Utter Depiction

Timeless advertisement slogans, ‘Mana Lo Food Ka Love’, ‘Dew Na Kiya Toh Phr kya Jeeya’ and ever popular ‘Daag Toh Achay Hotay Hain’ worked miracles for the respective brands. Each time marketers tossed innovative approaches to capture the much-needed limelight. From Coca Cola Vs Pepsi, Ufone Vs Jazz or Express Vs Ariel, wars are an ageless style for advertisers to expand the market reach. Recently in TVC’s there a lot of famous stars being used with no tales and creativity. Last week we observed another stimulating war CHAI VS CHAI.

TAPAL – Tum, Mein, Aur Aik Cup Chai




It’s inaugurated with Tapal advertisement ‘Tum, Mein, aur Aik Cup Chai' drive. The great thing about the TVC was the role-reversal strategy.TVC comprising Fawad Khan and Momal Sheikh challenges the stereotypical representation of an ordinary Pakistani house. Kudos Tapal for whacking the 90’s typical social norm as females are only for house chores. Tapal tallied the working female factor with sparkling freshness. I personally have seen considerably a few men assisting out their ladies in household chores, so it’s not a taboo precisely. It’s fabulous that our mainstream media has started promoting this insight.

The bits and life shown in the latest TVC are delightful, limited and special in our daily lives. Aside from role-reversal, another element which makes this campaign distinctive is that it was first delivered on the digital soapbox instead of electronic one. Tapal’s digital-first leadership demonstrates that Tapal is looking to innovate instead of mimicking the crowd. As, we all know digital media is all the vogue now and is deliberately cultivating it into mass media, thanks to the portable internet and smart phones.

LIPTON – Lipton Aik Baar, Bhool Jaogay Dander, Pasand Na Aye Toh Paisay Wapis




Hamza Ali Abbasi is an astonishing actor and public figure with the larger number of social followers. From his hard-hitting statues or pinpoint tactics, BAM he is barbecuing the hearts. But what was Hamza performing in TVC video? Lipton’s recent TVC highlighting Hamza Ali Abbasi doesn’t hit the right chords. Its aggressive advertising as they take a direct scoff at Fawad Khan’s Danedar TVC with the blind taste challenge (Another well-scripted challenge *Yawn*).

His potential should be allocated instead of giving him theatrical dialogues such as ‘Pasand Na Aye Tou Paisay Wapis' to address. The creators could’ve pinched the strategy a bit. The winner factor in Lipton’s TVC solely was Hamza Ali Abbasi. What else do I perceive from this campaign? Lipton tastes greater than Danedar. Well, every brand challenges that nothing new.

Give the public a narrative, the earlier campaign ‘chai chahiye’ was ideal. The circumstances were real, people linked to it easily. Why do advertisers believe they’ve executed a triumph after casting the hottest star in town? They then don’t have the fortitude or passion left to work on the artistic tactics. I question, where is the consumer perspicacity? Where is the inventiveness and what’s the word? All you did was make a superstar like Hamza Abbasi looks meh. Thumbs down!

In this Chai Vs Chai, various brands such as LU, Everyday, Internwood and Cleanry cashed on this ongoing war. Take a Look at these following digs it will split you into the pieces. Admittedly, advertisers truly have done a remarkable job with creativity and execution. Enjoy!

Bakeri LU – Chai Jo Bhe Ho Janaab, Humara Maza Lajawaab




EveryDay – Chai Lajawab Ho Ya Danedar, Only Nestle EVERYDAY Makes It 



Interwood- Chai Jo Bhi Ho, Rakhi Tou Hamari Table Pe He Jati Hai.




Cleanry – Chai Ke Daag Danedar Ho Ya Lajawaab, Cleanry Sb Dhota Hai




Attacking on competitors’ brand can give a nice boost to your brand performance. Overall responding on competitors can be a great break for those who have the resources to support it and the creative squad to justify it. It’s a brilliant action to promote your brand identity if done right.