Intro:

This entire campaign called Coke Zalima comprises of 3 ads;

One features two singers at a popular music TV show, referring to one of the famous old songs while
paying tribute to a seasoned singer of Paksitans music industry, Noor Jahan. Primarily adopted
testimonial advertising using humorous appeal by showing the singers work ethic and bonding,
commitment to perform despite hitting a creativity dead-lock and how they recover from it. It shows
glimpses of other various social settings as well to give an idea about its well-rounded market.

Second ad comprises of a wedding theme. Just when the couple seems tired and bored of the various
rituals and cultural/societal obligations critical to South Asian culture, an old lady in the family tries to
cheer them up with some refreshment. This ad primarily used cultural norms to create emotional appeal
by showing how the couple gets comfortable from being strangers in a rather awkward situation.

Third ad showed a married couple in a typical environment of a Asian home, following an evening
routine commonly found in Pakistani culture, where the husband returns tired and drained from work
while his wife prepares some refreshment typically a beverage or some snacks. This ad again uses
cultural norm to create emotional appeal by showing the couples bonding with each other.