BY: ASNA KHAN

            BIG BRANDS WAR

“Lipton ek bar bhool jaogy Danedar” this is the punch line of the commercial which was released by the Lipton tea company on January 2016 in which Hamza Ali Abbasi (actor) was doing marketing of this product of tea. Lipton was introduced in Pakistan in 1948. It is one of the oldest companies and its product is sold more than 150 countries. Lipton is a brand which belongs to unilever.

No doubt the competition between different companies is increasing more and more now a day. That’s why every company wants to do good marketing of their product. Because it’s a fact that every product is incomplete and unsuccessful without its marketing.

The competitors of every company are also increasing day by day and it is the advantage for the audience. Because many well known companies don’t try to compromise with the quality of their product at any cost and also try to improve their quality more and more. Tea making company is one of that.

 Tapal is also a biggest tea company of Pakistan which was founded in 1947. From starting Tapal is also running with great success. This company does not compromise with blending, packaging, marketing and its distribution. So that a great competition has arisen between “Lipton and Tapal”. Both of the companies don’t want to lose their buyer that’s why they try to divert the concentration of the customers towards their own product by different ways.

Commercials on TV channels are one of the most effective tools for their marketing. Most of the companies spent great amount of money on their ads. Lipton has introduced its ad in January 2016 in which Hamza Ali Abbasi (actor) as an opinion leader asking to the audience just try our tea once and you will definitely forget the taste of other tea. Hamza directly hit other company with its name. He said “Lipton ek baar bhool jaogy Danedar” in the end he is also claiming about one other fact that it’s not a waste of your money and after this caption he said “pasand naa aye tou paisey wapis”. We have many other examples of these types of commercials in which mobile service companies like “Jazz and Ufone” and detergent companies like “Ariel and Surf Excel” are include who directly hit their competitors.

These companies should focus on their quality instead of hitting cheap jabs at each other. We have seen many bill boards of Lipton with the same caption at different places. Then tapal took revenge in their commercial and they compare the quality of Tapal with the blurry image of Lipton. In this commercial tapal didn’t mention or hit Lipton directly 

Again Hamza Ali Abbasi and Aisha Khan (actress) also appear in the new add of Lipton with the same strength and message against Tapal. Is Lipton no longer market leader? Lipton started this war first. Every tea company should understand that they cannot beat any other company by this type of advertisement but by giving good taste of tea to their customers otherwise they are totally failed.

PEMRA is also responsible for this type of company’s war. Why PEMRA is not playing its role properly? Today we watch dances and somehow vulgarity in Pakistani ads which is not acceptable in our society because it’s not a part of our culture, norms and values. PEMRA should make strict policies for all the advertising companies.