Aurora Magazine

Promoting excellence in advertising

Pakola: engaging with Pakistan's mighty hearts

Published Jun 13, 2018 01:24pm
Charting Pakola's brand odyssey

Pakola was launched on August 14, 1950 and instantly became Pakistan’s favourite drink. How could it not? Here was a drink with a formulation that made it green!

Mehran Bottlers have a strong vision for Pakola; they understand the love Pakistanis have for the brand. Pakola has become the essence of what defines Pakistan. The satisfying taste drives the loyalty of consumers at home while for Pakistanis abroad, Pakola evokes intense nostalgia whenever they see the brand.


Pakola is a brand that evokes pride, love and patriotism. Pakola connects our hearts and minds with the national spirit. After all: ‘Dil Bola Pakola!


Pakola’s vision is to provide our consumers the world over with a variety of premium quality beverages that guarantee satisfaction while refreshing the national spirit. These efforts are indicative of the brand’s progressive attitude and a determination to continue the journey of being the drink of the people of Pakistan. In recent years, Pakola has revamped itself in order to appeal to younger audiences, both in terms of the message and the look.

A recent example of Pakola’s new approach to create brand love was our 70th Independence Day campaign, where we launched limited edition Pakola cans along with a social media campaign ‘#PakolaAurPakistan’ and ‘#70thBirthday’. The cans paid tribute to the Quaid-i-Azam, while Pakistan’s flag and truck art motifs were incorporated on the cans, thereby emphasising the brand as being the drink of Pakistan. This resulted in people posting photographs on social media and creating a buzz online.

Pakola is a brand that evokes pride, love and patriotism. Pakola connects our hearts and minds with the national spirit. After all: ‘Dil Bola Pakola!

Saniya Naqvi is Creative Manager, RG Blue Communications.

First published in THE DAWN OF ADVERTISING IN PAKISTAN (1947-2017), a Special Report published by DAWN on March 31, 2018.