Have you seen the new Touch campaign by Greenstar? Wrong question. Who hasn’t seen it? Unless you’ve been living under a rock, there’s no chance you would have missed it, it’s that ubiquitous.
You switch on your TV, the ‘Suno Zara’ song is there. You try switching the channels, it’s no use. It’s on every freaking channel. You turn on the radio while driving and you’re hit with the blast of ‘Suno Zara khushi ki Aahat’, at the same time you pass a billboard with a chick in full winter gear and a humungous ‘Touch’ pack pasted alongside her. Talk about making the right associations with your brand for the ‘right’ brand image, the guys (or gals) at suddenly seem to have awaken from a deep slumber. Either that or there has been a change of guard at the helm of their brand management, or maybe there’s a sudden influx of much needed capital from their parent company Population Services International (PSI) which is headquartered in, where else, Washington D.C., the place which seems to make all the major political decisions for Pakistan. Who knows. Continue Reading…