Imagine the person who first came up with the idea of paper money, a currency that replaced the value of wealth in gold, silver, or other metals with a meager scrap of paper. Paper money was introduced centuries ago but the currency that has replaced paper money came just a few decades earlier; digital currency. Money in today’s modern world has boiled down to digits and numbers. The recently introduced Roshan Digital Account by the State Bank of Pakistan is the ultimate convenience for users.
The TVC campaign for Roshan Digital Account is developed by Adcom Leo Burnett. The 1 minute and 27-second-long TVC, produced by Studio Onezero, is directed by Harris Rasheed. The Unique Selling Point (USP) of Roshan Digital Account is it’s being accessible from around the world. The task for Adcom Leo Burnett was to gather insights to build a creative concept around it.
Creative Director Sukaina Moosavee and her team came up with the simplest of insights if not the most unique one. The insight that people who work overseas find it hard to perform their duties that they owe to their home and family paves the way for the big idea “Door reh kar bhi Paas”.
As TVC progresses the big idea is cannibalized by the second idea as big as the first one; New Pakistan. Generally, ads take the momentum of the big idea to a climax by seamlessly relating it with the product through the product story. Roshan Digital Account starts with one idea and gets to another making us forgetful of the initial thought.
Being the State Bank product Roshan Digital Account becomes binding for all banks in the country to follow. It could have been a better approach to make a creative based on the idea of New Pakistan or “Door reh kar bhi Paas”, rather than spoiling the whole advert with two different ideas.
Roshan Digital Account is indeed great news for all Pakistanis living abroad. The communication to go with it has numerous problems. The String song used in the ad only reminds us of the satire the song originally intended. The VO though credited to Zia Mohyeddin sounds fake. Either, at the age of 89, he lost the charisma his voice once had or Adcom hired a voice impersonator of Zia Mohyeddin. On the whole Roshan Digital Account looks a promising product offering all modern banking features one can think of. A better advertising effort was needed to do justice with the product because it’s all about the most important matter, making a new Pakistan.