Campaign Watch

Creativity, strategy and engagement are always at the top of creatives’ minds, yet success is not always guaranteed. This is the reality in today’s advertising world. Let’s check out some campaigns here.

Brand: Easypaisa

Agency: BBDO Pakistan

Campaign: AzaadiMubarak

Message: Divided bylanguages and cultures,united by Easypaisa.

Effectiveness: The Azaadi Mubarak campaign vividly showcases themulticultural essence of Pakistan by demonstrating how Easypaisa is used across the country, with the term Easypaisa spoken in various dialects. Despite the linguistic diversity, the word ‘easy’ remains a constant, reinforcing the simplicity and appeal of the service. Each frame presents a different setting, yet it feels relatable, highlighting that Easypaisa is accessible to everyone, regardless of social background.

Verdict: 8/10 The campaign is on point, effectively conveying how Easypaisa isseamlessly integrated into the lives of people across Pakistan.

Brand: Kenwood

Agency: Aray Wah

Campaign: Very Smart

Message: Even when noone listens and missesyour cues, Kenwoodalways does and followswhat you say.

Effectiveness: Twocouples are enjoying alight-hearted moment.One couple thensuggests visiting theother’s home the following week. The wife tries to make an excuse, but the oblivioushusband accidentally spills the truth. In response, the other husband, overly eager,invites them back to his place, only to receive a piercing glare from his wife. The adhumorously highlights the imperfections of husbands in a fun, relatable way, withthe message that while husbands may not always be perfect, the Kenwood AC is –because it listens to everything you say thanks to its smart technology.

Verdict: 8/10 The ad is simple, humorous, and relatable, with a clever brandmessage that makes it enjoyable without being overwhelming. Casting and executionwere spot-on, with nothing feeling over-the-top or forced.

Brand: Surf Excel

Agency: MullenLowe Rauf

Campaign: Ziddi Daaghon Se Kya Darna, Surf Excel Hai Na!

Message: With Surf Excel, don’t worry about stains and let your kids grow.

Effectiveness: This campaign tells the story of a boy overcoming various hurdles in order to return his neighbour’s cat. During the chase, his freshly worn kurta gets multiple stains, but he remains determined to complete his mission. While the message is heart-warming, it feels overly familiar, almost like every other Surf Excel campaign. The charm seems to have been replaced by monotony, making it less impactful.

Verdict: 6/10 Surf Excel sticks to its usualmessaging of ‘don’t let stains stop you fromgrowing’. Although there are no glaringissues with the execution, the repetitive formulamakes the ad feel predictable andless engaging.

Brand: Tapal Danedar

Agency: Viral Edge

Campaign: Hamari Nationalitea

Message: Tea andnational pride have away of bringing youngpeople together.

Effectiveness: Thecampaign opens witha young boy observinganother boy puttingup Pakistani buntingswhile sipping a cup of Tapal Danedar. Inspired, he stirs his tea in rhythm with the iconic anthem ’Jeevay Jeevay Pakistan’, sparking a chain reaction. Soon, others join in, using elements including Tapal Danedar jars and mugs, creating a symphony of national pride. The ad smartly modernises an evergreen anthem, using the younger generation to strengthen the association between tea, a universally loved beverage in Pakistan, and patriotism.

Verdict: 7/10: The concept is heart-warming and attention-grabbing due to the revival of the iconic tune. The nostalgic connection with the anthem is creatively integrated in a modern, relatable way for young people. However, the ad goes too quickly to establish what is happening. A slightly slower rhythm might have made the message more impactful.

Brand: JS Bank

Agency: Symmetry Group

Campaign: JS Payday – A Complete Employee Banking Solution

Message: Save yourself from payment worries and enjoy the benefits of JS Payday.

Effectiveness: The campaign humorouslyshows a boss dodging his employeesdue to missed salaries, only to beadvised by a peon to use JS Payday forits many benefits. Featuring the OG duoFaisal Qureshi and Mikaal Zulfiqar, thead effectively uses an office setting withprecise framing. Qureshi’s punchlines at theend provides a nostalgic touch, reminiscentof the ‘Ufone era’.

Verdict: 8/10 This humorous and well-executed ad delivers a clear message about the benefits of JS Payday. The choice of the duo adds an extra layer of appeal, making the campaign memorable.

Mahwish Syed is Creative Consultant, Symmetry Group.mahwishsyed221@gmail.com