It’s not often that we see an eye-popping media innovation in Pakistan’s advertising industry, but when we do, we make sure the world knows about it.
Engro Foods, for its most profitable brand, Tarang, disrupted Pakistan’s TV advertising with a clutter-breaking roadblock strategy on all leading TV channels of Pakistan. The brand launched its mega-starrer campaign, Hum Hain Tarangbaaz featuring Shaan Shahid, Iman Ali, Fahad Mustafa, Mehwish Hayat, Saima and Javed Sheikh.
Sung by Bollywood’s two top-notch singers, Sunidhi Chauna and Sukhwinder Singh, the song was launched with a roadblock strategy on 30 leading channels of Pakistan including Geo Network, Express Entertainment, News One etc.
This is the first time that any company has dared to take on the bold attempt to air same content on all channels simultaneously. Through its roadblock strategy, Engro Food made sure that all channels air the same ad at the same time.
This means, the whole nation (atleast the ones watching TV) watched the same song everywhere – at the same time.
Conceptualized by Adcom, the campaign, with celebrates the deep-seated heritage that’s ingrained in our roots. The media duties have been fulfilled by Starcom MediaVest.
Watch the ad here and tell us what you think in the comments below!