Whether they are Local companies like Engro, Kisan and Royal Fans or International Companies working in Pakistan such as Pepsi, Unilever, Mobilink and Warid, all are now realising the the fact that “Product’s marketing targets are met best when customers have someone who is easily identifiable somewhere near them”. And this is the reason we can clearly see the recent rise in the trend of having celebrities in commercials.
Experts believe that this change in trend came up with the change in media, people of previous generation had a great gap between them and their stars, this maybe was because of the weak media at that time. But now as the media of the country is very much strong, people know more about their celebrities, creating a special kind of bond between the people and their celebrities, making their stars “Selling commodity” for big corporations.
In Pakistan sometimes back Cricketers were the only celebrities who use to be considered as “Selling Commodity”. But time has changed now and Stars from Pakistan Film Industry are also proving themselves as one the best choices for the TVCs.
Though the concept of having film celebrities in a commercial is not very new in other parts of the world but it is pretty much new in Pakistan and is still in its building up process and needs a further growth and development.
Whether its Reema doing a Pepsi ad or Shaan playing a heartthrob celebrity in Lux Soap ad, people have liked them a lot. They were mostly the International brands who first brought this idea in Pakistan, such as Pepsi, Mobilink and Unilever, which was then adopted by the local companies as well.
Following is the list of some of the selected ads having Lollywood’s Stars in them for both Local and International Brands.
- Shaan for Pepsi
- Shaan for Mobilink
- Shaan for Lux
- Shaan for Royal Fans
- Shaan for Pampers
- Shaan for Engro Rupiah Certificate
- Shaan for Haleeb Milk
- Shaan for Brooke Bond Supreme Tea
- Reema for “Pepsi
- Reema for Lux
- Reema for Warid
- Reema for Tarang
- Iman Ali for Lux
- Iman Ali for Mobilink Jazz
- Iman Ali for Kashmir Premium Gold (Kashmir Oil)
- Iman Ali for Q55 Cell phone
- Iman Ali for Sunsilk Shampoo
- Moammar Rana for Kisaan Oil
- Moammar Rana for Mobilink Jazz
- Moammar Rana for Tarang
- Fawad Khan for Olpers Milk
- Fawad Khan for Samsung Mobiles
- Fawad Khan for Mobilink Jazz
- Fawad Khan for Clear Shampoo
- Meera for Kisaan Spices (Kisaan Foods)
- Meera for Tarang (Engro Foods)
- Atif Aslam for Olpers
- Atif Aslam for LG Mobiles
- Javed Sheikh for Tarang
- Vaneeza Agha for Olpers
- Saima for Warid
- Saima for Tarang
- Noor for Warid
- Sahiba for Tarang
- Resham for Tarang
- Sana for Tarang
and the list goes on.
Apart from creating product awareness by signing these celebrities in ads, something which is more important is that, this is also helping in creating the self identity of Pakistan, people now know that they have got their own stars as well, otherwise for them stars were only Shahrukh Khan or Salman Khan, now they have got their very own Shaan Shahid, Moammar Rana, Reema Khan and Iman Ali and many others as well. Other than this it is very good for all these actors as well to build their solid image and prove themselves that in reality they are not what they are shown in films particularly those typical “Punjabi Gujjar Films”, also its a great platform for them to prove their versatile acting skills.
Those companies who still think that having people in a commercial from outside Pakistan mainly the drama actors from India are the only solution for a successful ad campaign should now change their minds specially after watching great success of ad campaigns such as of Engro Rupia Certificate, Pampers, Mobilink postpaid, Warid, Olpers and many others.
Yes instead of Pakistani TV Dramas artist now they are signing lollywood celebrities for TVS, but I loved to watch Pakistani crickets in TVS but our class of TVS isn’t good even I call them bad.