Dawn Images

Do we smell a new brand war?

Seems very likely as Fahad Mustafa is on a roll in this new commercial for Waves refrigerator - a brand that had pretty much disappeared from the limelight during the last few years.

The ad shows Fahad searching for the perfect refrigerator that can please his begum, and in the process takes a cheeky jibe at all of its competitors and their taglines.

Fahad, who was signed earlier as the brand ambassador for Waves, is at his charming best in the ad. The campaign is the latest effort of the company’s new management to revive the diminished brand personality of Waves.

Taking the line “Waves ka Tou Naam Hi Kaafi” forward, the TVC light-heartedly targets the campaign lines of its various competitors, with Fahad adding oomph thanks to his natural dialogue delivery. The fresh campaign is a bold yet creative move by the company to re-enter the densely saturated home appliances market.

The video has been produced well, and is a refreshing change from the usual format of campaigns replicated by different brands every season. Also, full points to Fahad on his charisma and cheeky comic timing in the ad!

Last year, brand wars between leading tea and beverage brands went viral on digital media. Has Waves started a similar battle?

Let's wait and watch.

Waves is a household name in Pakistan when it comes to home appliances like deep freezers, refrigerators, split ACs, microwave ovens and washing machines. The company has recently been rebranded under a new team, and has launched their latest range of refrigerators and freezers in the market with a wide range of features.

This content is a paid advertisement by Waves Pakistan and is not associated with the views of Images and Dawn.com.