MAM
‘Gurukul’ contestants get viewers’ patronage in new ad campaign
MUMBAI: Students are now down to eight in the school, whose activities the entire nation has been following. We’re talking about Sony’s Fame Gurukul, where the plot becomes thicker due to cut throat competition with each passing day.
Viewers have always been an integral part of this reality soap opera and have had a hand in the future of the contestants by way of votes. Keeping this factor in mind, Sony has now unveiled a new advertising campaign, wherein viewers have pitched for their favourite contestants.
Speaking to Indiantelevision.com, SET vice president marketing Nina Jaipuria said that eight ads have been rolled out where eight different viewers are vouching for a contestant. Fame Gurukul has a tagline of ‘Iske Liye Kuch Bhi Karega’ and the ads stay true to the same.
While the contestants are ready to go to any extent to win the coveted title of the ‘Fame Jodi’, now its the viewers’ turn to go to any extent to make sure that their favourite contestant wins.
“Qazi na jeeta to mooche saaf kar doonga,” says a man with ‘Veerapan-style’ mustache.”Chocolate ki shart lagi, mera Sandeep hi jeetega,” says a small boy who loves chocolates.
An old man, who is a couch potato pledges that he will stop watching television if Arpita loses. A lady from the ‘chawl’ says she would keep a fast for Monica. On the other hand, a social activist says that she would go on a hunger strike if Arijeet doesn’t make it to the ‘Fame Jodi.’
Mumbai boy Rex has a young girl vouching for him by saying, “Rex ke liye har darga pe dua karungi.” A college girl, on the other hand, wishes that she could give 100,000 votes to Shamit. A housewife, who is trained in classical music pitches in for Rooprekha pledging that she would stop practicing music of she loses.
Such is the new campaign of Fame Gurukul, which has managed to cut across gender, age and social status by having opinions ranging from a young boy to an old man. Jaipuria says, “It’s now a matter of time when the Fame Jodi will be announced and there is a lot of drama happening among the contestants, faculty and the judges. The new campaign talks about the viewers’ perspective and brings their views in.”
The outdoor campaign was rolled out in 12 cities across the country on 5 September. Apart from this, television commercials have also been on-air, which take off from the theme of the outdoor campaign.
This campaign has been conceived by Euro RSCG. The agency’s vice president (creative) Ashok Karnik says, “While on other reality talent hunts, it is mostly the judges who decide on the winner, Fame Gurukul is a different kind of reality show, where they viewers more or less decide the fate of the contestants every week. Hence, we decided to roll out a campaign keeping that premise in mind. The show has reached its climax and it is at this point in time that the viewers are most involved. Obviously people have their favourite contestants and we wanted to communicate the same with this campaign.”
“The tagline of ‘Iske Liye Kuch Bhi Karega’ is very vital to our campaign as people are shown willing to go to any extent to make sure that their favourites win,” Karnik adds.
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.
