MAM
Zomato’s heartwarming ads for India’s Harvest festival celebration
Mumbai: In a tribute to the rich tapestry of India’s harvest festivals, Zomato, India’s food ordering and delivery platform, has unveiled a series of ad films celebrating Pongal, Sankranti, Makar Sankranti/Uttarayana, and Lohri. Each festival marks the grand harvest and the onset of auspicious times, and Zomato’s latest ads beautifully mirror this sentiment.
Zomato’s ad films capture the spirit of these harvest festivals, emphasising the significance of tradition, familial bonds, and the evolving cultural landscape. The campaign beautifully encapsulates the warmth and bond shared between the generations and highlights the relationship between a grandmother and her teenage granddaughter who comes home to celebrate Pongal with her family.
The film captures their heartwarming relationship with a quirky twist wherein they challenge each other to try something new. While the granddaughter savours a traditional Pongal dish and other festival rituals, possibly for the first time, her grandmother too embraces the new. She tries a few Gen-Z trends taught by her granddaughter, finally having a bite of a dish she hasn’t tried at the end. The film subtly underscores technology’s seamless integration with age-old traditions. The grandmother, discovering Zomato’s role in connecting generations and preserving culture, finds diverse Pongal dishes on the platform.
In another tale, Zomato’s Lohri film captures the joyous celebration of the festival in a Punjabi household, particularly significant as they welcome a new member to the family. The narrative revolves around a 7-year-old boy who innocently documents the house’s festive preparations. His excitement peaks when he discovers his younger brother, Tingu, near a Zomato delivery partner who has brought special Lohri delicacies to the household. The twist unfolds as Tingu is revealed to be the family’s pet dog, celebrating his first Lohri in the household.
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.
