Mr Akhtar : "Khamoshi Ka Boycott Ad Campaign" Downs "Uth package Ad Campaign" & "JAZBA Ad Campaign" in Creativity!

A prototype of societal marketing concept." Khamoshi ka Boycott" , the ongoing uprising rendered this idea and it became the the next campaign for Djuice-who are raring to get the youth segment with Ufone on the other side of the rope pulling for the same.This campaign further reveals the strategy for both the companies - Djuice opting for branding benefits and Ufone for functional benefits

PAK BRANDS reviews the actions taken by the brand team and thereafter we will discuss them.

PAK BRANDS : Khamoshi ka boycott ad campaign : TIMELINE

• Feb 19th : The first ad asking viewers to raise voices via sms against cheating goes on air
• With in a Week : OOH was apparent in the footpath gardens which showed a bunch of people led by shahzad roy screaming on a loud speaker.Similary hoarding on light poles were placed.These hoardings were placed in pair of the same colors but one in urdu and other in English.In total,there were 3 pairs of three different colors.
• Feb 22(3 days later): The second ad asking viewers to raise voices via sms against parchi system at jobs goes on air
  
  
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• Feb 24(1 week later): A youtube video by the company itself is put out which shows the motive of marketing team behind this campaign
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• March 8th(2 weeks later) : On women's day(notice the timing) , eve teasing ad rolls out.
• March 12th(after less than 3 weeks since it's implementation): Brand Team pulls back the OOH posters of shahzad roy ,mahira and their group screaming on loud speaker from the roundabouts.

PAK BRANDS : Khamoshi ka boycott ad campaign

• Around 5th April , campaign changes its gears . Khamoshi ka boycott rolls out an ad which does not show any social problem but shows a collage of previous djuice ads with the tagline : khamoshi ka boycott. IS the Djuice campaign banned ? May be
  
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LEARNING FROM THE TIMELINE

PAK BRANDS : Khamoshi ka boycott ad campaign

Within two weeks they rolled 3 ads in which two of them had stars : Shahzad Roy and Mahira. Both of these were good picks especially Shahzad owing to his anti-polictial songs.And also, OOH revealed within a week after the first ad is eye catchy.Another tip for learning is the placement of hoarding on poles which were in sequence, one in Urdu and one in English and so on.

Digital: where is digital advertising except posting videos on youtube?

Telenor still in the lead , has upstaged Ufone's bombardment at least artistically.But how engaging is the campaign , well , it is to be frank , even though if you are not a telenor sim holder the ad at the end when it's asking the consumers to sms their voices does leave the viewer thinking for a split second. Was this the objective of this campaign? Will this split second engagement lead to sim sales? Let's wait until the 2nd quarter results are out.

Do you like my work and passion ? Share my CV with your HR for a marketing position or an internship : http://goo.gl/JSyd7or contact me at i.arsalan@hotmail.com

PAK BRANDS : Khamoshi ka boycott ad campaign