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Coca-Cola's latest TVC redefines 'extremism' in Pakistan. Here's how

Coca-Cola's latest TVC redefines 'extremism' in Pakistan. Here's how

The campaign analyses the various extremities of our behaviour, showing what makes us uniquely Pakistani.
Updated 29 Jul, 2019

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.

Comments

A Jul 29, 2019 08:01pm
Anything for sales.
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Talha Jul 29, 2019 10:19pm
Forced idea and preachy execution.
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Taimoor Ahmed Jul 30, 2019 01:05am
Tears in my eyes. Thank you Coca Cola, for defining us so accurately and heart-warmingly!
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NVV Jul 30, 2019 06:13am
All for business!!!!!! I remember in one world cup coke India wished for India and coke Pak wished Pakistan. Ultimately who wins? It's Coca-Cola America. Isn't it? :-)
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AK4PK Jul 30, 2019 06:36am
Like it, pretty cool!
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Hum Jul 30, 2019 09:09am
Love it, we need more and more of such messages to be spread around the world. Good Work!
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mitra Jul 30, 2019 10:18am
And I am Coca Cola, I shall always make money by emotionally charging every one.
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Group Captain Muhammad Iqbal Haral Jul 30, 2019 10:23am
Very good idea to convey the positive image of Pakistan. well done coca cola , Regards
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Nida Jul 30, 2019 02:10pm
@mitra, lol... Well said
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Prakash Jul 30, 2019 03:26pm
Making your sorrows light.
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NKhan Jul 30, 2019 03:41pm
Apart from the wedding scenes this was a very westernized and sanitized Pakistan. It would have been nice if the it could have it had been more 'desi' unless off course if you count the decorated goat!
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Jami Khan Jul 30, 2019 05:31pm
Love it!!!
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Rubina Jul 30, 2019 07:33pm
American company encashing our emotions to sell junk food.
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Sami Jul 30, 2019 07:34pm
Cool idea but I didn’t care for the boy (son) being treated like royalty and the center of the family’s universe. And we wonder why so many Pakistani men grow up spoilt and controlling. It’s time for companies like Coke to lead the way and show daughters (women) are just as important and not just with extravagant weddings celebrations
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Fahad India Jul 30, 2019 08:42pm
While this video shows the thrill and culture, but I think it has given an indication on perception on Pakistan as "Extremists"
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RC Jul 30, 2019 09:09pm
Awful idea. Memes from all over the world are coming soon
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Mb Jul 30, 2019 09:15pm
Emotionally making tons and tons of money
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Arun Jul 30, 2019 09:25pm
@mitra - You nailed it.. Exactly what i was thinking ..
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gk Jul 30, 2019 09:41pm
poorly made ad
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Shail Jul 30, 2019 11:35pm
Nice ad - very creative!
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