MAM
Sony pumps in Rs 50 mn to market ‘Bayttaab Dil…’
MUMBAI:Sony Entertainment Television (Set) is investing close to Rs 50 million to market and promote its soon-to-launch big ticket show, Bayttaab Dil Kee Tamanna Hai.
Produced by Balaji Telefilms, the soap will air on Sony from 6 October, replacing Entertainment Ke Liye Aur Bhi Kuch Karega. Says Set marketing head Danish Khan, “We have booked 5000 TV spots across television channels of various genres. We have also booked spots during the ICC Champions Trophy to gain maximum visibility.” He, however, declines to comment on how much Sony would be spending towards marketing the show. While television remains the preferred medium to build the show‘s brand and awareness proposition, Set will also exploit other media platforms like radio, digital and outdoor to support the brand-building process. As part of its radio promotion activity, the channel has tied up with 40 radio stations across India and has booked 3500 radio spots for the same. Outdoor media, meanwhile, will be utilised to promote the property in 20 cities. “There are 900 hoardings that have been put across the country. In Mumbai, we are using around 100 hoardings and 200 Best bus backs for promoting the show. We have also branded Andheri railway station for creating awareness,” adds Khan. It is pertinent to note here that acting as the driver property for the channel, Bayttaab Dil… will help Sony funnel audiences to the 10.30 pm band that will feature another Balaji fiction, Pyaar Ka Bandhan. The show will hit the television screens on 7 October.
The marketing of Bayttaab Dil… will remain high across 15 television channels including Hindi news channels Star News and Aaj Tak and movie channel UTV Movies.
While Bayttaab Dil… will be telecast from Monday-Thursday at 10 pm, Pyaar Ka Bandhan will telecast from Monday-Thursday at 10.30 pm.
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.
