Djuice ka Boycott

Djuice New Campaign

The population of Pakistan is estimated to be 170.6 million with majority of the population (45%-50%) comprising of young and energetic individuals. Marketers in Pakistan fully understand the importance of milking this market segment to pop up their "Market share" and "Profitability". Therefore majority of the marketing activities are aimed at engaging youth with the brand / product and differentiating their market offerings as some sort of cool stuff.

If we have look at the Mobile Services Industry we will get to know that "Mobile Services Providers" are in it very much. Brands like Mobilink, Telenor and Warid have created a separate brands under their brand umbrella such as "Jazz Jazba", "Djuice" and "Glow" respectively to target "Youth Segment" in particular. Now a days, you will see loads of advertisement in terms of TVCs and Print Media by these brands.

Djuice Pakistan is the market leader in "youth segment" as they were the first movers. This offering was presented when the parent brand "Telenor" was facing problems due to the blasphemy issues that triggered in early 2006. Djuice's positioned its offering on lifestyles that calls for Fun, Excitement, and Entertainment. They focused on customer value in terms of "Late Night Calls" & "SmS Bundle Packages" and added value to their parent brand "Telenor". Keeping in view the success story of Djuice, other market player also entered into this segment. Both Mobilink and Warid followed the same route as their Marketing Campaign of "Jazz Jazba" and "Glow" are somewhat similar to Djuice.

To maintain the leading position in "Youth Segment", Djuice was to introduce something innovative in their marketing campaign that has the capability of retaining customers and adding new customers to sustain their legacy. Djuice introduced new marketing campaign "Khamoshi ka Boycott". It is somewhat similar to the marketing campaign of TATA Tea - Jagoo Re (India) for social awakening and revolution. The existing situation in Pakistan really calls for the same thing and Djuice did it for us.

The brand ambassador for the campaign was an untapped celebrity "Shehzad Roy" who is in fact the most relevant person for this sort of campaign. It is expected to connect young individual with Djuice and may trigger revolution against the evils of society and we (Pakistani) may gel as a nation. As per my observations, the fan following on Facebook fan page of Djuice has increased. All young guns are sharing TVC for this campaign on social media and other forums which reflect the success of this initiative upfront. 

So what's coming up next "Jaaz Jazba" and "Glow". Let's see how they respond to it..