MAM
Kajaria campaign crosses 20 million views within a month
TVC with Ranveer Singh, Rashmika beats category norms, hits 20 million views
MUMBAI: Turns out, when the tiles shine, the views follow and then some. Kajaria Ceramics’ latest campaign, Log Toh Poochenge Hi, has clocked over 20 million views on Youtube within a month of its release, signalling a rare breakout moment for the typically low-key tiles and home-interiors category. Launched on 28 April 2026, the film features Ranveer Singh and Rashmika Mandanna and marks a clear pivot from product-heavy messaging to a more narrative-driven approach. By weaving Kajaria tiles and Kerovit bathware into everyday home settings, the campaign leans into aspiration rather than specification, an uncommon move in a segment usually dominated by functional storytelling.
The numbers underline the shift. Industry benchmarks for similar campaigns typically range between 3.5 million and 17 million views over several months or even years. Crossing 20 million in roughly four weeks places the campaign firmly ahead of the curve, suggesting stronger audience resonance and shareability.
At the heart of the film is a simple, culturally familiar hook “Where did you get this?” capturing the pride and curiosity that often accompany well-designed spaces. The narrative taps into a growing consumer mindset where homes are not just functional spaces but expressions of personal taste and identity.
Conceptualised by Innocean India, the campaign reflects a broader change in how home brands are approaching communication. Instead of showcasing features, the focus is shifting towards lived experiences and emotional connections positioning products as part of everyday life rather than standalone offerings.
The rollout spans television, digital and social platforms, with additional visibility across print, outdoor and cinema. For Kajaria, the strategy appears to be paying off not just in views, but in how the brand is repositioning itself from a materials supplier to a lifestyle-led home solutions player.
Because in the end, when a home looks good, people don’t just notice, they ask.
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.
