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Advertising
Final Report – Pakola
Submitted to: Ma’am Suman Valeecha
Submitted by:
Ayesha Khan (20161-21221)
Alveena Khursheed (20171-22731)
Abeer Imran (20171-22386)
Fabeeha Farooq (20171-22379)
Shams-ur-Rehman (20171-22322)

Submission Date: 18th April 2021

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TABLE OF CONTENTS

Contents Page no.

Introduction 3
The Basic Problem 3
Communication Strategy 3
Consumer Profile 4
Brand Positioning 5
Competitive Analysis 6
Situational Analysis 10
SWOT Analysis 11
PEST Analysis 12
Advertising Strategy 12
Creative Strategy 14
Media Plan 16
TVC Storyboard 18
Print Ads 28
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INTRODUCTION
Pakola was the creation of seven brothers from the Teli family of Dhoraji in India who migrated
to Pakistan in 1947. The idea of Pakola came from its founder Haji Ali Mohammad, who
dreamed of developing a drink that portrayed the true reflection and taste of Pakistan. In order
to pursue his dream, Haji Ali Mohammad opened a small factory with only two machines at
Lawrence Road in Karachi with Pakola Ice-cream Soda being the initial product.
The drink was launched at Pakistan Air Force Base on the anniversary of Pakistan's
Independence, 14 August 1950, in the presence of the first Prime Minister, Liaquat Ali Khan.
Pakola being one of its kind was the first carbonated drink in Pakistan, and the only locally
produced carbonated drink that was exported as well. It was considered as the national
Pakistani drink depicting patriotism and affection through its color, flavor and unique taste. The
green drink used to unite people based on their different ethnicities, cultural values and norms
While in recent years, Pakola has lost the brand image it had for the young customer segments,
The last campaign Pakola ran was their 70th Independence Day campaign, where they launched
limited edition Pakola cans along with a social media campaign ‘#PakolaAurPakistan’ and
‘#70thBirthday’.
Also, the last TVC Pakola published was in 2017, which didn’t focus on new product extensions
Pakola had. Due to the lack of advertisement and promotion, Pakola’s target audience has been
shattered and shifted to other drinks in the industry

THE BASIC PROBLEM

The major setback Pakola is now facing is lack of relevance, the lost patriotic brand image
associated, a sense of nostalgia, a sense of belonging and a sense of community. All of this
should now be revamped through Pakola’s new advertisements and media channels. Pakola
being one of the oldest brands of the market should be easily recognizable and have a strong
brand image
Pakola as the product needs to define again the patriotic feel through symbolism, its emotional
strategy of Pakistan’s iconic history, being the first the iconic drink of Pakistan after its
independence
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COMMUNICATION STRATEGY
We are using Affective Strategy from the facet communication model as it focuses on the
consumer through emotional appeal. The brand name ‘Pakola’ itself is special. Its unique green
color brings out the true patriot in us. Thinking of a green colored drink only makes one recall
Pakola. Also, in short, Pakola’s patriotic messaging mixed with its locally derived flavor provided
Pakistanis with the identity they could identify themselves with, despite their diversity and
differences.

CONSUMER PROFILE
 DEMOGRAPHICS:
AGE: The primary target is people between the ages of 15-30 because these are the people
who are active users of carbonated drinks.
The secondary target of Pakola is people above 30 years of age.
GENDER: Male & Females.
SOCIAL CLASS: our primary target would be lower, lower-middle, middle and upper-middle
class and secondary target would be people belong to upper class.
INCOME: 15000 and above monthly.
OCCUPATION: Students and people belonging to any occupation.

 GEOGRAPHICS:

COUNTRY: Pakistan
CITIES: All major cities of our country.
LANGUAGES: Primary target would be the people with who speak Urdu, Sindhi, Punjabi and
Balochi as these are the common languages of Pakistan.
SEASON: Spring and summers.

 PSYCHOGRAPHICS:

PERSONALITY: primarily Pakola targets those people who are emotional and patriotic and take
pride in things made in Pakistan.
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On secondary level Pakola targets people who like the unique taste of ice-cream soda over the
normal taste of other carbonated drinks.
INTERESTS: People who value time spent with friends and family, who like to celebrate every
occasion.
LIFESTYLE: As we are trying to revive the brand in mind to young generation so our primary
target will include people who are students or in the early stages of their professional lives. In
terms of life cycle it includes those who are still living with their families i.e. dependents, who
have their own household but have no children i.e. pre-family stage, and those who at least
have 1 child i.e. family stage.

 BEHAVIORAL FACTORS:

USAGE: Medium to heavy users of carbonated soft drinks.

LOYALTY: users can switch to other brands if they are easily available to them.
BENEFIT SOUGHT: unique ice-cream flavor of carbonated drink is the main benefit.
BUYERS READINESS STAGE: they know about the existence of brand and they show likeness
towards the brand.

BRAND POSITIONING
Pakola positioned itself more than just a beverage when it was launched in 1950. With its
name, a shortened version of Pakistani cola and its green color and logo is similar to the flag of
Pakistan. It was packed and symbol as indigenous cultural symbol unlike other none
commoditized drinks like nimbu pani and lassi Pakola was uniquely Pakistani drink.
BRAND ESSENCE
The major selling idea and the brand essence of Pakola is that it is a national drink that is made
in Pakistan, by Pakistani’s and hence a drink that is connected with patriotism
IMPORTANT FEATURES
Pakola unlike all the other carbonated drinks can be used in combination with other elements
to form a new unique taste drink.
People in Pakistan use pakola to make milk shakes and they also use it in combination with
Rooh afza. The beauty of pakola is that it can be placed anywhere with any other drink to form
a new unique drink.
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KEY BENEFITS
Key benefit is that it’s Pakistan first owned drink also made in Pakistan.
It's a brand for young, energetic and patriotic consumers.
UNIQUE SELLING PROPOSITIONS
1. it’s a brand made in Pakistan for Pakistani people that’s why there is a lot of attachment
between consumers and pakola drink.
2. Pakola has unique flavor’s and ability to diverge into a new drink when use in combination
with milk, soda, rooh afza etc.
BRAND PERSONALITY
Pakola has young energetic and patriotic brand personality which can be observed in their
musical advertisements.
With emotional stability, it has made the image of being a unique drink still it can produce new
unique drinks.
REASONS TO BELIEVE
Pakola has created an emotional attachment with its consumers by telling audience that it’s a
Pakistani drink which is present in Pakistan since 1950s.

COMPETITIVE ANALYSIS
DIRECT COMPETITORS:
 PEPSI:

INTRODUCTION: Pepsi has been operating in Pakistan for over 40 years being launched in 1979.
Within 10 years of entering into Pakistani market Pepsi overtook coke as the leading Cola
brand. In late 90s Pepsi held 80% share of Pakistan’s carbonated beverage market making
Pakistan one of the most important global market (with Muslim majority) for Pepsi. Currently it
holds 65% share of Pakistan’s carbonated soft drinks market. In 2019 Pepsi has sold 240 million
cases of 24 bottles each in Pakistan maintaining its status of No. 1 soft drink brand here.
ADVERTISNG STRATEGIES: Pepsi represents celebrating life as a whole and has always had
young target audience. The advertising campaigns of Pepsi revolves around creating culture,
embrace individuality and leading an exciting life. It celebrates life on bigger platforms like
cricket and concerts and other music shows. In Pakistan Pepsi is the sponsor of “PSL” and
“battle of the band”. Some of the amazing advertising campaigns Pepsi has come up with in
Pakistan are mentioned below:
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1. “Lighting up lives” campaign was designed in way that it will emotionally appeal their
young target audience. Through this campaign Pepsi spread the message of helping
underprivileged community to live a better life. They spread the campaign through a
televised commercial, print media, out-of-home (OOH) advertising, and packaging, in-
store and digital campaigns in order to light up Pakistan 'one bottle at a time!'

2. In 2018 Pepsi came up with “choice of every generation” campaign and through that it
associate its brand with Cricket and music by using trending pop songs, famous bands
like vital signs and Kashmir and famous cricketers like Waseem Akram in their
advertisement.

 COKE:
INTRODUCTION: Coca-Cola is created by the Cocoa Cola company. It has been operating in
Pakistan for over 60 years under the license of The Coca-Cola Export Corporation. In 2010 CCEC
was acquired by Coca-Cola Icecek (CCI) a turkey based bottler of Coca-Cola. Currently it holds
35% share of Pakistan’s carbonated soft drinks market. And it is the second most famous cola
brand in Pakistan after Pepsi.
ADVERTISING STRATEGIES: Throughout the years Coca-Cola has been coming up with amazing
advertising campaigns in Pakistan. Coca Cola represents optimism, fun and happiness
celebrated in daily lives and all of its advertising revolve around this message. Some of them
are discussed below:
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1. “Karachi is Love” campaign was initiated in 2019 to embrace the spirits of Karachiites.
The manifesto of the ad was sung by “Young Stunners” and represents the Charm of
Karachi and all things it is known for. The TVC takes viewers on a fast paces visual ride
around the city and represents the diverse yet harmonious life of Karachi. This campaign
has been launched on all major media platforms, and posters were displayed around the
entire city with Coca-Cola’s special message for people of Karachi.

2. “Share a Coke” campaign was launched 2015 in Pakistan during Ramadan. The aim of
this campaign was to share the bottle with friends and family with their names inscribed
on it. For Pakistan Coca-Cola collected the most common relationship terms like Ammi,
Abu, Dost, Bhai, Nana, Nani etc. along with other common names.

3. “Coke Studio Pakistan” is also sponsored by Cola-Cola to “inspire moments of optimism

and happiness”.
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ADVERTISING CHANNELS USED BY COCA-COLA:

1. SOCIAL MEDIA: Coca-Cola is very active on Facebook and Twitter. On Facebook they are
trying to increase brand recognition and on Twitter it aims to engage consumers in
unique ways.
2. TELEVISION COMMERCIALS: TV is the common and main platform used by Coca-Cola in
order to expand its branding.

3. SPONSORSHIPS: Coca-Cola is known for its sponsorships for sports events like Olympics,
world cup etc. in Pakistan it is the sponsor of music program “coke studio”.

4. PRINT MEDIA: Coca-Cola is also actively involved in advertising its campaigns in

newspapers, magazines etc. moreover its ads can also be found in posters in different
shops and stores.

5. OUTDOOR ADVERTISING: in order to make sure that their message is seen by everyone
Coca-Cola is also actively involved in billboard advertising across the globe.

INDIRECT COMPETITORS:
 JUICES: These are generally considered more healthy and refreshing as compared to
the carbonated drinks. Many children as well as the adult market tend to prefer packet
juices. Strong brands in this market are Nestle, Tropicana, Minute Maid, Sheezan

 NESTLE: advertisements for Nestle Fruita Vitals and Nesfruta link the product to a
healthy lifestyle, full of positivity. It serves as a pure and healthy juice available in
the market and highly nutritious. It targets the emotions of consumer’s by
highlighting the fact that Nesfruta and Fruita Vitals can results in a more
refreshed mood, with more positivity. The colorful packaging reflects variety in
flavors which is also a point of attraction for the consumer. Therefore, its
established personality is of quality, purity and healthy.
 MINUTE MAID: It has positions itself as a juice with low calories. And the brand
takes pride in their pulpy juices. The media channels used by Minute Maid in
Pakistan are TVCs, Print ads, website and Billboards. The target audience of
Minute Maid are youngsters and young adults who shy away from fizzy drinks
and opt for healthy options in drinks.
 SHEZAN: target market of Shezan are young, energetic and health conscious
people. TVCs and print ads are the main mediums used by Shezan to
communicate with its customers.
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 ENERGY DRINKS: They have a similar target audience as of the carbonated drinks
market. They tend to focus on the teenagers and young adults. This is a rapidly growing
market in Pakistan with the introduction of many strong brands. The dominant player in
this market are Red bull and Strings.

 STING: PepsiCo has executed its Sting Activation campaign at PSO retail outlets
in Karachi, Lahore and Islamabad and carried out exciting and engaging brand
activation activities along with distribution of free chilled Sting Energy Drinks to
customers. Adding to the list of these on-going activities is a fun Go-cart setup
for customers to enjoy whilst taking selfies and amazing giveaways.
 REDBULL: The firm avoided usual methods of marketing and relying more on
what is called “buzz marketing” or word of mouth. Redbull associate itself with
extreme adventure-related sports like motor sports, snowboarding, and dance
music parties. RedBull then worked to ensure that their brand was visible on the
street, using pick-up trucks as mobile displays, painted blue and silver with a
giant can of the drink mounted on top of vehicle. Other than that it also
advertise through TVCs.

 FLAVORED DRINK SYRUPS:

 QUICE ICECREAM SYRUP: It can be considered as a competitor of Pakola

because of its ice-cream flavor. Quice is actively present in Social Media and
exploring its accurate advantages in form of delivering right message of
communications to all its Fans. On Facebook it also held lots of contests and
quizzes relevant to the product.

 INSTANT POWDER DRINK MIX:

 TANG: Tang splurged on a lot on TVCs (which centers on their mothers), outdoor
marketing and print ads on newspapers. The target market for tang is young
children.
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SITUATIONAL ANALYSIS
COMPANY ANALYSIS:
Goal:
The company aims to exceed their customer’s expectations in both taste and flavor by
providing premium quality products at market competitive prices.
Focus:
The firm needs to bring more focus on their management and organizational structure, the
performance of the business and their customer’s loyalty to the brand itself.
Culture:
Pakola’s core competence in the soft drink market of Pakistan is to create new and exciting
flavors that haven’t been done before. They should use this as their competitive advantage
over their competition in the market. Pakola creates unique flavors like Ice-cream soda, Apple
Sidra, Lychee and Raspberry. The firm has created a distinct personality for themselves relating
their products to the spirit of Pakistan, therefore its essential to improve countrywide and
international distribution for all variants of Pakola.

SWOT ANALYSIS
STRENGTHS:
1. It has been a contender in the beverage market of Pakistan for the past 62 years.
2. It has a wide range of extremely brand loyal customers across the country
3. The company owns an automated bottling plant
4. The firm’s customers perceive the brand as having unique flavors and variants.

WEAKNESSES:
1. The firm has not been that active in their marketing efforts, and much of their marketing
doesn’t provide a result.
2. The company lacks a strong organizational or management structure.
3. The firm lacks professional, dedicated employees.
4. The company’s distribution and logistics department is poor compared to other brands
of comparable size.

OPPORTUNITIES:
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1. The firm can explore the health conscious segment of customers and introduce products
that appeal to different lifestyle categories e.g. Sugar-free, etc.
2. The food industry has a higher growth rate than other industries in Pakistan
3. The rural markets are increasing their demand for various products such as carbonated
beverages, and more.

THREATS:
1. International market leaders like Coca Cola and Pepsi are leading the beverage industry
in Pakistan as well.
2. The constantly increasing price of sugar and sugar substitutes may lead to high
operational costs for the company.

PEST ANALYSIS
 Political Environment:
The beverage industry of Pakistan is facing political pressure and an increasing sales tax which is
currently 17%. Fortunately the FED on beverages may decrease from 13% to 11.5% and the
excise duty will be reduced from 12% to 6%. Tax evasion is also common in the beverage
sector.

 Economic Environment:
The beverage industry of Pakistan has been adversely affected by the availability of counterfeit
products and heavy taxation, but the two market leaders, Coca-Cola Pakistan and Pepsi Co
Pakistan, seem to be largely unaffected. Moreover, the wastage of water resources during
beverage production and the recent spike in sugar prices prompted by a lack of supply may lead
to higher costs of production.

 Social Environment:
Consumers in urban areas have recently adopted a more health conscious and diet conscious
lifestyle which has led to the decrease in consumption of carbonated and sugary drinks. Sales
are low in the rural areas as well because people prefer non-fizzy drinks like fruit juices, lassi,
sherbets, and teas over carbonated drinks like Pakola. The firm is working to remedy this fact
by improving their distribution channels to reach all the areas of Pakistan, and increase their
sales countrywide.

 Technological Environment:
The manufacturing process and production of carbonated beverages is not dependent on
technology, therefore the little innovation that is used in the industry has help speed up
manufacturing cycles and production time. Companies may increase their manual labor and
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mobile equipment supplies when seasonal demand increases, but adding automation and using
flexible machinery will increase the efficiency of the production process even more.

ADVERTISING STRATEGY
The main idea is to present Pakola as a national drink of Pakistan, our ad is based on the
strategy to remind youth that Pakola used to be the nation’s favorite drink but with the passage
of time this young generation has lost the essence of pakola. Our advertising strategy is based
upon the revival of the pakola in the mind of the consumer in an emotional patriotic way.
Advertising Appeals
Advertisement would stimulate interest and influence feelings through the feelings of
Patriotism and fun. With the help of the emotional creative ad, we want the consumer not to
only remember the taste of the pakola drink but also the essence it carries being a patriotic
Pakistani citizen.
Advertising Execution Format
This advertisement is subjected for a special patriotic moment. Why? the reason to execute this
advertisement on a patriotic moment is that the threshold for motivation of buying and drink
pakola has become really high and we can only achieve that threshold by the help of any
patriotic moment. On the day of 14th august, we the people of Pakistan are beyond patriotism.
This is the only moment to remind consumer that instead of buying drinks from other
producers, People should buy pakola because its Pakistan’s owned first drink.
Maslow’s Hierarchy
1. Physiological Needs – This is the basic need of hunger and thirst that is satisfied by Pakola.
2. Belongingness Need – Drinking Pakola means feeling a sense of belonging with Pakistan. It
gives a feel to the consumer that he or she is doing something really patriotic. It helps to enjoy
the fun times of life with the older ones because they were used to drink pakola.
Budget Allocation
The new budget to be allocated for the re-launch of Pakola would be Rs/-xx million.
The allocation of the budget to each medium is broken down below. Higher to lower values are
based on the importance of the advertising channel for Pakola’s ad.
Television 30%
Radio 15%
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Print Media 10%

Outdoor 20%
Internet 25%
Justification
The main objective of the advertising strategy is to make Pakola popular once again in the mind
of the consumer and this time, it must be embedded in the consumer mind that consumer will
never forget to decay the essence of the pakola drink again.
Why television?
Television is one vehicle that reaches a mass audience especially when commercials are played
during prime time, until now, television remains the most popular channel for advertisers to
convey their message to the audience.
Why Radio?
Radio is a supporting activity when you have Simultaneous TVCs playing. It might not be that
much effective in the urban areas but still in the rural areas, people use both Television and
Radio as a mode of fun, entertainment and also communication with the urban areas. These
are the two major vehicles that should be used by Pakola.
Why print media?
It is an undeniable fact that print media is losing its essence with the passage of time but still it
has some impact over the 90’s generation. The reason to choose this channel to convey the
message to the older generation because we don’t want to miss any audience.
Why Outdoor?
It is important to show the physical presence of the brand or else it will get difficult for the
consumer to believe that the brand exist in reality, if we only keep the brand to virtual channels
then there are high chances that consumer start believing that it’s just an imaginary brand.
Why the internet?
The Internet is the actual difference creator between the older generation and the younger
generation. A mass audience from the youth now spend the majority of their time over the
internet which includes both browsing and social media applications. Also, social media
marketing is less costly as compared to the other channels and it’s a great way to stay in the
mind of youth by making them believe that pakola is not only a brand for 90’s people but it is
also suitable for the youth of Pakistan.
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CREATIVE STRATEGY
Campaign Theme:

Our campaign aims to reinforce the message of a united and patriotic Pakistan with the help of
a common favorite drink Pakola to connect with people of all ages. The message will help
recreate the magic of Independence Day for the youth and old.

Big Idea:

Pakola helps unite Pakistanis and reignites the love for their country because it is the drink of
Pakistan.

Appeals:

Since Pakola has been perceived as the national drink since its launch in 1950, we can play on a
rational appeal of the drink.

Moreover, the drink’s name associates to Pakistan and the essence of Pakola relates to every
Pakistani’s identity no matter where they are in the world. The green color of the beverage is
appealing for the youth while the emotional tinge of the campaign helps us play on the
emotional appeal as well.

Message Objective:

Our campaign for Pakola will use the affective strategy since we want to bring the brand to the
forefront of attention for a young segment of buyers who may not choose it as their first
preference. The brand is currently failing to have significance in the eyes of young consumers
due to powerful competition in the market. This campaign will help remedy that as we aim to
connect to customers with the message of patriotism and how Pakola has been a mainstay
during the history of Pakistan.

Heart Strategy:

The campaign will make use of the heart strategy to incorporate soft selling techniques and a
dramatic retelling of the history of a national holiday to create a connection between Pakola
and Pakistanis of all ages.

Insight:

Today’s youth is no longer interested in festive traditions like Independence Day, Defense Day,
and more because they have lost their message and essence over time. We want to revive the
spirit by using Pakola as the drink that both the youth and their older generations can relate to
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loving. Pakola has a small but loyal base of customers that struggle to find the product
everywhere due to poor distribution.

Pakola’s patriotic messaging mixed with its locally derived flavor provided Pakistanis with the
identity they could identify themselves with, despite their diversity and differences. Pakola is
related to the nation as it was launched on first Independence, aligning the brand idea with the
idea of Pakistan.

Execution:

Our campaign uses an emotional appeal with a relatable storyline depicting Independence Day
and the bond between grandchildren and grandparents.

Message Approach:

The ad uses a simple approach by using a storytelling format with scenes of the present
intermingling with flashbacks of an era gone by. The ad subtly depicts how Pakola has been
there through it all, and can be a mediator between different generations to relate to the spirit
of patriotism.

Message Format:

We will be using an open ended format where we won’t directly ask customers to buy Pakola
but our ad will include enough visuals and emotional connections to get the message across.
Our main motive will be to revive old traditions.

Freud’s Implications:

The campaign will involve the use of Freud’s implications such as Perception to deliver the
message using subliminal cues in the form of subtle product placement throughout the setting
of the ad. Moreover, we will use patriotic colors like green and appeal to the gratifying id by
using food shots and familiar music such as the national anthem. The use of geographic
targeting helps reinforce the idea that Pakola is the drink of Pakistan.

Promise:

Pakola is a refreshing and sweet drink that every heart craves. The green colored beverage is
made even more popular with easy availability and unique flavors that encourage a fun and
energetic mood.

Evaluation of the Campaign:

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After 4 months of running the advertisement on air, radio, and print advertisements in various
newspapers and magazines, we’ll evaluate the effectiveness of the campaign in achieving the
advertising objectives.

We’ll do this by conducting a short survey in 10 universities across the country in the target
cities. We’ll also take feedback from customers through Facebook by selecting a panel and
asking them their feelings about the campaign. Lastly, we’ll calculate views and evaluate
feedback and reviews on local websites and blogging sites.

MEDIA PLAN
MEDIA OBJECTIVE:
Media objective is to revive Pakola in the minds of the consumer and to depict it as Pakistan’s
drink so that when a customer thinks of Pakistan or any occasion of Pakistan such as 14 th
August, Resolution Day or any other day, Pakola come into their mind immediately.

MEDIA STRATEGY:
TVC: TVC will be aired on 14th August 2021.
This ad will play on 14 th August, Pakistan Resolution Day, Labor Day, Defence Day, Birth
Anniversary of Quid-e-Azam and Iqbal Day. Ad will run in the morning, afternoon and evening.
Vehicle: GEO news and drama, Geo super, ARY Digital, ARY music, Express entertainment, Hum
TV,
Social media: Ad will be posted on Facebook, Instagram, Youtube and Twitter. Through these
social media platforms we will target young audience and will make introduce them to Pakola
once again. To engage the audience on social media we will also run a campaign in which we
will ask audience to think and give us the best and unique Pakola drink recipe. We will choose 3
best drinks made from Pakola and then we will give them gifts.
On youtube we will run skippable ads.
Vehicle: Facebook, Instagram, Youtube, Google ads, Twitter and blogs
Print ads: Print ads will be printed in the most read newspapers of Pakistan such as DAWN, The
news, Daily jang, Daily Times, Young World etc.
Influencers: We will also send PRs to influencers on the special days of Pakistan. For paid
promotion we will hire bloggers and influencers. They will be asked to make a video of their
own related to Pakola and also post original Pakola campaign on their page.
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Media Vehicle Timing

Television Geo news Prime Time
Geo super 9pm to 11pm
ARY digital 8:00 pm to 9:00 pm
ARY music Prime time
Express entertainment 9pm to 11 pm
HUM TV 8:00 pm to 9:00 pm
Social Media Facebook 8 months active use
Instagram 8 months active use
Youtube 6 months active use
Twitter 6 month active use
Google ads 6 months active use

Newspaper DAWN Weekdays

The news Weekdays
Daily jung Weekdays
Daily times Weekdays
Young world Weekends

MEDIA IMPERITIVES:
It includes 3 media:
1. Paid media
2. Owned media
3. Earned media

Paid media: We will pay to the channels of paid media. There will be online paid ads and also
offline paid ads. Online paid ads include Google ads, Instagram ads, Mobile, Facebook ads, Paid
influencer. Offline ads include TV ads, print ads and sponsorships. Benefits of paid media are
that it is now the demand of consumers, we can control this media and also it has immediacy.
Owned media: Channels of owned media are those that we have a control on. Owned media
includes website, blogs, newsletter, social media channels. Owned media enables us to cater
niche audience and it is cost efficient along with longevity.
Earned media: Earned media is the one in which customers become the channel. It includes
reposts, reviews, shares, mentions brand advocacy and blog coverage. Earned media is key
player in generating sales and it increases credibility of the brand.
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PRINT ADS

TVC STORYBOARD
Campaign big idea: Revival of the idea of Pakola as the national drink of Pakistan + nostalgic
appeal
Tagline: Pakola – The Taste of Pakistan
Cast: Grandmother, a young grandson and a young granddaughter
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Supporting cast: Daughter-in-law, flag seller, flag buyers, grandmother’s mom and dad, other
miscellaneous actors.

Scene 1:
The ad opens up with a wide shot of a large home. Camera moves inside to the lounge area.
A grandmother is sitting on a settee. A table in front of her has a Pakola bottle with some of it
poured into wine glasses.
A young boy and girl run up to her.

Boy and girl together: “Dadi!”

Boy: “Kal mein apne doston ke saath bahir guzaarun ga.”
Girl: “Mera bhi lunch ka plan hai.”
Grandmother: “Lekin kyun?”
Boy: “Daadi kal 14th August hai. Independence day ki party tou banti hai!”
Grandmother: “Oho acha. Humare wakt mein tou alag hi tareeqa tha ye din mananay ka. Wou
puraney dost, wou jhandiyan, wou jashn ka samaa. Baat hi kuch aur hoti thi.”
Girl: “Dadi aap log kese independence day manatay thay?”
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Scene 2:
Grandmother’s voice in background:
“Chauda august ki alag hi baat thi. Har jagah log haray kapron mein hotay thay”
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“Jis se milo aapko galay laga ke bolta tha jashn e azaadi Mubarak”

“Ghar mein jhandiyan lagana tou laazmi hota tha.”

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“Hum log bazaar jaa jaa ke matching ke joote kapray aur jhanday le ke atay thay har baar.”
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“Ghar mein aik taraf ammi jaan mazy mazy ke khanay bana rahi hoti thi aur doosri taraf abbu
jaan tape recorder main naghmay sun rahe hotay thay.”
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Scene 3:
Fade back to present. Grandmother sitting with gloomy expression.

Grandmother: “Hum har saal 14 august bohot jazbay sy manaty thay kyun ke humein yaad tha
ke ye mulk kitni mushkilon se humney jeeta tha. Aaj kal tou sab bhool gaye hain.” *sighs*
Kids: Daadi ab tou wou baat nai rahi kyunke wou wakt hi nai raha.
Grandmother: Lekin beta Pakistan tou wohi hai na.
The children are looking at each other with confusion.
Grandmother looks at her grandchildren and her face lights up.
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Fade out.

Scene 4:
Patriotic tune in the background.
The grandmother is decorating the outside of their home with paper flags. Her daughter-in-law
brings a tray holding Pakola and glasses and sets it on a table.

The grandmother then brings the children from inside covering their eyes with one hand each.
The boy and girl remove the grandmother’s hand and are delighted to see the decorations and
patriotic scene in front of them.

The grandmother, kids, and the kids’ mother are shown waving flags with a glass of Pakola each
in their hands.
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Girl: “Daadi, hum ehad karte hain ke hum apne mulk ko wou mulk banayein ge jo apne itni
mehnat kar ke haasil kia tha.
Boy: “Mein bhi apne hum watno ke saath mil ke iss mulk ko behtar banaun ga.”

Grandmother smiles and embraces both the children.

Scene 5:
Grandmother and grandchildren sitting and talking while drinking Pakola.

Slow fade out with a background voice: “Ao ehad karain. Hum Pakistan ko phir se jor ke aik
banayein ge. Hum phir wohi jazbay ko jagayein ge.”
Visuals of Pakola products come on the screen. Products will include Pakola soft drink bottles,
Pakola cans, Pakola milk, and Pakola syrup.
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