Having sponsored and promoted the sport for over three decades, Pepsi Pakistan always brings something new to the table; and it is again back in the game with our favourite boys. From the start of the ICC T20 World Cup these advertisements have caught the attention of many as they are mostly aired during matches.

A series of three commercials, the first one shows Pakistan off spinner and number one ODI bowler of current time Saeed Ajmal playing basketball. Even the Afro doesn’t help him fit in with the sport and his shining the ball was probably the best shot in the commercial, proving he’s only ‘Made for cricket’.

‘Boom Boom’ seems to be back from his island adventure. Leaving Misbah behind with the woman, the leg-spinning all-rounder decided to give golf a shot with his madcap batting style. His inability to control his urges to slog every ball that comes his way has made him a crowd-puller the world over. Back strain or not, he proved to be a compulsive basher with his golfing style as well, his muddled hairstyle too added valuable affect to the setting.

A surprisingly amazing performance by Umar Gul brings a great closure to the series. Pepsi brings the fast bowler with a moustache and a classic getup to bowl. But his rubbing to shine the ball was obviously for another kind of bowling and his performance in yesterday’s match proved his determination for cricket.

After a popular, yet failed attempt with Yeh Pepsi Kis Ki Hogi, this one is actually fun without being despicable. It’s interesting how they’ve incorporated the style of playing cricket with the other sports, without being over-the-top.

Pepsi has a strong supermarket mainstay and since soft drinks really don’t have a healthy Unique Selling Point (USP), a clever celebrity endorsement like this is bound to be effective, especially in our part of the world where people are really passionate about cricket and it provides benefits by capturing the hearts of the people.

Whether the campaign is successful or not, Pepsi seems to have at least answered my question from the previous blog – What can you learn from a soft drink? Just like our boys learnt they were only ‘Made for cricket’, if you’re also wondering about what you are made for, then apparently you need to gulp down 300ml Pepsi to find your answer. It may also help you get rid of a ridiculous getup if you have one; because it appears that people who don’t drink Pepsi have a bizarre fashion sense.

The letdown however came from Noori’s disappointing cricket anthem. It somehow does not bring out the zest and zeal in a nail-biting cricket match.

Countless attempts have been made to rouse the nations patriotism but having lived through the era of Jazba Junoon and Dil Dil Pakistan, such mediocre attempts have only managed to stir disappointment.

Cricket season always brings with it a deluge of jingoistic ditties. The constant generation of such songs might be a mechanism designed to give us some sort of validation – constantly reminding us that indeed we are a nation of winners poised to reach the skies. But what people fail to notice is that when these songs are combined with a product, it’s actually trying to rouse national spirit in order to sell that product. This manner of expressing fidelity to one’s country is a disgrace to prescribed patriotism. But that also means that these products may not stand anywhere without playing on the nation’s emotions.

We should not depend on such morale boosters to remind ourselves the need to stand together. It is our responsibility to stay unified and for that having confidence and mutual understanding is paramount.

In current times we may not have mutual understanding in all affairs but we are confident about one thing – we do stand together when it comes to cricket. So bring out the zest and zeal and let’s support the green team for the big match tomorrow and let’s hope that Pakistan brings back the cup so that we can celebrate victory by popping soft drink bottles in true desi style.

Follow the Advertising Analysis series here.

 


The writer is a New Media Design Manager at Dawn.com

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Comments are closed.

Comments (27)

Asad
September 29, 2012 4:02 pm
Its such a pity that our cricketers are not good actors, nor good players.
Mehreen
October 1, 2012 5:17 am
Decent analysis - though organised and funded perhaps by Pepsi's marketing and P.R company.
bkt
September 30, 2012 7:51 pm
This is a really useful article and the writer has done a good job with the topic. Thanks a lot!
abdul
September 30, 2012 4:15 am
I think pepci's advertisements are always full of crape like mentioned above. any way good analysis thumbs up.
Mairaj
October 1, 2012 12:01 am
I am a sharholder :)
Adeeb
September 29, 2012 11:24 pm
Are you from Bangladesh?
S.KAHN
October 1, 2012 6:44 am
WELL SAID MAN
Saad (DXB)
September 29, 2012 6:41 pm
Let's see how much you pay back in taxes on account of 'Income from Other Sources' on June 30th 2013 Mahjabeen..
Farhan A. Shaikh
October 1, 2012 7:59 am
Let's just say the analysis was about average. Pepsi commercials have always attempted to bring something different to the ad industry. However, I believe that its about time our players should perform well not only in the ads but also on the field as cricketers.
Ali
October 1, 2012 4:39 am
Honestly speaking our cricketers dont deserve this much respect and coverage
Aqeel
September 30, 2012 9:53 pm
These are only for ads and not for what they are known.... specially Afridi.... just a notorious, shamful defeat from india
Ahmed Ali
September 29, 2012 3:38 pm
Brilliant analysis - comprehensive yet simple. Much better in quality and theme than what most others come up with on blogs. Cheers!
ahmad butt
September 30, 2012 10:55 am
I find the ad hilarious, Umer gul looks like a 70's hippie mixed with disco fever guy, i reckon they can also make him a cowboy as well along with afridi
Almanar
September 29, 2012 3:08 pm
do you get paid for these analyses?
Kashif Khan
September 30, 2012 9:24 am
To promote a unhealthy drink through sports is a disgrace in it self. On top of that blog also looks like a Pepsi commercial.
Aditya
October 1, 2012 4:02 am
Of course ! Don't you get paid for the work you do?
Almanar
September 30, 2012 7:25 pm
I don't wanna know about the income. It was a rhetoric.
shahid
September 29, 2012 10:02 pm
what a naive and pathetic analysis!!!!!!
David M
September 29, 2012 8:47 pm
Why? You want a piece of the pie?
buttbhai2@hotmail.com
September 29, 2012 8:26 pm
Great start to the article, which was ruined by useless banter of the author. Criticizing is always easier than coming up with something useful.
GhostRider
October 1, 2012 3:40 am
Kid: Dad come!! COme!!! Afridi hit 3 three sixes in a row Dad: Watch closely son its a Pepsi ad
Raw is War
September 29, 2012 2:35 pm
lol
Shajia Ahmed
September 29, 2012 7:31 pm
What kind of a question is this? Even if any writer gets paid whats the purpose of the inquiry?
Amin Hussain
September 30, 2012 8:07 am
How can somebody doing and Advertising Analysis seriously criticize ads for exploiting patriotism? Advertising is ALL exploitation. If we were to get started on this - you don't need these products to be more popular, you don't need them to be more successful, you don't need them to be more religious! Unless they're advertising cancer medication, these people are almost always exploiting peoples' insecurities to sell them stuff!
communist
September 29, 2012 7:44 pm
If they are not crickters, then how they are winning? Ur comment is just lame!
Nadia Khanum
September 29, 2012 7:45 pm
Love this blog. Congrats Mahjabeen. And I disagree. Let our cricketers remain cricketers and not be those fake actors who very quickly develop a love for the screens. Leave this job to our generals, politicians, judges, mullahs and bureaucrats. They are the only good actors who do everything other than their own jobs.
Hello1
September 30, 2012 5:05 pm
At least our players play brilliantly well in these soft drink ads!
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