Published on August 14th, 2007 | by Atif Tahir2
High Impact Independence Day Campaign By Mobilink
As Independence Day is approaching, Mobilink again has taken lead by erecting Independence Day billboards in Lahore & other cities. Mobilink has always been on the forefront of societal marketing activities and have always been very keen on Corporate Social Responsibility. The copy statement on this billboard states “Hum Bolein Azadi Ki Zuban” (Translation: We speak the language of freedom) which is very well integrated with Mobilink’s brand image statement i.e. “Reshaping Lives”, thus posing a brand personality of someone who is aggressive, mature & independent, thinks very well and cares, all of which further ensures brand loyalty and adds value to brand equity.
As far as Mobilink’s Independence Day campaign is concerned, specifically this particular Billboard and generally the whole campaign (including the TV commercial) is not promoting the company or any of its particular product or package but it is all about Pakistan, people of Pakistan, their hopes, issues and their lives besides the message of unity and love and the one who is communicating this message looks much familiar.
The cute little girl with Pakistani Flag in the background catches one’s attention at once. Besides freedom, the message in Urdu is also trying to remind the nation that we need to reassure commitment to our country that we will keep our promise with Mr. Muhammad Ali Jinnah & our land to make it prosperous one day. The Billboard has been applauded by all here in Lahore.
I wish others would also get inspiration, especially Government institutions, PTCL, NBP etc must also respond and I would wonder if they take lead next time. Even if it is all about business, two thumbs up to Mobilink and other private companies who struggle for subscriber base through social activities. Compare this to Government institutions who had a monopoly since the beginning and our nation has always been on the giving end.