In Pakistan, any kind of content that is aired on electronic media somehow gets controversial and becomes the talk of the town whether it is a scene of a specific drama, a dialogue, or a tv commercial it gains public attention.
A couple of years ago, the content of advertisements was up to the mark, animation, attractive visuals, selling a product with the essence of humor, containing a meaningful message and the catchy jingles made viewers stick it. With time the quality of TV commercials weakens, rather than the content, the advertising agencies are mainly concentrated on how they can get the audience’s attention. Dance, loud music, luxurious sets with expensive attires, and to whom they must feature have become their priority as they think it’s the simplest way to attract the viewers. Advertisements completely belong to a specific product; it is the only thing that hooks up the viewers. However, our advertising agencies probably don’t realize how they are leading our society towards moral degradation.
IS DANCE ESSENTIAL TO ADVERTISE THE PRODUCT?
Here we have advertisements for the popular brands, Let’s have a quick look
NATIONAL BISCUIT, GALA
NOOR BUKHARI PERFORMANCE IN GALA:
Gala, a TVC, or it can be called a dancing track, filled with energetic performances, sparkling sets, and rich colors. The brand previously featured renowned former actress “Noor Bukhari” with the tagline “Mere Des Ka Biscuit Gala” national biscuit! So, if the biscuit belongs to the nation, why is it only limited to dance? Is dance being the only thing that represents the culture and tradition of the nation of PAKISTAN? Every tradition of our country has its charm. Though according to the commercial’s tagline, there is a vast range that could be shown, as it is a national biscuit, customs, and traditions of the country can be advertised on the mass level appropriately.
In the reality, a feeling of happiness and joy after having a crispy and tasty biscuit cannot anyone lead to dance or groove. No one gets inspired and buys biscuits or other snacks after watching an energetic dance performance, it looks like agencies found the cheapest way for their clients, whereas what matters is the quality of the product. If the product has good taste with nice packaging, it will surely attract the consumer to buy it.
MEHWISH HAYAT’S PERFORMANCE IN GALA, PEMRA IN ACTION:
An eminent actress “Mehwish Hayat” who is known for being straightforward, bold, and vocal somehow, remains in the news. After “Noor Bukhari” Gala featured Mehwish Hayat as their new brand ambassador. As the ad aired, it received an amid backlash from the netizens. The 1min and 37 secs of advertisement’s makers have tried an unsuccessful attempt, to sum up, the beauty of the culture of Pakistan. Through the vulgar dance moves, what kind of culture and customs are they promoting? In the entire commercial, they displayed the biscuit thrice, the first one is for 39-40 secs and the second for 54-59 secs, and the last one is just a glance to assure the audience that it is GALA.
The non-creative team of Gala had no idea that they were marketing a biscuit in such an absurd manner where even the visuals do not have any link with the use of the product. Public outrage against the TVC was genuine. After the response, there is an observation of a specific sect that there is a number who WANT A COMPLETE BAN ON WOMEN and, according to some people, it is a campaign to malign the Tamgha e Imtiaz holder. After the criticism regulatory authority took notice and issued an advisory for broadcasters and advertisers and urged them to refrain from using themes that don’t relate to the nature of the marketed product. If that is the case, so why was this step not taken before? Why did the first advertisement of GALA not get noticed? Is it justified?
TARANG, PERFECT MATCH OF TEA
POWER PACK PERFORMANCES FOR A TEA WHITENER:
A clarification is needed. Not a poster of the movie,nor a shoot for a brand. It is a commercial for atea whitener.Extravagant outfits, sets, makeup, heavy jewelry, and the star-studded cast aretrademarks of TARANG.It couldhave been a Shaaditrack if it hadn’t been a tea whitener, for sure. In each sequence of Tarang, acclaimed celebritieswho need no introduction took part. It looks like Tarang has provided them an excellent chance to show off their dancing skills.In all TVC of Tarang, the product which is being marketed has been shown rarely whereas what is constant are the dances of well-known celebrities.Through the dance numbers,how can one getinterested to buy a product? It is simply an over glorification and glamorization to get the viewer’s attention.Mostimportantly, it aired several times on mainstream media but did not get noticed.
TELENOR INTRODUCED WEDDING SONG OF THE YEAR
Telenor Group, known as the largestmobile telecommunications company, recently launched a song “More se zyada” as the wedding song of the year. In the entire commercial, the two renowned personalities of the entertainment industryare convincing the mobile phone users to get Telenor and have a joyful ride with 4G through their dance moves. We are living in 2021, now somehow everyone has accessto the internet, over-excitement just for the 4G is not a bit too much. Isn’t it? Is there any link between a wedding track and a telecommunication company?Is dance being the only thing by which people get engaged and entertained? a big question mark for the content creators.
COMMERCIAL, THAT COPIED INDIAN SONGS
Lemon max is the top purchasing dishwasher brand in Pakistan. The sales clearly showed that the brand became successful in maintaining buyer trust, as they know what the demand of the market and the customer is. If we look at the TVC’s, every new sequence comes up with a new star cast but there is no change in the concept. Lemon max follows the tradition of a housewife who is always shown worried about how she would finish tons of dirty utensils waits for her in the kitchen in a short span of time. The situation is relatable but what has been created a disturbance among the people are the Indian songs which have been used as a jingle to increase the appeal. The theme song of the sequence, which featured Maya Ali and Fahad Mustafa, was based on the popular track ‘Hookah Bar’ and similarly, in the next part, that featured Sajal Aly and Imran Abbas‘Tu Mera Hero’ also copied as ‘Max Long Bar, Mera Hero’. By making jingles on the songs of Bollywood you are supporting and promoting their content, damaging the credibility of the brand, why we cannot make our mark? Are we not capable of it or don’t want to do it? There are many ways to hold the brand with masses than to add the Bollywood song.