Warid Dosti Kay Rung TV ad fails to deliver message

Posted By Ismail Ziker on May 20, 2013 | 0 comments

Warid Telecom seems utterly confused as to how it should sell its products and services at least this is what the new TV commercial portrays.

In the latest ‘Dosti Ke Rung’ TVC that is being aired nowadays, Warid promotes its glow package amidst lots of dancing and fun filled activities supposedly in a college library.

The lyrics of the TVC are very poorly executed that Warid had to use subtitles on the screen as they knew it was going to be impossible for most of the people to understand what the promotion was all about.

Even after watching the TV ad a number of times, it could not register itself into my mind and when I tried to recall what the ad was about, I had to pause and think hard over its actual content.

Apparently the maker is inspired by an Indian Airtel TV ad “kyon ki har ek friend zaroori hota hai” but misses the simple idea of creating a storyline. Unlike the original theme of Indian ad, which shows the element of friendship in all the forms among college students, this Pakistani version miserably fails to do so.

Since 2008, Glow is all about facebook, instagram, games etc but never has it come up with any fresh idea of promoting the social networks.

The most irksome thing about this TVC is that the group of young boys and girls it shows using the package and dancing around exist in Pakistan but their percentage is too low. We can see such freedom in only few selected universities or very high-budget private schools and colleges in Pakistan. Does Glow only represent them or it’s a brand for every young Pakistani who doesn’t belong to those universities where students have started violating the decorum of college libraries (that’s what the ad shows).

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