MAM
Sony Ericsson focuses on India in new brand campaign
MUMBAI: India figures as one of the key markets in Sony Ericsson‘s new global campaign.
The campaign will support the launch of Sony‘s new entertainment products – Aino, Satio and Yari. India is identified as a key consumption market for these products.
Keeping in line with its on-going business transformation with the realignment of its external visual identity and brand values, Sony Ericsson has also adopted the new brand message, ‘make.believe‘, in all consumer communication.
The company aims to reinforce its entertainment credentials and collaboration with the Sony Group. Says Sony Ericsson brand strategy head Cathy Davies, “Fusing communication and entertainment has been at the core of Sony Ericsson‘s offering since the start of the joint venture. ‘make.believe‘ aligns Sony Ericsson with the Sony Group companies and reflects the coming together of communication and entertainment. By re-aligning our brand and adopting ‘make.believe‘, we further highlight our entertainment offering to consumers.” Visually, Sony Ericsson will expand the appeal of its ‘liquid identity‘ logo by adding seven new colour variations plus a new a ‘liquid energy‘ flowing from the logo to make it more playful and visually appealing for the digital arena. The company also aims to adopt a more open and questioning attitude by inviting greater consumer participation in the brand through a stronger focus on interactive digital and social media channels. A series of strategic marketing campaigns over the next few weeks will launch the realigned visual identity and showcase the start of ‘make.believe‘ at Sony Ericsson, including a ‘spark something‘ viral campaign for the new Satio, Aino and Yari phones. Says Sony Ericsson India president Anil Sethi, “Our realigned brand will play a vital part of our strategy in India to be seen as a communication entertainment brand. Consumers will soon experience this proposition in the Aino, Satio and Yari, which will soon be launched in India.”
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.
