Advertising analysis – Jazz Jazba
So last week I happened to watch the Jazz Jazba Mobile Internet commercial on repeat to figure out what on earth was the point of such a ridiculous concept.
Speaking of concept, I fail to understand how Mobilink can so blatantly talk about Jazba when the logo itself is copied.
For those of you who are unaware, the Mobilink Jazba logo, which happens to talk about immeasurable passion with the tagline ‘Such Apnao, Jazba Jagao!’ is a rip-off of Zagora logo, created in 2005.
It is a common practice in Pakistan for companies to shamelessly copy logos and modify it to their liking, but with the Jazba logo, the horror didn’t just end there. There is actually a tutorial available to create this logo by the Brazilian designer, Fabio Sasso himself. So voila! Ripping-off a concept was just made simpler! Now all those sales managers who love to ‘design’ in their MS Excel sheets can do so with so much ease.
If you’ve digested that news, let’s go back to this new TVC. The ridiculous opening line ‘Ali, mein tumhain kabhi nahi chor sakti’ bizarrely executed by Nargis Fakhri nauseated me. After the scene cut, Nargis calls out to her driver for the car. I’d be really impressed to see any actor do that in real life. The chauffer driven slick car wasn’t so slick anymore, when the bonnet got all smoky. The car typically broke down at the wrong time.
But wait! We do have a hero.
Ali, who appears to be less of an actor and more of a gali ka gunda, jumps at this opportunity and rushes to the damsel in distress on his bike. He also proved to be a typical Karachi ka bike wala, roaring his bike and juggling his way through tiny lanes leaving everyone hassled. Is Mobilink trying to imply that their internet speed is so fast that it actually leaves people stressed?
Are you confused? Me too.
Upon accepting Ali’s offer, Nargis realises ‘script nahi parha’ when Ali hands her his phone to download it with Mobilink’s fast internet and read it on the way. But who can read (let alone memorise a script) when they’re in the middle of a life-threatening motorbike ride?
And in case you missed out, Nargis was on the Google map all through the ride. Maybe the internet really wasn’t fast enough for her to download her script.
In the end, Ali drops off Nargis literally at the aircraft’s doorstep. No wonder she promised him she’d never leave him. Who can leave a guy with an impressive motorbike that he rides with a solid gunda attitude and can drop you off at the airplane hangar? Oh, and let’s not forget, previously he had also heroically saved her from a restaurant fire.
I honestly have no words to explain my revulsion at the tagline in the end, Youn chalay ke life balley balley. Are we to assume that Ali’s life took a turn to becoming balley balley after he dropped off an extremely impressed Nargis at the airport?
So after watching the commercial on repeat, did I actually find my answer?
Yes I did.
When the foundation of your brand is a hoax and a rip-off of someone else’s creativity, how can you ever be original about concepts or the development of your product?
Your brand is your brainchild. The least you can do is be loyal to it.
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The writer is a New Media Design Manager at Dawn.com
This is pure negative publicity! I don’t live in Pakistan but I read Dawn everyday because it is the most credible source of news and information in the country (I believe). Such pointless, non-directional and opinionated articles would definitely affect the credibility of the Newspaper. People expect newspaper editors and writers to be mature and unbiased – This article is you being emotional and obsessed by the logo copy issue and making it a bigger issue on the brand. In a developed country, that would qualify as a law suit from Mobilink!
Apologies for being so harsh on this but I am a daily reader of Dawn and such sub-standard material has disappointed me.
Totally ruthless article! It is just a commerical, nothing to worry about anything.
Aidee tu science-daan!
The ‘news’ is 2 year old
http://pakmediablog.net/2523/mobilink-jazz-copied-logo/
this article is so ‘forceful’ .. about the logo there had been an article on the logo already a year back so seems like you were pretty late on it, you need to be fast as Mobilink mobile internet .. the concept is alright execution was fine too…boring article probably you are just way too confused..
After seeing the ad for the first time, I remember remarking to the people sitting next to me that the only memorable thing about the ad would eventually be the female model’s ass, which receives prominent airtime!
See tata docomo ad…the concept is not that strong but the execution is just perfect. On the other hand this jazz commercial is all over the place
This is called inspiration not a copy. If not convinced ask Syed Noor. Who once copied a film script from an Indian movie, and when asked about the similarities on public TV, famously replied, that film has a rich boy falling in love with a poor girl. In my movie a rich girl falls in love with a poor boy. This is called inspiration, not plagiarization.
to sum it all up — this JAZBA logo is my bands name since 1992 — can i sue mobilink????
Now a days there are fancy words to replace the actual words, you don’t say “copy”, you say “inspired by”. you don’t say “stolen” you say “based on idea by”, pretty much like Made in Japan vs. Made as Japan. So far, the most creative work in commercials was done on a cigarette ad. a decade ago, I am sure most will remember that and in recent times, Ufone managed to keep it original while building up a fan base. btw, Warid logo is a rip off version of a western brand as well, but then when did we hear about “copyrights” in Pakistan anyway. Lagay raho !!!
Fancy words are catchy, don’t you agree, you changed your signature from “syed” to “sy3d” It looks better in the CAPS. Might be better looking if you wrote “SY3D”. By the way is it also plagiarisation? or just a fancy spelling. Replacing “E” with 3, and “A” with 4, has been going on for a while in the west by now. Although not in Pakistan. You are the first to do it in Pakistan, I guess Syed Noor.
Seriously, what a bogus and sham this advertisement is. I myself was confused when i saw it first time as it didn’t make sense upright because the purpose which should be focused on was not prominent. It could have been a palatial ad if concept was more emphasized.
Critique at its’ best but unfortunately the viewers really don’t care about it. The look for “Ali Zafar” and ”Nargis”. The story line , the concept and the act is just useless for them.
And the critics din’t even pause to think, that Nargis looks good in it.
Pakistanis are entering the exclusive Indian domain of “copycatting.” Who wants to exercise the mind for ideas and ingenuity…….nobody. Therefore let us plagiarize. Salams
It is not the exclusive domain of the Indians or Chinese. Did you forget Syed Noor?
Did Mobilink sent you a bill this month for your usage? Could have been a little less biased, plus do you really not know that Excel isn’t used for designing logos? Plus do you also really not know what a ‘font’ is? Never to late to educate oneself….
infact i was trying to figure out the bike’s make…:)
Why the name is obvious “Harley G Davidson”, or “Dawood tha puttar Halli”
now im confused! never thought that the ad was such a waste
Check out T-Mobile ad.. Similar!
u phone really paid highly . and this add contains high celebrity endorsement factor to capture the targeted audience . the way they were using was a theme u cannot challenge as the add was depicting the majority not minority. and now come to the copying of logo so i would like to say inspiration is a thing u get from others . jazba is an inspiration to appreciate the creativity of that person. i m not agreed with your analysis.
Seems like some sort of reverse osmosis process at work here. You are running down the ad but giving undue and undeserved free publicity to the company and it’s product. Very clever!!
Haha, Mobilink just got a third degree burn. Once, I was called by them for an interview and they asked me, “What do you hate the most about Mobilink” and I replied, “Your Ads, your Jazz Jazba ad involving cricketers in particular”.
I didn’t get selected
For the first time I’m in absolute agreement with the writer’s analysis. it in indeed a very weak, poorly executed concept. Even Nargis Fakhri cant salvage this sad ad
Not only have they copied the logo they’ve also threatened to sue the original designer! You can see the threat in the comments:
http://abduzeedo.com/creating-crazy-cool-logo#comment-128582588
Wow. For someone who didn’t like the commercial, it’s amazing that you noted down and remembered every single detail about it.
Pakistan’s fastest internet, and not even one scene was shot in Pakistan.. Brilliant!
its a font
anyone can use this font. you just got overexcited 
No, it isn’t a “font”. Logos by major companies are not made by picking some ready-made generic font in MS Word or Photoshop. Look at the tutorial to see – it is made from scratch. And once a company has created a “font” like this it is their’s and not OK for other’s to copy.
You wouldn’t see someone copy the coca-cola font for example would you? Not without being called a plagiarizer…total fail by mobilink here.
It is not a font. It is a developed artwork which Mobilink pulled it off badly.
What is wrong in following a tutorial to make your brand logo? The ad is made in the style of typical cheesy desi movies (Nargis’ “script nahin parha” verifies that). Hence, all the sticking points you mention (Nargis’ cheesy lines, Ali’s heroics) are intentional, not a faux pas.
The ad conveys the message that the Mobilink’s internet speed is fast. Thus, a forgotten script can be downloaded instantly on set in the middle of shooting without causing any holdups.
U must from mobilink
You would be better off, if you spelled your signature name with a Capital “G” and used a space in between, for it to read like “General Curiosity”
Infact Mobilink team was in great shock after the disaster of Ali-Nargis restaurant ad, which was badly stripped by U-fone smart media placement. Sadly Mobilink couldnt make the best use of Nargis Fakhri