When I was heading a brand in my one of the previous jobs and that too the one which sells in US and the branding had to be done in Pakistan, I called in the best teams and personally took feedback from them about how can we improve. I called in teams from National College of Arts, Indus Valley, AMI Iqra University Art, Fashion designers collected their opinions made improvements, tightened the agency, put strict controls and checks on their work for my brand and made sure they cry at the end of the day while leaving for home till they improve.

I mean I don’t really understand this that why Mobilink has mehndi in their hands and are helpless in improving Jazz print advertisments? Pick up the phone interact with people, call in teams from art schools, gather in experts every single day and make your agency listen to them till the ads improve. How hard is that?

a good way to use Az would be to do a remake of jazz song bol kay lub azad hain pyaray. this should have been in place at the time of launching Az for two reasons:

a) this song puts powerful impact around the consumer since the beats are organized that way

b) this would have cleared all doubts and mixups on Ali Zafar and telenor combo and would have served as a stamp Ali Zafar Jazz.

now since they missed the boat, still some time to make it up to it.

1. The move to include Ali Zafar is good due to the reason of his popularity attached to cellular branding – so he leads, consumers follow and in that particular sense he falls at the top of the bellcurve (meaning at the top end) so stats wise makes sense as there is a good possilibilty to catch some good sales figures in the coming qtrs.

2. The print advertsiment is pathetic should have done some more work to launch Ali Zafar in a fun manner to catch the attention along with settle the attention. This might catch the attention but another breakthrough ad required for the consumers to setlle the attention on the brand – two different things, often mixed by the brand teams.

3. The tvc is okay. powerfull. but after few runs, it contains a depressing element – more life, color and funk required.

“Oh and ofcourse the shift in brand. The blues and the Jazz ! Well i could assume that people would be shocked and confused and contrive various stories as to how and why it happened . Well hear it from the horses mouth.

I had worked for telenor with dedication and sincerity that even they would vouch for and we shared a mutually benificial relationship for 3 years. But recently my last contract expired with them and i was offered a new one from Mobilink . Simple !

Now i am also for the opinion that had the campaign come a few weeks or months later, it would’ve been easier to understand the dynamics but since i was flying out of the country to tour so we were only left with shooting the add before i left which meant asap . But i wish all the best to Telenor and it’s team and a happy farewell. Infact i would also like to appreciate those young boys and girls spending timeless hours at call centres and various other jobs, be it any brand, and hope that one day all those youngsters grow up to have their own companies :) As for the future … get ready to Jazz up !”

Source: http://www.alizafar.net/blog/2009/07/07/jazzblues-and-the-coke/