Advertisements are said to be the strongest brain-feeding strategy that companies opt for because even though it is just a matter of few seconds, it does the trick and gets the required message across completely. Just some catchy jingle or punch line can end up staying with you forever.
A heavy marketing campaign through advertisements has helped countless and now many established companies build a strong brand name and one of these companies is QMobile. “QMobile is a success story, especially in terms of branding,” a telecom consultant has been recorded to have said. Its advertising budget is higher than even that of market leader Nokia, an official revealed.
In terms of advertisements on TV, QMobile has managed to up its game with time and can been seen dominating the screens on many Pakistani channels. The kind of advertisements QMobile has launched have in one way or another lead to a positive impact on Pakistan’s advertisement industry.
Over the years, QMobile has employed the use of on-screen star power and featured renowned celebrities from Pakistan as well as from across the border, such as Jacqueline Fernandez, Sonam and Kareena Kapoor, and Shahid Kapoor. From Pakistan QMobile has always cast Pakistan’s hottest celebrities in advertising its products, which includes pop singers Atif Aslam and Abrarul Haq, who have promoted QMobile phones in the past. Iman Ali, Maya Ali and Mahira Khan have modeled for them as well the hugely popular television and film celebrity Fawad Khan.
The fact that QMobile has managed to sign on such big names from the film and media industry from Pakistan and India, has helped it dominate in the advertisement industry and encouraged other companies such as Veet and Kenwood to follow suit. The trend has allowed other Pakistani advertising companies to learn that celebrities can help build brand equity as well as help viewers and potential consumers remember TVCs with which they can later associate themselves.
Not only this, the company has also made an effort to employ emotional appeal in its TVCs and highlighted some of the subtly internalized issues which prevail in our society. For example, the TVC which is about a girl named Sara who wishes to pursue her dream of playing cricket. Like many in our society who feel a girl’s place should be at home, Sara’s father refuses to support her and says “ladkiyan cricket nahin khelti” (girls don’t play cricket) making it clear that cricket is a “man’s” sport. The TVC definitely made its mark in the Pakistani advertisement history and was labelled as the best TVC of the year 2016 as well.
You can watch the full TVC here:
In addition to all this, the company has even used product placement as an advertising technique to promote its products through TV. If we take, for example, Bulbulay: a prime time sitcom, it can often be seen promoting QMobile products. One source has further pointed out that, “This kind of advertising does not cost much, and earns the company valuable marketing: that too in prime time hours,” he said. This is another tactic taken up by the company to promote its products on screen.
Conclusively, it can be said fairly that QMobile has positively influenced and brought with itself as well as encouraged the use of a number of marketing techniques which are far from typical, and from which many other companies can learn from and take lead.