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Social Media – What Should it Anticipate from Pakistan

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Social Media – What Should it Anticipate from Pakistan

Written by Farhan Chawla

We live in a digital world, from the moment we wake up to the time we sleep, we are being bombarded by bits and bytes whether they are in the form of email, instant messaging, social media, text messaging or calls, and every time we use them we leave a piece of information for the marketers to use.

Our digital lives now define our entity and we happily share information on social media websites; like our date of birth, likes and dislikes where we are, where we vacation, and so on, with Facebook ‘friends’ – which could even be people we have only met once – giving access to a gold mine of information to marketers who make extensive use of it for targeting their products.

One very good example of how marketers use data mining techniques was seen during the recent Obama campaign for the 2012 US elections that was able to generate US$1 billion in fundraising.

One of the strategies employed was to host fundraising dinners at locations such as George Clooney’s house on the west coast and Sarah Jessica Parker’s house for the east coast. An extensive research was conducted about the demographics to be targeted that resulted in $15 million raised alone by the George Clooney dinner.

In Pakistan, social media is on the rise with 7.6 million Facebook users. The country ranks 28th in the world with 4.24% penetration, according to Socialbakers.com. Similarly, there is increased penetration of smart phones due to lowered costs and influx of mobile data, currently within 5% of the population. Realizing the enormity of these numbers, Facebook has teamed with local cellular companies providing mobile access to its users.

The popularity of Facebook has inspired a couple of local software applications developers to play a significant role in providing customers easy access through apps to share experiences without connecting to the internet. Pring (www.pringit.com) is a social medium which enables users to connect to their favorite brands through SMS. Brands like Domino’s Pakistan is using Pring effectively to stay in touch with their customers by sending them regular updates and contests via SMS with comments being posted directly upon the international pizza brand’s Facebook page.

Another upcoming startup in local scenario is OlAround (www.olaround.me). Supported by Google, Ufone, P@SHA and Bramerz,  OlAround is the digital concept of loyalty cards, where instead of swiping or punching a card, the customer simply scans the QR code of the outlet to get a Punch, the app’s term for loyalty points, and when enough punches are collected it gives the customer a Free Kick, or reward. The service is solely for Facebook users and provides access through Facebook login, only.

Social media has the potential to make or break a brand. For example, a few years ago, Lays Pakistan faced a nightmarish scenario as a slight rumor about the ingredients used in preparing the potato chips became a full blown public scandal, dipping sales so much so that the company had to address the issue by advertising on electronic media to negate the rumors.

On the brighter side, a simple tweet or share can give millions of dollars worth of free publicity to a brand. The case of Murree Brewery, a Pakistani liquor manufacturer, with no significant presence abroad, is worth mentioning here: Demi Moore’s and Bruce Willis’ daughter, Scout Willis, was arrested for underage drinking while holding a Murree Brewery can last June. The company started receiving inquiries from all over the world, propelling them to expand their business to countries such as the USA, UK and UAE. A similar surge in publicity and sales happened for Ayesha Khurram, a Pakistani designer whose fame skyrocketed overnight as Katy Perry tweeted a picture of herself holding one of Ayesha’s designed t-shirts. The design sold out immediately at her online outlet!

However, not every brand is using social media for its proper potential to reach customers. We do have examples of international brands operating in Pakistan like Nokia Pakistan and Dell Pakistan, who have a strong social presence through Facebook, but other successful local brands like Shan Foods, EBM etc. have a long way to go to be significantly present on social media. What most Pakistani businesses need to realize is that sometimes a simple tweet, post or comment can provide great mileage to their brand, since their customers are connected almost 24/7 with information at their fingertips. For instance, today’s housewives, who are the major decision makers for FMCG brands, are connected through Facebook, actively sharing opinions and surfing through brand pages. Call it a big virtual Tupperware party where the business need not spend anything, only have an active online presence to thwart any negative views and reward the positive. Even just a reply from brands on any comments or complaints can do much to boost the consumer ego and loyalty versus millions spent in advertising. A number of new businesses like the 14th Street Pizza Company realize this and have accumulated a huge following and customer base mainly due to their active social media presence.

Since marketers are still questioning the viability of social media in Pakistan, it is high time they realize that the consumer here is ready, online and talking. It’s up to the brand builders to find out how they can utilize the huge untapped potential they offer.

Farhan Chawla is a pharmaceutical marketer by profession and passionate about everything mobile.  He blogs at www.senseapplied.com and can be reached under the pseudonym schawlaf on all social media networks. 

 

LEADING THE SOCIALSPHERE

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LEADING THE SOCIALSPHERE

 Haseeb Ihtisham, Area Head of Marketing, Nokia – Near East talks about how Nokia Pakistan has strategically utilized Facebook to become the leading brand from Pakistan on the social network.

 Synergyzer: Recently, Nokia Pakistan achieved the milestone of being the first brand from Pakistan to have 1 million fans on Facebook. How does it feel to achieve this milestone?

Haseeb Ihtisham: It is certainly a great achievement for Nokia Pakistan. It reflects that we have a growing fan following in Pakistan especially among youth. What makes us really proud is that we became the most popular brand page on Facebook in Pakistan only nine months after we launched our page. This testifies that our digital media strategy was set in the right direction and eventually helped our page gain maximum momentum. Due credit also goes to our digital media partners in Pakistan for living and breathing Nokia’s digital strategy and taking up targets set as a new challenge. Our strategy was well executed, which helped us achieve exceptional engagement on Nokia Pakistan Facebook page.

Synergyzer: Nokia has been active on the digital front internationally for quite some time. Why was there a delay in launching the brand on that front in Pakistan, even though you have yourself experienced its vivid potential?

Haseeb: It’s true that we initiated our digital presence in more mature international markets much earlier. But the criteria for digital media presence in any country remains the same; we have to see a growing level of activity online, higher adoption rates on social media, increasing conversations and the growth potential in terms of online consumption; which indicates the right time to  establish our presence online. As soon as we saw these trends emerging in Pakistan, we decided to  connect with our target audience here through digital media in new and interesting ways.

Synergyzer: How has Nokia Pakistan gained momentum on Facebook? Does the brand have a similar strategy with Twitter?

Haseeb: Since day one, we were clear about how we want to make our presence felt in the digital media. We all have a fundamental need to connect with people and things that matter to us. People want to reach out to each other: talk, share, laugh, cry, gossip, anything. They share information, exchange greetings, send messages of love– but regardless of the content, its connecting with others that make us who we are. Nokia Pakistan has successfully translated the same level of connection through its Facebook page and introduced compelling content to generate interactivity and initiate conversations amongst our target audience. We wanted our page to resonate with our brand which is all about fun and adventure; hence we made the page activity-intensive, yet  made sure it stayed relevant to the brand. We have celebrated special occasions with our Facebook fans and introduced fun games and activities where they got a chance to win amazing gifts. Hence, we continue to inform, engage and entertain our followers.

On Twitter, our strategy is to keep everyone informed about the latest happenings around Nokia Pakistan; new and interesting stories and our future direction.

Synergyzer: Has Nokia Pakistan’s digital media budget increased this year versus previous years?

Haseeb: This year is the defining year for Nokia Pakistan’s presence on digital media. In February, we launched our online presence through social media, followed by listing the Nokia Pakistan page onto the Nokia global website. All these initiatives demand extensive research and dedicated efforts and to ensure this, we have invested in specialized human resources to manage our social media site and content. To build traffic towards our website and social media pages, we increased our digital spend to introduce new and innovative activities and keep masses engaged.

Synergyzer: Besides Facebook, what is going to be the next digital or social medium that marketers should consider adopting in Pakistan?

Haseeb: Marketers in Pakistan haven’t fully utilized the most popular social medium in the country i.e. Facebook. Brands can do a lot more on it and we will see higher brand presence and engagement, as marketers continue to realize the true potential of this medium.

Other high-potential digital media in Pakistan can be Twitter and Foursquare. Based on the unique benefits that these have to offer, the rate of adoption in Pakistan and social behavior on each of these mediums is likely to dictate how they will be utilized by marketers in future.

Synergyzer: How has the Pakistani market responded to Nokia’s presence on the digital medium versus the international market?

Haseeb: Compared to international markets, Pakistani market has shown phenomenal growth on the digital medium and we expect this trend to continue to grow. A large portion of the market constitutes of young people, who also form a majority of Facebook users. They are vibrant and high-spirited and some of them literally eat, drink and sleep Facebook, which presents a unique opportunity for brands like Nokia to attract them to what they like. That’s precisely what we did on our Nokia Pakistan page and the result is in front of you. The success of our Pakistan brand page has exceeded the expectations of both local and global Nokia teams. The growth rate we have experienced over digital media in Pakistan is better than most of the international markets where we are digitally active.

 Synergyzer: How do you engage bloggers for your brand?

Haseeb: We regularly work with leading bloggers and technology enthusiasts in Pakistan by keeping them updated about the latest happenings surrounding the Nokia brand. This helps generate content on Nokia’s thought leadership, our latest devices in Pakistan, how we are bringing better mobility solutions as well as our future direction.

Synergyzer: How do you use digital media to project your activities and events?

Haseeb: Digital media is a great tool for building pre-event hype and for generating content around events and activities, which hawse have successfully capitalized upon. When Nokia Pakistan is about to do any such activity or event, we usually pitch it to influential technology bloggers who promote it through their blogs and social forums. We provide them with relevant material such as videos or information to generate their own content around it. Also, we introduce teasers on Facebook to generate interest and give regular updates about the event on relevant blogs and our fan page. We start these activities at pre-launch and carry them out through the event and post-launch.

Synergyzer: Do you think digital media has the potential to take over traditional media in terms of marketing and promotion in Pakistan? If yes, when are you looking forward to see it happen?

Haseeb: Marketers are getting more and more convinced about the high-potential of digital media because of its very nature to help us communicate with the target audience on multiple levels. Its versatility, ability to target specific audience, accuracy of measurement, level of interaction and cost effectiveness makes it the next big thing for marketers. Considering the medium’s growth momentum, the digital medium is likely to become the most important and highly utilized media for marketing communications in the next five years.

Synergyzer: Is it the content that works for brands or the frequency of engagement?

Haseeb: Actually it’s a balanced combination of both that drives conversations and user interest on digital media. There’s an increasing number of brand presence on digital media, so to attract audience it is important that the content is interesting and relevant to the audience. At the same time the element of entertainment has to be kept alive through activities that are in line with overall marketing communications objectives and compliment brand personality.

 

 

 

FACEBOOK TIMELINE: A MARKETER’S DREAM OR NIGHTMARE?

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FACEBOOK TIMELINE: A MARKETER’S DREAM OR NIGHTMARE?

As originally published in Synergyzer Issue 6 – 2012

By Ali Alvi & Saira

 As the social media website ages and finds more and more competition around itself, it’s necessary for Facebook to keep presenting its users with new options. The company keeps changing and updating its data usage policy in an attempt to provide users more clarity on how it’s using the information that they share.

These changes are announced through the Facebook blogs. Also, in a bid to keep users and stakeholders informed about any updates in their policy, the social media forum developers have created a section that explains using technology such as cookies to deliver ads, securing the site and offering various features.

One of the very first changes Facebook made to its format included the ‘New Friend Button with Smart Lists’ and ‘Top Stories and Most Recent now in one News Feed’. All of these changes are further incorporated in the new format overall format that Facebook has introduced to its website, called the Timeline format. Even though Timeline aids in increasing ad revenue for Facebook by focusing on user interests and ranking them through graphs, many brands complained of a sharp decrease in fan engagement when the celebrated format was launched. Yet, those marketers with a futuristic vision quickly discovered that the actual problem were the strategies being employed by brands to market on Facebook and soon discovered that using the right techniques will easily give their brands more exposure.

While marketers had mixed reactions to the new feature, users felt the same: Some found it very exciting; taking it as a mode of expression and immediately putting cover photos that defined them, while some were left feeling confused.

These changes give a glimpse of what Facebook plans and does for marketers. It is continuously working to provide better insights on user demographics and psychographics.

Also, it has launched multiple ad formats, the latest being the ‘Promote your post’. This format has a very organic touch; it helps in increasing engagement as well as building audience at a very low cost. Page post ads allows increased reach for content; ensuring that it’s seen by more people. The content shows up on a fan’s newsfeed as a “sponsored post”, and is an excellent feature that helps in getting more interactions and impressions.

Certain changes in Facebook have led to many controversies, too. It’s a hot topic on message boards, where the Timeline is said to be playing a major role in invading user privacy, since it makes visible older information, bringing posts made years back to the forefront. It also highlights more personal entries such as the place of birth and even maps out the user’s favorite hangout spots. This has sparked numerous issues, particularly concerns that this will make it easier for identity thieves and stalkers to profile individuals..

Yet, the Timeline is now a mandatory part of the Facebook experience, for brands and users alike, and apart from these cons, there are pros to the format as well. It provides brands with new options for self-expression: They can now outline their corporate history such as product launches, store openings etc., which simultaneously helps marketers in constructing a narrative for their audience. Also, it gives marketers countless opportunities to educate the public, customize brands and remove the perception of corporate anonymity. While brands work on developing the Timeline loop by adding new milestones as they happen, conversations can be stimulated around major achievements.

Finally, brands will be able to initiate deeper consumer interactions. They will be able to send and receive private messages and take extended customer inquiries off the Timeline and to a private message thread. Brands that constantly create engaging updates and share important milestones will stay at the forefront of users’ attention. Another way to promote brands is to share videos, other than still images. Imagine every time a user likes a brand, the action will share a video, depending on what the brand custodians decide for it project, ranging from showing its benefits to the glamour it holds. This does not mean sharing pictures is not helpful, visual marketing is undoubtedly an all time winner and is still one of the best ways of interaction.

Every change brings along with it certain highs and lows, but it is wise to accept those that are here to stay and start learning how they can help grow your business. As time passes, the changes in Facebook are showing a lot of diversity that may benefit every brand and business, and the results are fast becoming clearer than ever.

 

SURVIVAL OF THE FITTEST: ‘DIG-IT 2012’ DEFINES ‘FIT’

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SURVIVAL OF THE FITTEST: ‘DIG-IT 2012’ DEFINES ‘FIT’

By Quratulain Tejani

 I wonder if more content exposure can be achieved through digital media versus electronic broadcasts: Did you know that human eyes can read 2500 words per minute compared to the ear which listens to only 125 words?

Conventional advertising and the novice, yet exponentially growing, digital media, were running parallel to each other until Pakistan Advertisers Society (PAS) decided to come up with a one-of-its-kind event to bring both kinds of media at a single common platform. Thus, ‘Dig-It 12’ was organized and was done splendidly well.

With the purchasing power of households and families moving into the hands of digital natives, it is becoming quite imperative that digital strategists and specialists are made an integral part of the marketing planning process. After the welcome address by Javed Jabbar, the conference kicked off with a case study of Coca Cola’s campaigns; how their magnitudes got multiplied manifold due to digital media and integrating the brand’s strategies with it. Shakir Moin – Marketing Director, ASEAN, Coca Cola shared some useful insights into the campaigns’ digital journeys and emphasized how it added value to their brand.

Farhan Qureshi – CEO Starcom, took to the podium after the session resumed and explained the significance of the medium from a media buyer’s perspective. Traditional marketers are not migrating to digital because they believe in myths like:

  • Digital does not give a good ROI
  • It doesn’t give a sexy sell, or
  • They don’t know it well enough yet.

The panel discussions and syndicate sessions later in the day bombarded the participants with mind blowing facts and statistics. Amir Paracha from Unilever distributed brands into digital agencies last year after realizing the importance of digital media, and with that experience, took the audience briefly through the company’s digital journey.

Pakistan momentarily has the highest internet growth rate in the South East Asian region. 7.8 million Pakistanis are on Facebook and an average internet consuming Pakistani watches 97 minutes of videos on YouTube a day. 65% of the people now look up for brands themselves on the internet and post comments, queries, complaints and suggestions on the brand pages. Digital is very interactive. So is it just about fans or is engagement a more integral part of digital? Nick Whetham – GM, Tribal DDB Gulf, says it’s all about interaction and building customer-oriented brands.

Ufone from the telecom sector and Geo TV from the electronic media have witnessed the highest levels of Facebook activity and emerged as digital leaders in their respective industries. On November 9, Ufone posted a picture of Allama Iqbal which got over 22,000 interactions. Nokia posted a picture of its gadgets recently on its page which got around 12,000 interactions. Brand presence and activity on the internet is doing wonders to their awareness, recall and customer driven responses, ; leading to massive increments in their sales volumes.

In 2011, only 5% brands were responding to customer queries and feedback, said Adnan Shahid, a number which has exponentially increased to 48% in 2012. For a brand to become more socially devoted, it needs to ‘listen, engage and measure’ audiences through its digital brand pages. Statistics show that the five most devoted brands in Pakistan (in sequential order) are Telenor, Mobilink, Talk Shawk, Djiuce, and Body Shop.

A lot of numbers and statistics were added by Richard Webb – CEO, Effective Measure; Imtiaz Noor – Country Manager Pakistan, Effective Measure; Aly Mustansir – Head of Marketing and Brand Management, HBL; Monis Rahman – VP, DPAP and CEO Naseeb Networks; Babar Bhatti – CEO, Mutual Minds; Salman Abedin – Consultant, JWT; Kieran O’ Sullivan – Head of Digital, JWT (MENA); Naeem Zamindar – CEO, Wateen Telecom; and other renowned speakers and industry leaders.

Another interesting digital avenue for brands to reach their desired audience is ‘Mobile Marketing’ which was also the focus of ‘Dig It 2012’. According to PTA, there are 120.5 million mobile subscribers in Pakistan out of which 20 million users consume mobile internet. Michael Leander said there are around 5 to 6 million smartphone users in Pakistan and the number is still growing.

The last session was a debate on the shift that is required by traditional marketers from conventional to a more digital driven brand promotions strategy. Mehmood Nanji – Advisor, Millac Foods, believes that digital should be a crucial part of brand strategy yet traditional media cannot be eliminated. Brands need the latter media but in the coming years, the most thriving brands will be those that are digital leaders or adapters and will survive the cut-throat cluttered competition in the digital age.

“Learn to walk before you run,” said Yasir Riaz who believes that digital strategies of brands should be formulated around this idea. It’s high time that every brand starts walking as the day is not far when they’ll have to start running to save themselves from becoming history.

 

Quratulain Tejani is currently majoring in advertising and public relations from SZABIST. She has a flair for writing and is a social media fanatic. She tweets @qtejani

IOBM LIPDUB 2011

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IOBM LIPDUB 2011

By Zuhair Abbas Merchant & Haris Naeem Nini

Why would a colorful ensemble of people, dressed to the nines, show up on an early Friday morning to sing and dance? It wasn’t a competition nor were there any commercial gains for the producers. It was simply school spirit. Seven hundred students from IoBM, from every clique came together to serve one purpose: to represent their university in the craziest way possible. From alpha nerds to airheads, we had every character stereotype head-banging and sashaying to the same songs.

LipDubs are one-shot music videos that have been organized and recorded around the world in many universities and offices and made viral through popular social media websites. They celebrate diversity and portray color and vigor in what might seem an otherwise dull setting. Since there are no rehearsals held, spontaneity and self-direction are very much recommended. People take the day off, hunt through their wardrobes for the zaniest outfits, put on loud garish makeup and participate through lip-synching and dancing.

While IoBM holds the honors for organizing the first Pakistani university LipDub, it also braved the act by attaching a theme to it and creating a mash up of three songs. The theme of IoBM LipDub was, “Fighting Labels and Confronting Your Weaknesses”. Our purpose was augmented with a need to portray a softer side of Pakistan. In a broader sense of the term, we were rooting for the underdog. Pakistan has always been conspiracy’s favorite child and the people of Pakistan try extremely hard, to fight labels, on an individual, as well as an international front. The prologue of the video showcased one of the directors standing against a spotlight with his own personal labels cast across his face.

IoBM LipDub was the fruit of four weeks of labor. After pitching the idea to Talib Karim and Sabina Mohsin, the patrons of IoBM, and presenting it in front of faculty advisors and student society Presidents, who were thrilled to be on board, we got ourselves a desk in the student activity centre and started creating hype. The LipDub corner was decked with balloons, ribbons, videos of other university LipDubs and an enthusiastic crew of costume directors, choreographers and art directors who were giving advice to people and manning flash mob rehearsals. Social media was ablaze with a LipDub Concept Photoshoot on our official Facebook page which became viral and was lauded unanimously. Our photo-shoot showcased the artsy, glamorous, fun side to our university. We sent customized messages to everyone registered with us, informing them of meetings, flash-mob rehearsals, and coordination with costume directors and so on.

Several administrative hurdles later and having sealed the deal with the cameraman mere hours before the shoot, we reached the university at seven in the morning. We had requested the management to run transport facility for a few area networks so that more students could be easily accommodated. Two hours later the sound system was in place, the decorations were hung and we announced that the shooting of the flash mob would begin. Even though most students had already attended the rehearsals and were aware of the choreography, some had trouble keeping sync with their peers. Within half an hour, all participants were neatly arranged in a grid in the expansive convocation ground and were ready to face the camera. We had an overhead camera shooting from the rooftop and two cameramen within the crowd for dual perspective.

Organizing seven hundred people in that snaky passageway from the IT building to the Student Activity Centre exit was a tough feat to accomplish. While some participants weren’t ready, some were adamant on staying with their friends at the expense of disrupting the flow of the shoot and some could not act even if their house was on fire. Hours later, after returning with disastrous test run results and convincing participants to look happy, exaggerate musical movements and act for the camera, we took a conclusive shot and it has been seen by several people worldwide. The biggest drawback lay in the fact that the participants were too rigid in their comfort zones and found it difficult to ‘let themselves loose’.

A month after the shoot, having edited and sorted out the formalities, the video was prepared for a premiere in the university auditorium. The over-capacitated auditorium, brimming with eager-eyed students, sat to witness the biggest event in the history of their university. Every scene was welcomed with zealous whistles and catcalls. The response was genuinely overwhelming. Eventually, three weeks later, the video was hosted on YouTube and soon became the top most viewed video (events category) in Canada (where Haris lives). Today, at over 100,000 views the IoBM LipDub stands tall and proud for having accomplished what many talented individuals dream about and for having started a similar trend among other universities.

 

 

AUGMENTED REALITY: GETTING REAL!

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AUGMENTED REALITY: GETTING REAL!

Compiled by Dosti Zahra

To state the definition, augmented reality is the term used for a camera-enhanced view of a physical real-world environment, where virtual elements are merged with a real-life scene creating a ‘mixed reality’ of virtual elements and the real world. These virtual elements could basically be anything, such as 3D models, video, web information and so on. If AR begins to be implemented in Pakistan, you could view a street in Saddar, Karachi through your phone camera and could actually see the buildings that existed there, what they looked like in their glory and could learn their history immediately. Similarly, if you visited Lahore, for example, you could point your smart phone’s camera down the road and in return, be presented with information or data relative to nearby interest points such as shops, eateries and prime tourist spots. All this and a lot more is possible with AR technology such as bringing home a brochure and trying on all the luxury watches available in it.

As a marketing and sales tool, the scope for augmented reality is endless. Any sales person will tell you that the ability to put a self-demonstrating version of your product in your prospective customer’s hand is crucial, but not always possible, or is it? AR makes it possible for customers to visualize any product regardless of size or location. There is scientific evidence that shows by simply touching a product for a few seconds, people get attached to it that often leads to buying or even paying more for the item. Marketing and sales teams assisted by augmented reality are able to achieve this type of connection. This is especially powerful as research into the psychology of sales indicated that people become personally attached to a product within the first 30 seconds of contact when presented with a physical or virtual item.

To use augmented reality all you need is a standard computer with a webcam or a smart device such as a phone or tablet with a camera. If using a more advanced commercial brand of augmented reality, there may be a small download required when viewing the augmentation through a web browser. The download is typically less than 1MB and obtained and installed no differently than any other simple browser plug-in. If viewing an augmented reality experience on a smart phone or tablet device, you will be required to download the application just as you would with any other application you might install on the device. There are no special configuration requirements and installation should be transparent to the user.

Augmented reality is a fast growing technology and the ‘must have’ marketing tool which is helping transform the way we engage information. AR is already being used as part of marketing communication to help bring brand experiences to life; it has also been used to drive traffic to digital campaigns or as a part of coupon or redemption-led sales promotion strategies. Marketers are driving growth in AR and data from ABI Research has proven that the market for augmented reality will reach $350m (£218m) during 2014 – and that is just in the US alone. Augmented reality has undergone a period of fast growth and the adoption of the first wave of market-based technology is now being used productively. Recent research by Hidden Creative demonstrates just how marketers are embracing the technology. Research has shown that events, conferences, brochures, online campaigns and pitches are the most popular uses of AR. The technology has the ability to bring to life intricate architecture and engineering designs. In these markets, putting the product in the audience’s hand is typically costly, difficult, dangerous or impossible but not when done through augmented reality. Marketers are also using the technology to add a visual representation of the product or service to their collateral through AR, and consumers can access richer and more immersive information via their smart devices, laptops, PCs and webcams.

Some of the biggest companies in the world are using AR e.g. Lego has implemented in-store kiosks that allow customers to hold a Lego product box up to a camera and see the item inside build itself into a virtual model of the product; BMW uses augmented reality for training purposes as engineers are equipped with eyewear that overlays virtual information specific to procedure used in the construction or repair of their automobiles and so on.

Hence, AR is being hailed as the next big step in technology, especially for marketers and clients and is expected to become more commonly used. Whether our market will utilize this technology and its many benefits remains to be seen.

 

Content provided by 7WIN

 

 

Riding the Terrestrial Airwaves

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Riding the Terrestrial Airwaves

Tajammul Shaiftah, Director Marketing and Business Development – SSI Group of Companies, speaks about the group’s terrestrial and cable channels  in a discussion about the future of the television industry.

Synergyzer: Tell us about your career profile.

Tajammul Shaiftah: I began my career in the field of print media with the Dawn Group of Newspapers in the 90s but about a decade earlier, I joined the electronic media as I found it to be a more exciting and growth oriented medium at the time. Hence, I joined Sports Star International (SSI), and have been working with them for the past seven years.

Synergyzer: Please give some details about ATV and APlus.

Tajammul: ATV has been in operation since 2005 and is a hybrid channel for current affairs, infotainment, entertainment and news. Through this channel, we try to break away from traditional TV programming while staying within the social and cultural values of our society giving it a place among all age groups, thus making it a family channel. It enjoys terrestrial, satellite and cable TV viewer-ship, providing an opportunity to advertisers to reach out to their target audience, effectively. ATV is being watched in 86 countries around the world and covers approximately 85% of the total media ground in Pakistan. It reaches about 100,000,000 viewers and is even accessible through the internet at www.atv.com.pk.

APlus, on the other hand, is a satellite based entertainment channel. Everything that we air, even news, is entertainment based, only.

Synergyzer: How is ATV promoting itself as a brand, especially in rural areas?

Tajammul: Over the past seven years, ATV has covered stories of interest to rural and metro viewers both, for example, programs on farming for the former and entertainment segments for the latter.

Also, we are the pioneers for airing district news in Pakistan, which is now being followed by most news channels.

Synergyzer: Which channels do you consider your competition?

Tajammul: In the terrestrial market, the only two channels operating are PTV and ATV, and we consider PTV a mentor rather than competition.

When it comes to being in the entertainment market with APlus, it’s difficult to name any specific channels as competition, as being on satellite means that we are not only competing  with other entertainment channels in Pakistan, but rather with channels from all over the world, including Indian and American channels, in-house cable channels and any others available.

Synergyzer: What is the penetration of cable in real terms in Pakistan?

Tajammul: It’s a million dollar question as we lack research data. However, in my opinion, cable penetration is somewhere between 50%-60% nation wide.

Synergyzer: What are the challenges being faced by television channels and how do you suggest they can tackle them?

Tajammul: The biggest challenge is definitely getting acquainted to developing technology. People who have been working in the field for the past 20 years have to learn new systems and the younger lot that is joining the industry, does not have the learning that only experience can give. Recently, certain universities have started teaching media as a proper degree, which will go a long way since now people are actually learning the skills such as planning, production, management and so on before entering the market and with time, they will begin to gain experience.

Secondly, any organization is a mixture of expertise and professionalism and channels should know that there is always room for improvement, whether in the administration of the channel or in its programming. Even though there are 70+ channels, there is still room at the top, and to get there, a channel requires direction, with specific aims which they can achieve through good strategy and planning.

Synergyzer: Besides satellite and cable technology, are there any new and viable avenues of technological advancement being explored for TV?

Tajammul: The internet, with the option of online streaming is definitely the next big thing. The market is big in Pakistan, much like all over the world, but the potential is yet to be discovered and made full use of. Digital inventions such as smart boxes can give the viewer access to 200-300 channels at one time and the future of TV is definitely moving there.

Ahmed Kapadia Featured in Manager Today – “100 Business leaders of Pakistan”

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Ahmed Kapadia Featured in Manager Today – “100 Business leaders of Pakistan”

Manager Today, the leading business publication in Pakistan, has once again set the benchmark for excellence with its second book, “100 Business Leaders of Pakistan.” This awe-inspiring tome is a tribute to the movers and shakers who have played a pivotal role in shaping Pakistan’s economy, transforming it into a vibrant and dynamic force.

The book is divided into three categories, each representing a different facet of leadership. The first category celebrates the titans of industry, the men and women who have built empires from scratch, entrepreneurs, Presidents, CEOs, and MDs, who have steered their organizations to new heights of success.

The second category showcases the women of substance who have made their mark in education, the economy, business, and beyond. These trailblazers have shattered the glass ceiling and inspired countless others to follow in their footsteps.

The third category honors the visionaries who have dared to dream big and worked tirelessly to transform the nation. From social activists to community organizers, these change-makers have left an indelible mark on Pakistan’s history.

One of the interviews featured in the book is with Mr. Ahmed Kapadia, a true visionary in his own right. As the CEO of a leading technology company, Mr. Kapadia has demonstrated unparalleled expertise in the field, transforming the way businesses operate in Pakistan. His innovative approach to business has earned him numerous accolades, and his insights into leadership are a must-read for anyone aspiring to follow in his footsteps.

The following interview of Mr. Ahmed Kapadia was published in this book as part of the first category mentioned above.

Pakistan’s Economy, Business & Finance:

1) We are passing through very testing times with much political instability and a law & order situation going on; what steps should be taken to turn around/stabilize Pakistan economically as well as administratively?

We need to focus on our basics, such as making our institutions stronger. There is a need for a stronger infrastructure and a system where there is accountability with responsibility. All these things will be possible if effective leadership is in place. Effective leadership is owning any task that you take on. It gives focus and creates proper systems and procedures that others can follow. The same principle can be applied on a national level and even globally. Well, that’s my formula.

2) With the country sliding back into economic recession and creating extreme joblessness, how can we create job providers/entrepreneurs rather than job seekers?

We have had a history of being colonized, and somehow our mindset has remained that way. People have an employee mentality that needs to be overcome. We don’t seem to know how to behave like entrepreneurs. In order to overcome this, we need to create a system where people understand the meaning of responsibility. In order to do so, we need to create some sort of a body that imparts training & development in this area. There is a need to create a School of Entrepreneurship dedicated to developing entrepreneurs at the national, provincial and district levels and also taught as a specific subject in schools. At the college level, those who are already established in this area need to teach and impart their experiences and provide guidelines to those who would like to follow.

One can also focus on vocational training and have a fund that provides venture capital to those who would like to set up their own businesses.

3) We are not poor in resources but in effective managers; could effective managers and corporate governance help us deal with this dilemma?

There will be effective managers if there is effective leadership. In my opinionPakistanhas, a pool of extremely talented individuals. Despite having no infrastructure, we have created the best cricket players, squash and hockey champions. However, systems, procedures, guidelines and merit have to be the criterion. You cannot base your systems on nepotism, as this will create disillusionment, and your talented resources will be driven away. We need to have effective leadership that can distribute resources.

HR, Education and Development:

4) With the commercialization of educational institutes, are you happy with the quality of business graduates being produced, especially with reference to business education?

I am totally against commercialization. The basic criterion for any business is that you must have a certain amount of passion for it. If, for example, you are in education, the sole criterion should not be making money but a desire to impart knowledge with excellence. Today, there are too many MBAs – there needs to be a focus on specialists in specific areas such as media, advertising etc.

5) What is leadership to you? Are leaders born or made?

Leaders are not necessarily born – leadership can be learnt and acquired like anything in life. But to learn it, you first have to realize your own weaknesses as a person. Once you have done so, the right attitude will lead you to eliminate your own weaknesses and give you the impetus to focus on your strengths. A leader is a person who can give direction, lead by example, and who has the courage to admit his own follies and overcome them. He is usually a risk taker who exudes an energy that motivates and drives other people to perform better and is able to identify talent and bring that to fruition.

6) What are the challenges for the business leaders in Pakistan? Differentiate between a good manager and a good leader.

The biggest challenge is that there is no level playing field.

If you belong to a certain segment of society, you will be able to move ahead. There is a world of difference between a good manager and a good leader. A good manager is good at carrying out tasks assigned to him and supervising those tasks. A leader will spell out the higher goals and the vision and provide the initial direction.

7) What are the core competencies of leadership that you want to see in our new managers & business leaders?

The most important thing is to accept your strengths and weaknesses and develop a can-do attitude. It encompasses responsibility and perseverance, a focus on good work ethics, initiative, positive thinking, pro-activeness and a planned vision. Importance also needs to be placed on time management. A business leader has to be genuine and honest and must have a high sense of integrity. If you make a mistake, admit it. People gauge you, and if they feel you are honest and genuine, they will want to follow you.

8) We are faced with a dilemma in professional ethics; how can we inculcate a sense of ethics in our managers?

One should lead by example. It is important to display professional ethics to those who work for you and come within your circle of influence. You may not be able to have a direct influence on the people outside your environment, but when you inculcate those values in your own organization, it will make an impression on those who have worked with you, and they will later inculcate those work ethics in their professional lives too.

About The Company and Its Future Plan:

9) What is your vision, mission, core values and shared behaviors that define your corporate culture? How do you make sure that people live, act and breathe your organization’s core values?

The core values of Synergy form the foundation on which we perform work and conduct ourselves. These underlie our work and how we interact with each other and are the basis of our strategies to fulfill our mission. We believe in strong internal communication to impart these to those who work for us. We have a unique system which is a leadership empowerment committee in which the employees themselves take ownership and responsibility of different areas in the office and, in doing so, also learn the core values on which our organization is based. Values that we cherish include client-centrism, Integrity, equality and fairness, empowerment, responsibility and synergy itself, which is collaboration and teamwork at every level.

10) Please share your key business strategies or business model that has led you to this current stature.

Our business strategy is client-focused with a solution-oriented approach. Our business philosophy revolves around meeting the client’s requirements. We are in the communications business, so we need to provide solutions for our clients through communication. We started off as an advertising agency but now have six business units specializing in different areas of communication so that clients are provided with a complete package to satisfy their needs.

11) Do you have a high-performance team with the right skill set, mindset and value-set to lead the business growth?

We have six business units, and each of them is decentralized with its own team comprising specialists with expertise specific to the particular unit. I don’t run all of them, so that proves that they are independent, high performing and competent.

12) What are the challenges and opportunities in your industry/sector?

The general perception in this sector is that a local agency must have a foreign affiliation to prove its competence. This is a fallacy, as we can deliver quality work without these credentials. It is unfortunate that people only go on perception or the image of someone they see, which then becomes a veil to being able to judge the competence and ability behind it. It is ironic that advertising is a science that creates perception, and you can’t create perceptions without knowing reality.

Another point that needs attention is that this industry does not have a platform to protect the interests of its members and provide solutions for their problems. The opportunities will rise as a result in the form of solutions to these challenges.

13) What are the HR challenges and strategies regarding employee retention, motivation, engagement and performance appraisals at your company?

Pakistanis are highly talented individuals; however, they are not all that astute when it comes to working in teams. The biggest challenge is to make them gel together and understand interdependence, which is key to creating Synergy. Employee retention and motivation require commitment toward high performers, which are vital for the growth of the organization. We have developed internal systems that are indigenous to Synergy, through which we reward and appraise our top performers.

14) Is training, coaching and mentoring a high priority for you? How much time/resources do you devote to this?

Yes, it is of very high priority and a part of the culture of our organization. Each and every department is given training on a regular basis, and a great deal of in-house training is done frequently.

15) Can you share your contribution towards CSR (Corporate Social Responsibility)?

I believe strongly in giving back to society, as I have seen that being done throughout my life by my grandfather first and then my father. It comes from the belief that you should do whatever you can for society rather than wait for it to happen. We started with the hope of making a purposeful life, that the Latif Kapadia Memorial Welfare Trust was set up. It is a non-business organization purely established for the welfare of deprived and underprivileged families to provide them with the best but inexpensive health and educational facilities within the community.

The first Medi health clinic, an exclusive health project providing convenient and reliable OPD health services, was set up in Shah Faisal colony, and the second one has recently been set up in Khokrapar – Malir.

16) What steps should be taken to empower women professionally? Does your company have any harassment policy?

We believe in providing equal opportunities. People are placed in positions on the basis of their competence and not their gender. Harassment is not tolerated at any level, and the employee will definitely lose his job if he is making the workplace uncomfortable for females to work in. It is because of this that our organization is known for having an environment where women are respected.

17) Being the head of your organization, what are your strategies regarding succession planning and developing the next generation of leaders?

We focus on structured training and development and have made our business units independent so that they can be run by a competent team with the values and philosophy of our organization.

18) Please share your best management practices for others to follow as a benchmark.

We have set up a number of indigenous and unique systems in our organization that have helped in the overall performance of our employees. For e.g., we have developed a software called the “ticketing system,” which is a tool to reward and motivate anyone who has done exceptional work that may be related to his/ her field or even outside of their sphere of work. This can be given by a junior to a senior and vice versa. Negative tickets can also be issued in the same manner. The ticket is associated with a monetary sum that is given as a bonus for a positive ticket and a deduction for a negative one.

In addition, we have also set up a committee called the Leadership Empowerment Committee ( LEC) that makes employees responsible for certain areas of the office that may not be related to their core jobs. For e.g., a person in client services will be looking after the ambiance in the office and be responsible for it. Employees develop a sense of ownership and also have a platform to show certain qualities that they possess which are not directly related to their work. In this committee, all employees are at an equal level, and responsibility is not dependent on hierarchy.

In addition, we emphasize physical health and greater stress on exercise and on well-being. Keeping this in mind, there is an in-house gym and a cafeteria that serves healthy food.

Grooming and appearance are also given a great deal of importance.

Do you have any plans for expansion? Where do you see your organization five years down the road? Does your company envision being Pakistani multinational

We have always been receptive to expansion; this is why in a short span of 12 years, we have evolved into a group of companies. Synergy Group is the fastest-growing communications group in Pakistan, which is mainly based on this philosophy. We are also exploring opportunities in other countries and are hopeful that in the near future, we will, Inshallah, make a breakthrough in the international arena.

Professional Life

19) Please share with us your professional background as to how it all started.

I started with MNJ communications in Client Service and then teamed up with a colleague to open an advertising agency in a garage at home. Advertising is a passionate business, and I have been fortunate to have a go-getter attitude, due to which Allah has graced me with success.

20) How would you define your leadership and management style?

I am result oriented, and it helps when one is aggressive toward work and business. However, despite my aggressive demeanour, I am caring towards my team and respect talent. There are many examples at Synergy where I have encouraged individuals to pursue their dreams and explore new avenues of business and opportunities.

21) What has been the toughest decision that you have had to take so far?

When I set up my own office in 1999 with almost nothing. It was a huge risk, as I decided to leave a cushy job for a completely unknown future. However, it has perhaps been the best decision of my life, as it allowed me to develop an organization that is world-class and is seen as a benchmark for how a professionally run communications business should be.

22) Define success in three keywords or phrases.

Success is attitude, attitude, attitude.

23) What is your idea of happiness?

Internal satisfaction is the key to happiness. It is not easy to achieve, as there are many sacrifices that one has to be ready for. However, once you manage to benchmark yourself with the high standards set by you, it is a great feeling.

24) From where do you get your inspiration, personally as well as professionally?

From any story of a person fighting adversity and has been able to fight against the odds. This person can be a fictitious character from a movie, a novel or even real life. A person who can come through a struggle inspires me.

25) What is your favorite book on personal & professional development that you would recommend others to read?

Personal favourite would be The Bourne Identity – Robert Ludlum. Professionally there are many books on management,

26) What do you consider to be your greatest achievement or failure?

The greatest achievement is being able to understand the value of how to create synergy. There is a long list of failures.

27) How do you manage workplace/business stress?

Going to the gym, playing cricket and spending time with my family.

28) How do you keep your work-life balance?

Honestly, there is no work–life balance.

29) Any message of hope to the young generation of managers, entrepreneurs and business leaders.

Never ever give up. It is important to realize and accept your weaknesses and shortcomings and then create or find strategies to cover or eliminate those. Thereafter, concentrate on strengths so that your weaknesses are minimized.

Ahmed Kapadia, CEO Synergy Advertising Wins Award in Prestigious ABBY Awards

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Synergy Advertising, a leading advertising agency in Pakistan, has won the silver award in the “Best of Pakistan” category at the 38th annual ABBY Awards held in Mumbai, India. The ABBY Awards are a prestigious honor in the advertising industry, recognizing creative excellence in advertising in India.

The award was given to Synergy Advertising for the creative and very effective media campaign that they ran for Silk Soap. During the campaign, Synergy demonstrated its capacity to provide original and inventive concepts that strike a chord with customers, which in turn helped the company’s clients grow sales.

Ahmed Kapadia, CEO of Synergy Advertising, expressed his gratitude for the award, stating, “An award has always been a reward for me and my team. It is an honor for us to make a difference in the field of advertising and work hard to always come up with out-of-the-box ideas. This award gives testimony to our consistent effort and continuous improvement that we give to our clients in the form of fresh and creative campaigns.”

This honor further validates Synergy Advertising’s status as one of the most successful advertising companies in Pakistan. Synergy Advertising has a long-standing reputation for quality in the advertising industry in the country, and this award further strengthens that position. The agency has a track record of successfully producing campaigns for various local and international clients.

Some of the greatest names in India’s advertising industry submit work to the ABBY Awards because of its reputation as a top accolade in the field. Synergy Advertising’s success in securing the silver medal is evidence of the agency’s dedication to its clients and the quality of the work it produces.

The ABBY Awards won by Synergy Advertising highlights the depth and breadth of talent in Pakistan’s advertising sector. It exemplifies Pakistani agencies’ potential to compete on the global stage and produce innovative, effective advertisements that go above and beyond for their customers.

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