MAM
HT asks youth to ‘pause, think and change’
MUMBAI: Hindustan Times has launched a new media campaign to communicate and establish its refurbished look to appeal to younger audiences.
Designed by Lowe Lintas, the five-series television commercial plays on the tagline, ‘pause, think and change‘. Says HT Media chief marketing officer Neelanjan Shome, “There is a need for change. As a media house, we are taking the lead and the onus of mobilising youth to participate in an emerging change process. The decision to revamp HT‘s content, supported by layout and design, to a contemporary format was taken so that there would be a newfound appeal to its young readers while simultaneously retaining the editorial integrity that is synonymous with Hindustan Times.” The campaign‘s communication objective looks at making news relevant to the youth and delivers it in a manner that they could easily identify with. Says Lowe Lintas India chairman & chief creative officer R Balki, “Hindustan Times was conceptualised as an “instrument of change” intended to make people ‘pause, think and change‘. The realisation that it was imperative to change ‘now‘ was the underlying thought behind the ‘it is time‘ relaunch 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.
