The venue was almost a Hobson’s choice for the Organising Committee. Karachi has the hotels but lacks ‘culture’; Lahore is somewhat backward in accommodation facilities but compensates with its architecture and environs. Ultimately, it was Al-Hamra Arts Centre and its auditorium which clinched the choice in favour of Lahore.
Article excerpted from ‘Of the record or of the idea?’, published in the November-December 2014 edition of Aurora.
These letters, they bellow; they still reek of the scent of Anarkali – for how can a courtesan to the rich and the powerful ever be believed of carrying anything other than a heart that pumps ink, instead of blood?
Rooh Afza’s recent ‘Zindagi Mubarak’ campaign by Hamdard Pakistan showcases the unconditional love of a father for his daughter when he sends her Rooh Afza as a gift, so that she does not miss the fragrance and flavour of home. This TVC devised by RG Blue Communications took audiences by storm, and the Mubarak platform was extended to Ramzan Mubarak, Dosti Mubarak and Sardi Mubarak; engaging the daily relationships of life.
Preserving the nunber of threads helps to maintain the integrity of the cap-barrel seal against unwanted ink leaks while reducing the number of turns need to screw/unscrew the barrel and cap.
Looking back 70 years, it is hard to encompass the scale of their achievement. Karachi in 1947 was an outpost far from British India’s centres of commerce and advertising which were located in Delhi, Bombay and Calcutta. Business had be to drummed-up, staff found, hired and trained, products and services marketed, brands built and customers wooed.
As far as print is concerned, Mindshare has been advocating a national readership survey for the last 18 years but that has not happened yet. Similarly, there is no tracking tool for radio, which is why these media have been adversely impacted by TV and digital, both of which can be tracked.
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Aslam Azhar was appointed as Chairman and Managing Director by President Ayub Khan. Similar to Philips, Pilot TV’s programming was limited to three hours a day, six days a week (Mondays were a holiday) and TV sets were set up in public sites. In fact, such was the interest that their presence resulted in traffic jams that were so chaotic that some of the sets had to be removed.
What is the effect of all of this on how brands advertise on social media? Pakistani brands have become savvy. They have come a long way from acquiring ‘likes’ on Facebook and realise that simply posting on their social pages will not do anything to give them traction online. High levels of clutter and increasingly distracted audiences means that brands need to invest in breaking through the barrier of limited organic reach and create engaging content.
Then, another major shift took place when international specialist agency brands, such as Kinetic, entered the picture and outdoors started evolving into OOH. This included the activation of new touch-points in the OOH space within retail spaces and on-ground.
Going back to the ‘Rhythm of Unity’ commercial or taking a look at the iconic PIA ad with an attractive dusky-complexioned woman extolling the East’s hospitality and a headline that reads ‘Our Unfair Advantage’, a case can be made that although local brands used to respect culture, they have lost their way.
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