Welcome back, Haleeb!
There was a time in Pakistan when packaged milk was synonymous to existence of Haleeb till it faded away in the midst of competition. Fortunately, Haleeb has made a come back and that too with a bang!
The recent Haleeb TVC, featuring the likes of Ayesha Omar and Rubina Ashraf, seems like an appropriate step towards rebranding Haleeb, that is emphasising on ‘Gaarhay Rishtay’. This tagline connects the audience to the relationship they have had with Haleeb as a brand for all these years, the tune also happens to be very catchy!
Unlike many of its’ competitors, Haleeb chose a family oriented TVC, suggesting how families have been using it instead of a dance sequence that has little or nothing to do with the product itself. The close-ups of the product itself has created a lot of emphasis which makes the TVC more than just relevant.
The TVC has a blue and white theme throughout which further adds to the product emphasis as these happen to be the colors the product uses. Director, Asad-ul-Haq has done a fine job promoting the product in the all the right ways in the TVC.
One interesting thing in the ad is a brief shot of a cat in the middle of the family. Which again broadens the usage of the milk along with all the other closeups we see. These close-ups, actually make the viewer want to grab a piece of whatever is being made out of Haleeb which more or less fulfills the purpose of the TVC.
Haleeb has done a great job with this TVC and has managed to grab the attention of the audiences and consumers. After a very long time, an advert with relevance as well as elegance. They have focused on the one edge they have over various other brands, that is, the tradition and legacy it carries, and have put it forward in a way acceptable to everyone.
Watch below the full TVC
Here are the full credits to the production:
Company: Haleeb Foods Limited
Director Marketing: Mansoor Nawaz
Senior Brand Manager: Marium Masood
Director :Asad Ul Haq
Producer : Ali Siddique Dadi
Stylist : Zara Tareen
Makeup : Adnan Ansari
Line Producer : Benetone Films (Bangkok)
Agency: Bates & Interflow
ECD: Sarah Moquim
CSD: Mahgul Jawed
Art Director: Asim Siddiqui