Imagine you are a brand aiming for attention in a saturated market. Standing out is tough, especially when it comes to consumers remembering you at the moment of purchase. You are battling for that small, valuable space in their minds, and the competition is intense. And it’s noisy out there. Flip the TV on, and before you even choose a show, you are hit with a barrage of advertisements. Do you even remember why you picked up the remote in the first place? Probably not to watch what you are seeing now. Given this tight space, the question is whether brands should expand their product range and take a multi-brand approach or stick to a single ‘mother’ brand that caters to all the different aspects of a consumer’s needs.

When a brand becomes part of my lifestyle, my relationship with it changes. Take J. for example. Growing up, it was the go-to place for trendy kurtas. However, today, it’s much more. It’s about fragrances, Peshawari sandals, and more. Similarly, I never imagined sitting in Khaadi Kanteen and laughing over a latte with friends. Bonanza Satrangi has ventured into cosmetics, along with perfumes, and let’s not forget Ideas by Gul Ahmed and Alkaram with their expansion into lifestyle segments.

So, let’s take a moment to appreciate that many such successful transformations are being led by Pakistani brands. It’s genuinely pleasing to see how global learnings have been applied by local business minds who are proving that even in the toughest economic times, they cannot be boxed in. They are not only adapting but thriving, creating diverse offerings that weave into the fabric of consumers’ lives, from fashion and home decor to dining and wellness. 

Successful brands branching into other categories is not new, but the transformation of these brands into a holistic lifestyle experiences. I spoke to a couple of senior people in the media and ad industry, and we identified two major reasons for this shift. Firstly, the pandemic proved to be a golden opportunity for local brands to pivot towards the ‘mother’ brand approach. Due to lockdowns and social distancing, people spent more time online, relying on trusted brands for reliable solutions and those that extended themselves into new categories found a receptive audience. The pandemic sped up the need for brands to create holistic experiences, and those that adapted saw lasting benefits. For example, from Foodpanda to Pandamart. Secondly is the fact that Pakistanis are increasingly leaning into local brands, thereby giving them a significant boost.

For the first time, Pakistani consumers are genuinely giving local brands a real shot. It’s not entirely national pride driving this. The current economic climate and its adverse impact on disposable incomes have played a big role too. The consequent hit on multinational conglomerates has allowed new entrants into almost every category, and textile and fashion brands have leveraged this momentum. This trend shows growing consumer confidence in local brands, providing these brands with opportunities to forge deeper connections and create more immersive experiences. Quality products are a given. Here is what Babar Sheikh, film academic, ad film and music video director, had to say about Khaadi Kanteen: “It’s not about Khaadi entering the culinary space; it’s about selling an experience, a blend of nostalgia and culture, under one roof. Khaadi taps into the emotional and cultural nostalgia of its customers. This allows the brand to enter a unique setting that resonates with the Pakistani populace, evoking memories of street food culture and communal dining experiences.” I couldn’t agree more.

Zooming out from the local scene, there are many examples of lifestyle product expansions globally. Why did the Cartoon Network come up with waterparks? Because it fits right into a child’s lifestyle. When a luxury jewellery brand invites you for ‘Breakfast at Tiffany’s’ (Tiffany & Co) you know it’s a hit. Or take any new Apple product; people go crazy without even thinking whether they need the product. The fact is that lifestyle brands are transcending into Instagrammable moments. Coming back to Pakistan, this shift is a breath of fresh air for local businesses that are able to step up and deliver. This isn’t just good news for our economy; it’s a chance for brands to build real, lasting connections with their audience.

To summarise, the evolution of brands into lifestyle experiences is not just a trend; it is a strategic move aimed at reshaping the consumer landscape. Pakistani brands are stepping up, transforming ordinary purchases into memorable moments and weaving themselves into the fabric of our daily lives. This is not about fleeting loyalty; it’s about creating lasting connections in a world where attention is scarce. So next time you sip a latte at Khaadi Kanteen or spray on a J. fragrance, remember it’s not just a product; it’s a piece of a larger narrative aimed at making your day that bit more extraordinary.   Asrar Alam is working as a creative consultant for major brands, creative agencies and production houses. asrar.alam005@gmail.com