Smart Wars: The Pose Make-ins

Not so long ago, in a not so far away land……

It all started with a Pose!


On some leading newspapers of Pakistan, a pose stirred the whole nation one Sunday morning. Mobilink, a cellular services provider in Pakistan, launched his line of smartphones in a way no one ever imagined. It was bold, out of the box and definitely, provocative, as per Pakistani traditions. Let me remind you here that name Pakistan is not music to ears in some parts of the world. Some Pakistani’s are as liberal as you can imagine but on the other hand, the conservatives are also in large numbers and they remain true to their roots.

So for a nation which of such mix, this ad was a shock for everyone. Turning over the Sunday paper and seeing that pose on page’s bottom was definitely something Pakistanis never ever dream of. A lady in tight red clothing, holding a phone in her hand, lying on the bottom of Sunday paper can be normal for rest of the world but in Pakistan, this is way beyond anybody’s wildest imagination.

An average print ad of a smartphone in Pakistan may feature a man or woman or both, in traditional Pakistani clothing, either in standing pose or sitting on a chair. Some ads may not feature any person at all, just a phone with salient features. That’s it. Mobilink probably decided to climb all the steps at once by hiring that lady in red, which is Nargis Fakhri, a famous Bollywood actress. Okay, she may not be the next Miss Universe, but seeing her covered curves in red is pretty not so comfortable for many Pakistanis.

This ad is definitely a bold initiative in Pakistani media and beside receiving appreciations, the social media in Pakistan got flooded with all sort of replies, memes and every possible funny reaction you can imagine. After all, that’s what the world does.

But the best was yet to come……

A week later, Ufone, another Pakistani cellular services provider, and of course a rival of Mobilink, placed this ad, on the same bottom section of front newspapers:


A guy in his 40’s, wearing traditional Pakistani men’s clothing, lying on newspaper’s bottom in same fashion and saying: Excuse me! Our phones are cheaper and smarter!

Believe me, as soon as I saw this ad, I was unable to control my laugh. This ad is so spot on and it really mocked the Mobilink ad in such a spot-on, pure Pakistani fashion. That guy in Ufone’s ad is Faisal Qureshi, a Pakistani comedian, who is creating brilliant and funny Ufone TV ads for past 14 years.

In the world of advertising and marketing, the winner is always the smartest one. Ufone certainly proved that to the world.

The war has just entered a whole new level!


Added for The Daily Post’s Laughter


6 thoughts on “Smart Wars: The Pose Make-ins

  1. camilledefleurville December 31, 2015 / 6:56 PM

    A very ironic and clever answer. From someone who lives in the Western world, women are too often used to sell things. Women too traditionally “enclosed” are difficult for us to understand because they seem to lack freedom. But I (and other women) also criticize the way women are used as objects with a more or less sexual/sexist connotation in our parts of the world. Women are human beings like men. Sometimes, we have the ironic answer the other brand of telephone made: men treated as objects like women. Do one or the other really help sell things? I wonder…

    Liked by 1 person

    • Hammad Rais December 31, 2015 / 8:48 PM

      Here in Pakistan, it is same. I showed one example, there are so many. Though not so bold like this one, but there are.

      Liked by 1 person

    • camilledefleurville December 31, 2015 / 10:07 PM

      Is it already 2016 in Pakistan? Or are you still waiting? We have 6 more hours to wait here, in France. If you have turned to 2016, I wish you a very happy new year – not only to you but your wife and your son – and your family and the people you love. I am glad I met you in 2015! 🙂

      Liked by 1 person

    • Hammad Rais January 1, 2016 / 5:40 PM

      I scheduled this post for publishing at 10 PM local time on 31st Dec 2015, so you may have read it 2 hours earlier before midnight.
      By the way, I was sleeping when clock struck 12 AM.

      Liked by 1 person

  2. Parul Thakur December 31, 2015 / 8:33 AM

    Ha ha! That must have been so funny. I can understand the snafu the other ad must have created but the response is too cool 🙂 Happy New 2016 to you and your family! Enjoy 🙂

    Liked by 1 person

    • Hammad Rais December 31, 2015 / 8:44 PM

      The reply had completely shadowed the lady in red !!
      Happy New Year to you also !!


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s