MAM
Yahoo! pumps in $100 million for global ad campaign
MUMBAI: Internet giant Yahoo! is investing $100 million in its biggest marketing campaign that looks at re-establishing the brand‘s lost identity amongst public.
Playing on the new tagline “It‘s You!” where Y in the “You” is the Y from “Yahoo”, the campaign will be launched in the US on 28 September while it will role out in India and the UK on 5 October. Following this, the campaign will also be unveiled in emerging markets worldwide including Brazil, Canada, France, Hong Kong, Indonesia, Korea and Taiwan. Designed by Ogilvy & Mather, the new campaign focuses on personalisation and also looks at letting existing and new users know as Yahoo can help people navigate all their services and information online. The campaign will also launch the new tools that look at aiding users customise Yahoo products such as Yahoo.com. Said Yahoo! EVP and chief marketing officer Elisa Steele, “This is much more than an advertising campaign. It‘s about how Yahoo! delivers its promise to the market in everything that it does. Our brand strategy shows our commitment to delivering personally relevant online experiences.” The company will use online, cable TV, radio, print and outdoor for spreading its new campaign awareness.
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.
