MAM
Kantar’s ‘new normal’ mantra for brands: Build brand equity, invest in multimedia
NEW DELHI: Brand building acts as a multiplier of ROI and more than doubles the impact of media investment of sales, says Kantar CEO global media and digital practice in a webinar discussing how to grow brand and ROI in the ‘new normal’ of post-COVID world. He highlighted that on an average media investment helps to explain about 13 per cent of sales today while media impact considering the brand is 28 per cent on short-term sales plus long-term equity-driven sales.
He insisted that brand equity and media investments combined together can act as a great driver of long-term and short-term sales.
Kantar Singapore managing director, insights division, Jane Ng noted that it is important for brands to keep communicating with consumers to build brand equity. Sharing data, she highlighted that people want brands to take a larger role in society.
“In essence, it is not just good for business or it will help us for recovery, the most important reason here is that consumer will be looking at brands as an important companion through this journey,” she said.
Kantar NASEAP chief digital officer insights division Pablo Gomez added that brands, therefore, need to take a multi-channel approach of reaching out to consumers as synergies will be a major driver of ROI in the new world.
He added that in addition to what message the brand wants to convey, it will also have to put increased emphasis on how it cuts that through. “Creativity is the queen as being creative with media drives half of the campaign impact reach.”
Gomez also says that reusing previous successful ideas can also be used as it is relevant when one wants to remind the consumers why they should care about the brands.
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.
