MAM
Thums Up unleashes its new campaign, ‘Thums Up Utha, India India Macha’
Mumbai: Thums Up, the iconic homegrown beverage brand under The Coca-Cola Company, is thrilled to unveil the next chapter of its association with ICC Men’s Cricket World Cup through the launch of the campaign “Thums Up Utha, India India Macha”. The campaign has highlighted the relentless determination of our players for the upcoming World Cup, hopeful of driving and motivating fans to believe in India’s journey to victory.
The exhilarating chapter features cricket icons- Ravindra Jadeja, Jasprit Bumrah, Mohammed Siraj, and the dynamic captain Rohit Sharma in a film that is centred around – ‘making India believe in Team India’. The heart of the campaign lies within its unique storytelling, brought to life by none other than The King of Bollywood, Shahrukh Khan as the ‘Voice of Belief.’
The narrative delves into the current emotions of Indian cricket fans – the passionate heart that fervently believes ‘India Will Win!’ with the mind that contemplates- ‘Will India Win?’ This tussle of emotions is brilliantly encapsulated in Thums Up’s iconic Split Can, visually portraying the dynamic interplay.
Commenting on the launch of the next chapter of ICC World Cup Campaign, Coca-Cola India and South West Asia VP & marketing Arnab Roy said, “Thums Up’s partnership with the ICC Men’s Cricket World Cup aims to empower fans and voice their opinions. Our collaboration with King Khan and the cricket icons of the country further cements our dedication to elevate fan engagement and showcases our unwavering support for Team India to bring the World Cup back home. We will do this through tech led, real time responses from expert panels and credible influencers that encourage everyone to keep rooting for our team.”
Ogilvy India CCO Sukesh Nayak said, “The adversary isn’t always external; at times, it’s our own doubt, becoming our greatest adversary. To overcome this, we must summon our inner beliefs. Our idea is based on this strong cultural insight – while all of us want Team India to win, a few not so great results & the mind starts creating doubt.”
“So as the ICC World Cup inches closer, Thums Up’s commitment to celebrating our players’ resilience & creating unforgettable moments for fans remains steadfast, setting the stage for a truly Toofani World Cup.”
With an integrated approach, the brand aims to be on top of every relevant conversation and milestone moment, during the ICC World Cup 2023.
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.
