“There is K***A inside us all. And it is stronger than ever when you are young! It has been saying something for years. So Lets hear him out! (These are the initial lines of a video of djuice campaign trailer)
Now read more with patience what people express their views in the video.
My biggest K***A is that I can introduce those people in my working environment or organization who can think differently and are respected equally whether the idea they present is totally opposite of mine.” Amir Ibrahim, Chief Marketing Officer (CMO) Telenor.
My K***A is how can I use the brands of Telenor for the welfare of Pakistan whether it is context of Telenor’s Karo Mumkin or the context of Talkshawk or djuice Khamoshi ka boycott. My biggest K***A is how can I use the commercial brands for the social issues of the country. Usman Javiad, Director Marketing Telenor.
These were the quotes oft he top official of the Telenor who were filmed in a video on the occasion of launch and making of djuice new campaign “Khamoshi Ka Boycott.”
The word “K***A” (insect in English) is a well-known slang, frequently used by youngsters in the company of peer groups but it is avoided in front of elders and in media definitely because it is understood as unethical and indecency in our society.
The word meanings and its background are having extremely negative connotation but who cares when middle-aged officials of Telenor use this word in a video which a literate person can’t use at their organization and at their home.
The video has been uploaded on youtube, hence, it is no longer a private and internal video but now a public property which was viewed almost 1,900 people since Feb 24.
Have you ever heard the slang word K***A from the mouth of a girl or a woman? No, you can listen to it from the mouth of brand ambassador of Telenor’s Mahira Khan.
She says , “ I think my K***A is to somehow we are able to tell my kids that I did my way and you can do it your ways whatever you want.” Well, how can a mother explain her kids the word begins with K? it is silly question because we can expect it from our mother to use this slang.
There are a couple of more interview with a subject K***A which is meant here as “wish”.
Isn’t awkward to attribute the title of the video to Pakistan when you have such interviews on the subject of slang word. The title of the video is “ Khamoshi Ka Boycott-djuice ( message for Pakistan).
In the description of the video following text has been written
“The philosophy behind djuice khamoshi ka boycott fresh from the mouth of the real people behind the brand. These people are conveying a message to you i.e. the youth of Pakistan and everyone whos watching. Khamoshi Ka Boycott is about that k***A inside you which constantly wants to show the world its worth.”
We thought someone might have leaked the video and but it seems it is officially uploaded a trailer of the campaign.
The language and theme sound contridicatory to each other but this is not at all.
The contrastive thing is the video has been disabled for comments so think about the how can one breaks the silence and says boycott to it.
Telenor’s djuice came with a theme to energize the youngsters towards betterment of society with motivation to learn how to raise their voice against social injustice and silent attitude. Telenor team should be brave enough to listen criticism on the video which was disabled for comments after came under fire by the audience.
Initiating a movement of social change through commercial activities and brand is no doubt an imaginative idea to ridicule the evil of the society and a positive effort to create awareness about change in life by resistance, reform and revolution.
Unfortunately the video though based on provocative and unique subjects has serious question mark when these inappropriate content were made public.
Telenor team members should adhere to media ethics and avoid any thing made public which can objectionable material. Overall, the campaign has a lively theme but we suggested Telenor to please make media content of the company brand decent.
Following is the video you can view and judge your own particularly the use of slang:
Incoming search terms:
Telenor Pakistan has revamped its youth brand djuice, with an approach of involving youth to speak up against bad things in our society.
Djuice has increased the maximum numbers of FnF limit. Now Djuice customers can add 15 numbers in their FnF list.
