at culinary tasks. Jeet Masale are her allies in making her a winner every day,” says Triton’s executive creative director Aatanu Chakraborty. The media strategy included DD, DD Metro apart from cable and satellite channels.
The company has been working on its expansion plans for a nationwide presence. Initially launched with a North-centric distribution, Aar Aar Fragrances has also forayed into the western region and is also strengthening its operations in the southern market. The other players in the same segment include MDH, Everest, Catch and Ashok. Triton had won Jeet spices account in January this year.
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.
