Five Pakistani ads that are a must-watch - Creative

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The marketing landscape has become saturated with ‘me too’ ads that leave audiences feeling as if they were trapped in a badminton match. Most potential buyers give up and become desensitised to whatever messages are thrown at them. However, every now and then, you see an ad that becomes the flickering flame at the end of the tunnel and the optimist in you starts to believe that there is still some creativity left in the advertising world. Herewith are the top five ads that made me sit up and pay attention – if not cry tears of joy. </p><p class="">Disclaimer: Some actually did. Gul Ahmed, Kenwood and Lenovo, I'm looking at you!</p><p class=""><strong>BRAND: Shan Salt</strong></p><figure class="media one-whole palm--one-whole media--stretch media--embed "> <div class="media__item media__item--youtube "><iframe src="https://web.archive.org/web/20170731173101if_/https://www.youtube.com/embed/L2NaYAb04UM?enablejsapi=1&showinfo=0" allowfullscreen="" frameborder="0" scrolling="no" width="100%" height="100%"></iframe></div> </figure> <p> </p><p class=""><strong>Campaign:</strong> <em>Zarra Zarra Khalis</em><br> <strong>Message:</strong> Shan Salt makes everyone a better human being.<br> <strong>Effectiveness:</strong> Kudos to Shan Foods for finally realising that ads which feature hands only will not get them the love every brand dreams about. After Shan Stories, the brand has come out with yet another campaign that tugs at the heartstrings, albeit gently. Although the story doesn’t give you a ‘never seen before feeling’, it does make you praise the smart play of words and the placement of the typical subcontinental one-liner, that often serves as a pledge of loyalty, ‘apka namak khaaya hay’, creatively. ‘<em>Agar saaf khayeingay, toh jo bhi khayeingay sukoon se khayeingay</em>’ almost seems like a jab at Pakistan’s current political scene (I’m hoping it is); if this is what Shan was aiming at, then they have won my and everyone else’s – who appreciate the art of subtlety – respect. The ad is a breath of fresh air from the typical ‘families breaking into a synchronised dance because the salt made food so <em>lazeez</em>’ ads.<br> <strong>Verdict:</strong> It’s a yes from me! </p><hr> <p class=""><strong>BRAND: Kenwood</strong> </p><figure class="media one-whole palm--one-whole media--stretch media--embed "> <div class="media__item media__item--youtube "><iframe src="https://web.archive.org/web/20170731173101if_/https://www.youtube.com/embed/wL94ddTXsaE?enablejsapi=1&showinfo=0" allowfullscreen="" frameborder="0" scrolling="no" width="100%" height="100%"></iframe></div> </figure> <p> </p><p class=""><strong>Campaign:</strong> Kenwood Inverter AC<br> <strong>Message:</strong> Less perspiration, more (smart) conversation.<br> <strong>Effectiveness:</strong> Many AC brands have portrayed the man-in-hot water situation, but Kenwood has taken the game to level Nawazuddin. The slice-of-life TVCs show the dynamics of a married couple in different settings. Nawazuddin does a brilliant job of playing the chatty husband who gets himself into trouble with his wife (played by Ayesha Khan and who by the way, gives Nawazuddin a run for his money). Kenwood’s latest ad in the series shows the husband over-sharing the fact that the <em>biryani</em> their guests can’t stop raving about was cooked by their maid, and not by his wife. Ayesha’s murderous glares and Nawazuddin’s desperate attempts to make up for his blunder only to make matters worse, leads audiences to a few genuine giggles. The insights are on point, the expressions are priceless and the <em>nok jhok</em> is highly relatable.<br> <strong>Verdict:</strong> Brand love is just around the corner. </p><hr> <p class=""><strong>BRAND: Bakeri Nankhatai</strong> </p><figure class="media one-whole palm--one-whole media--stretch media--embed "> <div class="media__item media__item--youtube "><iframe src="https://web.archive.org/web/20170731173101if_/https://www.youtube.com/embed/PAKwouPK_jE?enablejsapi=1&showinfo=0" allowfullscreen="" frameborder="0" scrolling="no" width="100%" height="100%"></iframe></div> </figure> <p> </p><p class=""><strong>Campaign:</strong> <em>Yaadoun Say Juda Khasta Maza</em><br> <strong>Message:</strong> Nankhatai takes you back to your childhood.<br> <strong>Effectiveness:</strong> The serving size is two minutes and some seconds but the side-effects include taking you back to <em>bachpan</em> and grinning to yourself. <em>Yaadoun Say Juda Khasta Maza</em> seems like a compilation of ‘If you are a 90s kid’ memes and although neither the storyboard nor the jingle offer much wow, the TVC does throw you into a vortex of nostalgia. Although not exactly hum-worthy, the jingle does a decent job of reminding you of all the high points of your childhood if you grew up in Pakistan in the 90s.<br> <strong>Verdict:</strong> Almost there. </p><hr> <p class=""><strong>BRAND: Gul Ahmed</strong> </p><figure class="media one-whole palm--one-whole media--stretch media--embed "> <div class="media__item media__item--youtube "><iframe src="https://web.archive.org/web/20170731173101if_/https://www.youtube.com/embed/CGTumplg7eg?enablejsapi=1&showinfo=0" allowfullscreen="" frameborder="0" scrolling="no" width="100%" height="100%"></iframe></div> </figure> <p> </p><p class=""><strong>Campaign:</strong> #MeinPerfectHoon<br> <strong>Message:</strong> Embrace your imperfections and be <em>f-lawnsome!</em><br> <strong>Effectiveness:</strong> Gul Ahmed has changed the lawn game with their #MeinPerfectHoon campaign, which encourages women to embrace their flaws. Gul Ahmed seems to be undergoing a ‘philosophy makeover’ and, needless to say, we love the new look already! #MeinPerfectHoon gives us hope that we have almost outlived the era of models donning lawn joras and looking lile glamourised hangers. Although the models hardly show a hint of a flaw (many of us would look like that after aggressive Photoshopping and 35 filters), the fact that a lawn brand has broken away from the usual stereotyped ads is a sign of good things to come. Not to mention that #MeinPerfectHoon along with other campaigns, such as #BeatMe, have proved that femvertising has arrived in Pakistan.<br> <strong>Verdict:</strong> Eureka! Gul Ahmed ki creative direction perfect hay.</p><hr> <p class=""><strong>BRAND: Lenovo</strong> </p><figure class="media one-whole palm--one-whole media--stretch media--embed "> <div class="media__item media__item--youtube "><iframe src="https://web.archive.org/web/20170731173101if_/https://www.youtube.com/embed/h7Anqu3nxJ4?enablejsapi=1&showinfo=0" allowfullscreen="" frameborder="0" scrolling="no" width="100%" height="100%"></iframe></div> </figure> <p> </p><p class=""><strong>Campaign:</strong> Hello Pakistan<br> <strong>Message:</strong> <em>Dil dil</em> Pakistan.<br> <strong>Effectiveness:</strong> Subcontinental people are swayed by emotions, so what better way to bring out their patriotic fervour than a captivating rendition of the national anthem? Lenovo plays it smart and refreshingly creative with their Hello Pakistan ad. A montage of Pakistan’s breathtaking vistas complemented by the sounds of <em>katt-a-kat</em>, flute, <em>rubab, dhol</em>, water dripping, children humming, all ingeniously brought together to mimic the sound of Pakistan’s national anthem. Lenovo played all their cards right. Not only is the tune riveting, it is also reminiscent of Morven Gold’s ‘Rhythm of Gold’. Points to Lenovo for evoking patriotism, pride, nostalgia and awe with a simple concept executed creatively.<br> <strong>Verdict:</strong> Dial Lenovo for advertising gold. </p><p class=""><em>Taniya Hasan is Head of Content, Digitz.</em></p> </div> </div>   <div class="template__footer modifier--open "> <div class="my-2 clearfix">  <button class="social social--button float-left pr-1 " aria-hidden="true"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 16 16" class="_1pbq"> <path fill="#ffffff" fill-rule="evenodd" d="M4.55,7 C4.7984,7 5,7.23403636 5,7.52247273 L5,13.4775273 C5,13.7659636 4.7984,14 4.55,14 L2.45,14 C2.2016,14 2,13.7659636 2,13.4775273 L2,7.52247273 C2,7.23403636 2.2016,7 2.45,7 L4.55,7 Z M6.54470232,13.2 C6.24016877,13.1641086 6.01734614,12.8982791 6,12.5737979 C6.01734614,12.5737979 6.01344187,9.66805666 6,8.14398693 C6.01344187,7.61903931 6.10849456,6.68623352 6.39801308,6.27384278 C7.10556287,5.26600749 7.60281698,4.6079584 7.89206808,4.22570082 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class="size-four text--700 caps pb-2"><span>Related Stories</span></div> <div class=" slideshow--list mt-2"> <div class="clear-both"> <div class="slideshow--row__item active float-left" data-id="0" style="float:left;width:32.333333333333%;margin-right:1.5%;">  <article class="box story mb-4 pr-0 pr-sm-2 palm-border--bottom" data-id="1141956" data-layout="story">  <figure class="media media--stretch col-12 px-0 " data-focus-x="0%" data-focus-y="0%"> <div class="media__item "><a title="" href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1141956/five-recent-ads-that-created-a-buzz"><img src="https://web.archive.org/web/20170731173101im_/http://i.dawn.com/thumbnail/2017/03/58d8426626245.jpg" alt="Five recent ads that created a buzz"/></a></div> </figure> <div class="clearfix"></div>  <h2 data-layout="story" data-id="1141956" class="story__title size-five py-2"><a 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class="story__title size-five py-2"><a href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1141936/we-didnt-want-to-destroy-the-sanctity-of-the-national-anthem-with-overt-branding" class="story__link"><strong>“We didn’t want to destroy the sanctity of the national anthem with overt branding”</strong></a></h2> </article>  </div> </div></div> </div> <hr class="clear--both"> <div class="px-2">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;max-width:728px;max-height:90px"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-2" class="ad__wrapper__slot" style="width:728px;height:90px"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1455520357400-2'); });</script> </div> </div> </div> </div>  </div> <hr class="my-4 clear--both"/> <section id="comments" class="comments px-0 px-sm-4"> <h1 class="comments__label caps size-eight ">Comments (7) Closed</h1> <div class="button-container border--top border--thick border--black"> <button type="button" class="button js-comments-sort-votes ml-1 float-right text--gray caps">BEST</button> <button type="button" class="button js-comments-sort-date--new ml-1 float-right text--gray caps">NEWEST</button> <button type="button" disabled="disabled" class="button js-comments-sort-date ml-1 float-right text--gray caps">OLDEST</button> </div> <br/><br/> <div class="comment pb-4 mb-4 border--bottom" id="4857"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Saif Khan</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-20T13:53:48+05:00"><span class="timestamp--time timeago" title="2017-05-20T13:53:48+05:00">May 20, 2017 01:53pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Great compilation. Incredible ads indeed. But for me, Kenwood's ad was the best. That was so relatable to about every household.</p> </div> <div class=""> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4859"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Dr. Afzal</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-20T16:04:38+05:00"><span class="timestamp--time timeago" title="2017-05-20T16:04:38+05:00">May 20, 2017 04:04pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Nawazuddin rocks!!</p> </div> <div class=""> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4860"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Fast</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-20T16:24:24+05:00"><span class="timestamp--time timeago" title="2017-05-20T16:24:24+05:00">May 20, 2017 04:24pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Hmmm I like the last one.</p> </div> <div class=""> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4861"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Princess_of_DHUMP</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-20T16:54:23+05:00"><span class="timestamp--time timeago" title="2017-05-20T16:54:23+05:00">May 20, 2017 04:54pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Nankhatai ad is the best! and love Fatima Khan and the person playing the husband's acting in Kenwood's ad</p> </div> <div class=""> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4863"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray"> Anurag Gautam</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-20T20:58:16+05:00"><span class="timestamp--time timeago" title="2017-05-20T20:58:16+05:00">May 20, 2017 08:58pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>@Princess<em>of</em>DHUMP person playing husband is indian mestro nawazudin siddiqui,if wants to become a die hard fan see,gangs of vasepur 2,badlapur,talash,lunch box and many more indian movies in which nawaz has done acting.</p> </div> <div class=""> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4870"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">AXH</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-21T07:52:40+05:00"><span class="timestamp--time timeago" title="2017-05-21T07:52:40+05:00">May 21, 2017 07:52am</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Ayesha Khan is a very attractive and graceful person.</p> </div> <div class=""> </div> </div>  </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4880"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">H.M.Najam</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-22T03:53:45+05:00"><span class="timestamp--time timeago" title="2017-05-22T03:53:45+05:00">May 22, 2017 03:53am</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Great compilation. You have done a great job.</p> </div> <div class=""> </div> </div>  </div>  </div>  </section> </div>  </article> </div> </div> </div> </div> </main> <aside class="pb-4">  <section class="widget theme widget-adsense " data-type="adsense" data-id="546"> <div class="widget__container "> <h2 class="widget__container__title text--300 size-seven text-center caps"><span>Desk Mrec Top</span></h2> <div class="widget__container__body ">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;max-width:300px;max-height:250px"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-3" class="ad__wrapper__slot" style="width:300px;height:250px"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1455520357400-3'); });</script> </div> </div> </div> </div>  </div> </div> </section>   <section class="widget theme widget-poll " data-type="poll" data-id="524"> <div class="widget__container "> <h2 class="widget__container__title text--300 size-seven text-center caps"><span>Should Pakistani brands use Indian celebrities to endorse their products?</span></h2> <div class="widget__container__body "> <div id="widgetPoll-11795120"> <script src="//web.archive.org/web/20170731173101js_/http://static.polldaddy.com/p/8482390.js" defer></script> </div> <link rel="stylesheet" href="/web/20170731173101cs_/http://aurora.dawn.com/widgets/poll/_css/poll.20170528080408.css" media="all"></div> </div> </section>   <section class="widget theme widget-popular " data-type="popular" data-id="180"> <div class="widget__container "> <h2 class="widget__container__title text--300 size-seven text-center caps"><span>Most Popular</span></h2> <div class="widget__container__body "> <div class="row"> <div class="col-12">  <article class="box story mb-4" data-id="1142120" data-layout="story">  <figure class="media media--left media--stretch col-sm-4 col-12 px-0 "> <div class="media__item "><a title="" href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1142120/its-time-we-import-a-touch-of-patriotism"><img src="https://web.archive.org/web/20170731173101im_/http://i.dawn.com/thumbnail/2017/07/5979d43d80110.jpg" alt="It’s time we import a touch of patriotism"/></a></div> </figure>  <h2 data-layout="story" data-id="1142120" class="story__title size-five text--300 "><a href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1142120/its-time-we-import-a-touch-of-patriotism" class="story__link"><strong>It’s time we import a touch of patriotism</strong></a></h2> </article>   <article class="box story mb-4" data-id="1142126" data-layout="story">  <figure class="media media--left media--stretch col-sm-4 col-12 px-0 "> <div class="media__item "><a title="" href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1142126/killing-creativity"><img src="https://web.archive.org/web/20170731173101im_/http://i.dawn.com/thumbnail/2017/07/597b918bdef75.jpg" alt="Killing creativity"/></a></div> </figure>  <h2 data-layout="story" data-id="1142126" class="story__title size-five text--300 "><a href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1142126/killing-creativity" class="story__link"><strong>Killing creativity</strong></a></h2> </article>   <article class="box story mb-4" data-id="1142119" data-layout="story">  <figure class="media media--left media--stretch col-sm-4 col-12 px-0 "> <div class="media__item "><a title="" href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1142119/meet-the-plurals"><img src="https://web.archive.org/web/20170731173101im_/http://i.dawn.com/thumbnail/2017/07/5978893806ce2.jpg" alt="Meet the Plurals"/></a></div> </figure>  <h2 data-layout="story" data-id="1142119" class="story__title size-five text--300 "><a href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1142119/meet-the-plurals" class="story__link"><strong>Meet the Plurals</strong></a></h2> </article>   <article class="box story mb-4" data-id="1142115" data-layout="story">  <figure class="media media--left media--stretch col-sm-4 col-12 px-0 "> <div class="media__item "><a title="" href="https://web.archive.org/web/20170731173101/http://aurora.dawn.com/news/1142115/religion-sells-and-it-can-sell-anything"><img src="https://web.archive.org/web/20170731173101im_/http://i.dawn.com/thumbnail/2017/07/59771840f2495.jpg" alt="Religion sells. 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