The document provides an analysis of an Olpers advertisement from Ramadan 2012. The ad focuses on themes of unity, hope, and Muslim traditions during times of crisis in Pakistan. It depicts children praying for the country following events like floods and plane crashes. Without words, the ad conveys comforting messages through images of family and religious observance. It aims to bring Pakistanis together regardless of class by highlighting shared customs and values during Ramadan.

1. Advertisement Analysis
Communications Skills (Assignment)
Submitted By:
Awais Sharif Sp11-BEC-097
Ali Raza SP11-BEC-014
Submitted To:
Ms. Maryam Jehangir
Date:
10th December, 2012

3. Advertisement Analysis
Every year in Ramadan we see several companies getting their
Ramadan ads on TV, too much discounts, too many jingles, among them
many just never do any changes in their ads and we see them re-runs on
our TV, but Olpers always come up with something new every Ramadan.

4. “Oneness” and “Unity”
Olpers strives to be closer to its consumers and there is no better way
to do that then to be a part of their religious and cultural festivities.
Each year Olpers looks at Ramadan as an opportunity to set itself apart
from all the other brands in its category.
Children in the ad refreshes viewer’s hope, faith in Allah and it conveys
a feeling to the survivors of incident that they are not alone, whole
nation is with them. They pray for the development of our country and
at the same time showing the milk of olpers.
Non-verbal communication: in this advertisement campaign are mainly
the prayers. The children pray for the welfare of the country and
their mother is pleased to see them. And at the same time it is the
moment of the first iftari of his young son which is termed as “Rooza

5. Kooshai”. His mother and daughter are ready to serve him the olpers
milk.
It is a reality based advertisement. The ad beautifully highlights values
and traditions. This ad came with a message of unity, hope, Muslim
teachings, caring and love! Ad speaks for the incidents took place in
2010, from economic crisis to Air Blue plane crash and then worst
floods in our nation’s history.
There is no gender discrimination in this advertisement. Children and
elder models are working at same level. I would say that Children are
given priority. The reason for this is to show the feelings for the
people died in different incidents in Pakistan and children are the best
to show the innocence.
This advertisement campaign is carried through Television, internet,
newspaper, signboards and magazines.
The attitude used in this ad is clearly the “WE” attitude. Although it is
a milk ad but still the makers of this ad emphasize on the unity and
prayers for the innocence people who died over the last years. As the
prayer is carried out for the whole country so we must conclude that
“WE” attitude is being used.
The target audience in this advertisement is all the Pakistanis.
Whether he belong to an elite class or a middle class. The main
emphasize is the unity of the country regardless of the color, language
or class. And in other part the children are the main focus when the
Rooza Kooshai is carried out.
Body language of models is perfect and this ad is directed and
produced well. This ad is appealing because of its cast too. It’s showing
the Muslims religious activities in the month of Ramadan. Children are
praying while elders are looking after the preparation of iftari.

6. One worth mentioning factor about the ad is that there is no direct
dialogue between any of the actors; still the ad is able to say so much
to its viewers. It is clearly able to convey its message to us. Although
the theme of the ad is Ramadan, still it is highlighting the different
ways to use the product very well. For instance the ad shows that
Olpers can be drank directly, it can be put in tea, and it can be eaten
with cornflakes and is also being used to make pastries. This is a
brilliant way of positioning the product in the market.