Tarang: Fully Rangeen Yet Again...!

Some brands have an entertainment value which compels the viewers (read consumers and potential consumers) to take a look at their communication. In Pakistan, Tarang continues to be one such brand. From its inception, Tarang as a brand continues to carry the whole “Filmi”, “Lollywoodish (if there is such a word!)”and “Festive” feel in its communication.

The trickiest part perhaps for any brand is to continue using the same underlying idea, the same thought and make it relevant each and every time for its consumer. A general perception when Tarang came out with its first ever communication was it seemed “cheap” but that was the time when Tarang was being introduced as a Tea Whitener and three to four years down the road, we’ve all grown accustomed to the star studded TVCs that Tarang offers.

The latest TVC more or less follows the same underlying thought. The signing, dancing, festive occasions, glamour, colors etc are all there but this time the emphasis is on the “Colors of Our Nation” and hence the line “Tarang Bhara Des”. Tarang lives up to the “aspirational value” which has been the focal point of the brand’s communication since the very beginning, Tarang has always wanted its consumers to relate to the glitz and glamour of the film industry (which is a tricky part considering the health of our own film industry).

The previous campaign, “Hero bannay ke Tarang”, sold the idea perfectly. This time though the idea has been stretched to a whole new level whereby the same “aspirational value” is being used but it brings in the though of unity. The transition from the seventies dresses, the glittery lights etc to “Tarang Bhara Des” has been good to watch.

The idea being used can easily trickle down to other mediums. Tarang as a brand can work towards reviving our almost dead film industry (maybe work with the stars of our ailing industry to come up with a block buster production). The Lollywood platform can be used as an activation tool to get to the semi-urban and rural consumers.

What remains to be seen is that how Tarang sells all this singing and dancing to the consumer and stays relevant each time. As far as the recent TVC goes, it is a good well done.