And number two – the difficult one, will the loyal consumers like off-net postpaid users will switch to Zahi postpaid just because the voice is clear? (I thought postpaid customers might look for more value added service rather than basic telephony). If not, is Warid trying to convert it’s prepaid customers saying that – look zem’s voice is horrible, but Zahi is singing like an American idol. Isn’t it derogatory, even for the basic voice service, Warid is differentiating its prepaid and postpaid customers - whereas, the postpaid customers are usually differentiated by offering low rates and extra value added services. I have no clue where zahi is trying to go with the message in this tvc.
Finally, I really found the ad to be a superior addition in Warid’s recent campaigns –the starting was great, Mr. Bishwajit showed his mastery as model in ad once again. However the concept was not well-thought-out, the key message (voice clarity) is not very strong to buy a connection worth 750 taka (the message may be reliable but not worthy enough to make people switch to or pick up new connection). Voice clarity is one issue that will come in any insight generation for mobile users, its not unique to postpaid customers, guess Warid has to dig deeper to find the proper position of Zahi for current off-net postpaid and to-be-postpaid customers.
One last note, Zahi claims in website “Go Zahi today and get ready to experience a world of connectivity like you have never experienced before!” – I wonder why Warid didn’t work on that. Wondering!