Media Magick

One thing that needs to be understood by brand managers is that their brand should never be overshadowed by anything. The brand perception should always be stronger and the message must be clear. In Pakistan, one of the major drawbacks that we witness in ads is that the brand is considered lesser than the celebrity who is engaged to endorse it. Now, that’s not a good practice. People hardly remember the message or the USP of the brand and focus more on celebrities. This is because the message is, most of the time, very weak. One such ad that I recently watched is of Mezan Tea that features Mahira Khan.

TVC – Mezan Tea

Advertising is all about glorifying the product and making it considered as a necessity for the target market. Ads that showcase the relevance and brands’ vision are remembered for their uniqueness and storytelling. It is a brand managers’ ultimate goal to highlight the brand and make its perception strong in the market rather than elevating the celebrity recommending it and giving the product a lesser slot. In the ad of Mezan Tea, Mahira Khan looks ravishingly elegant; she is blessed with beauty, confidence and talent – we all know that but the connection between the brand ambassador and the product seems to be missing.

The narration seems well penned but the way it is conceived, filmed and presented, it all made no sense. The ad of Mezan Tea will be remembered as the TVC where Mahira Khan was featured beautifully and not as the brand that was either well-integrated or depicted strong communication. The TVC of Mezan Tea highlighted Mahira Khan more than the product. This is unfortunate, as a brand that has the tendency to rope in a superstar like Mahira Khan should also work on the storytelling and brand image in the TVC.

The TVC of Mezan Tea could have created a mammoth impact, only if it had a realistic touch, relevance to the brands’ message and brand before celebrity. Highlighting the brand is essential than making the celebrity prominent. Unfortunately the tagline “Har Piyali Dil Waali” could not communicate the message both visually and otherwise.