MAM
Big FM gets Sonu Niigaam as brand ambassador
MUMBAI: Big FM has roped in Sonu Niigaam as its new brand ambassador after repositioning its music offerings to ‘Chillax Hits‘ in Mumbai and Delhi.
Earlier, the radio station had endorsed Abhishek Bachchan. He was brought on board when the station was launched with an idea to position the brand in the listener‘s mind. His contract expired in 2008. Says Big 92.7 FM COO Tarun Katial, “Our association with Sonu Nigam goes back a long way, right since the inception of Big 92.7 FM and he was the most natural choice as our brand ambassador. Niigaam offered the country some of the best ‘Chillax Hits‘ and has earned the respect and love of not just people in India, but from Indian‘s across the world.” Adds Big 92.7 FM SVP and marketing Anand Chakravarthy, “Now that we have repositioned our music offerings we were looking for somebody who could take this message to the listeners and were specifically scouting for someone from the music industry and hence zeroed in on Sonu Niigaam.” As part of its marketing initiative, the station is spending close to Rs 10 million to promote the repositioning of the brand. Says Chakravarthy,”We are spending close to Rs 10 million and have crafted a complete 360 degree plan to promote the repositioning. The campaign will roll out in Mumbai and Delhi in the next 10 days and is divided into two phases.” While the first phase of the campaign will include radio, print, OOH, web and on-ground activities, the second phase will look at television. Niigaam will feature in all the campaigns and will also have a show on the station as part of the initiative. For OOH, Big FM will have over 50 hoardings in Mumbai and 45 in Delhi. The radio station is also looking at branding Best buses and local trains in Mumbai and the metro in Delhi. As part of its digital initiative, the radio station has tied up with Bigflix.com, Reliance web world and Zapak to promote the repositioning. “As part of the on-ground activities the radio station has tied up with 15 different ‘dandiya pandals‘ in Mumbai. We will be promote the brand in these nine days. In Delhi, we have tied up with ‘Ram Leela‘ which will be a one day affair,” avers Chakravarthy.
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.
