Aurora Magazine

Promoting excellence in advertising

A few of my favourite things

Published in Jul-Aug 2019

A review of some of the recent ad campaigns.

Fatima Group (Sarsabz Fertilizers) – Zameen Ki Jaan, Fasal Ki Shaan

Agency: In-house

Category: TV

What an inspiring ad! It is so pleasing to see a Pakistani ad highlighting women’s empowerment and accomplishments in such a creative manner and breaking stereotypes. Based on the true story of the resilient Rabia Sultan, a well-known figure in Pakistan’s agriculture sector, this is one motivating ad. It not only highlights the bond between a father and daughter, it celebrates women empowerment beautifully. The narration is effective and no-nonsense.

A rare example of how a brilliant ad can be made with great creative writing and excellent execution.

Mezan Cooking Oil – Muhabbaton Ke Rishtay Nibhain Meezan Ke Saath

Agency: Adcom Leo Burnett

Category: TV

A star-studded cast, well-written concept and a playful background song make this Meezan cooking oil ad unique and worth a watch. The TVC is rooted in the theme of marriage but it is the execution of the concept which takes this commercial to the next level by capturing the bond between a brother and sister-in-law beautifully. The emotional connect keeps the audience hooked without bombarding them with the product. And thankfully, for once, the bhabi is not shown as the super queen of the kitchen, cooking everything herself.

Kingtox Spray – Choray Ga Nahi, Maray Ga Chun Chun ke

Agency: Arey Wah

Category: TV

A unique ad with a compelling storyline that keeps you hooked throughout. Brilliantly written, with good acting and direction, the TVC makes no big promises and resonates with the audience. Kudos to the creative team.

Khushhali Microfinance Bank – Khushhali Har Haal Main

Agency: Synergy Dentsu

Category: TV

A simple ad with a clear message. Made up of stories of our unsung heroes, it pays tribute to the hard-working common citizens of Pakistan. Shot brilliantly at various picturesque locations in Pakistan, the ad portrays the personality of the bank creatively and drives home the message well. Engaging storyline, emotional jingle and great execution.

Coca-Cola Pakistan – Lab Pe Aati Hai Dua

Agency: Ogilvy Pakistan

Category: TV

This Ramzan ad for Coca-Cola conveys a meaningful message in a unique and creative manner through a brilliant rendition of Allama Iqbal’s Lab Pe Aati Hai Dua in Pakistan’s different regional languages; an idea no one explored before. The ad touches your heart in a profound manner and creates an instant emotional high as it depicts the unity of a nation. Reflecting the true spirit of Ramzan, the ad inspires by evoking values such as kindness and generosity. For me, this ad has set a new benchmark for Ramzan ads.

Kotak Mahindra Bank – #IndiaInvited

Agency: Cartwheel Creative, India

Category: TV

This smartly scripted ad, with a strong social message, pushes for an inclusive society and talks about how our society often discriminates against people on the basis of caste, colour, religion, sexual orientation and abilities. The ad features people from all walks of life and creatively connects the similarities between Kotak’s 811 service and a bench at a railway station, which provides a service to everyone, irrespective of who they are. The quirky mood of the communication conveys the message of inclusiveness beautifully.

Amazon India – #DeliverTheLove

Agency: Ogilvy Bangalore (India)

Category: Digital

This beautiful ad captures the feelings of a brother and sister and their bond and love. Breaking the clutter, the ad connects with both the current generation and their elders. It tells the story of a young man who cannot understand why his grandmother doesn’t mind receiving the same gift for Raksha Bandhan every year. The ad reminds you of the importance of being there for your loved ones. The catchy jingle and dadi’s superb acting are the soul of this ad.

KFC UK – FCK, We’re Sorry

Agency: Mother, London

Category: Print

When KFC’s British operation faced a widespread backlash due to an unexpected chicken shortage, it created a nightmare for the brand’s image. KFC and their agency, Mother, turned the crisis into an opportunity. This tongue-in-cheek ad shows that if you find the right tone, even an apology can be lovable and appealing. The empty chicken bucket emblazoned with a rearrangement of the letters KFC to FCK caught immediate attention for its clever humour. This ad is a master class in the true sense.

Abdul Rahim Khan is Creative Manager, Blitz Advertising.