MAM
New age couples replace the devil at Onida
MUMBAI: In a bid to expand its market share in the Rs 500 billion consumer durable industry, Onida has decided to replace its iconic Devil mascot with the ‘new age couple‘ as lead protagonists.
MIRC Electronics, promoters of Onida, will launch four new television commercials, created by McCann Erickson. Also, with an aim to strengthen connect between consumer insights and product design, the commercials will play on the tagline, Tumko Dekha Toh Yeh Design Aaya. “For over 20 years, Onida relied on the devil to give it a brand image and recall,” says Onida VP sales service and marketing Sriram K. “Today, India is no longer concerned about ‘neighbours envy‘ especially when it comes to durables. The new Onida needs to fit into their lifestyles by understanding their latent needs better and delivering quality products with thoughtfully designed features. This will be the core driver for Onida across its business and marketing processes. The reflection of design and thoughtfulness will be captured in our new brand identity campaign.”
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.
