Social media networks are buzzing after Coca-Cola Pakistan rolled out its latest TVC titled, ‘Zaalima Chai Nahi Coca-Cola Pila De’ featuring Sikander Rizvi of ‘Dekh Magar Pyaar Se’ fame. For the first time in Pakistan, a fizzy drink has been shown to be a preferred alternate over tea.

The ad shows a very dapper, Sikander quenching his thirst with a chilled bottle of Coca-Cola. The stunner, Aisha Linnea Akhtar is shown being tempted by the cool cola drink, owing to the scorching summer heat. There is a seductive eye communication between the good-looking pair.

And then the lady keeps her “cup of chai” on the side and opts for Coca-Cola instead to beat the heat!

This unconventional strategy definitely made us curious as we normally see coffee as a substitute for tea. To gain, further insights, we reached out to Mr. Ali Akbar who heads the Marketing Department of Coca-Cola, Pakistan.

In Pakistan, tea is a cultural drink, also traditionally Coffee has always been considered a substitute for Tea, however the recent Coca-Cola ad markets the drink as the preferred alternative. What insights led to this positioning and what has been the impact so far?

“As market leaders, we are now shifting gears towards growing the category as our future strategy. Today an estimated 65 Million people in Pakistan do not routinely consume sparkling beverages. Instead, they consume hot tea for their daily ‘recharge’ or ‘energizing refreshment’.

According to Mr. Akbar, this is a rare insight and is not common amongst the consumers.

“Given the massive Hot Tea consumption in Pakistan, this is a very fertile opportunity for us, as these are core functional benefits of Coca-Cola as well. Consumers don’t have this perception today because we have never actively communicated it before the launch of this campaign.”

He also added:

“That being said, we are extremely cognizant of the cultural importance of Tea (even though it is part of our colonial heritage and not indigenous to this part of the world). Therefore we have been deliberate in only talking about the functional space and relevant audience where Coca-Cola can be considered a preferred alternative i.e. for younger consumers, in the long summer season, when they are taking a break or a pause from their daily routines. Every other tea consumption moment, and there are many, is not a part of our strategy.

Watch Coca-Cola’s latest TVC here!

Talking about the impact of the latest Coca-Cola TVC, Akbar revealed:

“Finally, it has only been 4 days since we launched, so it’s a bit early to speak about impact. We are seeing a lot of conversation in the industry and on social media, most of it neutral or positive. Let’s wait and see going forward”

Reactions From the Audience & Industry!

To a tea-loving nation, this substitution comes as a surprise, one which is difficult to accept. The spark that the brand has created has led to various reactions from the targeted audiences and a few players in the Pakistani tea industry.

The brands have all smartly placed the word ‘Zaalima’ in their ads which was is a coined word used by Coca-Cola in their campaigns.

Here’s how Tea companies in Pakistan are responding to the recent Coca-Cola Ad!

Tea Giant, Tapal Hits Back at the brand with a subtle Change to their ongoing campaign, “Tum mein aur aik cup chai” with “Tum, mein aur aik cup zaalima chai!”

A recent entrant into the tea whitener section, Dostea came up with their own witty response! 

Mezan’s Chaiholic Responds with its own form of  #Zaalima Chai!

What do you think of Coca-Cola Pakistan’s latest advertising campaign? Let us know in the comments below.