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..
