Ode to Pakola -IAL Saatchi & Saatchi Internship Contest

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Dil Bola...Wapas lao Pakola!

Winning Entry for IAL Saatchi & Saatchi Internship Competition

The brief was to assume that my favourite brand does not exist anymore and I was to pay a tribute to it through any form of art. I chose to pay a tribute to Pakola for the competition as I am a fan of the cola and because this is a brand that is Pakistani to its core right from its production to its name to its colour. I imagined how I would feel if it did not exist anymore and translated it into a visual through my design sensibility.

More details for the competition brief are provided below as well as my entry.

I took inspiration from an existing Pakola advertisement. The Ad being full of colour and vibrancy screams Pakola. The sound equalizer at the back instantly reminded me of a medical lifeline and the Pakola tagline "Dil Bola Pakola" or "Heart says Pakola" contributed to the medical lifeline concept. Hence, I decided to take the viewer into a totally different direction by creating a visual that is although inspired by this advertisement but speaks a completely different visual language. The transformation is below.

I created the complete opposite of the original Pakola advertisement. Completely sucking the colour out of it and leaving only a rim of the Pakola green depicting that Pakola has just "breathed its last". Adding to this I turned the sound equalizer into a medical lifeline and showed movement in it on the left side and completely static on the right. Finally I changed the original tagline which is "Dil Bola...Pakola" or "Heart says...Pakola" to "Dil bola...Wapas lao Pakola" or "Heart says...Bring Back Pakola" as a way of paying tribute to the brand and showing that the heart of the loyal Pakola fans still beats its name and wants it back.

Selection by IAL Saatchi & Saatchi for the round two of the competition which required the contestants to meet at the IAL Saatchi & Saatchi office for a group discussion and a debate.