One of my biggest criticisms of the communications industry is that literally everyone has become a critic (oh the irony in this statement). The problem with everyone given permission to be a keyboard critic is that it brings out the negative aspects of human nature; translated as bitterness, jealousy and vindictiveness. The safety net of hiding behind a keyboard brings out the worst in human nature and is the reason why not a single day passes for there to be bigoted, sexist or hate-fuelled comments on Facebook.
There are marketing groups on social media unofficially dedicated to applauding every international ‘ABC Campaign’ by any Tom, Dick & Harry agency; yet the same level of benevolence is not offered to campaigns originating from the local advertising industry. Quite often, local campaigns and advertisers have faced cyber-bullying on social media marketing groups, even by people without even an iota of understanding of marketing or any awareness of the challenges faced during the campaign.
So, I would like to do the opposite and acknowledge a local campaign that I loved and which I believe deserves applause. I am talking about the Maza ka Chaunsa campaign, a brand of the Popular Group that was conceptualised and produced by Wide Angle Films. Wow, did it strike the right cords!
In my opinion, what stood out was the brilliant post-production execution. The effects offer a visual trip to audiences, making every sequence of the TVC stand out. The other great thing is the rap. It is hard to believe that a rap concept can attract much attention these days, because ever since Gully Boy Pakistani advertisers have done the rap format to death. The rap in the Maza ka Chaunsa ad is different because of the words and the delivery (hats off to both the writer and the rapper). The campaign also ticks the following boxes: price point, freshness of the fruit, target audience and the exaggeration is done right
Another thing I loved about the campaign was how believable and authentic the characters were; all were relatable to the Pakistani community. About time that fruit drink brand broke away from the ‘celebrity twirling around a rain forest/one sip and my-world-changes formula. I also love pop culture references, so the Money Heist inspired sequence earns extra points from me.
To end, as I began, let’s look for the best in the campaigns we see across all platforms and try to find the positives in every one of them rather than opt to attack.
Muneeb Akram is an in-house creative at NDURE.