I NTRODUCTION -P AWNAY 14 A UGUST

Pawnay 14 august a play by Anwar Maqsood has a story that touches the heart and mind of all those who witnessed it Arts Council in Karachi. The play is presented by KOPYKATS productions, directed by Dawer Mehmood with the assistance of Sher Ali Minallah and jointly produced by Mujtaba Ali and Dawer Mehmood, was staged on Saturday evening at the Arts Council of Pakistan, Karachi auditorium.1

B RAND S CORE C ARD OF P AWNAY 14 A UGUST

D ELIVERING O N C USTOMERS D ESIRES
On first question To what extent the customers unmet needs and wants are explored by the play clearly explicate that the play has spur a new soul in the theater of Pakistan by providing it with a new ray of hope. The turnout at the play clearly validates that the need for such plays having a patriotic theme, well scripted by the writer and based on a strong story line exists and people want to witness such play. Since the plays concept is unique and distinct with respect to its competition thats why its given a score of 4 on 5 point Likert scale. On second question about the experience the testimonials and the news about the play clearly show that the play has been recognized as an exciting experience for its target audience with respect to its competition. Moreover the huge buzz in the social media, newspapers and on internet also shows that consumers had an exciting and breathtaking experience to watch the play at Karachi Art Council. Thats the reason why the brand has been ranked as high 4 on the 5 point Likert Scale. The feedback and comments system about the brand (the play) is available on the internet, the news the social media in such a way that it can reach to the people who can affect the change in an easy and simple manner. So with respect to the competitors the play has been ranked as a top high as it is best since the play has set standards in the theatrical industry of Karachi because of its buzz and consumers engagement with the play in terms of writing blogs and testimonials about the play. So based on the score on all the questions above the brands aggregate score on delivering the benefits to consumers is a high 4. This is primarily attributed to the brands (of the play) unique theme that evokes patriotism and brands strong script by Anwar Maqsood.

R ELEVANCE
The theatre of Pakistan is not in the best times. The current market conditions in this industry are not good because of domestic security and law and order situation in the country people like to
1 Daily Times (2012), Anwar Maqsoods first-ever play PAWNAY 14 August: Retrieved from: http://www.dailytimes.com.pk/default.asp?page=2012\03\19\story_19-3-2012_pg7_12

stay at homes and avoid going out to watch theatre. The writer of the play is well aware of this fact and this is the theme of the play as well. As per the story of play, souls of three leaders came to Pakistan on August 11 to visit the country that came into being as a result of their tireless efforts. They were expecting Pakistan to have become an Islamic welfare state, where masses would dwell peacefully, having freedom to act upon their religion and values and working for the progress of the nation and the country. But they were disappointed and their dreams were shattered when they visited Karachi and came to know that the country had suffered around half span of its history from marshal laws, half of its part had been apart and the rest of country was facing poverty, hunger, gloomy shadows of high risks to democracy and integrity. Besides, corruption of all kinds, including moral, had also occupied the entire country. That is why since Anwar maqsood is well aware of the market conditions and the same idea and theme is adopted in the story line so with respect to the completion the play has been given a high 4 out of 5 on Likert Scale. The brand overall stays really relevant to its target audience as It has tapped the consumer tastes and preferences really well. Moreover the brand team has good knowledge of the emerging trends and changing market conditions. Thats why the brands have been gained a aggregated score of 4 out 5 on Likert scale when averaged out.
Inadequately 1 2 3 4 5 To What Extent Your Brand Stays Relevant Breakthrough Score Given 4

V ALUE
A theatre play about Pakistan, revolving around the theme of August 14 by presenting characters in the form of Quaid-e-Azam Mohammad Ali Jinnah, Dr Allama Mohammad Iqbal and Maulana Shaukat Ali Johar reflects immense value for the patriotic segment of the Pakistani society. For the first question, the pricing strategy set by Kopykats productions according to Anwar Maqsood is quite high. He is still of the view that a 1500 rupees ticket is out of the range for most of the middle class segment but people are attending the theatrical play in huge numbers due to brilliant execution and its closeness to current situations of our country. The second question has been rated as 1 because there is a lack of proper system in the form of effective consumer feedbacks to capitalize on strengths and enhance the reach of this theatrical play. The third question is given a magnitude of 4 depicting that the brand Pawnay 14 August has been a huge success for Kopykats productions. It has turned out to be a huge commercial win for the team both in providing healthy content and good laughter.

The fourth question has been rated as 4. Although as earlier discussed, the price of the ticket is high but the audience is willing to provide premium prices due to the quality of acting accompanied by brilliant script writing. The man (Anwar Maqsood) who gave us all time hits like Fifty-Fifty and Anghan Tehra has provided yet another master piece which has been widely appreciated by the people of Karachi.

P OSITIONING
The audience claims that nothing have they seen in this time being more relevant, intelligently written, passionately performed and hysterically applauded. A person who requires no introduction, Mr Anwar Maqsood simply wrote magic with his pen.

The first question has been rated as 5 because the play was beautifully positioned towards the specific target audience including both the youth and the middle age segment of Pakistan. The points of parity were brilliantly articulated because most of the competitors including Shah Sharabels play have hardly focused on patriotism. The play being an own of its kind revives back the lives of Jinnah and Iqbal to witness the current socio-economic situation of Pakistan. The second question has been rated as 4 because the play has succeeded in establishing sound deliverable points in comparison to competitors. The play takes on a very serious issue highlighting the crises that the country is going through but the execution style has an element of humor in it to make it more appealing for the target audience. The third question has been rated as 2 as Kopykats productions are still quite new in the market. Being a group of young talented youth, Pawnay 12 August have raised their stakes very high but they need to maintain their brand image for future plays through interesting topics, quality script writing and vivid acting. The fourth question has been rated as 2 being close to inadequate because the lack of promotions and media campaigns has limited the awareness levels of the theatre enthusiasts. Consistency can only be maintained if the video campaigns on Facebook and Posters deliver a common message of patriotism in a humorous yet appealing manner.

The fifth question has been rated as 2 again because the current details about the play are mostly made through their Facebook page but not through television which has a greater impact. The last question has been rated as 4 because Pawnay 14 August has positioned itself quite intelligently against competition because it has revived the spirit of patriotism among Pakistanis by translating the current issues of the country in a very vibrant manner. The youth of the country which was more inclined towards watching plays such as Bombay Dreams and Moulin Rouge have widely appreciated this new play and have watched it very passionately.