From tea peddlers to digital engagers
A professor I knew at a business school said: “If you want to learn about marketing, look at how the British made tea the most popular drink in South Asia.”
I agree with him. Marketing tea in British India was probably the most successful marketing activity the subcontinent has seen to date, although I am sure it was not the typical ATL activity we are familiar with today. It was more a trade marketing activity, which activated all five senses (taste, smell, hearing, sight and touch).
Tea did not become popular thanks to the magic of copywriters or creative directors. Its popularity grew through peddlers who were willing to scour through neighbourhoods and engage people in conversation before touting the benefits of their product. This basic process of selling has not changed; you engage your prospect, figure out what the customer might be interested in and then try to sell it at a mutually-acceptable price.
Our tea peddlers knew a trick or two and leveraged the power of the senses to drive a sale. After all, it is much more difficult to turn down a sale or negotiate a lower price after sipping an aromatic cup of tea. So, they captivated their audiences via the aroma, taste and colour of their product, and told stories about the functional benefit of ‘rejuvenation’ along with the higher order benefit of ‘rising up the corporate ladder of the East India Company’ (which I’m sure would have helped too). The hawkers were not trained on the brand ladder as are the brand ambassadors of today, yet these ‘distributors’ were very good, as they not only marketed brands, but also changed the behaviour of the consumers. They deserve more credit than their counterparts in China, who were busy selling opium. I’m sure they too were complaining to their bosses that tea is not as addictive as opium!
1947 and the rise of Radio Pakistan
Zoom out from the 1800s to the eve of Independence. At midnight on August 14, 1947, Mustafa Ali Hamdani, a handsome radio host, proclaimed the nation’s independence on radio. With this news dawned a new era for advertisers – in a country where literacy was low, radio allowed maximum reach compared to print. Radio was also faster in reaching people than the archaic ‘peddler brand ambassadors’, but it only stimulated one of the five senses – hearing. Radio advertising focused on communicating through words and music, and people skilled in writing good poetry or composing great music were in demand. This is the reason why, even today, we can enjoy TV ads with our eyes closed.
Bedazzled by the TV screen
Within two decades of Independence, Pakistan’s first military regime introduced TV. This empowered advertisers by adding visual sensuality to their communications. But the skill sets that the ‘Mad Men’ of Pakistan had, were outdated. They had no idea how to communicate via the small screen in 30-seconds – creatives still assumed that poetry and music was the route to success. This is why the ads you will remember from the 80s (if you are old enough to remember or young enough to Google) are the ones with jingles in them. From Philips light bulb to Cherry Blossom and Binaca to State Life, all these commercials depended heavily on good music and clever poetry or copy.
Sometimes advertisers were not even concerned if the average consumer understood what was being communicated. The popular Peek Freans’ Pied Piper ad came with English lyrics – as if everyone in General Zia’s time was studying under the Cambridge school system of the 2000s. The Don Carlos commercial seemed more like a predecessor to a Game of Thrones sequel in a language spoken on Mars. Yet, despite all this, the ads were phenomenal in their power to grab the audience’s attention.
The 90s, the noughties and the audience of the future
While the 90s did not see significant advancements in technology, advertisers learnt that using celebrities can aid persuasion and so heralded an era with a plethora of celebrities. If Imran Khan and Javed Miandad were at the end of their careers (at least in cricket), then stars like Wasim Akram, Waqar Younis and Inzamam-ul-Haq were reaching their peak. And the bowlers were good-looking and presentable too.
TV channels proliferated under the military regime of the new Millennium, and for the first time, creatives were challenged on their ability to break the clutter. They also faced a new challenge; audiences were no longer captive; they had a device that enabled them to change channels from a distance. The remote control kept Pakistani viewers engaged with the television but not with the ad. (As a side note, this also meant emancipation of children and housewives from the ‘man of the house’, who all of a sudden, would request a glass of water or a cup of tea during the commercial break in the 80s.)
Most advertising today is one dimensional – appealing only to our sense of sight, or at most two-dimensional, when you add sound. While radio and TV are superior to the tea peddlers and hawkers selling gol gappay because of their reach, consumers are still not engaged on all five senses.
Another challenge creatives faced was comparison with their counterparts in India – Pakistani ads were not as engaging or persuasive as the Indian ones. Pakistan’s creative school was an evolution of the era of radio; they were masters of Urdu poetry and lyrics and knew that ears can be tools of the advertising trade. They had no idea how to engage the eye. In addition, the education system of the 90s produced ‘burgers’ or ‘brown men more white than the white man’. Creatives and their clients (the marketers) had no idea how the public felt, thought, talked or lived. There was a disconnect with the consumer.