Tarang: Fully Rangeen Yet Again!

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Some brands have an entertainment value which compels the viewers (read consumers and potential consumers) to take a look at their communication. In Pakistan, Tarang continues to be one such brand. From its inception, Tarang as a brand continues to carry the whole “Filmi”, “Lollywoodish (if there is such a word!)” and “Festive” feel in its communication.

The trickiest part perhaps for any brand is to continue using the same underlying idea, the same thought and make it relevant each and every time for its consumer. A general perception when Tarang came out with its first ever communication was it seemed “cheap” but that was the time when Tarang was being introduced as a Tea Whitener and three to four years down the road, we’ve all grown accustomed to the star studded TVCs that Tarang offers.

The latest TVC more or less follows the same underlying thought. The signing, dancing, festive occasions, glamour, colors etc are all there but this time the emphasis is on the “Colors of Our Nation” and hence the line “Tarang Bhara Des”. Tarang lives up to the “aspirational value” which has been the focal point of the brand’s communication since the very beginning, Tarang has always wanted its consumers to relate to the glitz and glamour of the film industry (which is a tricky part considering the health of our own film industry).

The previous campaign, “Hero bannay ke Tarang”, sold the idea perfectly. This time though the idea has been stretched to a whole new level whereby the same “aspirational value” is being used but it brings in the though of unity. The transition from the seventies dresses, the glittery lights etc to “Tarang Bhara Des” has been good to watch.

The idea being used can easily trickle down to other mediums. Tarang as a brand can work towards reviving our almost dead film industry (maybe work with the stars of our ailing industry to come up with a block buster production). The Lollywood platform can be used as an activation tool to get to the semi-urban and rural consumers.

What remains to be seen is that how Tarang sells all this singing and dancing to the consumer and stays relevant each time. As far as the recent TVC goes, it is a good well done.

I like to think of myself as an observer and a keen one too! I rarely don't have an opinion about everything around me! They say: "Those who don't hack it in the real world, teach" but I believe that statement is not entirely true and I have been blessed to be taught by some of the most talented industry individuals one can find. I started of as a computer sciences graduate who always had the flair for media and advertising. After completing my BCS, I joined a production house as a freelance producer and then joined a TV Channel as part of their product development team. I realized then that there was something missing and therefore decided to join BlackBOX Advertising as an Account Exec (did the creative copy and concept too!) after spending an year and a half I was offered a position at RED Communication Arts as an Account Manager. I have been blessed to work on both the creative and account planning fronts. Along the way I have worked on brands such as Unilever, Faysal Bank, Pizza Hut, Adamjee Insurance, Cybernet, Eli-Lilly Pakistan, ICI Pharmaceuticals, Tapal, LG Mobile, Indus TV Network and to top them all Garnier. Currently I am working as a Director Marketing for Pielcolor in Pakistan dealing with Leather Finishing Chemicals.

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  • http://brandingtidbits.blogspot.com/ Irtifa

    I think Tarang has been very smart in owning the Lollywood theme for two reasons:
    1. The brand has been targeted at the lower middle class in Pakistan who still idealize Pakistani film celebrities & enjoy Pakistani films
    2. A lot of people are using the song & dance format to sell everything from ice-creams to biscuits to cell phones to God know what else they will use it for. But by giving its ads a well-defined theme & personality, Tarang has managed to stand out while staying within this done-to-death format. In fact, I think if the same production quality (& amazing cinematography) could somehow reflect in our movies, our film industry could hold at chance at being revived again!