sunday bazaaaaar

Until a couple of years ago, Pakistani advertising was at a crossroads, waiting to make a right turn towards pushing the creative envelope to the next level; creating communication that was not only relevant but entertaining. Telecoms, FMCGs and other sectors had a good mix of campaigns catering to brand building and consumer promotion, and all the while there was a tussle to outdo each other’s communication. Then something snapped and the entire commotion came to a screeching halt. A cloud of stagnation settled on the advertising scene.
Now brands are either airing international versions of ads or we hear a constant stream of messages about low prices: Bachat bachat! Mujh say faida uthao! Apna hai bachat kay saath! 67 paisa’s for one minute! Creatively there are numerous ways to communicate affordability while maintaining brand appeal and image and giving a sense to the customer that his brand loyalty is justified; there is no reason to act like the brand is cheap.

I believe the lack of creative thinking is the father of this electronic Sunday bazaar where everyone seems to think that whoever shouts the loudest will sell his wares. Yet, even in this environment there are brands who are delivering creative campaigns that excite consumers and show the brand’s progression. All good campaigns follow similar principles. They don’t over complicate or look down on the consumer; they are based on brand insights and are relevant. After a lot of searching the following ads have inspired me.