Djuice, a pre-paid offering in Pakistan, has been positioned as a straight talker and to-the-point communicator, transparent and upfront. Its commercials for the service address social issues that drive anxiety—things that tend not to be talked openly about here. The tagline: “With Djuice, boycott society’s silence on this issue.”
One TV spot tackles disrespect toward women, showing a young woman unable to walk in a marketplace without getting hassled left and right. She starts screaming, and another woman asks, “When will there be change so that we start respecting women outside our families and in public?” She urges, “Speak up today or repent tomorrow—your words are your weapon against this moral illness, and with Djuice, just go ahead and voice your reservations and opinions to effect a change today.”
Another spot tackles the fact that many jobs are landed through back-channel connections, an especially difficult fact of life in recessionary times. A young man interviewing for a job is required to provide references. One friend tells him, “You know, my dad is a big shot and he can help.” The interviewer gets various calls from the applicant’s references, but eventually the candidate says, “I think my credentials are my most important reference in life.” As he walks out, the interviewer says, “Young man, you’re basically right! When do you want to join?” A third spot addresses the issue of teachers turning a blind eye to cheating on exams. The ads push a friends and family package, encouraging people to discuss these issues with their close contacts.
Faced with so many issues that seem beyond their control, Pakistani consumers feel hopeless in the face of government inaction. Djuice empowers consumers to believe they can tackle some social issues that are within their grasp, rather than sit idly by and wait for change.