On the other hand, I’d wear a cologne made of the smell of vintage electrical tape (essentially the smell of vintage cloth-based band-aids).
There were no malls and Saddar was Karachi’s vibrant heart, drawing crowds from across the city. It was to Bohri Bazaar that citizens went to buy fabric and crockery and have their children’s school uniforms made. Bohri Bazaar was famed for its plump jalebis, spicy bhel puri, chaat (at the original Nimco store) and colourful sherbet stalls. Empress Market (a lot cleaner than today and worthy of its name) was the hub for fresh fruit, vegetables, meat and poultry. In the vicinity were several coffee shops, which acted as crowd pullers for the ‘intellectuals’ as well as a few ‘toddy’ shops, establishments which sold low-priced alcoholic drinks.
Take “quality” screw driver which isn’t quite long enough. Find steel pipe/tube with ID which is a near friction fit of the driver shaft OD. Need angle grinder & welder. Hopefully you see where I’m going with this.
In fact, consumers are spending 70% of their waking life out of home and finding their entertainment on the go. Another benefit of OOH for advertisers is that it cannot be turned off, blocked or skipped and unlike TV and online advertising, it cannot be so easily avoided. OOH and mobile are becoming increasingly interlinked and more and more brands are leveraging both media.
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How is it that a brand relevant to my grandmother and mothers’ generations can still be relevant to mine? By understanding the subtleties prevalent within the winds of cultural change… and staying ahead… through insight, technological expertise and innovation.
AG: I have a personal goal to complete the murals by June 2020 and hopefully we’ll have the money to complete it. On completion, I hope to raise money for a fund to preserve the murals, but I’m careful about the use of the word preservation. If a landlord says ‘I want this mural to stay forever,’ that’s great. But I’m also open to the idea that it was wonderful while it lasted.
Interflow was the first agency to have a full-fledged strategy and planning department, led by Shoaib Qureshy. It was the first agency that had its own production house, run by Rohail Hyatt. It brought in MindShare (Now GroupM), with Asad-ur-Rehman at its head. And these were just the people that were there when I was. At some point in time, Mehdi Raza worked at Interflow, as did Omar Fareed. Raihan Merchant is a legendary alumni. Taher never turned talent away, even if he didn’t have a role for them at that specific point in time. If the man or woman showed potential, Taher would even go so far as to create a business unit for them.
In this context, the brand that comes to mind is Tibet, a 40-year-old brand, famous for making Tibet Snow cream; the beauty cream of the east.
Here is how Anwar Mooraj, in a chapter of Karachi: Megacity of our times, describes the restaurant: “Le Gourmet had the usual ingredients which made for a successful night club – good food, a well-stocked cellar, wonderful music and a congenial atmosphere. Everybody who was ‘a somebody’ wanted to be seen there. Le Gourmet, however, introduced a new element – cabaret. Besides the usual assortment of heavily rouged Can-Can girls, who threw their long legs into the air while the Italian orchestra played a selection from Orpheus in the Underworld, there were also sophisticated magic shows, experiments in levitation and solo performances by a sensational local classical dancer called Panna.”
The popularity of mobile handsets grew in parallel. The Nokia Communicator was the much sought-after handset for many in the corporate sector, while a loyal following of the Blackberry service (first introduced by Mobilink) made the post-paid market highly viable for telecom companies.
- Ratchet wrenches include a ratchet action on one end that moves freely in one direction to engage the fastener in the other direction. Some have pivoting ratchet ends for working in tight spaces.
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