We launched an ATL campaign for Jazz Digit 4G that started airing from the 27th of July. The campaign is centered around a protagonist that leaves his family in the village to move to a big city where he has a job. It is a significant transition and a daunting prospect, but with Jazz Super 4G – he is never alone. It helps him find his way when he is lost, entertains him when he is bored, and connects him with his loved ones when he feels lonely. The ad is a relatable scenario, nuanced with the common experiences of the common man’s daily life. The tonality, music, tagline, and all are focused on making the statement that Pakistan Ka Smartphone is for every Pakistani.
Jazz Digit 4G is Pakistan’s most affordable smart feature phone, powered by Jazz Super 4G. Currently, only 40% of Pakistanis have access to the internet, while a whopping 60% have to go without it. Jazz Digit 4G is titled ‘Pakistan Ka Smartphone’ for solving this very problem – by offering Super 4G internet with a plethora of apps and democratizing smartphone technology for the masses. Jazz has taken this step to pave the way for the masses by removing the entry barrier of cost for all to easily adopt 4G technology, at an affordable price. To make the digital space more accessible, Digit 4G is coupled with a Rs. 300 mandatory monthly installment plan that allows users to enjoy data, SMS, and talk-time for a whole month. More so, this installment plan must be made every month for over 12 months.