Mezan Tea Hardum is a tea brand produced by Mezan Group, established in 1950s in Pakistan. The document discusses chai's cultural significance in Pakistan and how Mezan Hardum fits into the market. It proposes three TV commercial concepts portraying chai's ability to inspire confidence and change perspectives. The concepts show chai empowering a girl to pursue her dreams, reducing a man's work stress, and teaching the importance of perseverance. Integrated marketing strategies include TV, print, digital and social media advertising primarily on news channels during peak viewership.

1. Mezan Tea Hardum
Presented By:
Darpan Raja,
SZABIST, Karachi
Pakistan

2. Chai and Our Culture
 Chai isn’t just a hot drink, it is a concept- An experience in our culture.
Chai is the fuel that gets you going in the morning- the ice breaker when
guests arrive- the mediator when two people are having intense
discussions. It’s a sign of respect and acceptance. If you have been
offered chai by someone, you know you are someone they approve of.
 Chai is the most consumed beverages in Pakistani cuisine.
 According to Gallup survey “daily 2.5 tea cups are consumed by a person
in Pakistan.

3. Background
 Mezan Hardum Chai is produced by Mezan Group which
was established in 1950s.
 Mezan Group is the producer of Mezan Oil, Banaspati and
Mezan Tea
 Tea brands:
 Mezan Hardum Chai
 Mezan Ultra Rich Chai
 Mezan Baithak Chai

4. Competitors
 Although the brand is competing with every tea brand which are sold in
the market on functional attributes. But its direct competition (bulls eye)
is with Tezdum which is strong in Punjab, as it was the strategy since the
launch time.

5. Insights
 Mezan chai gives you the chance to slow down, pull back
and appreciate your surroundings.
 Refreshes you and it ignites your positive feelings.

6. Positioning Statement:
 Hardum is a strong tea brand that helps evoke a strong feeling of never
giving up or backing away from a personal & societal perspective.

7. Reason to Believe
The cup of joy that is full of taste, color, and aroma, which lifts your mood,
refreshes you, gives you confidence to take stand against all odds.

8. Tagline
Mezan Hardum Banae Aap ko Tazadum
BIG IDEA
Aitamad khud par!

9. Target Audience
 Who?
 Target audience is 20-35 years, male/female, SEC A & B
 Bulls eye: 28 years

10. TVC CONCEPT #1:
The scene starts with an ambitious girl who wants to become a boxer but due to the
culture of Pakistan her father do not allow her to become one. Her mother and she
herself tried to convince her father but he was under the pressure of society and the very
famous slogan “LOG KIA KAHENGE?” didn’t allow her to pursue her passion.
The next scene happens on her way home from college, two boys followed her and tried
to harass her. She ignored but they didn’t stop doing so. (in the background: people are
watching and nobody is helping her).
Getting frustrated, she threw her bag and picked up a bamboo from the road and
smashed it on the head of one boy ( by watching this one boy ran) the other was beaten
up by the girl badly and then people came to the rescue.

11. TVC CONCEPT #1:
 When she returned back to home and told everything to her mother ( her father was sitting and having a
cup of tea) she got scared and her father was listening to her from the back of the door.
 (Meanwhile the father heard the whole story and was regretting his decision of not sending her to the
boxing school)
 He suddenly came in front, hugged his daughter and took her to the boxing school saying “ MERI BETI KI
ZINDAGI KA FAISA YE DUNIYA NHI KRSKTI”
 WITH ONE CUP OF HARDUM CHAI YOU CAN CHANGE THE WAY YOU THINK AND YOU CAN ALSO
CHANGE THE WAY OTHER PEOPLE THINK!!
 HARDUM PIYO, ZINDAGI BADLO!!

13. TVC CONCEPT #2:
 Husband: office se ghar ki tarf aa raha hota he, or saara rasta office ke kaamo ki
tension men rehta he, phir ghar puhnchte hi sochta he yaar, ye bhi koi baat hui saara
kam men karun, kamaon men, mehnat men karun or yahan sab maze se bethe hen, or
tab tak bewi chai bana ke laati he or bolti he kesa raha aaj office men kam, husband
jawab nhi deta or bewi apne kam men lag jaati he… phir husband bewi ko ghar ka kam
karte hue dekhta he or sochta he ke yaar ghar men itne ziyada mushkil kam hone ke
bawajood kitna khayal rakhti he ye mera.! Chai peene ke husband jawab deta he, Kam
to har din buht mushkil hote hen office men par tumari hath ki chai pe ke jese saara
stress, thakan hi men bhol jata hun..
Scene End.. And here the tagline line appears
MEZAN HARDUM, BANAE AAP KO TAZA DUM

14. TVC CONCEPT #3:
 Chintu: Dadu report card
 Dadu: aare wah..
 Bhau: ye koi tareeqa he, 3 subject men 1st aaya phir bhi kehti he or mehnat karni parhe gi,
bachun pe itna strees, itna kadak pan kis liye? Shem jaen ge bichare.!
 Dadu: band karun gas?
 Bahu: kiu?
 Dadu: kiu ke ye ubalta hua paani chia ke masoom dano ko sata de ga sehm jaen ge bichare.!
 Bahu: kiya.! Tabhi to suwad or rang nikhre ga.
 Dadu: aare kadak pan hi to zindgi ka nichorh he.. bina kadan pan barhiya chai nhi ban sakti,! To
apna chintu champion kese bane ga?
 Bahu & Dadu: smile here..
 Dadu: laao chai laao.
 Meezan chai.. kadak pan zarori he..

15. Integrated Marketing Communications
 Television Advertising
 News Channels such as ARY News, Geo News, Bol News.
 Print Advertising
 Digital Advertising
 Facebook
 YouTube

16. Media Planning
 Media objectives:
 Ad will be shown on ARY News channel and Geo News channel as well as
Sama TV
 Advertisements will be frequently aired on the channels so that customers
can watch frequently.
 Playing most of our TV commercials on News channels and target the
timings the target audience are most active in terms of viewership.

17. Thank you 