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Marketing - Diaries Final
Marketing - Diaries Final
It also gives this feeling that Engro Foods under the Tarang
umbrella has been working towards reviving our Pakistani film
industry. With the previous successful campaign of “Hero
Bannay Ki Tarang” and the various campaigns launched by
the brand, the local giant has stayed in the limelight. This new
Tarang campaign features artists from all regions of Pakistan
performing together, in sync with each other. The theme is again festive with a hint of
patriotism to bring the different communities closer together.
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Marketing Diaries
They are actually developing the idea of bringing this feeling to the people in person, to
revive their love for the nation through happiness and closeness. They are moving
along in this campaign with some of the Pakistan‟s finest performing artists from TV and
film Industry who will be promoting the idea of a tea brand that is connected to our
traditional happiness and cultural essence.
It is really after a long time that I finally saw the traditional colors of our culture being
promoted by a brand and making a long lasting impression on people‟s mind. I have to
say „Thumbs Up Engro! you have done it again!.‟
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Marketing Diaries
While following the world cup matches closely, you cannot completely ignore the
unusually annoying ad by HBL that uses the Mr. Bean look-alike to portray the use of
HBL‟s various services. Seriously, instead of drawing attention towards HBL‟s premium
brand services, it certainly exposes the immature adventure that has been done in the
name of funny advertisement of a very giant and sober name like HBL. I condemn this
adventure for numerous reasons but to cut short, mentioning only few would be more
than enough.
The values and personality which HBL stands for, do not resonate with being funny and
cheap. Name of HBL has always been the mark of integrity, standard and reliability.
Since childhood I heard HBL‟s name as if it was the only bank of Pakistan and it‟s only
fair to say that two decades ago, majority of the nation thought HBL was the „State Bank
of Pakistan‟. Such huge sober image and using some look-alike character to create
some humor around the brand, which is known for serious and
authentic banking, do not actually go together in any sense.
Never before, have we ever associated HBL with fun and humor
because it completely negates the whole persona or image of the
bank.
If we talk about the main character of the campaign alone, the look-alike guy does not
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Marketing Diaries
look good. His expressions in most parts are very odd and in close ups, he does not
look like Mr. Bean at all.
Conclusively I believe that a bank of such a stature and repute should not be using such
low level adventurous techniques in advertisements, simply for the matter of being
different. Responsible persons should always keep in mind the values and significance
associated with the company as you cannot just veer your campaign from Shahid Afridi,
Umer Gul and Younus Khan to MR. Bean.
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Marketing Diaries
Djuice held an event at PC Karachi where the common problem in youth sector, “Booti
Culture” was brought to scene. Youth enthusiasts as well as industry leaders joined the
event where they discussed the issue.
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Marketing Diaries
Only with a new idea to bring change in society by bringing important social issues to
light, djuice is here as it was and even bigger this time.
First thing to this series is to raise voice against “Booti Culture” which is really
devastating the educational body and base of students. Secondly, issue regarding
women rights was raised and series is continuous in its flow.
Telenor Pakistan has announced its new philosophy towards its youth brand „djuice‟ to
reaffirm its commitment to the young people of Pakistan. The company announced the
brand‟s new philosophy, which empowers young people to speak out and take action
against social injustices, comes with the tagline „Khamoshi ka Boycott‟. This Social
contribution from corporate sector was badly needed in our society and was long due.
Telenor has put up the first step and made the mark.
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Marketing Diaries
Remembered from 2002, one of the most exciting and vibrant brands in the market, was
Brooke Bond. I loved the whole brand identity, the line „Yehi to hai woh Apnapan‟ was
one of the most comprehensive platforms in the country. The advertising was spot on
and excellent.
„Supreme Ishq‟ hit the airwaves and although this was the time when we didn‟t know
what social media meant, the song was a viral sensation. Everyone was talking about it
and everyone who hadn‟t seen it wanted to see it. Supreme brand team released an
even more memorable song which starred „Eiman Ali‟ as the romantic „Anarkali‟. This
new song was also a talking point and was very well received. Brooke Bond Supreme
seemed to be going great guns.
However, what was a superb advertising master piece, turned out to be the brand‟s
swan song. In recent years, the brand equity of Supreme has been eroded. First the
tagline that encompassed the brand was changed to the cheap sounding „Chaska
zindagi ka‟. When discussing the sorry state of the brand and why it was so, a friend
told me that according to his sources, the brand suicide was actually a homicide. The
logic he had, Supreme was being sacrificed on purpose as Lever wanted to focus on
Lipton.
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Marketing Diaries
Why destroy something you built over a period of years? What a short sighted strategy
was this? If it‟s true then the brand gurus at Unilever need to do a double think. Also if
it‟s not true that the brand is being killed they need to do a triple think as to what
communication or brand strategy they are applying.
What brought on this rant you may be asking? The answer is simple, yesterday while
watching TV I saw the latest Brooke Bond commercial. I was left with my mouth open in
disbelief; I was wondering for a while whether I had imagined the whole thing.
Unfortunately no the ad was real, my horror was also equally real.
Trying to look for a silver lining in a very ferocious thunderstorm, let‟s see what‟s good in
the ad: the concept is trying to tackle the issue of tea being unhealthy and how you
should not listen to „suni suni baat‟ that‟s great but the attempt at humour as well as the
steam from the cup doing cartwheels has crossed the realms of creativity and entered
very firmly the area called stupidity!
For us sitting at home, scanning TV channels for ads like we‟ve been conditioned to, by
our profession and education. We‟re left asking questions:”What were they thinking?
“How did this get approved?” No doubt the brand team will come out with some face
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Marketing Diaries
saving excuse in research, people were concerned about health, this concept was best
liked in ad testing , the brand manager came up with this concept etc.
However if Pakistani advertising is going to win even regional recognition then we need
to apply more rigor and accountability to make sure that such farcical ads are an
exception not the rule.
To be in India, Yes it‟s true our neighbor and 24 hour rival is better than us in creating
impactful and relevant communication. A while back, I saw a tea ad that really
entertained me, with just good advertising. I‟m a fierce advocate of having local
solutions and communication instead of copy cut pasting „global/regional‟ ones,
however, in the case of the death of a great brand like Brooke Bond run the Indian ads
please!
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