So, there is another brand war that is about to begin and this time appliances are on the target. A brand, that just vanished from the market. Waves, brand that people has forgotten for years, from which our childhood memories were associated and how can we forget ‘WAVES NAAM HI KAFI HAI’ tagline roaring throughout the country in every home. It was used to be on top some decades ago, was nowhere since last many years. It also lost many buyers of Home Appliances. This time of the year waves just made a comeback by starting a brand war against other appliances, featuring none other than the heartthrob of Pakistan these days ‘FAHAD MUSTAFA’
As the old management has just left, wave has comeback with the new management, the same marketing team delivered wonders for PEL in last 5-6 years and now changing waves with the new ideas of communication to rebuild their image among the buyers with a different but yet with an effective campaign. The target market of this brand was on lower SECs but this time waves is communicating to the customers of B+, A and A+ which is praiseworthy.
Getting back to the trending Ad of waves new refrigerator featuring Fahad Mustafa is the most talked about AD these days. Where senseless ads being produced by the reknown brands we didn’t know something commendable and bold was yet to come.
So, as the Ad started it was surprise to watch Fahad Mustafa targeting the reknown brands of appliances while he walks after talking to her wife to buy a new refrigerator.
Starting with the “Sir yeh Reliable ha by Dawlence”. “Sab se zayada inspiring by Haier”, “Pehli Chahat wala fridge by Orient”.
Then how can we forget the mimicry AD of famous Shahrukh Khan “SSssaaabbb Sssee Thhhaannnda fffridgee by PEL.
Ending where Fahad Mustafa says “Achay Fridge me yeh sab qualities to honi chayein”, Waves conveyed the message of why buying appliances with one or two specifications when you can get all of this in one appliance that is of course ‘The New Waves Refrigerator’. This is for the first time any appliance has come up boldly targeting other brands and breaked the ice of another brand war.
It is the new trendsetting step by any home appliance and we cannot wait for the other brands to come up with the answers as we all know what coke and chai had done it in the past.
Waves marketing team did an exceptional job which shudder the competitors with such vividness. As these kind of ads was much needed not only for their brand but also teaching big brands how an Ad should be produced.
