We all heard the sentence “thinking outside of the box” but anchors advertising a juice brand right from their news desk can be called creative advertisement? I think not.
For years Pakistan was lagging in creative advertisements while on the other hand, the neighbor country is flourishing in creative commercials. I have not seen creative ad since years, the only TVC which shows quality and creativity is Kenwood’s which gives their message “Less perspiration, more (smart) conversation”. (https://www.youtube.com/watch?v=wL94ddTXsaE), Shan’s (https://www.youtube.com/watch?v=L2NaYAb04UM) which gives a message that “Shan Salt makes everyone a better human being” and Kingtox which is really a creative TVC after Ufone commercials in which Faisal Qureshi and Co display some amazing content (https://www.youtube.com/watch?v=3LLLWeEEzzc&pbjreload=101).
It is very important to know the boundaries, yes you can test the limit but crossing the line will not bring you any positive feedback. So that is what happened when Nestle Juice Fruita Vitals was advertised by anchors before the start of the news bulletin.
Corporate engagement with journalism is being reviewed and a negative image is building towards journalism. The mega scandal of these corporations remained untold and many stories which were needed to be revealed in order to get the justice done were buried. Due to these reasons, journalism came under scrutiny several times for not portraying the actual picture and show a biased opinion regarding big brands.
The video duration of anchors advertising a juice brand is 35 seconds in total and the moment anchors started promoting Nestle Fruita Vitals new promotion regarding freebies and you will instantly feel the poorly articulated video. Although this was the first of this kind of advertisement on mainstream news channels but did not make a strong impact.
Channels get paid for advertisement but that does not mean you go as low as this. There is a line that needs to be respected. As Philip L. Graham said; “Journalism is the first rough draft of history.” Such blatant advertising if it becomes the norm will only add to tainting the history of this profession.
You can watch the video clip of AbbTakk News advertisement here.
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