Face is the index of mind and advertisement of a brand is the index of the
brand. It gave me a rude shock to see how so called leaders of Telecom
industry, Mobilink has changed its strategy and now resorted to making funny
ads little realizing though that this domain exclusively belongs to Ufone.Mobilink has recently launched a new offer through their ad which is exactly
on the same pattern which Ufone is carrying for the last three years. This
cheating not only shows that Mobilink creative team is simply out of ideas
for which they are exactly following the footprints of Ufone, but also
unveils the desperation within the ranks of Mobilink and how their brand is
failing by having a very shaky stance and no spine to hold the fort in
place.
Now Tom cannot do Harry’s bidding and neither Dick can do Tom’s. Earlier,
Mobilink also came under fire for using Indian models and making Indian ads
which are obviously received with suspicion in Pakistan given the fragile
cultural sensitivities of two countries.
Ufone ads are made by Pakistanis with Pakistani actors as the brand is
indigenous but since Mobilink is not ‘indigenous’ its ads and themes are
also borrowed. What is the point in calling oneself ‘Industry Leader’ when
‘block heads’ simply cannot float a new idea and resort to ‘trespassing’
into indigenous domains little realizing that public in Pakistan doesn’t
like ‘intrusion’ in domain of others and proudly associates itself with
local brand saying ‘Tum hi to Hu’.