Zong Shifts its Marketing Strategy to Contradict its Own Vision

Back in May 2008, just after the launch, the first thing that Zong made an impression with was with a talky ad. In fact the very first dialogue of Zong’s launch TVC was:

Yaar aik baat tu batayain…

Yeh naach naach kay hi mobile connections bechna kyun zarori hay?

If you can’t recall, let’s have a look at Zong’s first TVC, which earned huge reputation (despite the fact that it was a ripped off version of a European TVC).

And you will have to agree with me that Zong did well without all those dancing TVCs and jingles that other operators were so vigorously following in those days. Unlike Telenor and Mobilink, Zong capitalized on talky ads to clearly and effectively convey the message.

Zong’s MNP TVCs are super example of the talky TVCs that not only brought them million of MNP subscriptions but such TVCs actually helped the general user in understanding MNP in real. Their talky ads were soon replicated by other sectors including banks and FMCGs.

Zong remained to the point, well focused and look at their performance in yester years, they outshined every other operator in terms of new sales, MNP acquisitions and what not. Zong in fact surpassed Warid to become number four operator in Pakistan in February 2012.

Now, after achieving 17 million customers, Zong this week aired a TVC which contradicts their own vision and mission statement. I can tell you that Zong didn’t look well by deviating from their own saying. What you think?

Before you share your thoughts, let’s have a look at their Dancing TVC:

Tech reporter with over 10 years of experience, founder of ProPakistani.PK