2.

Find three print ads or TVC’S, focusing on

In a world where every ad gives you a ‘yeh dekha hua hay’ feeling, it is difficult, if not
impossible, to break the clutter. The marketing landscape has become saturated with ‘me too’ ads
that leave audiences feeling as if they were trapped in a badminton match. Most potential buyers
give up and become desensitized to whatever messages are thrown at them. However, every now
and then, you see an ad that becomes the flickering flame at the end of the tunnel and the
optimist in you starts to believe that there is still some creativity left in the advertising world.
Herewith are the top five ads that made me sit up and pay attention – if not cry tears of joy

BRAND: Shan Salt

https://youtu.be/L2NaYAb04UM
Campaign: Zarra Zarra Khalis
Message: Shan Salt makes everyone a better human being.
Effectiveness: Kudos to Shan Foods for finally realising that ads which feature hands only will
not get them the love every brand dreams about. After Shan Stories, the brand has come out with
yet another campaign that tugs at the heartstrings, albeit gently. Although the story doesn’t give
you a ‘never seen before feeling’, it does make you praise the smart play of words and the
placement of the typical subcontinental one-liner, that often serves as a pledge of loyalty, ‘apka
namak khaaya hay’, creatively. ‘Agar saaf khayeingay, toh jo bhi khayeingay sukoon se
khayeingay’ almost seems like a jab at Pakistan’s current political scene (I’m hoping it is); if this
is what Shan was aiming at, then they have won my and everyone else’s – who appreciate the art
of subtlety – respect. The ad is a breath of fresh air from the typical ‘families breaking into a
synchronised dance because the salt made food so lazeez’ ads.
Verdict: It’s a yes from me!
BRAND: Kenwood
https://youtu.be/wL94ddTXsaE
Campaign: Kenwood Inverter AC
Message: Less perspiration, more (smart) conversation.
Effectiveness: Many AC brands have portrayed the man-in-hot water situation, but Kenwood
has taken the game to level Nawazuddin. The slice-of-life TVCs show the dynamics of a married
couple in different settings. Nawazuddin does a brilliant job of playing the chatty husband who
gets himself into trouble with his wife (played by Ayesha Khan and who by the way, gives
Nawazuddin a run for his money). Kenwood’s latest ad in the series shows the husband over-
sharing the fact that the biryani their guests can’t stop raving about was cooked by their maid,
and not by his wife. Ayesha’s murderous glares and Nawazuddin’s desperate attempts to make
up for his blunder only to make matters worse, leads audiences to a few genuine giggles. The
insights are on point, the expressions are priceless and the nok jhok is highly relatable.
Verdict: Brand love is just around the corner.

BRAND: Bakeri Nankhatai

https://youtu.be/PAKwouPK_jE
Campaign: Yaadoun Say Juda Khasta Maza
Message: Nankhatai takes you back to your childhood.
Effectiveness: The serving size is two minutes and some seconds but the side-effects include
taking you back to bachpan and grinning to yourself. Yaadoun Say Juda Khasta Maza seems like
a compilation of ‘If you are a 90s kid’ memes and although neither the storyboard nor the jingle
offer much wow, the TVC does throw you into a vortex of nostalgia. Although not exactly hum-
worthy, the jingle does a decent job of reminding you of all the high points of your childhood if
you grew up in Pakistan in the 90s.
Verdict: Almost there.