Pakistan is a country full of life and prosperity yet it isn't often that
you see individuals or corporations do well for the society. My morning
drive to work is usually the same old monotonous routine with crazy traffic
and the loud sound of the continuous honking. But today my drive to work was
interesting as I continued towards my work place I noticed colorful images
and signs of the new Djuice campaign. For those who don't know what 1 am
talking about, yes it a brand off one of the telecom companies. The visuals
depict a sense that it is time to speak out. As the day went by the
impression that the outdoor campaign kept going through my mind so I decided
to look up the rest of the campaign on YouTube. Where I believe one can find
any and everything. A look at the commercial raised curiosity as to what
Telenor would do next. Is this just another one off social campaign by them?
On YouTube I happened to come by the making of the campaign where i believe
they have shown their brand ambassadors and management giving testimonials
about the step taken by them.
It was surprising to see that unlike their campaign on air their
testimonials seem to shine light on a very different agenda. A European
company talking about a "keera"? What? The campaign focuses on "Khamoshi ka
boycott" which to my understanding may be focused to remove the negatives in
the society whereas the making video suggests that one should come out and
speak their mind or do as they please and not care what anyone thinks. Much
to my dismay in today's world the younger generation has taken being
opinionated and open to another level altogether, we in our youth couldn't
even think of taking such a step as it was more important to respect our
elders and their decisions. The video focuses on a "keera "each one of us
may have, is that not reason enough to raise many eye brows? What was the
management thinking when they made this video? To me it is a politically
motivated decision which they have tried to show subliminally in their
campaign and by showing their focus on social norms they wish people
wouldn't realize what their hidden agenda really is. The timing of the
campaign raises a number of questions as well. In the recent months we have
witnessed the steps taken in the Arab world to try to make a difference, is
the management at Telenor trying to start the same here in Pakistan? Each
one of us knows that we are in a condition where anyone at anytime could get
up and maybe do something stupid with the false pretense that he or she may
be able to make a difference. Scenarios may be similar but the ground
reality here in Pakistan is very different and we must not mislead our
youth. This campaign may entice aggression within the youth especially the
way they have depicted people screaming at the end of their video portrays
aggression & frustration. We as kids were taught that such behavior was not
acceptable and that people who behave as hooligans would be looked down
upon. Another aspect that sparked curiosity was the inclusion of Shehzad Roy
who has openly been speaking against the political scenario in the country.
In his testimonial he mentions he can relate the being of this campaign with
the stance he takes within his music.
In the end 1 would like to ask all who read this article, are we so naive
that we can't see past this subliminally motivated message sent out by the
European company?
--
*Dr. Faryal Rehman*
Islamabad
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