Pakistan’s State of the Art Ad Campaigns; Exemplary for Nepal
With a giant like India on the forefront, the South Asian region is home to promising economies of the world like Pakistan, Bangladesh and Sri Lanka. From small retail outlets to large automobiles, the area boasts some of the thriving brands of the global market like LIC, Royal Enfield, Old Monk, Monte Carlo and Jaguar. As such, the marketing & branding industry of South Asia has seen innovative developments in recent years. While India’s lucrative marketing industry has established itself as a ‘force to be reckoned with’ over the past decades, Pakistan’s recent ‘state of the art’ campaigns has drawn attention of marketing & branding aficionados globally.
As per a forecast by a senior media practitioner with a WPP media agency, advertisers are expected to spend a massive 100 billion Pakistan Rupees, out of which digital marketing will make up 49% of the total marketing budget throughout the country. In that regard, Pakistan is one the fastest transitioning economy of the world from traditional advertising mediums to modern ones. This transition has largely been propelled by newfangled OOH campaigns showcased through avant-garde advertising mediums. Let’s look at a couple of them.
Oztech – Panda Mart 3d Hologram Campaign
Panda Mart embellished the streets of Islamabad, Rawalpindi and Lahore with a futuristic hologram during mid-2021. Oztech, the Martech (Marketing & Technology) agency in charge, staged the project to announce the launch of Pandamart. The winsome ‘Foodpanda’ mascot’s hologram soared the streets of the three cities, dazzling passersby and shining a new light on the advertising industry of Pakistan. The project managed to receive praises from marketing and branding enthusiasts beyond borders as well.
Kinetic Pakistan – Coca Cola Campaign
Coca Cola mystified the atmosphere of PortGrand, Karachi, with a truly magnificent branding campaign. Kinetic Pakistan launched this campaign for Coca Cola which took over the tourist destination with thematic artworks and neon lights to create a mesmeric ambience for the visitors. From tiny stall boards to large customized branding structures, Coca Cola’s signature red color adorned the area, which only got better at sundown with neon lights.
Nepal’s Marketing Industry – Lacking a Punch
Nepal’s embryonic marketing industry has yet to explore the creative aspect of it. Still largely dependent on the traditional form of advertising, brands are known to engage in the same old practices; mostly limited to print media advertisement. Nepali citizens are yet to witness a wow factor, particularly, in OOH advertisements. You might say “we have large LED digital screens in Kathmandu, and occasional balloon branding campaigns”; but to label them as modern-day advertising is preposterous.
The questions persist; Are brands and ad agencies not willing to engage in innovative marketing & branding practices? Are the government policies restraining progressive developments in the marketing industry?
To hold that, “Brands lack the necessary budget to execute ultra-modern campaigns”, would be dubious, for the nation hosts a number of business households that have established their presence in the international market. Perhaps, it is the lack of creativity and far-sightedness of ad agencies that keep state of the art campaigns at bay. Regardless of the cause, it is imperative that brands and ad agencies dwell into ‘creativity’ and ‘innovation’ for pushing the marketing & branding industry in Nepal.
