MARKETING MANAGEMENT - IMC

EIGHT INGREDIENTS TO RUIN PAKISTAN’S AD INDUSTRY

By: Afzal Hussain

Why brands and ad agencies need to stop churning out formulaic advertising and opt for simple, yet effective, ideas.

I have been an advertising practitioner for over 17 years. I have worked in three different countries, serving 10
different markets.

I have worked with a leading local agency, a global network agency and a start-up.

I like to extrapolate trends based on similar occurrences I have observed in different markets. Let me share my observation
of Pakistan’s ad industry, and where I believe it is headed.

The eight secret ingredients of advertising in Pakistan

The first thing that struck me when I returned to Pakistan was how similar the advertising was – across brands and
categories. It seemed almost as if it was all cut from the same cloth and by the same tailor. I dug a bit deeper and found
eight ingredients that were used with remarkable consistency over the past 10 years, perhaps even longer. As with any dish,
the ingredients are usable in isolation, or in a combination. Here are my findings:

1) The celebrity
Celebrities are the comfort blankets of the Pakistani ad industry. You have a new brand to launch? Must use a
celebrity. Need credentialing? A celebrity will do it so much better. Has the celebrity already been overused in
every possible category? Does not matter, as long as people still like the celebrity!
2) The jingle
When we refer to ‘the jingle’, we are not talking about a simple background score, ident or signature tune. We
are talking about a full blown emotional advertising song. How will your advertisement achieve recall without
a jingle ringing endlessly in the consumer’s head?
3) The emotional melodrama
We are not talking about lightweight emotional content. We are talking about tearjerkers. Actors bursting into
tears of joy, a daughter-in-law saved from scorn and humiliation. A period of uncertainty, with the world
crumbling beneath the feet of the protagonist, only to be saved in a twist of fate by the brand.
4) The teacher learner
It doesn’t take too much imagination to figure this one out. A hapless, uninformed learner, who would endure
struggle were it not for the teacher who arrives just in time. The teacher solves the learner’s problem through
the brand (the real teacher) and saves the day.
5) The challenge format
Washing powder X can perform better than its substitute, as showcased in seemingly public brand trials. A
celebrity entering a home showing how his brand of toilet cleaner is so much better than acid.
6) The slice of life
Vignettes of an idealized consumer life. Images of a housewife happily serving food to a smiling family, or a
young man enjoying a perfect time with his friends. Smiles all around, courtesy of the brand.
7) The slapstick comedian
This is a relatively new one. A comedian adding a dose of humor to an otherwise boring marketing message.
8) The real hero
I like this one. A genuine hero, whose approach and attitude embodies the spirit of the brand being represented
in the advertisement.

There are exceptions. Some advertisements are just televised announcements. I do acknowledge there are some genuine
examples of brands trying to push the bar, although they are far and few between.

Where this is headed:

Brands are growing in Pakistan, and so is the advertising industry as a result. Ingredient-based advertising has certainly
contributed, and it is recognized in our local awards. While the major agencies and clients may believe ingredient based
advertising is good enough,

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I believe simple, idea-driven advertising will lead to better results and that the consistent application of the eight ingredients
for all brands and categories will lead to the advertising industry’s ruin.

Imagine if the restaurant industry of Pakistan lost its ability to create new dishes and started to limit itself to eight
ingredients, with a twist here and there. What would happen to it? Restaurant brands would quickly lose their charm and
turn into commodities.

I believe ingredient based advertising will lead to the rapid commoditization of the advertising industry – and although the
commoditization of advertising agencies is a global phenomenon, I believe it will happen faster in Pakistan. It is easier to
substitute a Pakistan-based agency today than it has ever been in the past. Let me list down some of the substitutes for
traditional agencies available today:

— Other agencies: With an unacceptable level of sameness in their creative output, it becomes an easy decision
to substitute one agency for another, barring an excellent relationship manager.
— Freelance creative specialists: Stunningly, agencies promote freelance specialists in an effort to deliver
‘better’ ingredient-based advertising. We have jingle specialists for the most memorable jingles. We have
slapstick comedians who take over the creative duties of creative agencies for major brands. If the freelance
specialists can do it better, why stick to the agency?
— TVC directors: This is another unfortunate trend I have observed. We have directors who have become adept
in formulaic advertising, and who can gloss over any conceptual deficiencies with excellent production values.
Why not cut out the agency when they fail to add value?
— The clients dictate the creative route: This happens when the agency loses the high ground to brand
managers, who in all fairness have become equally adept at putting together ingredient based approaches.
— Globalization: The scariest monster of them all. Globalization has arrived in Pakistan in a big way. Indian
creative is used extensively, as are global adaptations. While
— I agree that much of this is in line with regional brand strategies, I have served global brands in a different
market where my agency was successful in pushing back unnecessary regional reapplications on the basis of
strong local insights, and a strong local creative product.

A Brutally Simple Solution

It is unfortunate to see the advertising industry commoditizing itself. Clients have less to lose as they have an increasing
number of substitutes available to them. It’s a force in motion that will require a major force to reverse. The only viable
solution from my perspective is to drive communications through Brutally Simple Ideas. It is a well-researched fact that
Brutally Simple Ideas have transformed the world, something I can detail in a future article.

Let me share some examples of Brutally Simple Ideas that have transformed brands, and the reputation of advertising
agencies:

 The Peak Freens Pied Piper: Highly differentiated for the time. Worked wonders for the brand, and the agency as
well.
 Pepsi advertising during the early 90s: The brand managed to capture national sentiments in a brave and highly
differentiated manner. Again, worked wonders for the brand and the agency.
 Apple 1984: The campaign that launched Apple, the most valuable brand in the world today.

The need for Brutally Simple Ideas is a painful necessity for Pakistan’s advertising industry. It is easier to complicate
advertising through the mindless application of ingredients than to simplify. Simple ideas enter the brain more quickly and
stay there longer.

The industry should rise to the challenge, as we have observed from our counterparts across the border. It’s a brave new
future for advertising agencies in Pakistan.

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