(M)ad men in the world of lawn

LAHORE: Who says that women are the only ones crazy about lawn? We have reason to believe that men cooped up in offices are in fact crazier about the product! It is their obsession that in turn feeds the obsession of lawn addicts that are drawn to exhibitions all The Express Tribune talks to a few market players to see how advertising works for lawnover the country.

Given that lawn is a product that sells itself — being the most purchased material in the country — one would think that lawn manufacturers don’t need to bring in the likes of Sonam and Karishma Kapoor for endorsements. But in the face of fierce competition with about a hundred participants in the lawn race, advertising agencies are constantly on edge about standing out and one upping the competition.

Just like women brag about latest fashion acquisitions, men about cars, watches and business deals, lawn manufacturers boast their campaigns with larger than life billboards dotted across the city. One can almost imagine them muttering “I’m bringing Aaminah Sheikh, what have you got?” to themselves, as they cash in on the borderline obsessive compulsive disorder women have developed for lawn.

With news of about Bollywood actors Deepika Padukone, Priyanka Chopra, Karisma Kapoor and Nargis Fakhri being brought into the lawn ad war this year, The Express Tribune spoke to a few market players to see how advertising works for lawn.

“Advertising works purely on the consensus of the entire team,” says Amir Ahsan of Hussain Mills Limited. “We are bringing in Nargis Fakhri this year purely to raise the value of the brand. Elan has a very elite clientele and our model has to portray the same lifestyle we want our clients to have.”

Faraz Manan from Crescent Lawn, whose lawn is being modeled by Karisma, explains how the campaigns reflect the intent of the brand. “A few brands use them as sales gimmicks, while others use them more tastefully. Our concern is not to get a one-time sale, but to build a long lasting relationship with our fans and consumers. High end super models aren’t a way to get sales. Rather, we see them as people who are the best at what they do, endorsing us because we are the best at what we do,” he says. “We use high end celebs to reinforce our brand equity, and that in the long run, enhances our brand equity and consequently sales.”

Sapphire Group working with Sania Maskatiya this year takes a slightly different take on the matter. “We chose Sana Sarfaraz; actor, model and aspiring humanitarian. This young lady also possesses an admirable professional drive. Determined to pursue a Masters degree in NGO Management, not only does she embody the relaxed elegance of our lawn physically, but an inspirational charisma which both Sapphire and Sania Maskatiya deeply respect as well. We feel she adds prestige to our lawn. Having said that, there is no substitute for the fine quality of designs, fabrics and embellishments; without these, no celebrity or model’s endorsement would be incomplete or adequate,” says Nabeel Abdullah, director of the Sapphire Group.

‘Brace yourself... Asim Jofa billboards are back!’

This was just one of the many Twitter posts on Asim Jofa’s lawn billboards. As always, his campaign has got tongues wagging. Phrases such as “My love does cost a thing”, “A woman is a diamond’s best friend” and “I am nature’s miracle” call out to the senses, as they loom on billboards in Karachi against beautiful hues and ethereal figures.

Muzaffar Manghi, the General Manager at Red Communications and the force behind the latest campaign, talks about the brand’s objective. “We are not trying to sell lawn,” he says. “We are trying to sell a brand. If Aston Martin comes out and sells a doodh ka dabba, people will buy it [because of the brand].”

Referring to Jofa’s flamboyant billboards, Manghi says that the curiosity is what gets people to check out the jora. “Last year, even during a hartaal women came and shopped,” he boasted, adding, “I want to create a scenario whereby if Asim comes up with a $1,000 dollar lipstick, it will sell.”

Manghi describes the trend of using Bollywood faces in Pakistani lawn campaigns as a “different way to approach the same problem”, but feels there is a down side. “Deepika’s face is bigger than the brand she’s representing. So it may be known as ‘Deepika wali lawn’; women will buy it, but should they be buying the face or the brand?” he asks.

At the end, he adds that these billboards are created to generate a buzz about Asim Jofa lawn, and that catalogues and campaigns with pretty models wearing lawn prints will follow.

“Ultimately, it boils down to ‘Is my Deepika prettier than your Priyanka?’; all lawn ads have pretty, tall women wearing a lawn jora — Asim Jofa just does a little more before that.”

Mausummery  

February 1 in Karachi

Junaid Jamshed Lawn Prints

February 14 nationwide

Zebaish Lawn by Zohaib Textiles

Mid-February in Karachi

Ayesha Somaya Lawn

February 21 in Karachi

Nadia Hussain by Shariq Textile

End of February nationwide 

Mausummery by Huma

End of February in Karachi and beginning of March in Lahore

Kayeseria Summer

End of February in Lahore

Maria  B. Lawn

March 1 in Karachi and Lahore

Faraz Manan by Crescent

March 4 in Lahore

Sania Maskatiya Lawn by Sapphire Textiles

March 1 in Karachi and March 8 in Lahore

Kamal Lawn by Zara Shahjahan

March 7 in Karachi and March 12 in Lahore

JJ Valaya Lawn by 5Star

Beginning of March in Karachi and Lahore

Mahiyam Lawn by Zohaib Textiles

First week of March in Karachi

Hira Lari Lawn by Afroz Textile

Mid-March in Karachi, Hyderabad, Lahore and Islamabad 

SanaSafinaz Lawn

Mid-March in nationwide

Rizwan Beyg Lawn by Zohaib Textiles

Mid-March nationwide

Wardha Saleem Lawn by Shariq

Mid-March nationwide

Ayesha Zara Lawn by Zohaib Textiles

Mid-March in Karachi

Elan by Hussain Textile

March 14 in Lahore

Sobia Nazir

March 15 in Karachi and Islamabad

Lawn Prints by Kuki Concepts

Mid-March nationwide

Nida Azwer Lawn

End of March in Karachi and Lahore

Lala Collection

End of March in Lahore and Karachi

Published in The Express Tribune, February 5^th, 2013.

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