ads we hate? and ads we love.

We love: Ufone prepay
We hate: Telenor djuice

Ufone’s marketing strategy has to be one of the best in the city. I love each and every one of Ufone’s ads since it has undertaken the “Everbody loves to..” marketing campaign. I believe Interflow is responsible for the ad campaign- two people came up with the initial idea.. the first is the guy Rizwan from Hadiqa Kiyani’s Boohay Barian video and the second is a girl who’s an IBA graduate of either 2002 or 2003.


Keeping the details of the history of the campaign aside, everything about the ad campaign is so vibrant and alive. It makes you smile. It is way better than the Mobilink Octane ads that unsuccessfully try to recreate random party scenes. The Octane image doesn’t seem to fit in with the pictures. But Ufone’s campaign, I think, is absolutely wonderful.

And just when everyone was getting tired of the old ads, Ufone decides to reinvent the whole campaign and come up with new slogans in a smilar way.

Everybody loves to play.. u-games
Everybody loves to pose.. u-pics

The ad campign just seems so much fun.

Moving on from the positive to negative: ads we hate.

Has anyone seen the new djuice campaign? First of all, the whole package seems too confused to me. Are you targeting people who can hardly afford a mobile and want cheap services or are you targeting people who have lots of money and can afford expensive connections? They need to clarify their target market first. On one end, they’re keeping the lowest sms rates in the market which makes the package very, very attractive at 0.2 paisas per sms. At the same time, they have the highest call rates in all the prepaid packages being offered currently at 3.45 rs./min for a call to any other network.

Not only that.. there’s their billboard of “Thumbs of the world unite”. The tagline is so perfect, the idea could have been executed in a brilliant way. But isn’t it just like Telenor to take a brilliant idea, trash it completely, and then execute it? Remember the whole campaign of listen more, hear less.. etc etc. That was another brilliant idea executed very badly.

I think Telenor needs to learn a lesson. Perhaps look at Ufone and learn a thing or two.

13 Comments so far

  1. Teeth Maestro (unregistered) on April 4th, 2006 @ 11:26 pm

    I must agree with you the creativity of UFONE is simply the best, I love the jingle, simply love the TVC etc etc.

    I also love the idea that UFONE’s concept is created locally and unlike Djuice which was just a concept emplyoed in Pakistan.


  2. Zain (unregistered) on April 5th, 2006 @ 12:35 am

    Ufone rocks guys. The ad is just perfect, it takes you along… and the service is not bad either.. i have used all but i like Ufone the most…

  3. IllusionFS (unregistered) on April 5th, 2006 @ 1:55 am

    I like both Ufone & djuice.

    Kirna: Telenor is not confused. It completely suits me. I am a person of texts and I hardly make any calls. So I dont care what the call rates are cos I barely call anyone and the text prices *a total of 23 Paisa* is so totally kewl. I send messages like crazy. MMS is free.. I like their campaign as well.

    It works for me. I think the telenor campaign is 2wice as good as ufones *graphically*. The colours are vibrant/wacky & totally new.

  4. karachi4eva (unregistered) on April 5th, 2006 @ 1:57 am

    r ya all gettin paid by U-fone 2 say all dis?

  5. Jay the big J (Jamash) (unregistered) on April 5th, 2006 @ 2:32 am

    The product and the marketing campaign both should have strength, DJuice’s marketing Campaign is too far fetched, they tell you that they will drive you crazy But do they? Their SMS (and free MMS) rates are very low but how about the calling rates and a Telenor office told me that once you convert to DJuice there is no way back .. I know I make more calls then I do SMS and I rarely send MMS so I will be paying more on the service I use the more so eventually I am paying them more and the also whole Package being a one way Trap, I don’t feel comfortable at all converting my Telenor to DJuice.

    As Far as Ufone’s Champaign is concerned they are doing their color scheme Throughout had been fibulas on the Contrary Jazz Octane( Orient McCann) has made it a little too colorful and LOUD.

  6. Jay the big J (Jamash) (unregistered) on April 5th, 2006 @ 2:40 am

    Corrections: As Far as Ufone’s Champaign is concerned they are doing *Great, their Color…

    We should at least be able to correct the comments we type :( – Flickr allows that why don’t metBlogs ?

  7. girl (unregistered) on April 5th, 2006 @ 10:39 am

    hi. came from ….. :) sweet to see our neighbour country’s beautiful blog…

  8. Imran (unregistered) on April 5th, 2006 @ 10:05 pm

    I guess its been too long since I’ve left Karachi, although in Earth years its only been 5years – looking at this billboard evoked a weird bag of mixed feelings – not too long ago something like this would not have been conceived of ….
    not being judgmental … just voicing a private thought …..


  9. khanana (unregistered) on April 6th, 2006 @ 4:33 am

    o yeah thers no match with ufone Campaign

  10. Adnan Y. (unregistered) on April 8th, 2006 @ 5:47 pm

    Don’t know if you lot have it in Karachi, but in Islamabad one of the more “back to the drawing board” ads has to be for the i-mate. The billboard itself isn’t bad, but the tagline needs work:

    “I mate. Do you?” Erm, only behind closed doors, mate. :|

  11. Moiz Kazmi (unregistered) on April 9th, 2006 @ 5:45 am

    i love ufone ads n i use ufone too :P

  12. Masuma (unregistered) on April 10th, 2006 @ 12:28 pm

    The campaign might be nice and so is the music, but in the billboard the girl looks completely hungover!
    Djuice after much hype has not left much of an impact on me, it could have scored better, but nonetheless both connections are offering good service :)

  13. ]-[ashim (unregistered) on April 18th, 2006 @ 4:57 pm

    regardless of what u guys say…the bottom line is that when it comes to coverage there is nothing better than Mobilink (its simply everywhere as there boards on the highways say)…and when it comes to Marketing campaigns, therez Telenor…who can forget the front page adv they placed on DAWN, the day WARID was launched… On the other hand, the u-fone adv are pretty darn good… and oh yes OCTANCE adv sucks…

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