To start off, why the name Flutter? The name not only has flirtatious connotations but in some context it is also inappropriate to compare women to a butterfly. And to top it off they really didn’t need to make it obvious by using faces of women in their logo. Were they worried people will not get the idea? Well, they didn’t anyway. Why? Because in the entire commercial, they’ve just tried to show the so-called ‘khawabon ki dunya’ of a woman and haven’t thought about explaining the package at all. According to Zong, since women make up almost half the population, they decided to introduce a package specially catering to women. But have they realised that most of this population segment is not literate enough to log on to their website to find the details of this package? And if their market caters to only educated women, then that’s a meager percentage which will end up categorising their product as a niche package. So ideally, focusing on what the package has to offer would have been more effective rather than showing a woman ‘fluttering’ through her pointless dreams.

Speaking of which, it is petrifying to know the ’dreams’ Zong thinks women have. Zong Flutter claims to be speaking to women in their own voice. So what exactly is that tone? Magical dreams? Surreal surroundings? And of course, how can those dreams be complete without a handsome suited man? In our country, it may be difficult for the majority of the society to consider women to be equally qualified as men, but we know we are and we definitely have some real and respectable dreams.

What is more surprising is, when Zong was launched, it claimed to be different. But nowadays, when every mobile network operator is struggling hard to retain its position, the war on advertising front has forced them to leap to another level, whether the concept makes any sense or not, is not their concern anymore. They feel they should portray what they think people would like to see.