Strategic Management Assignment No 1 Future that has already happened in Pakistan- Examples Submitted to: Mr. Asif Ayub Kayani Submitted by: Hina Ghafoor MBA121003 Submission Date: 08. 05. 2012 Muhammad Ali Jinnah University, Islamabad Ad Taken: Walls Badami ice-cream, latest one The main idea behind this advertisement is that Badami ice-cream adds to the happiness and joy of people and can be used as a dessert at any happy occasion. The target audiences include Punjabi people since there is deliberate custom of traditional Kulfi among Punjabis.
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The task here for advertisers was that how to convince those people to try Walls Badami ice-cream, since generally Walls has never targeted this particular segment before and has sophisticated repute, in general. But, advertisers have well communicated the idea that target audiences can easily recognize that Badami is a product suiting best to them to celebrate. Firstly, the cultural aspects are depicted brilliantly showing Pakistan’s colorful and rich culture, from cultural dresses to Pakistan’s truck art and Dhol followed by Punjabi dances and Bhangras. Moreover, the colors used complement to occasions as well.
The ad in addition to properly demonstrating the Punjabi culture, also uses voice of well know celebrity Abrar Ul Haq, known for his Punjabi songs among the target audiences, helping the audiences to easily relate product to them. Therefore, idea has been well executed by advertisers. Demographically, people of all age groups (including young and old) people irrespective of gender are its target audiences. Both the Lahore inside street and a high class Punjabi family has been shown in the ad to convince people that Badami is for people of all income classes to add to their joy.
The lifestyle of audiences are depicted well by showing that a family, couple and young people, everyone, sharing happiness with each other, that is also true spirit of Punjabis that that are known to be sharing. Badami fulfills the need of affiliation since Badami has been shown to strengthen the relationships among different people. Advertisement has used personal appeal in the ad by showing personal emotions of happiness and joy. Propaganda Approaches: Badami advertisement uses a blend of propaganda approaches to persuade and drive its audience to purchase the product.
Firstly, Repetition of product name “Badami” is done to ensure consumer recall of the product and aggravate sales. To support repetition jingle by Abrar Ul Haq is used, based on Punjabi language, adding to relatedness of product to its audiences. Secondly, Band Wagon approach has been used by the advertisers to demonstrate that how the product can be used at different occasions from engagement to clearance of examination and promotion (i. e. showing Saleem Sheikh getting a new car). While using Band Wagon, celebrities and common people have also been used. Therefore, convincing audiences that Badami is a product for any happy moment.
In addition the ad uses humour appeal as well to grab the consumer attention by showing an old age guy of Punjabi family clearing his exams quite late. Despite being all the positives mentioned above, the false aspect presented by propaganda was that Saleem Sheikh was shown to be flirting with his neighborhood girls and when caught by his wife, gets relieved by offering her Badami, which in reality can never be happen. It’s an over exaggeration. Otherwise, the ad reaches to its audiences’ well i. e. main purpose of ads, when analyzed through advertising perspectives.
