Cadbury to introduce heat-resistant chocolate

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Jun 22, 2013

By Ali Rizvi.

Cadbury, a British confectionery company, owned by Mondelez International, announced that it is close to launching heat-resistant chocolate for countries like Africa and other hot regions.

This news comes after a decade of searching for a solution and doing research. No specific date has been given for the roll out of the new heat-resistant chocolates, but the product is ready for mass production.

It was stated that the heat-resistant chocolate would be able to withstand 104 Fahrenheit or 40 Celsius. The patent for it was launched last year and is in its development phases.

The final product will surely taste different than the normal chocolate bars of Cadbury but it would be a good option for those living in countries with hot climatic conditions.

The major worry for Cadbury is that the change in taste may get mixed opinions from consumers.

Airtel to implement low-tariff business model in Myanmar

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Jun 22, 2013

By Saira Hussain.

India’s telecom major, Airtel announced on June 6, 2013 that it plans to bring its low-tariff and high volume business model to Myanmar. Airtel has recently submitted their final bid for a telecom license in Myanmar.

Acquiring a license in Myanmar will help the Indian telecom in increasing their presence in the sub-continent, particularly at a time when the company’s profit graphs continue to decline and the home market is revolving around uncertainty.

“We made a very serious bid and I think the Indian business model works very well here. Massive roll out, rural roll out, low tariffs and we bring all that to the table,” Chairman and Founder of Bharti Airtel, Sunil Bharti Mittal told PTI on sidelines of World Economic Forum on East Asia.

Mittal considers Myanmar to be an excellent market with its 60 million people in it.

According to Bharti Airtel, its business model in India can be effortlessly cloned in Myanmar which offers endless opportunities for the mass and rural telecom network rollout.

Apart from India, Airtel also offers its services in Bangladesh, Sri Lanka and 17 African countries.

Bharti Airtel Corporation is among eleven competitors who have submitted their final bids for telecom licenses in Myanmar.

This is the first time that the Myanmar government has allowed the private sector to enter its telecom market; they will announce the winners of the licenses on June 27.

Lipton’s Tea-mometer: Keepin’ It Cool

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Jun 22, 2013

By Saira Hussain

Lipton Ice Tea promoted its tagline “Never Lose Your Cool” with the help of an experiential Marketing agency, Stretch and launched a campaign in South Africa on February 2013 at UCT campus.

The tea-mometer campaign was powered by a thermo activated vending machine that doled out ice tea samples depending upon your body temperature and heart beats.

People testified with higher heat levels were presented with samples of ice tea to beat the heat, so the hotter you are the more ice teas you collect.

The Tea-mometer campaign used the touchscreen technology perfectly accommodated in a full-sized Ice Tea can. Consumers found the activation very exciting and were also encouraged to do some warm-up exercises to heat up their body temperatures, while standing in line waiting for their turn.

The thrilling brand activation was said to visit malls, university campuses and festival sites all the way through the summer season, keeping the people of South Africa cool and refreshed.

General public was able keep a track of Tea-mometer’s tour on the Lipton Ice Tea Facebook page. The tea-mometer notion was brilliantly developed to reinforce Lipton’s previous brand promoting schemes.

“Our target consumers seek out unique and share-worthy experiences. With this in mind, we decided to bring Lipton Ice Tea’s ‘cool down’ offering to life in a first-of-its-kind creative execution,” Monique Schabort, Lipton’s ice tea marketing coordinator said.

Flatbread Pizzas: A new first for Pizza Hut

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Jun 22, 2013

By Ali Rizvi

Pizza hut recently added a range of flatbread pizzas to its menu. These Firebaked-Style flatbreads, are currently available across USA only.

They have a “slightly crispy wood-fired style” crust, choice of three toppings and cheese. The rectangular flatbreads are sold six to a box and three different topping styles for a price of $11.99.

Consumers are excited by the launch flatbread pizzas, said Carrie Walsh (vice president of national marketing for the Plano, Tex-based Yum Brands division.

This type of pizza has been served by home bakers and pizzerias using brick ovens. Major restaurant and casual dining chains also offer flatbread pizzas. Earlier this year, Wendy’s added flatbread sandwiches to its menu. The appeal for flatbreads has been increasing ever since.

Pizza hut tried to recreate the brick-style flatbread flavor by studying the local pizza places, even though Pizza Hut is not using brick ovens. The choice of three toppings allows the consumer the added value of customization.

The flatbread pizza is 14 percent larger than traditional pizza and is expected to target the consumer who is seeking more value from his purchase.

More than 6,300 domestic Pizza Huts have started offering Flatbread pizzas online from Sunday 16 June 2013. Pizza hut will hit media with the flatbread campaign from 30 June, including television, digital, print and social media, PR as well as point of purchase branding.

Ariel’s Digital Campaign Lacks Worthy Media Selection

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Jun 22, 2013

By Saira Hussain

The ongoing digital campaign of Ariel lacks accurate vehicle selection. The creative work is splendid but the placement of the ad is very surprising. For example we see a banner of Ariel’s stain removal in 1 wash campaign at the top most position of pakium.com.

Pakium.com is a website for teenagers interested in music, movies and drama news. Ariel’s banner on that site is certainly doing nothing for the brand.

There is a particular banner lands on Ariel’s Facebook page where we see a contest running asking women the most useful household tip they have learnt from their mothers, this competition ends tonight. This contest activity could have gaged more women if this ad was placed on a more appropriate website than a website mostly visited by youngsters only.

There are numerous differences between conventional media and digital media; digital is an open platform where brands can enjoy an authentically transparent two-way conversation alongside the active involvement of their customers.

Ariel is one of the most trusted detergents in Pakistan. It is known for its latest 3D technology of micro-cleaning boosters that helps attain spotless cleaning in just 1 wash.

First Windows Phone 8 App Development Workshops in Pakistan

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Jun 22, 2013

By Tooba Zaheer Shaikh

Nokia Pakistan collaborated with Microsoft Pakistan to conduct the first ever workshop on App Development for Windows Phone 8 at Sheraton Hotel Karachi on 9 April 2013. Local app developers and students were invited to increase coordination between the two communities.

Windows Phone 8 is high in demand, especially after the launch of Nokia’s Lumia series. Nokia Pakistan organized the workshop with the help of local developers. Tony Torp, Nokia’s external trainer flew from Finland to share his experience and expertise on WP8 platform. Local developers expressed phenomenal interest in the workshop, which shows that the developers are looking forward to being part of the WP8 enrichment process.

Rabia Nizami , area head DX, Nokia Pakistan expressed that since consumers are moving on to smartphones and are looking for personalized experiences, the local developer community has been keeping up with the changing trend. She further said that Nokia Pakistan has just provided the local talent a chance to train for WP8 app development, which is possible due to Nokia’s association with Microsoft Pakistan.

Haseeb Shaukat, marketing and communication lead, Microsoft Pakistan said that the workshop proved to be a great platform to channelize the local talent and train them to develop apps for WP8. He was hopeful that the collaboration with Nokia Pakistan will prove beneficial for both the organizations and help them progress together. He also expressed interest in such ventures again in future.

First digital-only campaign by KFC – India

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Jun 22, 2013

By Tooba Zaheer Shaikh

KFC launched the first digital only campaign in India during the last week of May 2013. The intention was to bring the Krushers experience to teenagers across the nation.

Krushers are KFC’s line of slushes available in different flavors.

The Krushers digital campaign included India’s first ever user generated graphic novel which allows consumers to add their pictures, names and favorite catchphrases into a storyline.

The consumer can then share his/her personalized graphic novel with friends. The Krushers Komic application, as it is called, saw 17,000 visitors creating their own comics within a week of the launch. Each day, the best entry is printed and sent to the author of the Krusher Komic. A winner is selected weekly to win an Xbox360.

KFC also set up a Youtube interactive brand channel, called Krusher Time, running parallel to its Facebook campaign. The users are presented with a video of two teenagers with bored expressions sitting in the library. The user is assigned the task to brighten up their day. He can drag a Krusher bar from the top to the teenagers. The protagonist of the video then comes to life, drinks the Krusher to enter the Krusher world, where, depending on the Krusher selected, certain events unfold.

KFC recently made to the top 5 “Socially devoted brands in India” list by Social Bakers and was immensely appreciated for previous digital campaigns like Currycature, Design your own bucket and so on.

Mercedes launches 15 E-class cars

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Jun 22, 2013

By Tooba Zaheer Shaikh

Mercedes-Benz recently announced 15 different E-class variants for the year 2014. The new E-class cars will have 8 sedans, 2 station-wagons, three coupes and two convertibles.

If this wasn’t enough, there is also choice of two-wheel or four-wheel drive and gasoline or diesel engine.

The launch of the 2014 Mercedes-Benz line started this spring with sedans and station wagons, while the hybrids, coupes and convertibles will be launched soon followed by the diesel cars.

The base E250 will have a starting price of $52,325 with $925 destination charge, while the base E350 will have a base price $500 more than E250.

Mercedes-Benz expects the sales for diesel cars to increase from the previous 5% because of the four-wheel drive version added to the diesel car line. The Mercedes logo is perched on the hood in luxury cars. The sport version has it integrated with the grille.

Mercedes-Benz combines safety and driver assistance under the umbrella of Intelligent Drive, moving closer to autonomous driving.

The Intelligent Drive system includes cameras and sensors which allow the car to take control and avoid collision by steering, slowing or speeding up, if the driver fails to respond to the warning indicators.

Mercedes-Benz has captured 100 percent of the luxury wagon market in the US, because others have stopped producing wagons. Sales of wagons account for only 2% of the total sales, but Mercedes does not plan to abandon a loyal consumer base any time soon.

Shan Shoop Noodles receives the best advertising award in packaged food category

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Jun 22, 2013

By Ufaq Ashfaque

KARACHI, April 26 – Shoop Noodles, a product of Shan Foods has managed to earn the ‘Best Advertising Award’ at the prestigious PAS Awards 2013. The brand managed to deliver an interactive promotional campaign that not only captured children as its target market, but also earned the attention of adults nationwide with its variety of unique and exciting flavors.

Shan has revolutionized itself in a position where it is now trying to expand its current business portfolio. The company launched its line of instant desserts such as Delve and an instant food product line, which unfortunately did not manage to add profitably to Shan’s portfolio. With Shoop, the parent brand has great anticipation, which is positively adding to the company’s successful performance in the convenience food industry, bringing Shan success in this category.

Shan Shoop Noodles came with a promise of providing a new and unique and flavored variety of instant noodles. Shoop Noodles were specifically positioned on time-saving and health; Shan believed that with a hybrid of these two, a powerful advertisement can be created. Apart from the actual product, catchy tagline ‘Mita Do Bhook’, use of the latest graphic tools and designs in the advertisement and targeting kids was executed well in the advertisement.

Apple Reveals New Look for IPhone

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Jun 22, 2013

By Ufaq Ashfaque.

The technology giant Apple will launch its new phone this fall, packed with the recent iOS 7, updating the look, software and interface of iPhone.

Even though iPhone has been the most exquisite mobile phones of its time, the company has managed to shift the newer versions of it to new paradigms.

Some reports suggest that the new iPhone is similar to the competitor’s product in terms of features. However, Apple claims that their product is authentic and unique from other phones and interfaces available in the market.

Apple intends to infuse a translucent impression upon its upcoming mobile device that not only would work for the brand’s popularity, but would also blend with the existing applications.

Apple is set to directly target giants such as Google, pioneering the Android service and Samsung with its near-field communication chips. The new phone is said to accelerate Apple’s growth and much anticipated performance – once again.

Nescafé celebrates its Platinum Jubilee

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Jun 22, 2013

By Anum Saeed.

Nescafe, the oldest name in Instant coffee category, turned 75 on 1st April 2013. The journey started on 1st April 1938 from Switzerland. Nescafé looks forward to an even brighter future enjoying its position as a leader in the instant coffee category.

With a consumption of 5500 cups of instant coffee per second, Nescafé is doing major business in Japanese and Chinese markets. Over the 75 years Nescafé has grown from instant coffee to a whole range of products, its presence expanding from one country to 180 countries.

Ranked at 35 in the Interbrand Best Global Brands survey, Nescafé is valued at $11 bn. enjoying success in home country; Nescafé is successfully extending business in other markets with brands like Algeria and Milano. Nescafé was launched 75 years ago as a solution to Brazil’s surplus coffee production was readily accepted by the U.S soldiers during World War II.

Today, Nescafé enjoys its position of a social drink, even in difficult markets like China. Consumption in country per capita is three cups annually with a prominent increase as the younger generations is adopting coffee. The coffee brand boasts 468 factories around the world, 330,000 employees, more than 2000 brands and plans to increase sustainable coffee purchase to 180,000 tons by 2015.

Zara: Crowned As The Favorite High Street Store

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Jun 22, 2013

By Saira Hussain.

Zara was crowned as the favorite “High Street store” by the British shoppers.

The world’s leading clothes retailer reported a huge escalation in profits towards the end of 2012, powered by international expansion.

The brand reached an impressive 6000 store mark on December 5th, 2012 when it launched its new “eco-efficient” Zara outlet on London’s Oxford Street.

Zara is renowned for its style because of its capability to quickly bring designer ramp trends on their rails and t is always priced reasonably.

Over a few years Zara has been successful in stealing Gap’s crown as the world’s leading fashion retailer by offering low-cost, trendier clothes at a higher speed.

Zara’s fashion consciousness and trend pace is so quick that when a customer looks at its collection on the racks he/she wants to wear it even before being aware that he/she wants to own it.

Zara’s strongest point is that it goes beyond persistently inexpensive and easy casual wear. The brand knows that some women work in surroundings where jeans are for Fridays only.

The love for this brand has penetrated within every age group, class and even the royalty.

The Duchess of Cambridge was seen sporting a blue Zara dress just a day after she married Prince William, wearing McQueen for her wedding.

Microsoft vs Apple – battle enters a new level

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Jun 22, 2013

By Tooba Zaheer Shaikh.

Microsoft asked component suppliers in Asia to provide components that can be used to create a touch screen for a watch-style device, suppliers revealed only months after Apple’s announcement of working on a watch-like device with smartphone capabilities.

This comes at a time, when Microsoft has already launched a tablet brand Surface to compete with Ipad.

The war is intense, even though Microsoft has yet declined to comment on the prospect of a watch-style smart device. If Microsoft does decide to proceed with the project, it won’t be its first attempt.

A similar attempt was made by the software giant nearly a decade ago with Smart watch, on which users could receive headlines, sports scores and instant messages for a small subscription fee. The product was discontinued in 2008.

Suppliers were requested to provide a 1.5 inch display screen for the potential smart-watch. With Microsoft already competing in the tablet category and making plans to extend into 7 inch tablets to compete with Ipad mini, wearable gadgets are the next logical step.

As the battle intensifies with Apple’s iWatch, Google glasses and Nike’s activity monitors, it is yet unknown if consumer is ready for wearable gadgets, are you?

Microsoft decides to enter small touch screen device battle

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Jun 22, 2013

By Tooba Zaheer Shaikh.

Microsoft decided to launch its own series of small touch screen devices as PC growth slows down. These devices will be powered by Microsoft Windows.

This move is seen, by analysts, as an attempt to compete with handheld devices like Apple’s Ipad Mini and Amazon’s Kindle. Microsoft has already launched larger tablets, during winter, with the brand name of Surface.

In October, Microsoft also acquired shares in the Barnes and Nobel’s digital unit, which sells Nook, an entertainment oriented tablet.

For decades, Microsoft has depended on PC users for the sales of Windows. With the recent shift in consumer’s choice towards smartphones and tablets, Microsoft faces tough time trying to extend its software to the touch screen devices.

Microsoft faced an expected decline in sales in the first quarter of this year, attributed to the decline in the global PC market. Apart from Windows, Microsoft seems to be doing well in the Office, software tools and X-box divisions.

The announcement of small touchscreen devices brought good news to Microsoft. There was a positive surge in share price, which rose by 2.8% compared to last year same quarter.

Microsoft declared a net income of $6.1 billlion, an 18% increase from last year’s $5.1 billion. An 8 percent overall increase in revenue is attributed to businesses rapidly moving on to Windows 7, even if Windows 8 users are increasing at a snail’s pace.

On the other front, Microsoft will also release an upgrade to Windows 8. Whether it will have a Start button or not, the lack of which is claimed as the reason in decline in PC sales growth and the center of many complaints, is yet to be seen.

Lost Vanilla Coke Stages a Comeback

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Jun 22, 2013

By Shiza Aslam

April 2013 -After six years of self exile from the market, Coca-Cola re launched its Vanilla brand under the name of ‘V Coke’ as it looks to boost up overall sales of its brand portfolio.

Coke’s Vanilla variant returned with improvised branding after various requests from social media fans worldwide.

“There has been huge consumer demand for the return of Vanilla Coke so we were really excited about bringing back the variant to the Coca-Cola family. It’s the product that consumers ask us to re-introduce most frequently and we’re excited to be able to do so, whilst marking the tenth anniversary of flavors,” says Zoe Howorth, Marketing Director for Coca-Cola, Great Britain.

The brand has been rejuvenated and has limited availability across UK. The vanilla Coke might be released worldwide after scrutinizing the sales in UK in its first few months.

The ‘V Coke’ is being promoted through all media platforms including print, outdoor, online and social media to create 3600 awareness.

Coke claims the brand was the best-selling Coke-flavored variant of the noughties over Cherry, Lime and Lemon when it was pulled out of the market in 2006.

Reports, at that time, claimed it was axed, along with Vanilla Diet Coke, due to poor sales. The company now, however, claims a ‘noticable’ demand from Vanilla Coke’s fan which led to the decision of bringing the drink back in the market.

Coca Cola has been speedily expanding in Pakistan through extensive advertising and marketing campaigns. Though the V Coke is to be re launched in UK only, Pakistanis have already showed positive interest in this variant. Let us know if you were aware of V Coke.

FedEx Reports A 31% Profit Fall In The Third Quarter

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Jun 22, 2013

By Saira Hussain.

FedEx fall by 31 percent in the third quarter as online customers and big companies are ready to wait a little longer for shipments to arrive, in order to save their money.

FedEx customers are hence shifting from air express to slower but cheaper ways of international shipment. While the customers switch to these cheaper modes of shipping, FedEx’s primary business — express delivery, is critically being affected.

Express delivery has been the biggest source of revenue for FedEx, due to this customer-switch issue theOperating income in the express unit has fallen (66 percent in the third-quarter thatended on February 28).

“We have a yield issue that exaggerated itself this quarter over last quarter,” In a conference with analysts, Dave Bronczek, CEO of FedEx Express revealed.

The company said it would trim its flight capacity between the United States and Asia and might even ground some cargo planes in an effort to lessen costs and improve profitability. All of these changes were being made because of the same customer-switching issue, there is no other option since the customers are now willing to save their money even if that meant slower deliveries, stated FedEx.

“It appears that FedEx is struggling to keep lower priced packages out” of the international priority network, “resulting in challenging cost comparisons and margin compression,” Citi Research analysts, Seth Lowry and Christian Wetherbee said.

Porsche launches a limited edition of sports car ‘911’

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Jun 22, 2013

By Saira Hussain

Porsche unveiled the hybrid machine for Le Mans Prototype race for the year 2014. Porsche intends to make a breakthrough win, which would be its first since 1998. This prototype is ready ahead of schedule. This means Porsche has more time to test the prototype before the 24 Hours of Le Mans of 2014. The 2014 regulations focus on efficiency, which gives the drivers and the engineers some new challenges to work on.

Driver Timo Bernhard, who won the 2010 Le Mans with Audi, had the honor of driving the Porsche LMP1 Hybrid prototype during the rollout on the German manufacturer’s Weissach test track at the Porsche Research Facility. Porsche hasn’t yet revealed a name or model number. They have only stated that the hybrid runs on petrol. Porsche intends to hit the track with the prototype in July.

There are 3 classes of Le Mans Prototypes, each differing on the basis of regulations; LMP1, LMP2, and LMPC. Porsche is participating in the LMP1 class. Porsche has built this car for its return to the top level sports car competition.

24 hours of Le Mans is an endurance car racing competition which has been held annually since 1923 in France. Endurance of both the car and drivers is tested. The race participants have to balance speed and efficiency for 24 hours in such a way that the cars do not suffer any mechanical damage while maintaining the consumables like fuel, tires and braking mechanism. Drivers have to perform stints of 2 hours before they can stop at a pit to switch with a relief driver. Drivers grab a bite before they are required to perform another stint. Organizing Le Mans in June means summers are at peak to test the drivers’ endurance as well.

Nokia Endorses ‘Man of Steel’ As Its Official Sponsor

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Jun 22, 2013

By Shiza Aslam

A global co-marketing partnership of Nokia and Warner Bros. Pictures enthrall movie enthusiasts with the latest installment of the Superman franchise ‘Man of Steel’ by the Nokia Lumia 720, the latest range of smartphones released by Nokia.

The partnership has decided to use air, digital, theatre and retail merchandise as promotional media providing exclusive ‘Man of Steel’ content to the movie lovers. Moreover, exciting themes and application of ‘Man of Steel’ available only on Nokia Lumia 720 have managed to engross many users across the globe. Nokia also launched an official ‘Man of Steel’ website as the heart of all activities being carried in this campaign with collection of digital comics, video content and images. The site conducted a photography challenge whose winners were awarded exclusive tickets to attend the film’s world premiere held in New York, along with limited edition of official memorabilia.

Fortunate fans will get their hands on limited Lumia 720 Man of Steel phone edition along with covers for the Nokia Lumia 920 and Lumia 720. They can also grab the limited edition Fatboy charging pad pillows and phone covers for the Nokia Lumia920 and 720. In Pakistan, Synergy Advertising is the agency that is carrying all of the promotional activities sponsored by Nokia.

The Zack Snyder-directed “Man of Steel”, starring Henry Cavill, Amy Adams and Michael Shannon, is set the attack the theatres in June 14 in Pakistan.

Mobilink promotes ‘SMS’ Based Learning

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Jun 22, 2013

By Mohd. Omar Iftikhar.

Recently, the Mobilink Foundation has signed an agreement with the United Nations Educational, Scientific and Cultural Organization (UNESCO) to promote the ‘SMS Based Literacy Program.’ According to sources, a key facet of this program is to disseminate information to students across Pakistan via SMS. The objective of the program, is to educate the underprivileged communities of Pakistan. UNESCO Islamabad, in May 2009, came up with the concept of an SMS Based Literacy Program and launched the education-based innovative project with Mobilink.

This year, the project will implement its fourth phase, which will comprise of two projects. The first project will be an extension of the already implemented SMS Based Literacy Program for learners and the governing bodies will transcend their geographical boundaries to reach out to the population in all provinces.

The second phase of the project, however, brings the teachers into this initiative by giving them a chance to participate in imparting education to learners across Pakistan. As planned, Mobilink Foundation’s ‘mTaleem’ will administer the SMS Based Literacy Program in 2013.

An ingenious plan of the SMS Based Literacy Program is “Teach 2 Transform”, which provides employee volunteers or Mobilink ‘Torch-Bearers’ the opportunity to render their services as teaching assistants across Pakistan and to become an active part of the process.

Commenting on the program, Director UNESCO, Dr. Kozue Kay Nagata said that, “We have come a long way in this public- private partnership with Mobilink and other partners.”

Sharing his views on the initiative, Mobilink’s Chief Commercial Officer, Bilal Munir Sheikh said that, “The Mobilink Foundation has been the custodian of Mobilink’s Corporate Social Responsibility initiatives since 2008, with education being one of our primary areas of focus. We look forward to working closely with UNESCO to enhance the impact of this initiative for both learners and teachers over the course of this project.”

National Foods’ marketing efforts

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Jun 22, 2013

By Mohd. Omar Iftikhar.

National Foods has been a leading spice manufacturing company since 1970 and has witnessed unprecedented growth since then. The company brought a revolution in the spice category as prior to the launch of National Food’s in the 70s, spices which were available in the market, unbranded and unknown companies sold them without proper packing. National Foods has changed the production, packaging, and the branding business of spices in Pakistan.

At present, National Foods Limited and its spices are a global brand recognized in over 30 countries. During the last four decades, National Foods has transformed from a being a spice producing business to a multi-category food company. With 12 product categories such as jams, spices, desserts, recipe measles and ketchup, National Foods produces over 250 products that are up to the international standards of quality.

During the first quarter of 2013, National Foods performed exceptionally well. Moreover, its high quality standards in the convenience food segment resulted in the expansion of its customer base. National Food’s product categories have given a beyond par performance during the quarter includes pickles, desserts, recipe mix, and sauces. In addition, the companies marketing efforts increased its sales by 17 percent whereas their brand strategy helped the company to accentuate its brand image and awareness in local and international markets.

Furthermore, National Foods is continuously monitoring its advertising, marketing, and promotional activities. In-store displays, television commercials, outdoor activities and the “Hamaray Khanay, Hamaray Tehwar” campaign to create a bond between the company and its customers.

In addition, National Foods’ traveling cooking show, “National Ka Pakistan” helped the company gain access to untapped markets in Pakistan and the televise show’s unique feature of highlighting Pakistani cuisine did support the company’s brand building process.