MAM
Amitabh Bachchan is brand ambassador of Max Vijay
MUMBAI: What‘s in a name? Everything, if it is Amitabh Bachchan – even if it is used in his popular movies!
Life insurance company Max New York Life has appointed Amitabh Bachchan as brand ambassador for Max Vijay, a brand targeted at providing financial inclusion to the underprivileged masses.
Reason? Bachchan has played several roles under the name ‘Vijay.‘ Says Max New York Life Insurance CEO & MD Rajesh Sud, “In a number of his earlier movies, Bachchan became synonymous with the name Vijay, a people‘s hero who fought for the cause of the common man by standing up for their rights. His appointment as the brand ambassador for Max Vijay is a rebirth of the old Vijay, who is today propagating the cause of small savings and financial inclusion for the underserved masses of the country.” Max Vijay was launched in 2008 and has already provided financial inclusion to over 65,000 households. “The appointment of Bachchan marks our next phase of expansion and we aim to touch over 10 million households in the next two years,” adds Sud.
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.
