With Independence Day and Eid falling in the same week, Pakistanis have a lot to celebrate.
Although Independence Day has an emotional significance for Pakistanis, they wait for it just like Eid, celebrating it every year on the 14th of August with great energy and enthusiasm. Our country’s brands celebrate the occasion by coming up with creative campaigns to win the hearts of Pakistanis across the nation and inspire unity amongst them.
We are seeing brands come up with exclusive offers and discounts for Independence Day. We also see companies like PTCL who always reinforce the message of patriotism and harmony through its creative campaigns.
For last year’s Independence Day, the organisation launched the ‘P for Pakistan’ campaign, which showed a true depiction of everyday life of Pakistanis. The combination of scenic shots and traditional music in the ad touched hearts and minds across the nation.
This year, PTCL has taken a different angle in showing its connection with Pakistan. Unlike last year, where the focus was on the spirit of unity, this time around PTCL has aesthetically presented its corporate brand by showing all the touchpoints that are part of our daily lives.
The ad’s theme depicts how PTCL is the backbone to all communication activities that are part of our daily routine – be it using banks/ATMs, travelling, any kind of emergency or using simple internet at your office or home.
https://www.youtube.com/watch?v=9n6zO85bbDA
The ad has been viewed by audience and customers alike over 3.4 million times online within just 48 hours.
With motivational music in the background, the ad starts with scenes that show PTCL towers in the beautiful northern areas of Pakistan. The towers are surrounded by mountains to show that PTCL is available everywhere in Pakistan and connects the nation from Khyber to Karachi and Gilgit to Gwadar.
Throughout the ad, we see familiar actions that we perform in our day-to-day life – getting cash out of an ATM, travelling on a plane or train and using social media etc.
All these everyday actions depict that PTCL is more than just a landline and internet provider – it is where PTCL’s reach and network strength is highlighted and it is realized that PTCL is the backbone of all connectivity in the country, whether it is on a retail level or corporate.
The ad also displays a shot of underwater submarine cables.
There are a total of six underwater submarine cable consortiums in Pakistan and PTCL is a part of four of them. Other telecom operators as well as internet service providers in the country depend on PTCL for their connectivity as majority of data coming in and going out of Pakistan is on PTCL’s network.
PTCL has focused on promoting its corporate brand and identity this year through a thematic concept to stand out and remind everyone about its presence and connectivity throughout the country.
The narration for the ad is entirely in Urdu, which portrays that PTCL always stays true to its Pakistani roots and wants to reach every single person in the country through our national language. As a national brand, its significance is reiterated through this TV ad as it supports communication needs of the country.
Not merely a landline provider, this PTCL ad deserves praise and recognition due to its successful amalgamation of aesthetic shots of everyday tasks with its corporate aspect. For the first time, PTCL has subtly shown its corporate identity with an emotional appeal, as the commercial ends with the tagline – Isi liay PTCL bana un sab ka itabar, jin pay hay apko itabar.