Taking advantage of recent cell phone coverage blockades, PTCL launched a new campaign called Landline Link on 18 February asking people to reconnect their landline and broadband connections by providing two major incentives: paying just 50% of their outstanding dues and making unlimited calls for Rs 250.
The campaign has received plenty of attention as it is being endorsed by viral star Shahid Nazir better known as the ‘One Pound Fish Man’.
But what do viral star Nazir and PTCL’s Landline Link have in common? We spoke to the company and the creative agency, Islamabad-based Ideas Workshop.
But first, here is a look at the TVC: Landline Link
A word from the client – Ayesha Eirabie, EVP Communication and Marketing, PTCL
On the need to reconnect: “Landline is the backbone of telephony and the base for PTCL. [We have 2.75 million landline customers.] With the rise of mobile services over the past few years we saw a sharp decline in landline usage. However, because of the recent law and order situation in the country and the resultant suspension of mobile services, we realised that people are now feeling the need for a stable phone connection that can be used as a medium to connect especially when the other services are impacted.”
On using Shahid Nazir: “Shahid has become perhaps the biggest national ambassador in just a year. His fame has reached international circles and is acknowledged by both the masses and creative circles. We wanted to own this local talent that is Pakistani to the core and become big through the usage of internet. Both factors are very much the base of PTCL as well. Also, we believed that landline as a brand is usually looked upon as old school and a bit bland and we wanted to bring a fresh perspective to it. Shahid’s natural quirkiness, humour and ability to perform naturally in front of the camera made us believe he is the right choice for us to bring in new life to our brand.”
A word from the agency – Owais Hamid Khan, CEO, Ideas Workshop
On picking Shahid Nazir to communicate PTCL’s message: “When we first noticed Shahid we knew for sure this man had something in him. He is fun and original, he has no hangovers; he is a born entertainer. He is our local Jim Carrey, our Pakistani Mr Bean. For our client PTCL we wanted a fresh beginning and Nazir made perfect sense.”
On picking a YouTube viral star: “Nazir is more than a viral star, he is ‘international’ and Pakistani. He has a story to tell and a story we all wish was our own. He is a charmer and the new face of success. Before embarking on the PTCL landline campaign he was already all over Pakistan’s leading electronic channels. Our aim in taking him on is all about staying true to Pakistan.”
Media: Print, TV, Outdoor, Digital, POS
no doubt its a successful campaign
This time PTCL has adopted a unique style to call its customers and it really works well.The song is admirable by all of us.Great work shown by PTCL.
people need some source of communication which can work in REHMAN MALIK ERA…so landline is the only one, and no signal and jammers issues ; )
Yes, indeed its true.I was fed up with regular mobile suspensions but now I have a choice to be a part of Reconnect Landline offer and enjoy unlimited calls. Thanks to PTCL.
Come on People, Come on People, Hats off PTCL, Shahid Nazir is Great.
Actually, Shahid Nazir has performed more good in this ad as compared to One pound Fish,
Super lyrics, ending with Landline Link.
Landline is definitely the basic need of every home, especially in these days.
This Reconnect landline campaign from TVC to all its package rates are superb and definitely it will attract a large string of customers. Its another good move by PTCL
I am a regular landline customer for a long time and its good to see this campaign will engaged the people who disconnected their landline.
I think that this initiative by PTCL to take Shahid Nazir as a main appearance in Reconnect TVC will lead to set a benchmark for other organizations to prefer our national talent not Indian stars.
yes , pouring money to indian economy is disaster by our people.
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