The beginning of 2017 has brought along a number of lawn ads, all of them unique in their own way.
Gul Ahmed
Gul Ahmed has come up with a never-seen-before concept for an ad campaign, using self love and women empowerment as their key ideas. The artists featured in the campaign can be seen embracing their imperfections. While their ideas are different, I do feel like they’re a bit out of place. Gul Ahmed’s target audience is mostly rich, privileged women. I would hardly call their lawn affordable, since it costs 5000 and above, which is something most women can’t afford. The message of self love and women empowerment would be lost on these privileged women, because they can already do whatever they please. They’re not exactly oppressed, and they can easily fix whatever imperfections they may have. Using top notch models as examples wasn’t the best approach, in my opinion, since they don’t exactly represent the general public or their insecurities. Having a plus sized model in there would have been a good tactic. Their ad campaign was refreshing nonetheless, in comparison to the clichéd, lawn-fluttering-everywhere concept.
Alkaram
Alkaram has chosen women empowerment as a concept as well, showing Mahira Khan strolling through the many facets of her daily life. She can be seen getting made up, practicing dancing, avoiding the press, all while wearing Alkaram outfits, I’m guessing. While Alkaram has done an acceptable job with their ad, it still feels a bit bland and lacking. Having more than one model would have helped, and the clothes (which are supposed to be the focus of a lawn ad) aren’t showcased all that well.
Nishat Linen
Nishat Linen has used Bali, Indonesia as their setting of choice for their latest ad campaign. Their previous ads featured a group of girls having fun and enjoying life, this ad is no different. A lot of brands have gravitated towards shooting their campaigns in foreign countries. Ads like this one give us girls unrealistic ‘tripping’ expectations. We can see the models sipping coconut milk and having a good time while I can barely get my friends to decide where we’re going to eat. Once that is done, some of them decide to bail. Pretty sure a lot of girls wouldn’t be allowed to go frolicking in Bali, or even liberty market, with their gal pals. Nevertheless, it’s a balanced ad that does what it’s supposed to.
Sapphire
Sapphire has decided to shoot their ad campaign on the Amalfi coast in Italy. Their prints complement the setting and give the campaign a very high end, ‘posh’ sort of feel. The ad only adds to the excessive hype (RE: Women pulling each other’s hair over a lawn shirt/ WWE Raw vs Smackdown antics) of their product, which is a good tactic. The models, the setting and the clothes are all very elegant and pretty, but in all honesty I didn’t find the ad particularly interesting. Really, though, how interesting can a lawn ad be?
Sana Safinaz
Sana Safinaz has gone for a luxurious villa as their setting with models running around to a dramatic Orchestra while their dupatta flutters behind them. Their ad campaign is pretty elegant and it stands in contrast to their previous ads. However, it does bear some similarities to Dior’s ‘Secret Garden Versailles’ shoot. It may be a coincidence, but I really wouldn’t be surprised if Sana Safinaz had tried to rip off Dior. Perhaps they’re running out of ideas.
As with the whole ‘lawn fever’ trend, these brands are trying to outdo each other with their ad campaigns too, all of them trying different ideas; from feminism to decadence. Let’s see what else they churn out in 2017.
Kluchit Staff
Ameera Mehmood
