Vital Tea, why so preachy? - Recent

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While watching the ad I could imagine a typical <em>desi</em>, disgruntled uncle beginning all his conversations with “Kids these days, I tell you…” and clicking his tongue in disapproval. </p><p class="">After all, the brand summarised the preachy undertones of their ad in the last frame by showing a 50-something uncle requesting not-so-humbly to protect the cultural fabric of our society and safeguard <em>tehzeeb</em> [culture] by drinking tea (I mean, really!?). Attention, new parents! No need to waste years and years on the upbringing of your spawn – you can just feed them Vital Tea and voila! You have a <em>tehzeeb-yafta</em> offspring. The brand’s tagline ‘Vital <em>Piyo, Zindagi Jiyo</em>’ gives you the impression that maybe the brand was aiming for a more ‘follow your heart’, ‘live your life to the fullest’ type of emotional hook; this ad, however, is anything but. Oh irony, thou art a funny thing!</p><iframe src="https://web.archive.org/web/20171222093548if_/https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FVitalTeaPak%2Fvideos%2F1465339280250977%2F&show_text=0&width=560" width="560" height="315" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowtransparency="true" allowfullscreen="true"></iframe> <p class="">Instead of writing long paragraphs on why this ad is plain wrong and low-key offensive to Pakistanis in general, I will list down the three major lines used in the ad (and the concepts behind them) with which I have a problem:</p><p class=""><strong>1) ‘<em>Jazbo se khaali kaali</em> cold drink’ [A cold black drink void of emotions]</strong><br> Coke’s challenger campaign and other brands taking jabs at each other was funny when it was new. Vital Tea with their not-so-subtle jab at Coke/Pepsi makes me think of a person who arrives late to the party and tries way too hard to be part of the ongoing conversations. The preachy tone, again, reminds me of a distant, 50-something relative (who I only meet at weddings) critically analysing my consumption of beverages and sharing their bleak knowledge of nutrition. Vital Tea's ad featuring lines like ‘<em>rishtoun ki garmi mein</em> cold drink <em>ka kia kaam</em>?’ and ‘<em>rishtoun ko jilla do</em>’ was more than enough to get the brand in with the cool guys. This one sadly plunges them in ‘the-brands-who-try-too- hard’ pool. </p><p class=""><strong>2) ‘<em>Log ajeeb tarah sajnay lagayngay</em>’ [People will start dressing in weird ways]</strong><br> While the world is moving towards femvertising and being yourself, Vital Tea chooses to claim that if you’re not conforming to societal pressure and dress codes, you are devoid of <em>tehzeeb</em>. </p><p class=""><strong>3) ‘<em>Tumhari pehchaan gum honay lagay</em>’ [You’ll start losing your identity]</strong><br> This line essentially says that not only should you not dress up like a freak you should also not lose your identity while doing that. As far as I know, your choice of clothing is one of the most harmless ways of expressing yourself and flaunting your individuality. #JustSaying.</p><p class="">A quick look at their previous reels in recent times shows that Vital Tea have been missing the mark for a considerable amount of time. Before things took a preachy turn for Vital Tea, they did come out with mildly humorous and highly-relatable copy such as ‘<em>rishtoun kay</em> connection internet <em>kay</em> connection <em>se ziada</em> strong <em>hotay hain</em>’ and ‘<em>Agar aapkay aitraaf mein</em>’ with their subtle jab at media ‘<em>achi sachi khabrain do</em>’ in 2016. </p><iframe src="https://web.archive.org/web/20171222093548if_/https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FVitalTeaPak%2Fvideos%2F1058270997624476%2F&show_text=0&width=560" width="560" height="315" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowtransparency="true" allowfullscreen="true"></iframe> <p class=""><br></p><iframe src="https://web.archive.org/web/20171222093548if_/https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FVitalTeaPak%2Fvideos%2F1249978538453720%2F&show_text=0&width=560" width="560" height="315" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowtransparency="true" allowfullscreen="true"></iframe> <p class="">Starting off from scratch with absolutely no international affiliations and/or guidelines bogging them down, Vital Tea could have easily become our Tata Tea. Their recently campaigns, although based on key societal insights and cultural relevance, have leaned more towards the offensive than impactful side of the spectrum which dilutes the overall purpose. The brand has the capability of offering a penetrating critique of Pakistani society, but for some reason they are slowly moving towards holier-than-thou, hollow activism. </p> </div> </div>   <div class="template__footer clearfix modifier--open px-1"> <div class="my-2 clearfix">  <button class="social social--button float-left pr-1 " aria-hidden="true"> <a data-fb-count-url="http%3A%2F%2Faurora.dawn.com%2Fnews%2F1142438" onclick="return !window.open(this.href, 'Share on Facebook', 'width=640, height=536')" href="https://web.archive.org/web/20171222093548/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Faurora.dawn.com%2Fnews%2F1142438&display=popup&ref=plugin" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 16 16" class="_1pbq like"> <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 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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="6750"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Junaid</span> <span class="timeago comment__date caps size-four pb-2" title="2017-10-13T07:00:17+05:00"><span class="timestamp--time timeago" title="2017-10-13T07:00:17+05:00">Oct 13, 2017 07:00am</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>Bad ad for the left leaning population but their target audience is the conservative middle class that will find this a huge click factor. So probably not a bad marketing approach</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="6764"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">ABu Abdullah</span> <span class="timeago comment__date caps size-four pb-2" title="2017-10-13T23:35:55+05:00"><span class="timestamp--time timeago" title="2017-10-13T23:35:55+05:00">Oct 13, 2017 11:35pm</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>Taniya Hasan, I think you miss the point in the ad - and, sadly, your flowery language did compensate 'lack of understanding' on your part.</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="6766"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Tabish alvi</span> <span class="timeago comment__date caps size-four pb-2" title="2017-10-14T10:39:04+05:00"><span class="timestamp--time timeago" title="2017-10-14T10:39:04+05:00">Oct 14, 2017 10:39am</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>Disagreed with your preaching ... would have been better if you would've not taken the 'I' think and I feel approach and maybe done some peoples poll ... to get the post campaign analysis .. you represent a reputable and a responsible medium . .. so you should act responsible .. that's how 'I' feel . .. oops did I just said 'I' ...</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="6767"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Tabish alvi</span> <span class="timeago comment__date caps size-four pb-2" title="2017-10-14T10:41:29+05:00"><span class="timestamp--time timeago" title="2017-10-14T10:41:29+05:00">Oct 14, 2017 10:41am</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="6768"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Tabish alvi</span> <span class="timeago comment__date caps size-four pb-2" title="2017-10-14T10:46:54+05:00"><span class="timestamp--time timeago" title="2017-10-14T10:46:54+05:00">Oct 14, 2017 10:46am</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>Don't agree with you preaching ... would've been better if you could've not taken the 'I'think and I feel approach and gone with a people's poll for that matter ... maybe a post campaign analysis ... that's how 'I' think and I feel .... oops did I just said 'I' ...</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="7073"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Kaleem</span> <span class="timeago comment__date caps size-four pb-2" title="2017-11-11T22:14:27+05:00"><span class="timestamp--time timeago" title="2017-11-11T22:14:27+05:00">Nov 11, 2017 10:14pm</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>U know.... This ad was really a slap. Nice work done Vital Tea. And sorry to say Ms Taniya u better have some understanding of. Regards.</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="7074"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Basit Khan</span> <span class="timeago comment__date caps size-four pb-2" title="2017-11-11T23:29:38+05:00"><span class="timestamp--time timeago" title="2017-11-11T23:29:38+05:00">Nov 11, 2017 11:29pm</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>thanks for promoting more this ad. the uncle has done a great job. and BTW cold drinks are poison</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="7077"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">foxtrot</span> <span class="timeago comment__date caps size-four pb-2" title="2017-11-12T09:37:39+05:00"><span class="timestamp--time timeago" title="2017-11-12T09:37:39+05:00">Nov 12, 2017 09:37am</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>The message in this ad is beautiful and heart-touching. Taniya, if you are offended by the so called 'preaching', please don't turn it into a mud-slinging campaign; targeting and judging people with your favorite slangs like 'proverbial phuppa'. Being a Pakistani, I feel proud of this new marketing strategy, which, at least, is breaking the stereotypes in which women are being objectified for their tone and body hair. Peace !!</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="7081"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Osama ali</span> <span class="timeago comment__date caps size-four pb-2" title="2017-11-12T23:10:18+05:00"><span class="timestamp--time timeago" title="2017-11-12T23:10:18+05:00">Nov 12, 2017 11:10pm</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>Lol means seriously that is perfect ad . How you manage to get offended by this ? Girl I see real talent in you . You have potential to be next Sharmeen Obaid-Chinoy Hope my comment don`t fall in category of harassment because I am commenting with out your permission . #JustSaying.</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="7082"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Shahzad</span> <span class="timeago comment__date caps size-four pb-2" title="2017-11-12T23:27:43+05:00"><span class="timestamp--time timeago" title="2017-11-12T23:27:43+05:00">Nov 12, 2017 11:27pm</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>Tania Hassan, as a marketing graduate I think this ad is perfect in all aspects and it is truly connecting to the target audience. As far as your fast food type of analysis is concerned, I will only say grow up and have some guts to appreciate some good work. At least someone is trying to bring us back to our roots. ?</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="7104"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Fatima</span> <span class="timeago comment__date caps size-four pb-2" title="2017-11-15T05:06:20+05:00"><span class="timestamp--time timeago" title="2017-11-15T05:06:20+05:00">Nov 15, 2017 05:06am</span></span> </div> <div dir="auto" class="comment__body size-six clearfix"><p>All that old uncle said is right. For you ms taniya truth is always bitter</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__header"> <h2 class="widget__title modifywidget-title-off"><span>Desk Mrec Top</span></h2> </div> <div class="widget__main ">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="max-width:300px;max-height:250px;text-align:center;margin:0 auto;overflow:hidden;"> <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> </section>   <section class="widget theme widget-poll " data-type="poll" data-id="524"> <div class="widget__header"> <h2 class="widget__title 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