As the bells toll…
In memory of my special friends.The 6-7 year old kids taught me so much. I hope one day, i get a chance to return and work for special children.
As the bells toll, cloud of angels filled the hallways
filling its murkiness with sun-drenched smiles
Branded, cherished, admired and loved
Everyday I walked down the passage with a pleased self
Everyday a fright hit my senses,
trembled my soul and left me dead….
Fright, not from an ogre
Terror, not of a tremor
Dead not my soul, just ma heart, my core…
There was no blood on the ground, no screams in the air, no distressing memories in the mind…
just an awkward silence,
an appalling silence
I could see those pretty faces, those radiant eyes, and those elucidating expressions…
But there were no words,
no statements
those little angelic hands, asking me questions, narrating me stories
and the seven colored beam fulfilling the unfulfilling inside
-July 2004
The unreal ‘testimonial’ ads by Ariel- PUKE!
Ariel’s ad agency is not brainy. Some good 2 years back they learnt the ‘user testimonial’ technique in advertising and they loved it so much that they decided to never part with it!
From that one fine morning, where advertisers realized how easy it will be to fool people by selling products using REAL testimonials, till today; we see aunties with stain issues telling the stories of their lives . They either got the product (washing powders, in particular) recommended from their mothers or their aunts or their neighbor’s daughter and now they use that wonderful mix and woohaaa their problems are solved. Some claim that they cant even live without it or imagine life without it! *pukes again*. On a separate note, somehow i never faced this apparently PRESSING issue while washing clothes. Did you?
The most annoying testimonial based ad campaign is by Ariel and i will like to share here. (This time its the saas (mother-in-law) who suggested) . Its a set story line used by Ariel on god knows how many ads.
http://www.youtube.com/watch?v=2TxDSN7UiZY
One request- please get over it
I love what Surf Excel has done with their ‘dadi -ek minute’ campaign. I have realized so many people use– ‘ek minute’ line, in the same tone, unconsciously. This is called GREAT advertising.
In Pakistan, testimonials have been used by detergents, banks, tooth pastes, soaps etc. They are all annoying in ways. For me, if you are paying a real person to speak about your product he or she will definitely love it and will talk no ill about it either.
I am all for using real people, real scenarios in advertisements. The concept that the ad messenger should be relate-able to your target market and paying a super model, super money is not the only trick to win consumer hearts, has happened for good. Its so comforting to see normal people in ads.
p.s. another set story line for detergents is the ‘challenge’ between two products on results and prices. So much for attacking competitors! We know that whoever is paying the bills for the ad will win!
One fine evening…
A couple of weeks back, I was invited to a reception by US Counsler for Public Affairs. It was a very new experience for me (to say the least). Not to mention, i had a hard time deciding, whether i should go or not!
When i entered this gentleman’s house i was received with much enthusiasm (maybe because i was the first Pakistani to be on time for a reception, ever!) I was handed a business card by any one i met (sounds ancient, i know). Thank god, i had mine to exchange. It was a fine evening, met some wonderful and most importantly new people, introduced what i do some 20 times, enjoyed ’American’ humor and of course food.
(wait, keep reading i have a point to make)
While i was driving back, all proud of myself for networking well, giving away some Google plus invites, exchanging business cards; soon i realized that one thing that was missing all through the evening was that i didn’t update my status on Facebook or tweeted even once or even sms-ed. Voila. Surprised right?
We had some twitter fanatics, a pod cast produce, some facebook stalker (a lot of them actually) but i didn’t see anyone fiddling with their phones and giving half attention to the person standing and talking right across.
I was so surprised to realize this. How come I didn’t feel the need to promote? In my head, I compared this event to another social media day networking event that I, with my team, arranged a month back. The difference between these two events was that most of the people on the later event were busy tweeting about it and talking to people through Facebook or twitter, instead of realizing the importance of human presence. The important skill of LISTENING was hardly there. There was little hunger shown by people on the event to cash the opportunity of talking to new people and learn from experiences.
Now there is a reason why i call myself , soon-to-be an anti-technology activist. We are losing the importance of human interaction and giving technology (which is a great tool to remind us of our awesomeness) the undeserved space in our lives.
Maybe, its very Pakistani too. We think so mighty of ourselves that we don’t want to go and be the first to start the conversation. We like doubting people’s intentions. Even at the Counselor’s reception, the least mingling kind was us Pakistanis.
The reason why this evening was special was because it was technology less.
Maggilicious- I love you
Please do not read ‘Maggi – i love you’. I hate Maggi noodles. They are an insult to taste buds. I am talking about Maggilacious, a social media campaign by Maggi. Conceived and created, as never done before in social media in Pakistan. It stands out because:
- Its an original concept- it introduces Nadaji and Ambreen as two main characters. Nadaji is new in Pakistan and Ambreen guides him in cooking food and gives out tips and recipes. The moment i saw these two nicely dressed characters, i fell in love with the campaign.
- Its conversational and focuses on engaging the audience. Its not another tag a picture, contest based campaign (no instant rewards!). They actually understand the concept of going social (wee heee)
Sunsilk – Introduced a product for Hijabans
Well, i was moved (being a Hijaban myself) to see a shampoo brand focusing and targeting the Hijabans. Yes, its Sunsilk Fresh and Clean
I was impressed to see how they ensured the sensitivity of women, who cover there head, by not showing the Hijaban flaunting her hair, after using Sunsilk. Not just smart targeting but a well thought out one too.
They are going out for a huge market across the globe. They tested the similar concept in Malaysia, almost a year back.
Sunsilk team also made a so-called style-icon for hijabans in Pakistan (chef and daughter of a famous chef) to do an annoying sales pitch on one of the morning shows.
I say good going!
Ramadanlization
Yes, Ramdan is just around the corner. I, for one love the spirit of Ramadan (not referring to the spirit shown on roads or by masses in Pakistan) If it was possible i would spent every Ramadan in Saudi Arabia. Reason: the true essence reflects in every person’s attitude. Worth an experience. Its anything but coated. Its feel pure.
So whats bothering me about this Ramdan, yes the commercialization of it all. When one switches through local TV channels, every product is on about how they care about us by giving discounts and free offers.
Worst is the channels themselves, convincing people to pick them over 20 other channels by starting different kinds of sufi- targeted programs. One message: We will make your Ramadan holier. Watch us!
Some products and TV channels are also advertising social welfare projects to appeal the overly emotional Pakistanis (just for publicity, ofcourse). You see never-heard-of social projects ’advertising’ to attract more chunk of Zakat (charity) by creating mind share.
Wait till the ‘we are having Aftar with the under privileged’ shows come on air. Or the ‘best places to have Aftar’ starts popping up in everyone’s conversations.
Its a little too overt commercialization for my taste.
Hello world!
I have been blogging for my work for good two years now. Yet, there is so much that annoys me that twitter, facebook, linkedin and even Google plus was not enough to satisfy my need for ‘saying it out loud’.
This blog will focus on about almost everything, mostly digital marketing. Some random rants about my life. Lets see where i take this. Worth a start.. every thing is. 
