MAM
Colors innovates in marketing ‘Khatron Ke Khiladi 2’
MUMBAI:Marketing for Khatron Ke Khiladi 2 gets bigger. Placing the Akshay Kumar-hosted show at 9 pm, the peak TV viewing hour, Colors is using new platforms and marketing ‘round-the-clock‘ to reach out to mass audiences. “The idea is to reach out to the viewer directly, to make the reach measurable and quantifiable,” claims Arora. Colors has already roped in Maruti Suzuki – SX4, Sony Bravia, Suzuki Motorcycles – GS 150R, Parle Agro – Appy fizz Grapo fizz, Samsung Marine, Eureka fobes – Aqua Sure and Hindustan Unilever Ltd- Axe as associate sponsors for the show, apart from Idea which is continuing as presenting sponsor for the second season.
As a part of its “most innovative 360 degrees of marketing,” KKK is exploring the least likely modes of communication and advertising to reach out to their viewers. So, be it your dabbawala sporting a KKK kurti or the Akshay Kumar masks in Mumbai, branded BSES electricity bill (Delhi), promo CDs with LPG cylinder (Maharashtra and UP) and new Barista coffee F-2, Colors is ensuring you don‘t lose sight of their show.
Also, the channel has planned involvement of the Mumbai‘s firemen. It will be branding the city fire-engines with the slogan “yeh hai asli khatron ke khiladi” followed by a special felicitation of all firemen by the KKK girls.
Colors has tied up with Big Bazaar and Planet M for special contests, while it has used projections of the show name and logo from Borivali to Dadar during the peak evening hours of 6 to 10 pm.
Says Colors marketing head Rameet Arora, “We are going all out with round-the-clock marketing for the show. So in addition to hoardings, bus shelters and bus cantilevers, we had to come up with something that was as exciting as the show in order to get people to pause and take notice.”
The channel has also hired 450 traffic poles across Mumbai with 900 messages spreading awareness about various traffic rules and regulations.
Among the traditional promotions, the channel had carried out full, front page adverts on at least four major publications across 89 cities each. It has also booked hoardings in more then 70 HSM (Hindi speaking market) cities, while for on-ground activation, KKK vans are placed in 80 cities, wherein people can participate in stunts and win gift hampers.
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.
