Tarang Bridges Lollywood Gap! - Engro Foods

We are familiar with the Generation gap and digital gap but what about the Lollywood gap - it has the same concept as generation gap but in a different context - Pakistani Cinema.

You are reading : Hero Bannay ki Tarang 2011 - Tarang Engro Foods

Entities work towards all these gaps by taking a stance, understanding each other's era, their values, and then taking actions to minimize it. But who's tried to minimize the Lollywood gap?

There are certain names available to us, oops sorry, “only a name" available - Mr Shoaib Mansoor. What about all other directors? Ms Sangeeta , Mr Noor and now Love main Gum Reema. Well, the star cast is still not relevant to the society as they seek charming new talented stars.

How about an idea, where a Brand takes on the role of minimizing this gap? A brand with the objective to revive the cinema!

You are reading : Hero Bannay ki Tarang 2011 - Tarang Engro Foods

Walks in the vibrant Tarang!

Tarang leads the share of voice on TV in the tea whitener category with their reality TV show "Hero Bannay Ki Tarang" . A talent hunt entertainment show where "mango people" participate and perform in front of three renowned judges. Last year, Tarang picked up three talented stars who are about to feel the industry of stardom. But this year, much more intimate to their brand positioning of “chai ka sahi Jor" , they are seeking a "jodi" who has a mass appeal in a new show "Hero Bannay Ki Tarang Sahi Jodi Ki Talaash".

You are reading : Hero Bannay ki Tarang 2011 - Tarang Engro Foods

“Last season, we were looking for a hero for Lollywood and all the three finalists were so good that the final cash prize of Rs1 million was shared by all of them. However, this time around we’re looking for a potential on-screen couple” said Ahsan Afzaal Ahmed, General Manager Engro Food.

Furthermore, this show will be hosted by Faisal Quresi with popular judges from the industry: John Rambo (Afzal Khan), Reema Khan and film director Syed Noor .

You are reading : Hero Bannay ki Tarang 2011 - Tarang Engro Foods

The show just doesn't end on choosing the best couple but “The winning couple of season two will get a free scholarship to formally study the art of acting in an international university whereas the runner-up couple will get to study the same at the National Academy of Performing Arts (Napa)" , Ahmed adds

A clear branding strategy with a social objective. “Hero Bannay Ki Tarang Sahi Jodi Ki Talaash” is already running on Ary Digital and PTV.

You are reading : Hero Bannay ki Tarang 2011 - Tarang Engro Foods

Tarang has a unique brand image in their product market of beverages classified into tea whiteners:

• Everyday : a family brand to which every family can relate to and trust
• Tarang : a vibrant filmi youthful brand which lets a hero come out of you
• Tea Max: low priced tea whitener for tea making vendors(Dhaabas)

But what can we expect from the brand in years to come? What could be there upcoming brand positioning pertaining to letting a hero come out of you?

• Building a sports hero - can it be on the same lines as Pepsi cricket academy
• Building a scientific hero - working with college based small projects to bring innovation in Pakistan
• Building a Business hero : a business competition for college graduates
• Building a casting agency : as Agg Tv has aag records
• Building a music hero: can it be on the same lines as ufone?

Or they can take up the "chai ka sahi jor" element in juxtaposition with various other "bonds" to establish a strong positioning.

You are reading : Hero Bannay ki Tarang 2011 - Tarang Engro Foods

Mehnat aur mazdoori Ka jorh : where they can work on a social objective to raise the earning of the labor by opening small training camps to improve their labor skills in collaboration with Aman Tech. And guess what, labor loves to drink tea!

Pyar aur Tuhaaef(gifts) ka jorh : This can impart celebrations ,emotions & bonding within a family as it would communicate that love needs to be shown through practical expressions and gifts. In different pieces of communications different ways of expressing love can be shared. Example: for a couple above 60 , it can be shown that their kids out of the blue arranges a marriage anniversary with family friends and surprises their parents. A couple in late 30s , the husband surprises the wife with a jewelry . A newly married couple in late 20s , where wife and husband can surprises with a bokay each day for a week prior to the marriage anniversary.

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