Marketing_Diaries Final

8/7/2019 Marketing_Diaries Final

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Engros Tarang Bhara Des

Be a Pakistani, in a Vibrant Way.

Engro Foods Limited continues its endeavor to highlight

the diverse cultures of Pakistan through its latest

campaign for Tarang tea whitener; Tarang Bhara

Des. Pulsating with the catchy lyrics Mera des hai Tarang main, suroor kay sachay

rang main, this one of a kind campaign uses the vernacular, filmy platform to unite

Pakistans rich cultures. Commenting on this new exciting campaign, Brand Manager,

Tarang, Syed Mohammad Salman Ali said to a local newspaper that, We have alwaysgiven our consumers the taste of culture and the essence of Pakistan. However in this

new campaign we have attempted to bring

together all the colors of Pakistan keeping in line

with Tarangs platform; the glamour of

Lollywood. I would really like to appreciate that

yes that made this impression very strongly that

only with the help of local Pakistani essence and

Pakistani talent they have managed to leave a mark on peoples mind that it is really a

Pakistani product.

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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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 Pakistans 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 peoples mind. I have to

say Thumbs Up Engro! you have done it again!.


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HBLs Campaign: A Crash

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

HBLs various services. Seriously, instead of drawing attention towards HBLs 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 HBLs name as if it was the only bank of Pakistan and its 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.

Lets be very honest, I am not an HBL customer, but even if I

were, I would have felt embarrassed showing my HBL debit cardto anyone. The biggest bank of Pakistan does not have non serious or goofy customers

as shown in the advertisement. Obviously, next time, when customers of HBL are using

their debit card or any other product, other people of society will try to make fun of them.

If we talk about the main character of the campaign alone, the look-alike guy does not


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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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Telenor Djuice Announced:

Khamoshi Ka BoycottHighly anticipated but not expected change is here. A new

Turn over has been given to djuice, a youth dedicated

brand. With this change, djuice website gets new look as

well as the tagline of the djuice has now been changed to

Khamoshi Ka Boycott which previously was Its fun to

be young.

Djuice, ambassador of fun, has now decided to bring ameaningful change to youth life by working on some

creative ideas to implement in all important walks of life,

and with this not only creating a positive environment in Pakistan, djuice continues to

create and introduce fun, entertainment and youth focused brand in the market.

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.

Brand ambassadors of djuice, Shahzad

Roy who is a famous Pakistani pop singer

and Mahira Khan who is a famous VJ,

actress and presenter at CityFm89 also

attended the event.

No change has been made to djuice tariff

and package plans as it was being

anticipated that djuice is going to have an

end but the case is totally different here.


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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

brands 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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Brook Bond Supreme:

The Death of a Brand

Remembered from 2002, one of the most exciting and vibrant brands in the market, wasBrooke 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 didnt know

what social media meant, the song was a viral sensation. Everyone was talking about it

and everyone who hadnt 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 brands

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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Why destroy something you built over a period of years? What a short sighted strategy

was this? If its true then the brand gurus at Unilever need to do a double think. Also if

its 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.

The ad is about a family drinking tea and the discussion

turns to tea being unhealthy, one by one the family members

name each other as having told them that tea is unhealthy,

finally the old grandmother is stuck with no one to blame so

she quickly says that her dead husband had told her. Next

Shaan tells them that tea is actually healthy and should be

drunk. Next, they show the dead grandfather in the painting

saying Kaash kisi ne mujhe bataya hota!, and he sips a cup

of tea. The ad ends with the shot of a tea cup and the smokefrom the cup which is in the form of a human figure, does a

handstand over the cup!

Trying to look for a silver lining in a very ferocious thunderstorm, lets see whats 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 thats 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 weve been conditioned to, by

our profession and education. Were 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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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 its 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. Im 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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