Aurora Magazine

Promoting excellence in advertising

Build, reignite bonds and beyond

Updated Apr 13, 2018 03:51pm
A review of EIWAN's new campaign.

They say there’s more to an ad campaign than meets the consumer’s eye. Do I see advertisers nodding heads furtively at that statement? In the past few years, Pakistani brands have recognised the popularity of emotive content as there is general – and oft unspoken – consensus over the fact that people rely more on emotions as compared to concrete information when making a purchase decision. And that is no surprise either now, is it?

For an ad to be effective, it is expected to be realistic and relatable for the receiving end (read: audiences) to understand and eventually respond to. But is that as easy as it sounds?

In focus today is EIWAN’s ad film that is yet another emerging piece of emotive content in Pakistan’s advertising landscape; the ad is shot, produced, conceptualised and edited entirely in Pakistan. Two thumbs up to the brand for this!

A brand exhausts full potential of their advertising campaign only when it establishes an intuitive connection with the needs of its targets. Does EIWAN’s hero film do that? Let’s find out.


Aimed at capturing the market and leaving an eternal mark in the ad world, EIWAN’s ad film has all the elements to make it a campaign that is far and away one of the best ads to have come out so far this year; good story telling, good conceptualisation and good analogy.


The big idea of the campaign remains fairly simple yet insightful: enabling families, specially ageing parents, to live their lives instead of just spending it.

The film opens on a story around a household defining a typical Pakistani relationship between a son and his parents. Since EIWAN’s USP is beach front resort-style living options, the characters and storyline quite interestingly establish a need for the same within few minutes of the beginning of the film.

At the heart of the content is the basic concept of revisiting values most cherished and emphasised in Pakistani society; values of giving back to our parents when they age, staying true to our real identities (and culture) and living together as one household even after moving out is financially possible for the segment of audience targeted. Does that help the brand create, identify and tap into that uber-significant consumer insight? I think so.


The film mixes up EIWAN’s core proposition of urban development with Gwadar and CPEC’s aesthetics to bring to the audience a solution to the need of getting closer to nature and beauty; one aspect often deemed hard to find when you’re part of a big urban city in Pakistan.


Some may say a six-minute timeframe makes it easier to execute, and in turn, nail emotive imagery into the audience’s mind compared to 30- or 60-second ads. But does a film this long also do well towards creating good brand recall? In the case at hand, I wouldn’t say so. Brand awareness, on the other hand, is something that this TVC may be able to establish and sustain for a while.

Aimed at capturing the market and leaving an eternal mark in the ad world, EIWAN’s ad film has all the elements to make it a campaign that is far and away one of the best ads to have come out so far this year; good story telling, good conceptualisation and good analogy. I only believe the campaign would have strung the right chords had it also put to use hard-hitting copy for conversations that happen between the characters of the film. The copy somewhat loses out on creating dialogue that would stay in memory for a period longer than the campaign’s duration.

The best out of all elements of the ad has to be the jingle. Compared to the script, it uses far more powerful nuances and themes that innately come to mind as the story progresses. The concept and struggle of finding apna aashiyaan (home) lies at the heart of the song that is beautifully, pictured on the two protagonists of the film and creates an in-depth understanding of the duos bond.

The big turning point of the story, filmed on the Silk Route, could have been a tad more powerful in the film to push the brand as the answer to the campaign’s selected (consumer) insight.

Progressing towards the end, the film mixes up EIWAN’s core proposition of urban development with Gwadar and CPEC’s aesthetics to bring to the audience a solution to the need of getting closer to nature and beauty; one aspect often deemed hard to find when you’re part of a big urban city in Pakistan.

Aerial shots of Gwadar and Turbat make the film an absolute delight to watch – and the product all the more appealing.

This article is produced in paid partnership with EIWAN Developments Pakistan.