MAM
Mouni shines bright as Ivana Jewels’ new face in sparkling TVC debut
MUMBAI: When it comes to diamonds, the script often writes itself sparkle, shine, forever. But Ivana Jewels has decided to flip the script, quite literally. In its first-ever television commercial, the fast-growing lab-grown diamond brand has roped in actress-entrepreneur Mouni Roy as brand ambassador, asking audiences to “See it. Wear it. Believe it.”
The ad takes a behind-the-scenes route, with Mouni ditching scripted lines to simply invite viewers to “see for yourself.” The focus is refreshingly unorthodox not on the science of lab-grown diamonds, but on what today’s buyers really crave: design, individuality, and the sheer joy of jewellery that feels personal.
“Mouni Roy represents the modern woman who values authenticity and individuality, which are also the values at the heart of Ivana Jewels,” said Ivana Jewels co-founder Ayushi Jindal. “Her journey from television to films reflects the confidence and style our brand stands for, making her the right choice as we expand across India.”
For Mouni, the association feels just as personal. “I’m truly excited to join hands with Ivana Jewels as their brand ambassador,” she said. “What I love about Ivana is how their jewellery is designed to feel personal and real, not just for special occasions but as part of everyday style. This campaign is all about celebrating confidence, authenticity, and the joy of wearing jewellery that truly belongs to you.”
The Surat-based brand, known for its lab-grown diamond and Polki jewellery, is in expansion mode, aiming to connect with a new generation of buyers who value sustainable luxury as much as individuality. With customisation, personalisation and accessibility at the heart of its offering, Ivana is betting big on the future of diamonds that sparkle with both glamour and conscience.
By marrying star power with sustainability, Ivana Jewels isn’t just polishing gems, it’s polishing a new way of looking at jewellery.
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.
