Brandtalk: Get the City out of your Hair!

These ads are from across the border. The advertising agency behind this campaign is Lowe, Mumbai.

Why can't our advertising agencies do this? Has the client's constant bickering, unusual demands, emphasis on big product display in ads, and a complete negative stance on use of white space dried up their creativity? 

I think I may have answered my own question.

Photographs: Google Images

Brand Talk: National Food is the King of food brands.

An ordinary consumer has no idea of marketing jargon. And how should he/she? Jargon, as defined by the Oxford Dictionary, means 'special words or expressions used by a profession or group that are difficult for others to understand'. So, generally speaking, an ordinary consumer has no idea what 'Brand of the Year Award' or 'Brand Elections' stand for.

This was the first thought that went through my mind when I saw this ad of National Foods in DAWN the other day. The first thing that attracted me was the pink color. If the agency sold the color on the premise that it would grab attention, full marks to them. I have to admit, though, that the pink color was a refreshing change from the usual but the pink font wasn’t such a brilliant idea. 

This print ad was an announcement of National Foods' triumph over all other food brands in Pakistan. It is, according to the ad, the leading brand in five categories which are shown, donning crowns.

So what does this ad communicate to the consumer? Yes, it does send across the message (loud and clear) that National Foods is the best. So, ideally speaking, a user of any National Foods brand will feel a surge of pride because the brand in his/her kitchen is the best brand in Pakistan. Does this make for quality coffee table conversation? Maybe it does, depending on where the coffee table is!

Similarly this ad will, again ideally speaking, entice the non-user to rush to the nearest superstore and buy National Foods products. Okay, maybe this was a little too ideal!

This ad does create awareness. Firstly, it makes consumers [and here I am talking of an ordinary consumer who does not know marketing jargon or read Aurora magazine] aware of the entire range (almost) of National Foods. Secondly, it gives a good impression. It is a sort of ‘quality seal’ which reassures users that they’re buying the best there is in Pakistan. We all want to use the best brands, especially when it comes to food, so the ordinary housewife, who used National Foods will lift her head up high (especially if her mother-in-law always used Shan and would scoff at her daughter-in-law’s choice). Thirdly, and maybe most importantly, this ad is not aiming at generating sales. It is trying to generate goodwill by thanking its consumers for casting their votes. Consider this ad as a thank you speech.

But how did National Foods become the number one brand? Who were the people who casted their votes? Is this for real or some tomfoolery on the part of the brand? What is ‘Brand Election 2010’? These are questions which the consumer might think of, some consumers more than others (honestly, who has the time to ponder over a pink print ad?). A link to the Brand Elections website (besides their minuscule logo on the right hand corner) could have answered all these questions. Brands (and here I’m referring to companies and research agencies) need to educate consumers and the web is a great way of doing that. If consumers know the authenticity and the details of such research efforts, they will appreciate their brands even more. Because, honestly speaking, in our country anyone can claim to be the best without any proof and most people believe it.

I came to know about Brand Elections through the Aurora magazine  which featured an interview with Shoaib Qureshy, Chief Strategy Officer, Bulls Eye Communications and the mastermind behind this effort. I did find the link of the interview on the Aurora blog (http://auroramagazine.blogspot.com/2010/10/idea-of-brand-elections-stemmed-from-my.html)  but what I also found was the absence of a website. It’s a pity that in this day and age, we still don’t use the web as much as we should.

I wonder why? In the mean time, I am surging with pride thinking of my National Hyderabadi Mixed Pickle as the best in Pakistan. What joy!

Print ad: DAWN newspaper

The lighter side of...Dracula!

Dracula is one of the novels, this month, on my book list (November Writers).

Photograph: Google Images

'Khel Jari Hai' plays on well in Karachi!

The Poster

Have you ever wondered what it takes to bring a theatre play to life? How rehearsals are done and what are the dynamics of the relationship among the actors behind the stage? Both these questions were answered in NAPA Repertory Theatre’s latest play, ‘Khel Jari Hai’, an adaptation of Rick Abbot’s famous comedy play, ‘Play On’. The play was adapted in Urdu by Babar Jamal, a NAPA student, and directed by Rahat Kazmi.

In a nutshell ‘Khel Jari Hai’ revolves around a group of actors who are trying to put together a murder mystery play but things aren’t coming together as smoothly as the director wishes them to. The play is due to be staged in a few days and most of the actors don’t remember their cues. There are also problems with the set design, the sound and the props, especially the wall mounted safe. Nothing appears to be ready for the final performance. To make matters worse the playwright keeps making last minute changes in the script, hence compounding the frustration of the entire cast and director. What follows is a funny and often bordering on sarcasm, war of words between the actors, director and the playwright.

Even though the concept of the play was rather strange (it was a play within a play!), the actors pulled it off quite decently. It was rather a big cast and almost all of them (minus one or two) were constantly on the stage. Akbar Islam was very comfortable in his role as the director who tries to keep everybody happy without losing his cool. It was very refreshing to see Bakhtawar Mazhar perform a comedic role (she was a senior actor within the play and threw some brilliant tantrums!) and she showed, yet again, what a versatile actress she is. Ali Kazmi and Mehwish Siddique were the lovers both in the play and within the play! Mehwish was spontaneous; both with her dialogue and body language and her colourful costumes brightened up the stage. It was Ali Sheikh who had the audience cracking up with his crisp dialogue delivery and sarcastic one-liners. Rauf Afridi was the ‘pathan’ sound and light man in the play and he, also, had the audience laughing. It was a pity his role was so small but even then he left a memorable impression.

A major disappointment in the play was the lighting. It was really nothing special and left much to be desired. The brochure and the poster were also amateurish and a tad bit tacky. The set, on the other hand, was very nicely done; in fact, it was like a mini theatre within the arts council!

A large number of people had turned out to see the play which was very encouraging. There are not many avenues of entertainment for us Karachites (besides the food joints) and in this time of inflation and stress a good laugh is always welcome! So, Play On NAPA!

'A mini-theatre within the arts council'

'War of the words between Director (Akbar Islam, far left ) & sound man (Rauf Afridi, far right in blue)

'The playwright announces changes in the script yet again!'
(L-R: Bakhtawar Mazhar, Sayem, Mehwish Siddique, Afsheen Hayat, Zarina Ahmed, Ali Kazmi, Ali Sheikh)

'Trouble at the dress rehearsal'

(L-R; Akbar Islam, Mehwish Siddique, Tanwir Abbas, Ali Sheikh)