MAM
‘Bigg Boss’ gets big marketing push
MUMBAI: Viacom18-owned general entertainment channel Colors is leaving no stone unturned to capture maximum eyeballs for the Amitabh Bachchan-hosted Bigg Boss 3.
The channel is investing close to Rs 50-80 million to promote the third leg of the bid ticket property, just before its launch on 4 October. Propagating the idea that ‘Bigg Boss is watching everyone’, the campaign includes an 89 city press plan and targets 70 cities in the Hindi speaking market (HSM) with print, radio, out-of home and on-ground activation. Says Colors marketing head Rameet Arora, “Through this marketing campaign, our aim is to take the show to the viewers and engage them without intruding into their private lives.” As part of its out-of-home activity, 1500 hoardings have been put up pan India. In Mumbai and Delhi, the channel is planning to put up specially-designed hoardings, which will capture images of commuters from different cameras and show them on the hoardings in real time. In Mumbai, the promotion campaign will also see 250,000 dabbawalas (tiffin carriers) wearing Bigg Boss masks, while commuters at local stations will hear some announcements adorning the Bigg Boss voice. Colors has also partnered with Barista for special Bigg Boss meals and Big Bazar outlets for different promotional offers. Meanwhile, Big FM is the radio partner while IBN7 is the news partner. The channel has also booked spots on 10 different channels to promote the show. The Bigg Boss TV campaign comprises nine promos shot by Morse Code Productions with Amitabh Bachchan in locations including Singapore and Khopoli near Mumbai. “The TV campaign is a perfect marriage between two brands – Amitabh Bachchan with Bigg Boss,” says Arora. Additionally, the channel will engage viewers with flash-mobs across the country. “Idea of flash mobs is never heard of in India. You may find people with Bigg Boss eyes surrounding you, suddenly, in places like bus stand and coffee shops. The message is that Bigg Boss is watching everything,” avers Arora. The channel will also unveil a microsite dedicated to Bigg Boss 3 on the launch day. For the previous season, such a microsite had got 20 million pageviews and this time the channel is expecting the number double. “The online response for Bigg Boss 2 was great with 20 million page views. This time we are expecting approximately 45 million page views on the site,” Arora adds. Colors will also exploit the digital platform. It will release Bigg Boss content on mobile such as ringtones and wallpapers. Also, in the offering will be uncut versions and mobi-sodes of the show. Also 35 million SMSes will be send across operators, announcing the start of Bigg Boss.
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.
