“During my entire career in the marketing sector, I haven’t seen any ad as innovative as Idea Cellular’s ‘What an Idea Sir Ji’,” stated Mr. Hassaan Sherwani, Marketing Manager, Engro Foods, during a discussion on creating new and innovative ways of building a product’s identity amongst the masses with our students on February 18, 2014.
The seminar, “Re-thinking Brand Building” opened broader vistas for the students to consider, and market products differently in the future, mainly by thinking out-of-the-box and breaking the conventional marketing patterns followed in Pakistan.
He discussed how redundant the word “brand” has become over the years, and that it has lost its substance. He debated about the significance of effective communication through advertisements and the importance of contextualising a message through the organisation’s Above The Line (ATL) activities. While summing his session, Mr. Sherwani emphasised on the essentiality of creativity and credibility in the world of branding and advertising.