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Pakistan’s ‘Mauka Mauka’ campaign fails to excite

28-March-2016
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Pakistan’s ‘Mauka Mauka’ campaign fails to excite

Star Sports India, the official broadcaster of the ICC T20 World Cup, brought back the nostalgia of the 2014 world cup when it re-introduced the ‘Mauka Mauka’ ad campaign before the India vs Pakistan game recently.

While the campaign highlighted the impeccable Indian cricket team’s record against its arch rivals; Ten Sports network, which is the official broadcaster of the ICC T20 World Cup in Pakistan also ran its version of ‘Mauka Mauka’ campaign in the build up to the match against India. The campaign urged the Pakistani fans to support their team and #ZorLagao went to become a top twitter trend.

The Ten sports ‘Mauka Mauka’ campaign featured well known Pakistani actor Javed Sheikh and Pakistani politician and broadcaster Dr. Amir Liaquat Sheikh to drum up support for their team.

The two TV commercials are very similar in the way they have been conceptualised; Sheikh is featured in a Cowboy attire urging people to support the national side with #ZorLagao. In another commercial Dr. Liaquat also dons a similar character and the ad was aired just a day before the big clash between India and Pakistan.

You can watch the videos here:

Here are more videos which were set in a make believe location called Fanpur, where fans are gearing up for the India vs Pakistan game, while the theme continues to revolve around cowboys:

Though the campaigns managed to attract a huge fan base across Pakistan, but it amounted to little as the team crashed out of the tournament. While the Indian ‘Mauka Mauka’ version has taken the India-Pak cricket rivalry to a new high, the Pakistani version seemed to be struggling to keep pace in terms of its appeal and execution.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.