Assignment

Advertising and Promotion

Strategy

Submitted to:
Mam hina zawar baloch

Submitted by:

Mohsin Iftikhar L1S18MBAM0079

Date
20 march 2020
Section: “A”
University Of Central Punjab
Q1 :
History and Evolution of Advertising :

Advertising in Pakistan has generally followed the trends and innovations

adopted globally. it's more experienced the changing business environment,
media technologies and cultural and ethical pick-up lines. In 1947 soon after the
independence there had been only a few mediums of advertising and every one
of those were only covering the local population at the time. The advertising
industry in Pakistan grew over time. within the beginning the local businesses
were utilizing the available medium that was mostly newspapers, magazines
and digests. because the new businesses began to emerge the race to compete
became intense. The new players forced the industry to be more professional
and artistic so as to survive and gain competitive edge. This phenomenon
continues to be the changing consider the arrival of presently developed
advertising industry. Under the influence of multinationals coming into Pakistan
and investing into new businesses, many foreign advertising agencies also
established their offices and joined hands with many already present local
institutions to step into the world. The advertising industry remained influenced
by the cultural and spiritual beliefs of the natives and remained entrapped within
these barriers. Over the amount of your time the industry shifted towards
different modes and underwent different phases of evolution.

Q2 :

Campaign: Zarra Zarra Khalis

Message: Shan Salt makes everyone a better human being.
Effectiveness: Kudos to Shan Foods for finally realising that ads which feature
hands only will not get them the love every brand dreams about. After Shan
Stories, the brand has come out with yet another campaign that tugs at the
heartstrings, albeit gently. Although the story doesn’t give you a ‘never seen
before feeling’, it does make you praise the smart play of words and the
placement of the typical subcontinental one-liner, that often serves as a pledge
of loyalty, ‘apka namak khaaya hay’, creatively. ‘Agar saaf khayeingay, toh jo
bhi khayeingay sukoon se khayeingay’ almost seems like a jab at Pakistan’s
current political scene (I’m hoping it is); if this is what Shan was aiming at, then
they have won my and everyone else’s – who appreciate the art of subtlety –
respect. The ad is a breath of fresh air from the typical ‘families breaking into a
synchronized dance because the salt made food so lazeez’ ads.

Link of add : https://youtu.be/L2NaYAb04UM

BRAND: Kenwood
Campaign: Kenwood Inverter AC
Message: Less perspiration, more (smart) conversation.
Effectiveness: Many AC brands have portrayed the man-in-hot water situation,
but Kenwood has taken the game to level Nawazuddin. The slice-of-life TVCs
show the dynamics of a married couple in different settings. Nawazuddin does a
brilliant job of playing the chatty husband who gets himself into trouble with his
wife (played by Ayesha Khan and who by the way, gives Nawazuddin a run for
his money). Kenwood’s latest ad in the series shows the husband over-sharing
the fact that the biryani their guests can’t stop raving about was cooked by their
maid, and not by his wife. Ayesha’s murderous glares and Nawazuddin’s
desperate attempts to make up for his blunder only to make matters worse, leads
audiences to a few genuine giggles. The insights are on point, the expressions
are priceless and the nok jhok is highly relatable.

Link : https://youtu.be/wL94ddTXsaE

BRAND: Bakeri Nankhatai

Campaign: Yaadoun Say Juda Khasta Maza
Message: Nankhatai takes you back to your childhood.
Effectiveness: The serving size is two minutes and some seconds but the side-
effects include taking you back to bachpan and grinning to yourself. Yaadoun
Say Juda Khasta Maza seems like a compilation of ‘If you are a 90s kid’ memes
and although neither the storyboard nor the jingle offer much wow, the TVC
does throw you into a vortex of nostalgia. Although not exactly hum-worthy,
the jingle does a decent job of reminding you of all the high points of your
childhood if you grew up in Pakistan in the 90s.
Link : https://youtu.be/PAKwouPK_jE