EASY PAISA- Badlay Zindagi Asani Se

Telenor Pakistan in collaboration with Tameer Micro Finance Bank has introduced branchless, mobile banking throughout Pakistan. Telenor has termed it as 'EASY PAISA'. It says that; Easy paisa is the most convenient and easiest way to perform the financial transactions. It includes payment of utility bills, sending and receiving money throughout Pakistan and also providing a facility of receiving money from abroad. Currently, Easy Paisa has started with payment of utility bills, to the official authorized stores, throughout Pakistan. The other facilities will be available soon.
Easy paisa facility is not just for Telenor users, but it is available for everyone. There are approximately 2000 outlets, designated for Easy Paisa payments, throughout the country. A person can just make the utility payments, anywhere and at any time of the day, which would be processed quickly and conveniently. The utility bill would be stamped as paid, and the customer would also be receiving a confirmation sms, that the bill has been paid.
Telenor and Tameer group claims to be the first one in Pakistan for launching this feature, but Muslim Commercial Bank (MCB) has already made an attempt to begin branchless, mobile banking. But Telenor has brought this transformation and innovation, in terms of the services and products which are being offered in this branchless banking are termed as the first in Pakistan.
Telenor, before launching Easy Paisa, has been running a teaser campaign over Face book and blogosphere, awarding an IPod as a prize, for people guessing what is EP?
Easy Paisa is a revolution is Pakistan, which provides convenience, comfort and handiness to every person. It makes every individual control his/her life and making it stress free by leaving all the difficulties, anxiety, stress and trouble behind.
Utility companies on board are; Pakistan Telecommunication Company Limited, Sui Southern Gas Company, Sui Northern Gas Pipelines Ltd, Karachi Electric Supply Company, Islamabad Electric Supply Company, Gujranwala Electric Power Company, Gujranwala Electric Power Company, Lahore Electric Supply Company, Hyderabad Electric Supply Company. (PTCL, SSGC, SNGPL, KESC, ISCO, GEPCO, LESCO, HESCO), Respectively.

Why humorous appeal is working in Telecom advertisements?

This was all started when Ufone was launched with tremendous packages that actually were priced in such a way that even a middle class consumer could easily go and buy a connection. With Faisal Qureshi, the mind behind all the ads with humorous appeal, the ads were loved by the masses.

Well, that was a gist of history. Ufone is still following that humorous appeal in their ads and they are creating impression in a great manner. The message behind those ads is well communicated. But have you noticed something ? Recently, Jazz and Zong both are trying to follow the same approach. Look at the Jazz ad first in which Waseem Akram ( who was once endorsed by Ufone) is endorsed as the main celebrity. But have you seen the faces who were sitting behind in this ad. Yes, they are Azfar and Mani and they have come from the same group who used to produce Ulta Seedha ( Geo TV) and many other programs with Faisal Qureshi team. So, Jazz is also thinking on the same lines that humorous appeal is gonna work fine and will create an impact. So they have endorsed Azfar and Mani to create some kind of humor in it. Of course, Ufone is the pioneer but now Jazz has become a follower and they are following this approach.

Now, Coming to Zong, another telecom brand, who used to be sarcastic in most of their ads by making comments on every brand. Surprisingly, their latest ad of “Chotay” is again creating an humorous appeal. If you are not familiar with the Ustaad’s face then let me tell you this guy was one of the characters in the sitcom “Rubber Band”. Personally, I loved the advertisement but then I thought for a while all these companies are following each other. First, they followed in terms of Value added services (VAS) and now they are also copying each other’s themes. Looks like, our advertising agencies have nothing to think something creative.

I must appreciate Telenor here which is strictly following the “Gentleman’s approach” by giving this attitude that “I really don’t care about what others (My competitors) say. Personally, I think that’s a good approach if you think long term and want to develop a good brand image. Their ads (except for their Annie ads) depict emotional bonds between families and people can easily associate themselves. At this point of time, I must say that most of our telecom brands have failed to make a strong brand identity in the minds of consumers except Ufone who is consistently following one theme approach. This is especially in the case of Jazz, Zong and Warid who are still experimenting with their brand identities even after such a long presence in the market.

Visit our Official Website : Powered by Concept Creation