MAM
HUL creates roadblocks on Star and Zee
MUMBAI: For Star and Zee, the deal with FMCG major Hindustan Unilever (HUL) couldn‘t have come at a better time. Battling slowdown and a cricket heavy year, the broadcasters have blocked an entire day on their networks for the HUL brands that would bring in an advertising premium, a rare commodity these days.
HUL, which has been under pressure owing to loss of market shares in segments from soaps and shampoos to toothpastes and skin creams, will consume the networks‘ entire advertising airtime on 17 September and 24 September on Star and Zee respectively. Said Zeel chief revenue officer Joy Chakraborthy, “Through this initiative, while HUL will get a huge brand exposure, the channels will receive an advertising premium.” This is not the first that an advertiser has blocked advertising airtime across a broadcasting network. Earlier, in 2007, Hutch had conducted a network roadblock on Star to introduce its brand change to Vodafone. Speaking to Indiantelevision.com, Star India advertising and sales EVP Kevin Vaz said, “As per our arrangement with HUL, while the brand advertisement pack will be led by Lifebuoy, the other brands that will also get airtime across the network are Dove, Ponds and Fair & Lovely.” “We are confident that this roadblock with HUL brands, primarily Lifebuoy, will create as huge an impression in the minds of the customers as it did for Vodafone,” he added. Currently, the Star Network runs ads of more that 20 HUL brands across its ten channels –Star Plus, Star One, Star Gold, Star Utsav, Star Movies, Star World, Channel [V], Star Jalsha, Star Pravah and Star Vijay. Commenting on the Star India deal, HUL GM -media services Srikanth Srinivasamadhavan said, “We are pleased to be part of an idea that will exclusively reach us to more than 100 million viewers in India at the same time throughout the day. It is innovative and is expected to bring stronger engagement with consumers.” Interestingly, channels like Colors and Sony are not signing any such deal. “The scope for introducing such type of advertising plans will be restricted to only those networks which have reach and a leading GEC in the portfolio,” observes a media analyst.
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.
