6/11/2020 ADVERTISING

MASS COMMUNICATION

SUBMITTED TO: MS. ZIL E HUMA

SUBMITTED BY: LAIBA ISRAR SHEIKH
ROLL NO. # 17271516-033
TELEVISION COMMERCIAL:

A television advertisement also called a television commercial, commercial, ad, TV advert or

simply an advert) is a span of television programming produced and paid for by an
organization.
It conveys a message, aimed to market a product or service. Advertisers and marketers may
refer to television commercials as TVCs.

ANALYSIS OF PAKISTANI TELEVISION COMMERCIALS:

The advertising trend of Pakistani Media has totally transformed with the passage of time and
with all the technological developments. Earlier, when there were a few number of media
channels been broadcasted on our television sets, the trend of advertising was also very
low-key.
Back in the 20" century, people were used to watch modest TVCs and used to sing
advertising.
Jingles like ‘Ay Khuda mere abbu salamat rahain’,
‘Bhool na jana phir papa, Norus lay kr ghar aana’ and
‘Cha’ay chahiye konsi janab?’.
Nowadays, all we watch at our TV screens during commercial slots is
‘Ariel! Ariel! Hu Hu!’
and that TVC with irritating vocals
‘Twisto ki pukaaaar, mujhay kheenchay bar bar’.
Apart from content, the messages being depicted in the commercials have also somewhat
standard and the characteristics of an effective advertisement are also being
diminished from our TVCs.

But, there still are few ads that are efficacious and entertain the audience along with
educating them.
My Analysis On Some Of The Most Viewed Pakistani TV Commercials

1. Brand: OLPER’S MILK

Message: Peace, Togetherness and Unity

Analysis:
The Olper’s television commercial is made with great creativity and concept. It is bringing
the Muslim cultures from around the world together in one bond. It is a commercial specially
made for the Ramadan so it is highly bent towards culture and religion. It shows people from
various communities performing their prayers, sehri and aftari. The ad beautifully highlights
values and traditions.
For instance it is screening the fact that the entire family is sitting together and opening their
fast.
The ad shows visual clips from Pakistan, Turkey, Kashmir and Palestine. This shows that the
brand Olper’s has taken into account a vast market. It is also a symbol of collectivity and
togetherness and peace this is what represents our society. The ad defines its product’s target
market in an efficient way; it features kids, adults and elderly as well.
One worth mentioning factor about the ad is that there is no direct dialogue between any of
the actors; still the ad is able to say so much to its viewers. It is clearly able to convey its
message to us. Although the theme of the ad is Ramadan, still it is highlighting the different
ways to use the product very well.
For instance the ad shows that Olper’s can be drank directly, it can be put in tea, it can be
eaten with cornflakes and is also being used to make pastries. This is a brilliant way of
positioning the product in the market. In one of the clips it is also showing hoe it is
distributed, a van comes in a market and is delivering the milk to the retail shops.

2. Brand: SHAN FOODS MASALA

Message: Always Feel at Home

Analysis:
The 3 minute Shan Foods ad is no less than an emotional ride.
The ad that beautifully depict the feelings of those who are living away from their home has
become an instant hit all over Pakistan. The whole theme of the ad to celebrate and cherish
the precious moments of life with love ones.
The three-minute long commercial, conceptualized by Ogilvy & Mather Pakistan, has gone
viral on social media. It tells the story of two brothers, living away from home and missing
family during special festival of Eid. The ad starts off with a sad-looking the younger brother,
who tells his elder brother how he misses home and his Ammi’s food.

The elder brother then sets out to give him a little taste of home, miles away from home in
what appears to be a city of Portugal. He heads to the local grocery store there, picks up fresh
goods along with Shan masalas and attempts to cook a delicious meal for Eid just like his
mother used to cook back home.
As the younger brother comes back, he is all surprised to find a home cooked dinner and his
mother on video chat on the dinner table.
Paired with impeccably timed music and visually enticing production value, this one by Shan
Foods is a real winner.
Those Pakistanis who are living abroad and had to live without Mother’s cooking know really
well how these masalas are lifesavers. Pakistani expats are particularly moved by the ad
more than local viewers.
“I live in Canada and no matter how many times I watch this commercial it makes my cry. I
even showed it to my ammi and we both cried together on skype. It reminds me of that quote
that we left our home to make our dreams come true and somewhere in the middle of the
journey going back home becomes a dream,” says an emotional Zeeshan Ejaz.
The new ad has brought in a beautiful, emotional genre of ad that connects more with the
audience rather than usual husband-wife ad or grand dance sequence ads.
3. Brand: GALA BUISCUIT

Message: Cultural Diversity and No.1 Choice

Analysis:
Recently, Gala released a DVC that came under the radar by Government officials and social
media brigade. The DVC of Gala features Mehwish Hayat dancing on ‘Mere Des Ka Biscuit
Gala’ with dozens of other dancers. The choreography by Saad Shaikh is ineffective and very
mediocre. Although Mehwish Hayat is a phenomenal dancer, she manages to give her best
but that couldn’t save the ad from being criticized by the masses and classes. Direction by
Asad U Haq looks very much inspired by the various Bollywood songs. The setup and the
background dancers remind of multiple songs. If you talk about the wardrobe, it falls flat and
does little to represent Pakistan’s culture. Ali Xeeshan is a known and respected name in the
field of fashion but God knows why he came up with such styling.
The TVC failed to portray the cultures of Pakistan and was a total disappointment on the
societal and moral values.
Also, another ad that featured various singers singing the track in different languages. That
was also nicely done. The idea of using various languages in an ad is not new now; many
brands have followed the same practice multiple times. So, the latest DVC of Gala featuring
Mehwish Hayat does not offer any newness to creative zing that can be looked upon. The
execution fails to correlate the product with the message and communication style. The ad
reminds of Tarang’s ads also, to the majority.
4. Brand: GLOW & LOVELY CREAM

Message: Glow For Everyone

Analysis
For the past many years fair and lovely advertisements
had been portraying fame and fortune related to fair and
beautiful women. In their advertisements they used to show that a
tube of fairness cream would bring them immense success and
fame. According to them the key to fame was simply and
miraculously a tube of fairness cream.

But after dropping the word ‘Fair’ from the product’s name in
an attempt to be more inclusive, Glow & Lovely’s first ad with
actress Mawra Hocane is now on air.
For the first time, a Fair & Lovely ad does not feature a dark girl
magically turning fairer after using the cream.
Glow & Lovely’s (Fair and Lovely’s new name) ad features actress
Mawra Hocane announcing the brand’s changed (new) name.
The move was a result of the ‘Black Lives Matter’ (BLM)
movement gaining traction globally after the death of African American citizen George Floyd.
Many brands were under the scanner for their racist imagery and messaging during this time.
In the ad, we see her visually illustrate how the name of the product has changed, although the
packaging appears to have stayed the same. Some codes of fairness cream advertising still
prevail. We see a graphic visual of the cream moving past the first layers of skin to create a
‘glow’ from within. However, we don’t see dark spots becoming lighter, or a skin tone
changing according to a ‘shade card’.
In the TVC models of different color tones
are used to portray that Glow and Lovely is
for everyone not for dark skins only with
a tagline “ Ab Har Chehra Karey Glow”.
Brand: BROOK BOND SUPREME (TEA LEAVES)

Message: Stay Together while Staying Apart

Analysis:
Brooke Bond Supreme has lately given you a heartening and comforting TVC in these tough
instances of bodily distancing. It goes with out saying that being bodily aside, we’d like one
another greater than ever now. The TVC is geared toward creating consciousness of emotional
unity and care among the many lots when they’re caught in a pandemic and their lives have
been completely remodeled.
The TVC engages the viewers and succeeds in portraying a much-needed message of staying
collectively (Exhibiting Apnapan) when many individuals round us are contaminated by
COVID-19 and live in isolation. The industrial additionally targets the truth that Coronavirus
sufferers must be stored in isolation till their restoration, however that doesn’t imply that we
cease caring about them.
It primarily encompasses a lady whose neighbour subsequent door is COVID constructive and
the way she takes care of his wants without sustaining any bodily contact with the affected
person. With minimal actors on board, the TVC imparts the good message of caring about
individuals round us who’re affected by the pandemic ultimately or the opposite while making
certain our personal security.
It delivers a particular idea of altruism and compassion that take small actions as expressions
of Apnapan to let the opposite individual know that we’re there for them in these harsh
instances and emotionally collectively.
Kudos to Brooke Bond Supreme for creating this stunning advert marketing campaign selling
the idea of staying collectively in instances of bodily distancing.