Aurora Magazine

Promoting excellence in advertising

Why Taher Shah is a better brand than yours

Published Apr 19, 2016 10:40am
Every single brand health KPI you wish your brand had achieved to gain market leadership, Taher Shah has achieved.

First things first. I have not watched Eye to Eye’s in its entirety. I haven’t even clicked on any link sent to me about Angel. These two realities still don’t change the fact that Taher Shah is a better brand than any other one launched in the last few years. What difference does my viewing a YouTube video make to someone who has millions of followers anyway?

The truth is that every single brand health KPI you wish your brand had achieved to gain market leadership, Taher Shah has achieved. Let’s have a look at how Taher Shah outperforms your brand:

His product and marketing are disruptive
We know that no publicity is bad publicity. We know that in today’s social media driven age, word of mouth is a far stronger communication tool than advertising. Now think about it. How many people voluntarily talk about your brand at work? What is your brand? Just another packaged milk or sugar based drink or mobile phone package. We have tons of those and your brand does not stand out against any other. Now think Taher Shah. Even the busiest workaholics have seen the videos and have talked about them to someone or another. And it is not as though the industry Taher Shah operates in does not have competition. There are tons of singers and song released every month. We still remember and shamelessly hum the 2013 version of Eye to Eye. It is our guilty pleasure.

His follow up campaign is even better than the first one
You have launched your brand with great campaign and few months down the line you do a follow up campaign and some advertising critic in a marketing magazine accuses you of not living up to the brand promise. Taher Shah has not faced this. While your brand struggles to deliver on its promise in follow up campaigns or product offerings, Taher Shah exceeds the expectations of his audience. People who thought Taher Shah’s follow up could be anywhere near Eye to Eye have been hiding in caves like Chelsea fans since last week. Taher Shah has not only delivered; he has over delivered and proved he was not a one hit wonder. #Respect.

Bigger brands are copying him
As a rule of thumb, big brands face counterfeit issues and parallel imports from one market to another. How many times have you seen a newly launched brand copied by other brands in the first year of launch? Think again. Think hard. Think Hrithik Roshan dedicating Eye to Eye to Ranveer Singh on his birthday and Ranveer Singh uploading a YouTube video of copying not only the song but Taher Shah’s appearance as well. That is counterfeit right there. And it doesn’t stop there. A couple of days ago, Ali Zafar produced his own version of Taher Shah’s Angel.

Has Taher Shah copied any of them? No. He is original; they are copying him. Too bad, nobody is copying your products in the first week of your launch. You are definitely doing something wrong. Learn from Taher Shah.

His vision is clearer than your brand’s
Over and over again you see a brand trying out a line extension that is too stretched and fails miserably. This is because it lacks the vision and clarity of where it wants to go. That is not the case with Taher Shah. If you visit his website you will see how he has outlined his vision and future expansion plans; he plans to start his own TV channel.

Now, who wouldn’t want to subscribe to an Eye to Eye network? I can so visualise Ali Zafar and Ranveer Singh hosting their own shows on E2E TV. Let the sponsorships flow in.

Admit it, Taher Shah is everything you budding and seasoned brand marketers wish your brand could be, but is not. There is only one Taher Shah and he has established that he is ahead of the curve. We will realise his true worth as a marketer only when we see what he is doing without a bias. Until then, the angel’s character speaks like a flower.

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Comments (24) Closed



Pakistani Apr 19, 2016 05:26pm

Both the songs had catchy tune and I enjoyed them. Taher Shah keep on singing.

sandep sharma Apr 19, 2016 06:41pm

Tahir is way above mediocrity ... ..... he has what few in world have self fulfillment ..... truly blessed Tahir is ....

Akhtar Khan Apr 19, 2016 06:52pm

Best Analysis I read in quite some time.

Tanweer Khan Apr 19, 2016 07:39pm

And how much money has Taher Shah made from his 'brand'.

Absolutely none.

And how many brands have asked him to become their ambassadors?

None, as no company wants their high quality/luxury items to be associated with 'Brand Taher Shah', as that would imply a quality below 'inferior'.

It is one thing being a social media hit, going viral and gaining publicity; but monetising that is a very different proposition altogether.

Brand Taher Shah fails miserably on the financial KPIs.

Tanweer Khan Apr 19, 2016 07:47pm

And how much money has Taher Shah made from his 'brand'.

Absolutely none.

And how many brands have asked him to become their ambassador?

None, as no company wants their high quality/luxury items to be associated with 'Brand Taher Shah', as that would imply a quality below 'inferior'.

It is one thing being a social media hit, going viral and gaining publicity; but monetising that is a very different proposition altogether.

Brand Taher Shah fails miserably on the financial KPIs.

F. Shah Apr 19, 2016 08:50pm

He is an Eastern re-incarnation of the British singer "Boy George".

dilbar khan Apr 19, 2016 08:54pm

there are two ways to gain fame

  1. Do something so out standing that every body pays attention
  2. Do something so pathetic that everybody pays attention.

Do not try to make 2=1

AA Apr 20, 2016 12:17am

If you listen to this song on nice headphones and don't pay attention to the lyrics...it's a pretty soothing song.

Mustafa Apr 20, 2016 05:46am

'Eye to eye' with the 'angel', dawn should go for an interview with Taher. He seems to be real fun.

Sarb Apr 20, 2016 06:05am

Every thing Thair shah is about looks a paid contribution. Even this article sounds well paid. Did you not read those comments left by the fans on you tube. He is making him self a laughing stock in short words.

Whatever Apr 20, 2016 10:28am

@Tanweer Khan YouTube pays uploaders by views of ads on the video. Both his songs combined have more than 5 million views. Just saying.

Bravo Apr 20, 2016 11:20am

He is the prime example of," Jo Dil main Aa'ay Kar Daalo", "DO whatever you want to do". Keep it up Tahir Shah.

salman sadiq qureshi Apr 20, 2016 05:46pm

I totally disagree with the writer. Tahir Shah has not created a brand, in fact he has made a fool out of himself. He did something weird which caught attention of viewers and the whole world is laughing at this 'brand'. I do not think any sane budding marketer will aim to launch her brand in this awkward way.

Whatever Apr 20, 2016 06:55pm

Guys it's a sarcastic post for God's sake.

Sadaf Apr 20, 2016 07:37pm

No matter what but we should all admit that he is brave and do whatever he wants. I wish I had his confidence

Suleman Apr 20, 2016 07:39pm

@Tanweer Khan he appeared in mobilink ad after his first song

Tanweer Khan Apr 20, 2016 09:11pm

@Whatever

Agreed - but that is only a very tiny amount, and is based on what country the viewers are from etc.

5Mio viewers of Taher Shah - is probably only around 500K views that actually have any ad related content.

With YouTube paying uploaders around $1 for 10,000 views in Pakistan, that is an insignificant amount of money.

Just Saying :)

Asif Apr 20, 2016 10:54pm

Couldn't agree more.

Sabila Apr 21, 2016 03:41am

What's the resale of this product? How many people would like to listen to the song twice?? Most people have forgotten eye to eye till this new idiotic song came.. Please don't try to promote something which is idiotic

Hassan Kamal Apr 21, 2016 06:12am

I think by releasing angel Taher Shah has actually demonstrated the amount of nuisance we are ready to take as a society. Pakistani politicians cause nuisance through media every day then why not Taher Shah? On a serious note; no responsible citizen of a responsible country will try to be famous by creating such rubbish, such acts are highly discouraged by the society in the developed countries. Its nothing but a bad example and disruption for the real music industry of Pakistan. Keeping silent on angel was the most mature thing to do (hard to do so though I totally admit).

Raz_DK Apr 21, 2016 02:38pm

I really -REALLY hope that this article is sarcastically meant.

Pakistani Apr 23, 2016 07:45pm

So many people here are jealous of Taher Shah. It is amazing. It takes guts to do what he has done.

Ali Apr 26, 2016 12:50pm

@Pakistani agreed

Ali Apr 26, 2016 12:51pm

Agreed:)