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The campaign analyses the various extremities of our behaviour, showing what makes us uniquely Pakistani.
The campaign analyses the various extremities of our behaviour, showing what makes us uniquely Pakistani.

Amidst various challenges faced by Pakistan today, one of the most critical one is being branded as 'extremist'.

While denial is an obvious strategy, Coca-Cola is providing a cool spin on the label.

Their new TVC doing rounds on social media is the brand’s take on how Pakistanis are indeed 'extremists', but not in the way the world perceives them.

They are extremists in their emotions, passion, their care and hospitality.

Who would have guessed the term could have a positive meaning to it?

Here are some of the moments from this TVC:

1. Trips to the airport are celebrated like an occasion

Welcome parties for us begin at the airport. You must have seen these too!
Welcome parties for us begin at the airport. You must have seen these too!

Ever wondered why departures and arrivals in Pakistani airports look almost chaotic?

It's because our lives are all about spreading the warmth of love and hospitality; we go all extreme in making sure that our guests feel welcome.

2. Food is love, and we mean it

We take our dawats seriously.
We take our dawats seriously.

We show our care and love by sharing the best of our meals with everyone around. Food is one thing that unites anyone and everyone in the country!

3. We get pretty serious about bakra decor every Eid

Just look at the cute tassels!
Just look at the cute tassels!

Who hasn't bought blingy stuff for their goats, cows - even camels - every Eid?

Walking around the neighbourhood with a fully-decorated bakra is almost like a ritual for us Pakistanis, and we are totally proud of it.

4. Bidding farewell to brides in tears

Is it even a rukhsati if everyone and their khala and phuppo ain't crying?
Is it even a rukhsati if everyone and their khala and phuppo ain't crying?

While the world bids farewell to the happy couple in smiles, we like to shed tears and that’s because we will miss that person not being around us.

Coca-Cola has set out to embrace this message: if there's anything extreme about us, it's our hope, passion, care and love for everyone around.

Watch the full video here:


This content is a paid advertisement by Coca-Cola and is not associated with or necessarily reflective of the views of Dawn.com or Images.

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