MAM
Max New York Life unveils brand positioning for ‘Vijay’; gets Big B to endorse
MUMBAI: Max New York Life, in partnership with Ogilvy & Mather, has announced the brand positioning for Max Vijay, its new offering for the underserved masses.
The positioning looks at reshaping category behavior, from ‘push‘ – the way the life insurance industry has operated for decades, to ‘pull‘, by creating a flow of pre-disposed customer walk-ins. In a bid to provide a brand identity to the product offering, the company has roped in Amitabh Bachchan to help build awareness for Max Vijay. Says Max New York Life chief marketing officer Anisha Motwani, “Since Max Vijay targets more than 100 million underserved people, spread evenly across rural and urban markets, a key challenge for us was to develop a compelling brand proposition that the underserved segment across the country could identify with, irrespective of geographies, or the rural / urban divide. The brand proposition also needed to create a call-for-action to move the consumer out of inertia and start saving today for a more financially secure future tomorrow.” “Superstar Amitabh Bachchan is the prefect ambassador to help build awareness and trust for Max Vijay. He enjoys a very credible patriarchal image, signifies ‘Vijay‘ over difficult real life situations and cuts across geographic and cultural boundaries”, Motwani adds. The new proposition will be brought to life via a 360-degree high intensity marketing campaign encompassing print, radio, TV and outdoors. The campaign will also comprise below-the-line and CSR initiatives. Ogilvy & Mather executive chairman and creative director -South Asia, “Max Vijay is meant to be a movement, a creator of hope and optimism among the underserved masses. Max Vijay will help the common man to achieve his dream – ‘aukaat par vijay‘, as every little rupee saved helps him to rise up in hierarchy.”
MAM
BLS International launches #VisaReady campaign to guide applicants
Initiative targets visa myths, delays and rejections with practical guidance
MUMBAI: Visa woes may soon meet their match because paperwork, it seems, is finally getting a user manual. BLS International has rolled out a new awareness drive, #VisaReadyWithBLSInternational, aimed at simplifying the often confusing visa application process and reducing delays caused by misinformation and incomplete documentation. The campaign, led across social media platforms, zeroes in on a long-standing pain point for travellers: lack of clarity around procedures, timelines and requirements. By offering step-by-step guidance, documentation checklists and clear Dos and Don’ts, the initiative attempts to turn what is typically a stressful process into a more predictable one.
At its core, the campaign also seeks to bust common myths that frequently derail applications issues that often lead to avoidable rejections or last-minute complications. The idea is to equip applicants with practical, actionable insights so they can plan better and submit stronger applications within expected timelines.
The push will not remain limited to digital channels. BLS International plans to extend the initiative across its Visa Application Centres globally, reinforcing awareness at key touchpoints where applicants engage with the process.
BLS International joint managing director Shikhar Aggarwal framed the campaign as more than a communication exercise, emphasising the company’s attempt to embed guidance and preparedness into every stage of the applicant journey.
Operating in over 70 countries and working with more than 46 client governments including embassies, consulates and diplomatic missions, the company has built a sizeable footprint in visa and consular services. With this campaign, it is now leaning into education as much as execution, signalling that in the world of visas, clarity might just be the new currency.
