The timing of a recent #advertisement campaign by one of the top slot beverage company is no #mistake! For ages this company has been marketing its product as a representative of #youth #swag and coolness. Luckily I had a chance to work for IAL Saatchi and Saatchi for a month and took a peek at their advertisement campaign development cycle during their show “Battle of the Bands”۔ Although they have outsourced an agency but it was of no surprise to witness professionalism at each and every step of it from #conception to execution. Each c oncept and idea is properly discussed and studied along with a projected #feasibility of its impact on target audience. Finally after hours and hours of constructive,creative and critical discussion the creative, #branding and agency units secure the action plan. Under such work flow it is very difficult to make a #mistake.
Now in a nation where majority of the reactions against anti-Islamic global incidents ends up in unofficial banning of foreign soft #drinks, how can the marketing department launch a #campaign with a punch-line which is the exact reply to a famous statement of Prime Minister #ImranKhan in his recent interview to #CNN. In the interview the host asked about the willingness of the Government of Pakistan to provide space to the US government during Afghanistan war and the PM Imran Khan clearly replied “Absolutely Not”. From print media to electronic media to digital, this reply by the PM was talk of the town. It remained a top twitter trend for almost a week. One of the core reason for its popularity was that this was the first time that someone representing #Pakistan, stood aggressively against the winds to refuse proclaimed super power of the world. For the first time Pakistan was represented globally as a courageous nation that is aware of its good and bad.
Being the representative of youth of the nation this soft drink beverage company has launched a campaign “Why not meri Jan” right at the time when PM’s statement “#Absolutely Not” was leading the trends. Now the million dollar question is why would an international company with such a professional, #creative and secure work flow would approve such a campaign that contradicts the #government’s point of view.
The beverage company has released two #songs on this theme. This media is being punched and pumped into satellite and digital media in high frequency۔
AIN MUTABIK 