Advertising analysis – Jazz Jazba

Published Nov 17, 2012 09:22am

So last week I happened to watch the Jazz Jazba Mobile Internet commercial on repeat to figure out what on earth was the point of such a ridiculous concept.

Speaking of concept, I fail to understand how Mobilink can so blatantly talk about Jazba when the logo itself is copied.

For those of you who are unaware, the Mobilink Jazba logo, which happens to talk about immeasurable passion with the tagline ‘Such Apnao, Jazba Jagao!’ is a rip-off of Zagora logo, created in 2005.

It is a common practice in Pakistan for companies to shamelessly copy logos and modify it to their liking, but with the Jazba logo, the horror didn’t just end there. There is actually a tutorial available to create this logo by the Brazilian designer, Fabio Sasso himself. So voila! Ripping-off a concept was just made simpler! Now all those sales managers who love to ‘design’ in their MS Excel sheets can do so with so much ease.

If you’ve digested that news, let’s go back to this new TVC. The ridiculous opening line ‘Ali, mein tumhain kabhi nahi chor sakti’ bizarrely executed by Nargis Fakhri nauseated me. After the scene cut, Nargis calls out to her driver for the car. I’d be really impressed to see any actor do that in real life. The chauffer driven slick car wasn’t so slick anymore, when the bonnet got all smoky. The car typically broke down at the wrong time.

But wait! We do have a hero.

Ali, who appears to be less of an actor and more of a gali ka gunda, jumps at this opportunity and rushes to the damsel in distress on his bike. He also proved to be a typical Karachi ka bike wala, roaring his bike and juggling his way through tiny lanes leaving everyone hassled. Is Mobilink trying to imply that their internet speed is so fast that it actually leaves people stressed?

Are you confused? Me too.

Upon accepting Ali’s offer, Nargis realises ‘script nahi parha’ when Ali hands her his phone to download it with Mobilink’s fast internet and read it on the way. But who can read (let alone memorise a script) when they’re in the middle of a life-threatening motorbike ride?

And in case you missed out, Nargis was on the Google map all through the ride. Maybe the internet really wasn’t fast enough for her to download her script.

In the end, Ali drops off Nargis literally at the aircraft’s doorstep. No wonder she promised him she’d never leave him. Who can leave a guy with an impressive motorbike that he rides with a solid gunda attitude and can drop you off at the airplane hangar? Oh, and let's not forget, previously he had also heroically saved her from a restaurant fire.

I honestly have no words to explain my revulsion at the tagline in the end, Youn chalay ke life balley balley. Are we to assume that Ali’s life took a turn to becoming balley balley after he dropped off an extremely impressed Nargis at the airport?

So after watching the commercial on repeat, did I actually find my answer?

Yes I did.

When the foundation of your brand is a hoax and a rip-off of someone else’s creativity, how can you ever be original about concepts or the development of your product?

Your brand is your brainchild. The least you can do is be loyal to it.

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


The writer is a Multimedia Producer at Dawn.com. She tweets @mejmankani


The views expressed by this blogger and in the following reader comments do not necessarily reflect the views and policies of the Dawn Media Group.

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Comments (34) (Closed)


Ara
Nov 19, 2012 06:49am
Fancy words are catchy, don't you agree, you changed your signature from "syed" to "sy3d" It looks better in the CAPS. Might be better looking if you wrote "SY3D". By the way is it also plagiarisation? or just a fancy spelling. Replacing "E" with 3, and "A" with 4, has been going on for a while in the west by now. Although not in Pakistan. You are the first to do it in Pakistan, I guess Syed Noor.
Ara
Nov 19, 2012 06:52am
Why the name is obvious "Harley G Davidson", or "Dawood tha puttar Halli"
Usman
Nov 18, 2012 06:56am
Critique at its’ best but unfortunately the viewers really don’t care about it. The look for “Ali Zafar” and ”Nargis”. The story line , the concept and the act is just useless for them.
Nadeem A Nasir
Nov 18, 2012 08:59pm
to sum it all up -- this JAZBA logo is my bands name since 1992 -- can i sue mobilink????
Imran Malik
Nov 19, 2012 08:11am
Infact Mobilink team was in great shock after the disaster of Ali-Nargis restaurant ad, which was badly stripped by U-fone smart media placement. Sadly Mobilink couldnt make the best use of Nargis Fakhri
Waqas Majeed
Nov 18, 2012 07:33pm
Seriously, what a bogus and sham this advertisement is. I myself was confused when i saw it first time as it didn't make sense upright because the purpose which should be focused on was not prominent. It could have been a palatial ad if concept was more emphasized.
Sy3d
Nov 18, 2012 08:45pm
Now a days there are fancy words to replace the actual words, you don't say "copy", you say "inspired by". you don't say "stolen" you say "based on idea by", pretty much like Made in Japan vs. Made as Japan. So far, the most creative work in commercials was done on a cigarette ad. a decade ago, I am sure most will remember that and in recent times, Ufone managed to keep it original while building up a fan base. btw, Warid logo is a rip off version of a western brand as well, but then when did we hear about "copyrights" in Pakistan anyway. Lagay raho !!!
generalcuriosity
Nov 17, 2012 09:39am
What is wrong in following a tutorial to make your brand logo? The ad is made in the style of typical cheesy desi movies (Nargis' "script nahin parha" verifies that). Hence, all the sticking points you mention (Nargis' cheesy lines, Ali's heroics) are intentional, not a faux pas. The ad conveys the message that the Mobilink's internet speed is fast. Thus, a forgotten script can be downloaded instantly on set in the middle of shooting without causing any holdups.
Muhammad Waqas
Nov 17, 2012 09:42am
its a font :P anyone can use this font. you just got overexcited :D
Abbasii Ali
Nov 17, 2012 09:43am
Pakistan's fastest internet, and not even one scene was shot in Pakistan.. Brilliant!
Yikes
Nov 17, 2012 11:52am
Wow. For someone who didn't like the commercial, it's amazing that you noted down and remembered every single detail about it.
Script nahin parha
Nov 17, 2012 04:05pm
U must from mobilink
R
Nov 17, 2012 04:49pm
For the first time I'm in absolute agreement with the writer's analysis. it in indeed a very weak, poorly executed concept. Even Nargis Fakhri cant salvage this sad ad
SM
Nov 17, 2012 05:16pm
Haha, Mobilink just got a third degree burn. Once, I was called by them for an interview and they asked me, "What do you hate the most about Mobilink" and I replied, "Your Ads, your Jazz Jazba ad involving cricketers in particular". I didn't get selected :(
GhostRider
Nov 19, 2012 03:47am
See tata docomo ad...the concept is not that strong but the execution is just perfect. On the other hand this jazz commercial is all over the place
abdussamad
Nov 17, 2012 01:24pm
Not only have they copied the logo they've also threatened to sue the original designer! You can see the threat in the comments: http://abduzeedo.com/creating-crazy-cool-logo#comment-128582588
aim
Nov 19, 2012 06:38am
this article is so 'forceful' .. about the logo there had been an article on the logo already a year back so seems like you were pretty late on it, you need to be fast as Mobilink mobile internet .. the concept is alright execution was fine too...boring article probably you are just way too confused..
Khurram
Nov 19, 2012 06:35am
After seeing the ad for the first time, I remember remarking to the people sitting next to me that the only memorable thing about the ad would eventually be the female model's ass, which receives prominent airtime!
Ara
Nov 19, 2012 06:58am
And the critics din't even pause to think, that Nargis looks good in it.
Ara
Nov 19, 2012 06:59am
It is not the exclusive domain of the Indians or Chinese. Did you forget Syed Noor?
Hello1
Nov 17, 2012 07:22pm
Seems like some sort of reverse osmosis process at work here. You are running down the ad but giving undue and undeserved free publicity to the company and it's product. Very clever!!
Saad (@saad_durrani)
Nov 17, 2012 10:07pm
It is not a font. It is a developed artwork which Mobilink pulled it off badly.
Raja
Nov 17, 2012 10:05pm
Check out T-Mobile ad.. Similar!
Saadi Rahman
Nov 19, 2012 08:24am
Totally ruthless article! It is just a commerical, nothing to worry about anything.
KHUSH
Nov 17, 2012 07:28pm
u phone really paid highly . and this add contains high celebrity endorsement factor to capture the targeted audience . the way they were using was a theme u cannot challenge as the add was depicting the majority not minority. and now come to the copying of logo so i would like to say inspiration is a thing u get from others . jazba is an inspiration to appreciate the creativity of that person. i m not agreed with your analysis.
sdf
Nov 17, 2012 08:20pm
No, it isn't a "font". Logos by major companies are not made by picking some ready-made generic font in MS Word or Photoshop. Look at the tutorial to see - it is made from scratch. And once a company has created a "font" like this it is their's and not OK for other's to copy. You wouldn't see someone copy the coca-cola font for example would you? Not without being called a plagiarizer...total fail by mobilink here.
Ali G
Nov 18, 2012 01:54am
now im confused! never thought that the ad was such a waste
Ali G
Nov 18, 2012 01:55am
infact i was trying to figure out the bike's make...:)
Ara
Nov 18, 2012 10:52pm
You would be better off, if you spelled your signature name with a Capital "G" and used a space in between, for it to read like "General Curiosity"
Ara
Nov 18, 2012 11:04pm
This is called inspiration not a copy. If not convinced ask Syed Noor. Who once copied a film script from an Indian movie, and when asked about the similarities on public TV, famously replied, that film has a rich boy falling in love with a poor girl. In my movie a rich girl falls in love with a poor boy. This is called inspiration, not plagiarization.
SAM
Nov 18, 2012 04:05am
Did Mobilink sent you a bill this month for your usage? Could have been a little less biased, plus do you really not know that Excel isn't used for designing logos? Plus do you also really not know what a 'font' is? Never to late to educate oneself....
X
Nov 20, 2012 09:30am
This is pure negative publicity! I don't live in Pakistan but I read Dawn everyday because it is the most credible source of news and information in the country (I believe). Such pointless, non-directional and opinionated articles would definitely affect the credibility of the Newspaper. People expect newspaper editors and writers to be mature and unbiased - This article is you being emotional and obsessed by the logo copy issue and making it a bigger issue on the brand. In a developed country, that would qualify as a law suit from Mobilink! Apologies for being so harsh on this but I am a daily reader of Dawn and such sub-standard material has disappointed me.
N K Ali
Nov 18, 2012 05:11am
Pakistanis are entering the exclusive Indian domain of "copycatting." Who wants to exercise the mind for ideas and ingenuity.......nobody. Therefore let us plagiarize. Salams
Science-daan
Nov 19, 2012 07:09am
Aidee tu science-daan! The 'news' is 2 year old http://pakmediablog.net/2523/mobilink-jazz-copied-logo/