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Wednesday, July 9, 2014

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Sunday, July 6, 2014

Thursday, July 16, 2009 Pakistan Telecom Advertising

Thursday, July 16, 2009

Pakistan Telecom Advertising

Pakistan is the biggest market for the telecom companies. The population of Pakitan is now almost 15 crore and there are five telecom companies in Pakistan whcih are providing almost similar servicese at similar rates. All the companies are trying to get attention of new customers and in retaining existing custmers.
Telecom companies are the biggest accounts for advertising agencies and the task of advertising agency is very tough. Every day we see a new commercial of some telecom company communicating a message of their new package.
All the telecom companies were doing excessive advertising mainly showing the benefit of their packages. The ads of Ufone, Telenor, Zong, Mobilink and Warid are shown most frequently then any other company's ad even more thatn Pepsi and Coke ads.
Now telecom advertising has taken a dramatic turn, it started with the sim portability ads made by Zong in which there were people of different age group and social classes telling their number which was of other company and giving message that thay have used the advantage of portability and switched to zong network. This was the most effective campaign ever run by zong with clear message, but it was decent campaing. Ufone moked this in their ad which was banned by APNS. Zong started the camparitive advertising
After zong there came two robotic characters of Warid and warid get dirty and it moked all other companies packages straight forwardly. Three or four commercials were made by warid each moking pakage of other telecom company. Nobody was expecting this from Warid becuause in past the ads of warid have been very decent. Warid gone dirty was a shock to me atleast.
The reason may be that warids customers are moving to Telenor and Ufone, they tried to attract their customers back .
Now the biggest move was made by Jazz. Jazz made the smartest move ever made by any company in any ad in telecom advertising. Ali Zaffar has been the mega brand embassader of Telenr Talk Shawk for almost five years. Telenor has made Ali Zaffare as the symbol of telenor, and now they will know the demerit of getting celebrity in the ads.
First Jazz displayed two ads in national news paper one quarter page in which a shadow of Ali Zaffar was displayed with simple message ( Aj Kon Jazz on Kare ga), and when the page is turned, in next page there was full page ad in which Ali Zaffar was standing wiht simple message ( Aj sa Jazz on hai). And now there are commercials of Jazz running in every channel in which Ali Zaffar is saying AJ sy Jazz on Hi. Jazz has not gone dirty which it can, still it hit telenor badly by acquring their brand embassador.
Now Ufone and Telenor are biggest advertisers in telecom business, i am waitng for the response of telenor to Jazz, so far telenor is running its simple ads, its the only company which hasn't hit any other company directly or indirectly, telenor is going clean, as a response to Jazz, there will be some response from telenor, the irony is that the ad of talkshawk recently made is still running on television with Ali Zaffar in it. Talkshawk is in jeoprady and there silence shows that something big will come. I am waiting,.!
(one thing which is disturibng for me is that in recent ad of talkshawk, they have copied the theme of mobilink Jazz, i was listening that ad in radio and my first impression was that it is an add of Jazz but at the end I found out that its ad of talkshawk, why they have done this i dont know and I dont understand..

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Friday, January 21, 2011 ...on copycat advertising in Pakistan.

Friday, January 21, 2011 ...on copycat advertising in Pakistan. 

Making an advertisement is no child's play. We like to think it is; you know, with colors & music & models - like Jerry D. Femina, an American adman once said "it's the most fun you can have with your clothes on." But advertising really is a careful blend of science and art, of strategy & creativity both strongly grounded in each other. A good advertisement is not only creative in that it is original, attention-grabbing, memorable & interesting, it is also strategically designed in that it is relevant to your target audience, breaks through all the noise & media clutter and successfully elicits the desired response it was designed to bring out. Now we all know how it is in Pakistan; a dearth of consumer research means loosely defined target audiences; a dearth of response measurement tools means loosely defined advertising objectives. Coupled with high degrees of uncertainty avoidance which characterize most of our advertisers and the tendency in our admen to play it safe, our advertisements are at best artistic in design & execution but uninspiring, ordinary & worn-out in idea & content.

Now, generally, a creative idea is defined as a new combination of thoughts or a thought that comes from placing 2 previously unrelated concepts together, better still, an idea no one has thought of before. Sometimes it is alright to get inspired by someone else's ideas to develop your own. However, when such inspiration becomes the norm - more like a rule of thumb, as unfortunately is the case in Pakistan, one is forced to question: "what the hell were they thinking??", or better still: "were they thinking at all??"

Pakistani advertising is replete with such examples. Look at the edible oils industry for instance. The mother cooks delicious food in Brand X cooking oil, impresses her mother-in-law, gets love from her husband, cares for her dad-in-law & has a daughter who sneaks her grandpa a gulab jamun under the table. Which brand or shall I say brands does this remind you of? The models are different and so is the background jingle; everything else is pretty much copy pasted.

Or notice how when a particular idea strikes someone, everyone else follows suit like the patriotic jingle songs series by every telecom operator a few years ago?

Then there are the truly plagiarized advertisements we sometimes are unfortunate enough to come across. Remember the Zong print ad with apples and how the image was a direct ripoff of a book cover? The only solace we have is the fact that the apples image is a stock image from a stock image website so its not entirely wrong to have used the same image for a different brand & category in a different country.

The original (L); The copy (R)

Then there was the Warid Glow launch campaign - which unfortunately shared an uncanny similarity with a popular iPod campaign. But I guess, no one owns the copyrights to using shadow or glow figures in their advertisement right? So it's perhaps alright given that its a different brand, category & country?

The copy
The original
The original
Even the Telenor Easypaisa TVC seems to have taken inspiration from an HTC TV commercial; but I guess it's alright; walking hands walking feet same thing. As far as the industry is concerned, alright, related categories but different brands, different countries. So it's okay.

What about the recent 'Chaska' TV commercial? I feel it is pretty lame to launch a tea mix commercial based on the same song dance format as 'Tarang', with its popular song-dance format TV commercials? And Chaska doesn't even have Saima or Meera in it! Same country same category, same format - bad production quality and ugly models though. (Couldn't find it on youtube - sorry!).

Banks aren't too far behind in the race to achieve mediocrity. Check out SAMBA's print ad for their Sahal business current account, a few months after Bank Alfalah launched their Kamyab Karobar business current account campaign. Even the angles are the same (the only difference being perhaps the health of the models in both ads). This gets a little annoying don't you think?

The original
The copy

I also seem to have a problem with the fact that Ufone's Uth Package coincided in its launch time with Omore's Uth ice-cream (the coincidence being that both decided to spell 'Youth' as 'Uth' at almost the same time!). But people tell me it's alright and that I shouldn't be so... nit-picky.

The most recent controversy however, is the Mobilink Jazba logo design. Rumors have it that the design has been inspired from a logo design tutorial on a design website called You can access the actual design tutorial HERE.
(Update (23/1/11) : The logo design used as a sample in the tutorial belongs to a Brazilian company called "Zagora" - you can access the company website HERE)
The copy
The original
 ...and I just found another one on a facebook community called "Advertising - creativity is dying in Pakistan"; I don't know who plagiarized - Mobilink or Ufone in their respective ads for the FIFA World Cup 2010, but using the same image for the same purpose at the same time in the same industry in the same country? This is as lame as it gets:

I am sure there are many more examples of copycat advertising in Pakistan. I read somewhere that 80% of Pakistani ads can be considered to fall in the copycat category mostly for repetition of ideas & sometimes for blatant plagiarism. These were just a few of the ads I found worth sharing due to their obviously copied nature. In any case, I know sometimes the line between inspiration & plagiarism is very thin but I also think it is high time for Pakistani advertisers to be a little more careful, a lot more creative and stop overstepping that line.