Assignment: Marketing Communication

Brand: Ufone
Decade: 2010-2020

Submitted By:-
Alesha Fatima
Aneeq Anjum
Byan Saghir
Shahrukh Inam

Dr. Saad Shahid

Branding and Advertising (MGT603)

Dated:-20.02.20

1. Ad1. 2010- Teri Mehrbani

Link: https://www.youtube.com/watch?v=yNdVnP3HDWk

This ad focuses on humorous appeal and functional attributes of the service“Saaf Awaz”, “tez
Rabta” and “waseeh network”. Functional benefits of the service are the key message of this
ad which is delivered to a broad set of target audience. The visual of the ad shows a young
and beautiful couple, with a subtle and romantic back music, therefore the unexpedly squeaky
voice of the lead supplemented with a great punchline (“Teri Mehrbani” became a household
catchphrase in) leaves a lasting impact on the viewer.

2. Ad2. 2013- Uth Pack ‘Life On Kar’

Link: https://www.youtube.com/watch?v=GK_XEG_NTMo

This ad is specifically targeted to the evolving youth of Pakistan with a central theme around
youth empowerment and extended visuals of travelling, music, passion, career aspirations and
the need to stay connected beyond, just phone calls. At this time the industry was stepping
into internet connectivity and hence the ad highlights ‘baaton sa kuch badh kar’.

3. Ad3. 2016- Shahzad Roy ‘Sajna mera uss par’

Link: https://www.youtube.com/watch?v=eUf6oICK2p8

This ad highlights Ufone connectivity throughout Pakistan by the introduction of 3G.

Multiple target audiences are focused from urban to rural, as well as, different age groups.
Again the ad uses humorous appeal, complemented with music and travelling around
Pakistan which is in line with the previous ads. Moreover ufone concluded the advertisement
with concept line of how competitors keep on emphasizing bundle offers in order to attract
customers. A new focus on visuals is the strong connection to the culture of Pakistan through
folk music, dresses and a romantic story reminding us of folktales set in a modern day.

4. Ad4. 2020- Teez internet aur Saaf awaz ‘Pub G’

Link: https://www.youtube.com/watch?v=ezjM4KP4pMY

This ad is targeted towards the youth and again the functional features of the service “saaf
awaz” and “tezz Internet”. The visual shows two young boys playing PUB9-G to connect
with each other, which resonates with today’s youth. The ad is shot and the message crisp,
relaying a direct message with no subliminal meaning.