PTCL CHARJI

Submitted by:
Anushay Hasan
Contents
Brand Company............................................................................................................................................. 3
Recent Advertisement and its Functions ...................................................................................................... 3
Advertising Approach.................................................................................................................................... 3
Creative Idea ................................................................................................................................................. 4
Advertising Agency........................................................................................................................................ 4
What type of an advertising agency is Bramerz?.......................................................................................... 4
Interflow Communications Pvt Ltd ............................................................................................................... 5
Media Tools (Other) ...................................................................................................................................... 7
Type of Advertising ....................................................................................................................................... 7
Print Ad ......................................................................................................................................................... 8
Char Ji Pricing ................................................................................................................................................ 8
Warid/Jazz 4G ........................................................................................................................................... 9
Telenor 3G................................................................................................................................................. 9
Zong 4G ................................................................................................................................................... 10
Demographics ............................................................................................................................................. 10
Age and Life stage ................................................................................................................................... 10
Gender .................................................................................................................................................... 11
Income and Occupation .......................................................................................................................... 11
Geographic .................................................................................................................................................. 11
Behavior ...................................................................................................................................................... 11
Facets of Advertising ................................................................................................................................... 12
Perception Facet (See/Hear) ................................................................................................................... 12
Cognition Facet (Think/Understand) ...................................................................................................... 13
Behavioral Facet (act/do)........................................................................................................................ 13
STP............................................................................................................................................................... 14
Demographics and life stage ................................................................................................................... 14
Segmenting by added value .................................................................................................................... 14
Psychographics........................................................................................................................................ 14
Behavioral ............................................................................................................................................... 15
Targeting strategies ................................................................................................................................ 15
Brand Imperatives ....................................................................................................................................... 15
Brand Identity ......................................................................................................................................... 15

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 Brand Promise ......................................................................................................................................... 16
Brand Image ............................................................................................................................................ 16
Brand Personality .................................................................................................................................... 17
Brand Association ................................................................................................................................... 17
MARCOM Objectives................................................................................................................................... 18
Perception ............................................................................................................................................... 18
Cognition ................................................................................................................................................. 18
Behavior .................................................................................................................................................. 18
Media selection........................................................................................................................................... 18
Print media.............................................................................................................................................. 18
Digital and Social Media.......................................................................................................................... 19
Broadcast Media ..................................................................................................................................... 19
Media Planning ........................................................................................................................................... 19
Vehicle Selection ......................................................................................................................................... 19
Broadcast Vehicles .................................................................................................................................. 19
Digital Vehicles ........................................................................................................................................ 19
Radio Vehicles ......................................................................................................................................... 20
Time and place of the ad ............................................................................................................................ 20
Message Strategy ........................................................................................................................................ 20
Service quality ......................................................................................................................................... 20
Consumer Insights................................................................................................................................... 20
Message Execution ..................................................................................................................................... 20
Creative Brief .............................................................................................................................................. 21
Story Board ................................................................................................................................................. 22

Deliverable 1

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Brand Company

Char Ji is one of the leading brand that provides wireless internet services in Pakistan. The
brand belongs to Pakistan Telecommunication Company Limited (PTCL), which is known to be
the largest integrated Information Communication Technology (ICT) Company of Pakistan,
founded in 1947. It introduced the brand “Char Ji EVO” in 2014
.

Recent Advertisement and its Functions

The latest advertisement by Char Ji EVO has been broadcasted in April 2018, it is informative
advertisement that provides detailed information regarding the latest services been provided
by the product. Char Ji EVO upgrades its advertisements almost every 6 months, but all ads
mostly talk about the Char Ji devices, and the new packages that are been offered. The function
that is performed by the recent advertisement is to grab the attention of old and new
customers, and inform them about the brand and its services.

Advertising Approach

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The approach used is informational, which is used to enhance the master
brand image. It shows the positive elements involved in using the internet.
Giving details about its speed, and building connection with customers on a
grass-root level.
Moreover, the product is a technological product, so it would be high
involvement, as consumer chose their internet provider through a proper
decision-making process, as choosing a bad internet can prove to be very
frustrating on the consumers end.

Creative Idea

The creative idea focuses on the use of high speed internet to manage
your life, and doing everything on time. Also, the message that the
advertisement communicates is, how the use of PTCL’s Char Ji internet
would revolutionize the way things work around in your life. From work
needs to personal needs, Char Ji has you covered!

Advertising Agency

Bramerz are masters of Digital Creative, known to be the best in creating powerful footprints
online for the brands they work with where they have produced ads for Ptcl.
Right from creating a brand’s online presence to transforming it into a digital phenomenon,
Bramerz cover every aspect of digital lifestyle.
With a vibrant team of 100+, they are geared up to take any project in the domain of Creative
Communications, Digital Strategy, Media Buying, Social Media, PR, Web & Mobile Apps
Development.
Bramerz have produced the champion’s trophy and CharJi advertisements by PTCL..

What type of an advertising agency is Bramerz?

Bramerz is an in house ad agency where it specializes in its marketing team and comes up with
creative promotional ideas
They have 3 in house ventures that support their promotional tactics
• Fishry, an e-commerce engine

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 • Publisher, a large scale content management & monetization platform
• ‘Olaround’, a location based loyalty & discount mobile app

Bramerz

Interflow Communications Pvt Ltd

The ads of PTCL have been delivered by Interflow communications pvt ltd. For almost three
decades, Interflow Communications has been one of the pioneers of marketing communication
services in Pakistan. With offices in Karachi, Lahore and Islamabad Interflow Communications
brings creative, media and advertising management acumen of around 300 professionals to the
industry.
From mass effectiveness of electronic, print and out of home media to the intimacy of new
media, Interflow has the true grit it takes to deliver beyond expectations.

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What sort of advertising agency is Interflow Communications?
It is a full service ad agency as it provides all the functions of marketing and advertising aspects
of a business which includes strategic planning, production, creativity, and innovations as well
as interactive marketing services via the internet. Branded as one of the most innovative
advertising agencies in the country, Interflow has built and re-built brands, raised the bar on
solution delivery and brought the spirit of custodianship to life over and over again.
They carry almost all functions of promoting the brand where they even take up marketing
campaigns apart from only constructing the ad.

Interflow Communications Pvt ltd

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Media Tools (Other)

Aside from the main media tools such as broadcast, print and radio
used to advertise Char Ji, the following forms are also used: digital and
social media, press advertisement, PTCL’s official website and blog.
Some of these forms such the official website provide authentic
information that consumers can look up at any time for their
knowledge.

Type of Advertising

PTCL has advertised Char Ji persuasively as they have used celebrity endorsements and
storylines in those ads that are convincing for the audience. The ads have not focused on
providing much information about the Char Ji hence they cannot be called informative.

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 Deliverable 2
Print Ad

Char Ji Pricing

The rising trend of digitizing products and services and creating a rich online experience is
becoming primary focus of new age content providers. Char Ji focuses on providing the ability
to do things faster. PTCL offers various devices such as the EVO, Nitro and Char Ji. Char Ji is one
of the leading wireless internet provider of Pakistan. It gives you the power to do it all instantly
on the country’s fastest wireless network. Char Ji services are provided all over Pakistan, mainly
focusing on the following: Lahore, Karachi, Faisalabad, Multan, Gujranwala, Sialkot, Balochistan,
Azad Jammu & Kashmir.
CharJi markets its product through TVC’s, billboards and prints ads. It focuses more on
informational advertisement. However, through the use of celebrity endorsements such as
Osman Khalid, Fawad Khan, etc. We believe that sales have increase. The pricing strategies used
by Char Ji are to offer affordable prices in order, to cater to a large audience. The prices have
been stated below:

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Details: Prices
Device prices Rs 3,000/-
25 GB Bundle Rs 1,500/-.
15 GB Bundle Rs 1,250/-
10 GB Bundle Rs 1,000/-

Warid/Jazz 4G
Mobilink and Warid are one of the earliest GSM companies of Pakistan. The company’s
main focus is to provide the lowest wait times you have ever known. Jazz offers only
internet device known as Jazz Super 4G. It provides coverage throughout thousands of
destinations across Pakistan, such as the following: Lahore, Karachi, Faisalabad,
Islamabad, Rawalpindi, Azad Jammu & Kashmir.
Jazz markets its product through TVC’s, print ads and billboards. The company advertises its
product and services through celebrity endorsements, such as Danish Taimoor, Ali Zafar, etc.
The pricing strategies used by Jazz are comparatively high compared to the competitors. The
prices have been stated below:
Details: Prices
Device prices Rs 3,500/-
25 GB Bundle Rs 2,500/-.
15 GB Bundle Rs 1,500/-
10 GB Bundle Rs 999/-

Telenor 3G
Telenor has the largest 3G subscribers in Pakistan. The company’s main focus is to
provide the ultimate internet experience, both at home and on the go with the fastest
growing 4G. It provides coverage throughout destinations across Pakistan, such as the
following: Lahore, Karachi, Islamabad, Azad Jammu & Kashmir.
The company markets its product through TVC’s, print ads and billboards. Telenor does
not advertises its product and services through celebrity endorsement. The pricing strategies
used by Telenor are comparatively high compared to the competitors and similar to those
offered by Jazz. The prices have been stated below:
Details: Prices

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Device prices Rs 3,500/-
25 GB Bundle Rs 2,500/-.
15 GB Bundle Rs 1,500/-
10 GB Bundle Rs 1,000/-

Zong 4G
Zong is a subsidiary of China Mobile, the largest telecommunication company of
China. It is the only telecom company to provide uninterrupted internet over the
motorway. The company’s main focus is to provide speed and convenience like
never before. It provides coverage throughout destinations across Pakistan, such as the
following: Lahore, Karachi, Islamabad, Faisalabad, Multan, Azad Jammu & Kashmir.
The company markets its product through TVC’s, print ads and billboards. The company does
not advertises its product and services through celebrity endorsement. The pricing strategies
used by Zong are the lowest compared to the competitors. Therefore, it provides the most
competition to Char Ji Evo. The prices have been stated below:

Details: Prices
Device prices Rs 2,500/-
25 GB Bundle Rs 1,500/-.
15 GB Bundle Rs 999/-
10 GB Bundle Rs 750/-

Demographics

Age and Life stage

The age of consumers would lean towards younger people as the device is related to accessing
the internet on the go. The actors shown in most advertisements further prove this. Therefore,
it can be concluded the age bracket for the PTCL Char Ji would be between 18 and 30 for users
and the buyers of the product could range from 18 to late 60’s. The buyer segment has a larger
age range as the buyer may not necessarily use the product. For instance, some parents buy
their children the Char Ji as a separate internet device, while they use a simple wired
connection. The life stage of the audience may vary from single, to married or married with
children.

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Gender
There is no specified gender for the use of this product. In the most recent promotion of the
product, there are no indications that the product is targeted to one consumer over the other.
In general, whenever PTCL shows its Char Ji there is a balance between males and females. In
fact, older commercials were family based.
Income and Occupation
The income group of Char Ji buyers would be middle to higher income groups with occupations
that would require technical skills or produce high capital.

Geographic
The Char Ji is available in the following areas:

 Karachi

 Lahore

 Islamabad

 Rawalpindi

 AJK

 Multan

 Gujranwala

 Sialkot

 Faisalabad Region, Faisalabad City, Mianwali, Chiniot, Sargodha, Toba Tek Singh, Jhang,
Bhakkar, Khushab

 NTR-II Region: DIKhan, Bannu, Kohat, Hangu, Tank, Karak, Thall

 QTR Region: Quetta city, hub, Gwadar, kuchlak, kohlu, mustang, Khuzdar, Sibi and
Loralai

 RTR: Mangla, Jhelum, Dina, Gujjar Khan, Mandra, Rawat, Kahuta, Murree, Taxila, Wah,
Hassanabdal, Attock (Ghondal, Hazro), Kamra, Fateh Jang, Chakwal, Talagang

Behavior
The behaviour of users would be analyzed and catered to in such a way to capture more sales
via the 80/20 rule. Punjab alone houses over 56% of internet users in Pakistan and about 40
million users have been added in the last 3 years to the whole country. To increase sales by 5%,

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PTCL must cater to their loyal customer base. Therefore, by focusing on their 20% loyal
customers with the 80/20 rule, their sales are bound to increase. To do this, PTCL must firstly
look at the brand usage of their loyal consumers. For instance, those consumer households that
use a high amount of bandwidth, and have a younger demographic living at home, a PTCL Char
Ji would suit them better. This would allow parents to track their children’s usage, while still
giving them quality internet. Another example of high usage consumers would be university
students living away from home/ on campus. These consumers have an excessively high usage
rate due to their high work load and online hobbies, therefore the PTCL Char Ji market would
be perfectly targeted towards this demographic. Since the Char Ji is an established brand with a
product frequently used by a variety of users, it would be best to avoid any major changes to its
design or functionality. To improve on innovation and adoption of PTCL Char Ji, the colour and
outer aesthetic appearance of the device should change, but nothing major. As for seekers, this
market would be catered to by creating persuasive ads that convince the consumer they ‘need’
to have internet on the go. Therefore, consumers who want to try new things and are searching
for better products would be able to try the PTCL Char Ji.

Facets of Advertising

Perception Facet (See/Hear)

The perception facet for the advertisement chosen entails
mainly of the sight sense. As the ad made is a print ad,
consumers would be reliant on their sight to see the ad.
Therefore, for the message to breakthrough barriers, the text
was kept in all caps and the colors vibrant green. This makes
the ad stand out and makes it easily noticeable. This would
then cause the ad to stick in the consumer’s minds. Consumers
could show interest in the ad by seeing the deals provided in
large bold number. This also ties into the need or wants the

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consumer has. If at that time the consumer’s internet is not performing well and is seeking a
new package, looking at the ad will trigger their curiosity. This at the very least would cause
retention of the ad if not asking more questions about the deal provided.
Cognition Facet (Think/Understand)
Since the function of the print ad is mainly informational,
the cognition facet is the most applied concept for the ad.
Consumers whose curiosity is stimulated by the ad would
then search, interpret and understand information related
to the ad. In this case the consumer would inquire more
information about the package deals for PTCL CharJi. He or
she would then compare that information with their current
internet package and proceed to analyze the pros and cons.
For this to take place, a consumer must have a want/need
for high speed, cheap priced internet. If a consumer is not
actively looking to change their internet, or are not convinced they need a better connection,
then all attention to the ad is lost. Consumers are also required to differentiate this brand from
others, and to identify its product category. Whilst comparing prices, if a consumer does not
recognize a benefit provided by the brand, they will simply choose another one. Finally, the
brand can be recalled easily to the bright colors and large text.

Behavioral Facet (act/do)

The call to action applies firstly to the TVC, in that
the Netflix offer encourages consumers to go buy a
CharJi device for free Netflix. This would cause
users to try various options of trial. One such
option would be to contact a friend and see how
well their device works. Another trial method
would be to go in person to one of PTCL’s franchise
stores. There the consumer could see products in
person. Loyal consumers would follow a call to
action for both the TVC and the print ad. In the
case of the print ad, seeing a cheaper deal would cause the consumer to take action and call a
PTCL sales representative to inquire about the cheap internet package. This also may cause
some users to go in person to PTCL franchises to ask the sale rep in person. Finally, advocating
and referral of the brand would occur after trial of CharJi products, or after purchase. After
experiencing high speeds, with strong signal connections virtually anywhere, consumers are
bound to tell the people they are closest to about the brand.

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STP

Market segmentation is done to identify our consumers and eliminate those who are not a part
of our target market.
PTCL Char Ji has previously been using all types of segmentation that are demographics, life
cycle, geographic, psychographics and behavioral for segmenting its market.
Now to meet our objective i.e., to increase sales by 5%, we will be doing our market
segmentation on the following basis.

Demographics and life stage

Our product lies in Socio economic class (SEC) B and C. As we are trying to increase our sales,
we will be focusing on middle class which is the most of population of Pakistan.
The age that we will be targeting will lie under the age brackets of (14-30) for the buyer target
market as in today’s world, internet has become everyone’s need therefore, and even a
teenager will be given the power of decision for selecting the internet company.
For the user, our age bracket caters every age i.e. from 8 years kid to 60 years old. For the kids,
it’s used for entertainment purpose (watching cartoons, movies, Netflix etc.). For the teenagers,
it’s used for studying and entertainment both, moving on to older age it’s used for connecting
to their loved ones.
We will be majorly targeting a joint family system, as in Pakistani culture, it’s the most followed
type for families. But, we will not be ignoring singles, college students, married and married
with children. As far as the gender is concerned, no gender specification will be done, as it’s a
gender neutral product and is equally a need for both male and female.
Segmenting by added value
This type of segmentation is done for the consumers who pay attention to the extra benefits
provided along with the product’s benefits. In order to increase our sales, we will be adding
extra value to our product by providing free Netflix subscription for our consumers in order to
grab their attention and increase their interest toward our product.
Psychographics
We’ll also be segmenting and targeting on the basis of consumers’ interests, and as observed
people have responded greatly to our free subscription package provided with Ptcl connections,
which shows their interests in watching movies. So we are providing them with extra value of
Netflix subscription with PTCL Char Ji purchase. This will help us in meeting our objective.

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Behavioral
We will be targeting our customers on the basis of their behaviors observed. Mostly the seeker
audience will be targeted as they always look forward for something new, and so we will be
targeting them by providing the Ptcl CharJi device at a low price and with a free subscription
package.
Targeting strategies
Seekers of interaction, experience and stimulation strategy will be used to engage our
customers and attract them towards our product, as these are those consumers who are
embedded in network of friends, looking for surprises, rewards, the newest thing or ways to be
more smarter and stand out in their circle. Netflix subscription might let them standout in their
friends therefore there are high chances they will end up buying our product. This is why we
will be using this targeting strategy.

Brand Imperatives

Brand Identity
A brand identity is created by the designers of a brand, and the identity clues
include the name and logo of the brand, and whether it is a public domain brand.
For our brand, PTCL has maintained its consistent green color to symbolize with
being the Pakistan’s official telecommunication network. Moreover the font and
branding on all the Char Ji devices has also been kept the same, to maintain the
consistency in its design elements. The name of the brand, PTCL, along with the tagline “Hello

to the future” has also been branded on all the products that PTCL offers, to display the
company’s purpose of blazing speeds and state of the art technologies, which PTCL
incorporates among its entire lineup.

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To increase the sales by 5%, we can associate the identity with more places where the high
speed internet is made use of, and also by revamping the PTCL’s logo to a different shade of
green.

Brand Promise
Brand promise is what you say to the customer and what is to be achieved, or the
expectations of the customers. The brand promise for PTCL Char Ji is:
Connectivity at lightning speeds, which the brand continues to reinforce through multiple
activities which it takes part in.
To boost up sales, which can done by showing people that the brand strives to achieve
what it promises, which can be done by commercials showing PTCL’s Char Ji on top of the
internet bandwidth speed tests. Also, it should make effective use of the social media to
communicate the brand’s promise to the audience, where the audience reach is much higher.

Brand Image
Brand image is the unique mental picture/idea about
the brand which contains both emotions and
associations. For PTCL, it has always associated the
ultra-fast nature of Char Ji with the brand image. The
foundation of the brand is built upon speed, and the
cutting edge of our product is the same. Because of
which PTCL has reinforced the idea by sponsoring
multiple auto-sports events, so that people start
associating Char Ji with speed. Also, it talks about PTCL being the country’s fastest wireless
network.

To boost up the sales through brand image, we can endorse PTCL in more events where families
meet up, and since the family heads decide for what internet a household should be using,
family festival sponsorships should be done, where the presence of brand would be noticed by
the family heads.

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Brand Personality
Brand personality symbolizes the personal qualities of the people you know, and partly, the
people who you associate with the brand. For our brand, the brand personality would be of the
trendy young people who love to do everything at the fastest possible speed, ranging from
doing gaming to watching YouTube, all free from buffer times and glitches. Also, these people
like to live their life in the fast lane, hence one of the reasons why the ads of PTCL Char Ji are
endorsed by young people in it, in order to embody with the brand personality.
To boost sales through brand personality, we should show more consumer age-classes in our
advertisements, making use of Char Ji Internet. This can include elder people video-calling their
loved ones at lightning speeds without any jitter, as well as women watching their favorite TV
shows while on the go, all without any interruptions. Currently the brand personality, is more
focused on youngsters, and a broader brand personality, can definitely help boost up sales by
5%.

Brand Association
Brand Association is referred to the attributes of a brand that come to your mind when the
brand is being talked about. For our brand these would be:

 Speed

 Reliability

 Technology

 Connectivity

 Coverage

 Wireless
These are formed on various basis which include:
 Customers contact with the organization and its employees;
 Advertisements
 Word of mouth publicity
 Price at which the brand is sold
 Celebrity/big entity association
 Quality of the product

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To improve sales through brand association, PTCL should come up with a hashtag campaign on
social media, to engage the audience that would help them associate with the brand at a much
quicker pace. Moreover, #CharJi would prove to help with the brand awareness too.

MARCOM Objectives
Perception
The dark green background will help in grabbing the attention of the audience. Gradually, the
audience including the potential consumers would begin to associate PTCL Char Ji with this
color and hence they would be quick to recognize it on the market. The audience would
perceive it as a portable, high-speed device that provides them with Internet wherever they
may be in the country. In addition to that, the accessibility of wireless Internet at any time of
the day would contribute to the brand image. In order to create a high level of awareness, the
ad would be featured on billboards, offices, magazines among other mediums as well as
through digital media.
Cognition
Since PTCL Char Ji is a technology-based brand, it is essential to properly inform the consumer
about its nature, features and benefits. In order to effectively position this brand in the minds
of the consumers, they need to have a basic understanding of why they require this facility and
how it would improve the accessibility and practicality as Internet users. Char Ji would be
differentiated through its pleasing performance, high speed and instant connectivity among
other factors. For particularly aged users, the marketers could also demonstrate how the Char Ji
is used at the outlets in order to further encourage them to make the purchase.
Behavior
In order to call the consumers to action to make the ultimate purchase, the ad offers the
accessibility of Netflix which would be available to the consumers after subscription. The
marketers can demonstrate and give consumers the opportunity to have a trial on the spot as
well as provide after-sales service in case they have further queries. PTCL can also create a help
line particularly for the CharJi brand so that consumers can communicate easily if they
encounter any issues while using it.

Media selection
Print media: This would include billboards, newspapers, and magazines. Billboards can be put
on display at the central locations of cities where the numbers of vehicles passing by is fairly
high. For example, in Lahore they could be displayed in Gulberg on the Main Boulevard, in
Defence they could be displayed in the Y-block area and perhaps on the Sher Pao bridge and so
on. This way they would be seen easily by potential consumers passing by. Newspapers such as
Dawn, Nawa-i-waqt, Jang, Express, and Daily Times could print Char Ji’s ads in the relevant

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sections. Newspapers are accessible to several households and would be a decent tool to raise
awareness among its many readers who would begin recognizing the brand.
Digital and Social Media: At this day and age, it has become very important to advertise a brand
for example CharJi online in order to gain a competitive edge and reach a high amount of
consumers. This would be done through PTCL and Char Ji’s official websites plus other social
networking websites such as Facebook plus side and pop-up ads to grab the consumers’
attention.
Broadcast Media: The Char Ji brand can be advertised through airing its ad on tv, radio and
cinemas. Broadcast on tv caters a mass amount of viewers. And in cinemas, the handful of
audience members are paying attention to the ads being played before the movie as a result of
the cinema’s setting and purpose.

Media Planning
Knowledge about Char Ji should reach the mass audience for which above the line advertising
would be suitable. Above-the-line advertising would ensure that the consumers not only are
made aware of CharJi but also are well-informed about its purpose and features. The frequency
of the ad would be high as it would reach a massive audience and it would also have to be
reinforced in their minds in order to eventually convince them to make the purchase. Due to
the extensive advertising campaign, the costs would understandably be on the higher side as
broadcast, print and digital forms of media are expensive to advertise on especially broadcast.
The dark green design of the ad in addition to the compact shape of CharJi (graphic design)
should appear as appealing to the consumers, creating an impact and ultimately drawing them
in. The target audience would include internet users such as the youth, corporate sector
professionals, households (family). The selectivity of the audience would range from ages 18-30
years plus the aged consumers could avail Char Ji’s facilities to connect with their relatives
abroad.

Vehicle Selection
Broadcast Vehicles: The ad could be broadcasted on channels such as PTV, GEO TV, AAJ TV, ARY
Digital, HUM, MTV Pakistan. These are the leading networks on tv and would greatly benefit the
CharJi brand in terms of extensive advertisement as a large number of viewers would get to see
the ad across the country.
Digital Vehicles: PTCL’s website, Social networking sites (Facebook, Linkedin, Tumblr etc), pop-
up/side ads on websites would contribute in advertising CharJi on digital media. Digital media
has become a very significant form of media in the present age and hence in order to remain
competitive CharJi should advertise on this platform. It would be reaching a large amount of
viewers through hiring an advertising agency which would promote CharJi online.
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Radio Vehicles: Radio stations such as City FM 89, FM 101, Mast FM 103 could advertise CharJi
during the primes time when consumers are listening to the radio. This time could be when
they are on their way to work or school/university early in the morning and during rush hours
such as the afternoon when it’s time for the lunch break and during the evening when they are
going home.

Time and place of the ad

Some scenarios have been specifically discussed in the content above. However, for example if
the ad is being aired on ARY Digital then it would preferably air at a time when the relevant
target audience is watching tv such as the evening and night when families are together. The
various assigned channels would air the ad but at different times during the peak hours.

Message Strategy
This aspect represents the tangible and intangible characteristics of the product.
Service quality: Telecommunications Company Limited (PTCL) has said that it is leading all
operators in the country by providing highest quality broadband internet service to customers,
according to the second nationwide Quality of Service 2011 survey conducted by Pakistan
Telecommunication Authority (PTA).
Consumer Insights: The consumers are fast moving in Pakistan now. The youth needs internet
around them at all times. PTCL CharJi promises the consumers a fast network at all times. One
of the most important aspect for traveling youth is that they demand internet at all times which
will be easily available to them even in the northern areas.
PTCL has been the leading internet providers in Pakistan from a very long time and due to
which PTCL has been able to establish a prestigious name in the market. The company uses its
status to deliver their message where they are connecting thousands of people around
Pakistan.
The message that this company is delivering with its CharJi device is that with a small thing in
your hand, you can connect with a large number of people. This internet device is handy and
can be used in large spaces.

Message Execution
The CharJi device will be designing their message in a very innovative manner where they will
focus on the youth and even value family relations which is an important evaluating base in
Pakistan. The message is to use emotional appeals where families are connected with one
another all over the country and also out of the country.
Our message execution will also contain the youth who is always traveling to the northern areas
where they require a fast internet to upload selfies and their travel dairies.

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Creative Brief

CLIENT
PROJECT NAME Savvy Savings

CLIENT NAME PTCL

BRAND PTCL Charji
PRODUCT PTCL Charji internet device and 4g

PROJECT | purpose and opportunity

Create new positioning of brand, positive brand image

OBJECTIVE | what does the project work to achieve?

Purpose is to increase brand sales by 5%,

TARGET AUDIENCE | who are we trying to reach?

Family demographics and young adults (ages 18- 30)

ATTITUDE | style and tone

Energetic tone, persuasive and informational ad approach

MESSAGE | what is the key idea to be remembered?

There are big savings with the Charji and the connection quality and speed are superior.

DELIVERABLES & FORMAT

Print Ad

SCHEDULE | projected timeline, important dates, deadlines, etc.

Posted on billboards and news papers

BUDGET

Costs: Rs.2000 to make and around Rs. 400,0000 for major billboards of Lahore.

COMMENTS

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 Objective only plausible if brand actually noticed. Brand perception via eyes and touch (actual trial and
use of product) Therefore ad may only convince consumers of a positive brand image if they truly believe
the ad.

Story Board

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