Some brands stay in use for decades, even when other better options exist. What keeps them relevant is familiarity built over time through repeated messaging, recognisable taglines, and a clear sense of what they stand for. This article looks at how that consistency shapes consumer preference and allows certain brands to remain part of everyday life across generations.
Consumer goods and the service industry offer brands the opportunity to fulfil consumers’ needs. There are original products, the trendsetters, and finally imitations, or the ‘me-too’ brands. The brands that endure occupy a distinct space in the minds of consumers. This space is not built overnight; it requires sustained marketing efforts to promote a compelling narrative.
Earlier, when social media was non-existent in Pakistan, brands built their foundations through jingles that offered solutions or told stories. ‘Aye Khuda mere abbu salamat rahen’ by State Life Insurance, ‘Amma Tullo main pakao, hamein sehatmand banao’ by Tullo Banaspati, ‘Daant safaid aur chamakdaar, Dentonic’ by Dentonic, and ‘Meri mutthi mein band hai kya?’ by Naaz Paan Masala are among the jingles that dominated television and radio in the 1980s and 1990s. Gen X and Millennials would recall encountering them repeatedly across media.
Beyond these memorable jingles, the narrative extends far beyond words and songs. It functions as a strategic tool that strengthens brand recall. This is not merely about placing a brand in the consumer’s mind, but about ensuring that consumers consistently choose the brand that best fulfils their needs.
On a global scale, Nike’s advertisements do not simply sell trainers; they promote a philosophy. By analysing the brand’s evolution from a regional distributor to a global leader, one can identify the narrative pillars underpinning its success: the heroic peak, the everyday struggle, and the aspiration for self-improvement. Through its enduring ‘Just Do It’ tagline, Nike has consistently communicated values of resilience and determination.
Closer to home, many of Pakistan’s most enduring brands emerged decades ago. Tibet Snow, launched in the 1950s by Kohinoor Chemical Co. Ltd., was marketed as the ‘beauty cream of the East’. It became a household name, recognised for its consistency and distinctive fragrance. Even today, consumers often note how closely the scent resembles that of earlier decades. Despite competition from local and international brands, Tibet Snow has retained its position through affordability and familiarity.
Similarly, Rooh Afza remains one of Pakistan’s most iconic brands. First developed in 1906 in Delhi by Hakim Hafiz Abdul Majeed, it was brought to Pakistan in 1948 by his son, Hakim Mohammad Saeed. Originally conceived as a cooling, medicinal drink, it continues to hold cultural relevance. Advertisements such as ‘Hotel ho ya restaurant, mashroob ke taur par Rooh Afza talab kijiye’ demonstrate how the brand positioned itself alongside soft drinks even in earlier decades. This relevance persists today, particularly during Ramadan.
Tapal is another example. Founded when Adam Ali Tapal began importing Ceylon tea, the brand built its reputation on quality, consistency, and affordability. With tea being a staple in Pakistani households, its memorable taglines: ‘Thori si patti Tapal ki, chai banaye kamaal ki’ and ‘Daanay daanay pay likha hai peenay walay ka naam’, helped establish a lasting brand identity.
In a more contemporary context, Khaadi illustrates how a brand can scale without reliance on traditional television campaigns. Since its founding in 1998, its emphasis on handcrafted fabrics and local aesthetics has defined its identity. Its retail outlets serve as immersive spaces that offer not just products, but a curated brand experience. Quality and authenticity have become synonymous with Khaadi.
In the beverage sector, Pakola stands out as another enduring brand. Launched in 1966, it carved a unique identity through its distinctive green colour and ice-cream soda flavour. More importantly, the jingle ‘Hara Hara Pakola, ice-cream soda’ remains deeply embedded in public memory. By maintaining consistency in its product and messaging, Pakola became more than a beverage; it became part of everyday culture.
In the appliances sector, Dawlance, established in 1961, built its reputation through a sustained narrative of reliability and local relevance. Rather than positioning itself as aspirational, it emphasised durability and practicality tailored to Pakistani households. Its messaging consistently reinforced trust. The slogan ‘Dawlance laya to baat bani’ encapsulated this promise in a culturally resonant manner, suggesting that choosing Dawlance was the right decision.
Ultimately, what unites these brands is not just longevity but the consistency of the narratives they have built and reinforced over time. Narrative in this context is not a campaign or a promotional effort.
Ultimately, what unites these brands is not just longevity but the consistency of the narratives they have built and reinforced over time. Narrative in this context is not a campaign or a promotional effort. It is a cumulative process that is shaped through messaging, product experience, cultural relevance, and repetition across generations through various mediums including print, electronic, and out-of-home.
Whether through jingles, taglines, or retail environments, these brands have created familiar mental shortcuts that guide consumers to decide. In a fragmented media landscape, the lesson is not simply to be visible, but to be comprehensible. Brands that succeed are those that align their story with consumer values and sustain it over time.
