Zong – how not to advertise

From the day Zong launched its services as the first international brand of China Mobile, it has resorted to heavy marketing, advertisement and promotion, which is pretty much the norm in the telecom industry. But over the period of time its TV commercials have kind of become montonous. Let me explain how:

A typical Zong advertisement features the following:

• Comparative advertisement – targeting and criticizing the packages and services of the competitors and offering a lit better package.
• A model or two praising the Zong services and packages in a narrative style standing in front of the screen.
• False claims tagged with hidden information e.g. the package that allows subscribers to  call one special number 24 hours – for free! without mentioning anything about the monthly subscription of Rs 500+Tax.
• Presenting non-existent deals and offers – like mixing the good points of all the packages and presenting it as a single offer as they did in their very first commercial which also happens to be a copy of a TV commercial made by Dolphin Telecommunication Provider.

Calls for a serious change in the marketing strategy – may be a peak at Ufone and Mobilink commercials may help.