Pakola: engaging with Pakistan's mighty hearts - The Dawn Of Advertising (1947-2017)

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class="text-3 px-1.5"> </span>   <div class="template__header clearfix modifier--open px-1 ">   <h2 dir="auto" data-layout="story" data-id="1143036" class="story__title text-7.5 font-light mt-6.75 "><a href="https://web.archive.org/web/20201025173040/https://aurora.dawn.com/news/1143036/pakola-engaging-with-pakistans-mighty-hearts" class="story__link "><strong>Pakola: engaging with Pakistan's mighty hearts</strong> </a></h2> <div class=" my-3.25"><span class="story__time text-3 text-black "><span class="timestamp--label">Published</span> <span class="timestamp--time timeago" title="2018-06-13T13:24:58+05:00"><span class="timestamp__calendar">13 Jun, 2018</span> <span class="timestamp__time">01:24pm</span></span></span> </div><span dir="auto" class="story__byline text-4 my-3.25"><a class="story__byline__link" href="https://web.archive.org/web/20201025173040/https://aurora.dawn.com/authors/3604/saniya-naqvi">Saniya Naqvi</a></span>  <div dir="auto" class="story__excerpt text-4 font-light my-3.25">Charting Pakola's brand odyssey </div> <div class="slideshow story__cover slideshow--main " data-slick="{"dots":true,"dotsClass":"slideshow__pager ","asNavFor":null,"cssEase":"ease","speed":250,"autoplaySpeed":2000,"slidesToScroll":1,"slidesToShow":1,"fade":false,"autoplay":true,"infinite":true,"responsive": [{"breakpoint": 767,"settings": {"slidesToShow": 1,"slidesToScroll": 1}},{"breakpoint": 575,"settings": {"slidesToShow": 1,"slidesToScroll": 1}}]}"> <div class="slideshow__slide slideshow__slide--first slideshow__slide--horizontal lg:w-full md:w-full w-full" style="">  <figure class="media media--uneven media--fill sm:w-full w-full media--no-margin-bottom "> <div class="media__item "><picture><img src="https://web.archive.org/web/20201025173040im_/https://i.dawn.com/primary/2018/06/5b20d31f89963.jpg" alt=""/></picture></div> <figcaption class="media__caption "> </figcaption> </figure> </div> </div> </div>   <div class="template__main clearfix modifier--open px-1 ">  <div class="slideshow hidden slideshow--fade story__cover slideshow--main " data-slick="{"dots":true,"dotsClass":"slideshow__pager ","asNavFor":null,"cssEase":"ease","speed":250,"autoplaySpeed":2000,"slidesToScroll":1,"slidesToShow":1,"fade":false,"autoplay":true,"infinite":true,"responsive": [{"breakpoint": 767,"settings": {"slidesToShow": 1,"slidesToScroll": 1}},{"breakpoint": 575,"settings": {"slidesToShow": 1,"slidesToScroll": 1}}]}"> <div class="slideshow__slide slideshow__slide--first slideshow__slide--horizontal lg:w-full md:w-full w-full" style="">  <figure class="media media--fill sm:w-full w-full media--no-margin-bottom "> <div class="media__item "><picture><img src="https://web.archive.org/web/20201025173040im_/https://i.dawn.com/primary/2018/06/5b20d31f89963.jpg" alt=""/></picture></div> </figure> </div> </div>  <div dir="auto" class="story__content overflow-hidden pt-6.75 mt-3.25"><p>Pakola was launched on August 14, 1950 and instantly became Pakistan’s favourite drink. How could it not? Here was a drink with a formulation that made it green!</p> <p>Mehran Bottlers have a strong vision for Pakola; they understand the love Pakistanis have for the brand. Pakola has become the essence of what defines Pakistan. The satisfying taste drives the loyalty of consumers at home while for Pakistanis abroad, Pakola evokes intense nostalgia whenever they see the brand.</p> <hr/> <h4 id="5b20d5074c08a">Pakola is a brand that evokes pride, love and patriotism. Pakola connects our hearts and minds with the national spirit. After all: ‘<em>Dil Bola Pakola!</em>’</h4> <hr/> <p>Pakola’s vision is to provide our consumers the world over with a variety of premium quality beverages that guarantee satisfaction while refreshing the national spirit. These efforts are indicative of the brand’s progressive attitude and a determination to continue the journey of being the drink of the people of Pakistan. In recent years, Pakola has revamped itself in order to appeal to younger audiences, both in terms of the message and the look.</p> <p>A recent example of Pakola’s new approach to create brand love was our 70th Independence Day campaign, where we launched limited edition Pakola cans along with a social media campaign ‘#PakolaAurPakistan’ and ‘#70thBirthday’. The cans paid tribute to the Quaid-i-Azam, while Pakistan’s flag and truck art motifs were incorporated on the cans, thereby emphasising the brand as being the drink of Pakistan. This resulted in people posting photographs on social media and creating a buzz online.</p> <p>Pakola is a brand that evokes pride, love and patriotism. Pakola connects our hearts and minds with the national spirit. After all: ‘<em>Dil Bola Pakola!</em>’</p> <p><em>Saniya Naqvi is Creative Manager, RG Blue Communications.</em></p> <p><em>First published in THE DAWN OF ADVERTISING IN PAKISTAN (1947-2017), a Special Report published by DAWN on March 31, 2018.</em></p> </div> </div>   <div class="template__footer clearfix modifier--open px-1 hidden"> <div class="p-2 hidden pb-2 mb-2 sm:block">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="max-width:728px;max-height:90px;text-align:center;margin:0 auto;overflow:hidden;"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1509519280329-0" class="ad__wrapper__slot" style="width:728px;height:90px;"> <script> render('div-gpt-ad-1509519280329-0') </script> </div> </div> </div> </div>  </div><div class="p-2 block pb-2 mb-2 sm:hidden">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="max-width:320px;max-height:100px;text-align:center;margin:0 auto;overflow:hidden;"> <div class="radWrapper rad--multi 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Pakola: engaging with Pakistan's mighty hearts - The Dawn Of Advertising (1947-2017) - Aurora