Subtle is clearly not our style, especially when it comes to advertising and marketing. On one side one does feel good that marketers are looking at other available options as well and not just sticking to the comfort zone of traditional marketing. However, the low quality of the work and ideas squeeze all the positive feeling from you.
Television shows and movies are a very good medium for promoting one’s product. People follow celebrities and in their following they do get influenced by what they get to see in the TV programs and movies.
Having said that, the Pakistani advertisers need to be reminded that this fan following does not mean that people are stupid and can’t identify a deliberate attempt of marketing. The most recent example of this is Nokia’s latest dual sim phone. ‘Bulbulay’ a comedy drama was used for the promotion and the actors were made to state lines which described the features of the phone in such a blank manner, that in a better world they would not even qualify to work in a commercial. Then the same show was used for a similar kind of promotion for one of the Q-mobile sets.
This is not the only example of bad marketing of this sort. I don’t remember the name of the show but we got to see the actors eating Amore ice cream and before it was served there was this similar monotone delivery of misfit dialogues.
I did suggest that marketers watch The Big Bang Theory, to get some inspiration as to how these shows can be used for the promotion of a product. The cool and subtle manner in which Dell laptops and other gadgets get promoted, without making the show lose its credibility as labeling it as a commercial front.
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