Advertising plays pivotal part in general elections in Pakistan. (Sajid Imtiaz)

1. General
Elections
2013
Advertising
& PR
Sajid Imtiaz

2. All rights reserved. Copyright
Title: General Elections 2013 - Advertising &
PR
Author: Sajid Imtiaz
Edition: 2013
Quantity:
Publisher:
Printer:
Price: Rs.

3. Dedication
This work is dedicated to all Pakistanis, Mian
Imtiaz, Advertising Association of Pakistan,
The Asia Foundation, FAFEN, BOI and PILDAT

4. Contents
· Foreword
· Political Parties in Pakistan
· PPPP Campaign
· PTI Campaign
· PML-N Campaign
· ANP Campaign
· JUI Campaign
· JI Campaign
· MQM Campaign
· QWP Campaign
· Findings
· Recommendations
· Calculate Print Budget
· Calculate Radio Budget

5. · Calculate TV Budget
· Media Summary
· Candidate Electoral Clout
· Business Opportunity for Youth
· Activation of 220 Political Parties
· 3 World Records
· Voter Statistics
· About the Author
Foreword
Value of ballot is known to everyone in the world.
Pakistan has democratically matured by
conducting general and local government
elections throughout the country despite of law
and order situation. Over 15000 candidates
contested to win votes of 86 million registered
voters.

6. General Elections 2013 Advertising and PR is a
well researched and original work. It informs
readers about media and opinion leaders’
involvement in general elections. New advertising
tool “Candidate Electoral Clout” would help
adpersons. Findings are thought-provoking. There
was great need of this work.
It is an authentic reference booklet for students
and political analysts of Pakistan and world. One
day two-party political system would be in vogue
in the country. Big advertising agencies and PR
firms must focus on research and field work.
Hopefully people will remember this benchmark
booklet.
Political Parties of Pakistan
There are more than 230 parties are registered
with Election Commission of Pakistan. No political
party boycotted the elections save Pakistan
Awami Tehreek.

7. Pakistan People’s Party Parliamentarians
Leader: Makhdum Ameen Faheem
Ad Agencies: Midas
Lead Columnists: Ghulam Akbar & Nadeem
Paracha
Chief Supporter: Syed Ameer Hussain Bokhari,
U.K.
Pakistan Muslim League - Nawaz
Leader: Mian Muhammad Nawaz Sharif
Ad Agencies: MCOM, Channel7 & Creative Media
Lead Columnists: Irfan Siddique
Chief Supporter: Ataul Haq Qasmi
Pakistan Tehreek Insaf
Leader: Imran Khan Niazi
Ad Agencies: Midas Communication & Fasttrack
Lead Columnists: Shafqat Mahmud & Shireen
Mazari

8. Chief Supporter: Sajid Khan Mohmand
Jamaat Islami Pakistan
Leader: Syed Munawar Hussain
Lead Columnists: Sajjad Meer & Mian Munir
Ad Agencies:
Awami National Party
Leader: Asfand Yar Wali Khan
Ad Agencies: Fasttrack
Chief Supporter: Youth Parliament Khyber
Pakhtunkhwa
Advertising Campaign of PPP-P
It was a comprehensive campaign using
electronic, print and outdoor media.
Advertising agency used slogan and layout
throughout the country. Taraqi Ka Nishan,
Teer Ka Nishan was a recallable slogan.

9. Print advertisements dealt with issues of
energy, Talibanization, terrorism, poverty
and labor force. Promise of Rs.18000
minimum labor wage is commendable.
Several advertisements were directly against
Mian Nawaz Sharif declaring him pro-Taliban
and anti-media by using news statements of
1998 and 1999. Mega programs e.g. Pak-Iran
Gas Pipeline and Gawadar Port initiated
were also advertised. Age comparison ad
was not liked by people.
A British national, Syed Ameer Hussain
Bokhari released full-page print adverts in
Daily Jang (Rawalpindi, Peshawar).
TV Commercials were purely anti-PML-N by
using Lie Series on electricity load shedding
and other issues.
Candidates of NA-49 sought support of sons
of Pir Mehr Mohiuddin aka Golra Sharif.
Muhammad Zulfiqar Afghani, PPP candidate
from NA-1 used caption “No Prisoner in 5
Years (2008-2013)”. It is a fact and laudable.
Arbab Alamgir Khan advertised his solo ads

10. without any message. He should have used
slogan, “Aman Har Kimat Par, Khushaali Sab
Kay Liyay”.
Several columnists especially Babar Awan
wrote in favor of PPP. After defeat in
elections, it did not release White Paper.
Advertising Campaign of PML-N
It was an issue-based campaign with poor
grid system in print media. See Daily Jang of
2 May 2013. Ad agencies deliberately tried
to position Mian Nawaz Sharif as great
leader without snaps of Allama Iqbal and
Jinnah.
Three slogans were used; “Khudaar,
Khushaal, Khudmukhtar Pakistan”, “Badla
Hai Punjab, Badlain Gay Pakistan” and “Sher
Ka Nisan, Roshan Pakistan”. Ad agencies did
not develop caps, voter cards, head bands
and badges for candidates of PML-N.
Maryam Nawaz was not depicted in any
advert. Zafar Iqbal Jhagra regularly
advertised in newspapers.

11. Shehbaz Sharif and Irfan Siddique consumed
their energies against Imran Khan. They did
not take advice of advertising professionals.
Ad agencies should have used issues like
Hazara and Bahawalpur provinces besides
achievements like Motorway and Nuclear
Tests.
After spinal cord injury to Imran Khan, PML-N
stopped its anti-Imran campaign.
Advertising Campaign of PTI
It was based on tsunami drive of 2011.
Principal advertising agency developed a
uniform campaign against inefficient
political parties like PPP and PML-N.
Imran Khan is a cricket legend and social
worker par excellence. Naya Pakistan
campaign was promotional as well as fund
raiser for the party. Imran Khan is famous in
urban women but they were not depicted in
ads.

12. No doubt, presence of PTI on digital media is
very high yet we do not know Klout score of
Pakistan Tehreek Insaf.
Besides Naya Pakistan, Insaf Ki Siyasat,
Mandina Ki Riyasat slogan was used in
Khyber Pakhtunkhwa. Principal ad agency
should have cooperated with the regional
advertising agencies for effective
communication.
Haji Khan Shad Afridi conducted an effective
campaign in NA-45 FATA.
Several columnists wrote in favor of and
against PTI. Some PTI workers have tattoo of
Imran Khan on their left forearms.
Advertising Campaign of ANP
It was based on manifesto and achievements
in last five years. Ad agencies highlighted
personalities like Bacha Khan and Asfand Yar

13. Wali and used reference book, Fakhr-e-
Mardan by Imran Ahmad Safi.
Peaceful Pakistan was the slogan. ANP
established 8 universities in last 5 years. It is
a world record. On 5th May 2013, ANP
depicted Imran Khan in a half-page ad in
Daily Aaj. It enhanced image of ANP and
Bacha Khan. On 8th May, it released anti-
PML-N half page advertisement. Ad agencies
highlighted achievements in agriculture and
industrial sectors in last five years besides
promotional items.
Layout of advertisements was attractive and
slogan “Sab Jantay Hain, Sab Mantay Hain”
was truly convincing. People liked electoral
campaign of Syed Masum Shah Bacha of PK-
21. Supplement of Muzaffar Malik Kaki, NA-
29, was informative.
Candidates of ANP became highest victims
of terrorist attacks and bomb blasts during
21-day electoral campaign. It did not
consistently repeat its “Core Ads”.

14. Progressive columnists wrote in favor of ANP
and against terrorists. Election symbol and
leadership awareness level was 99% in
Khyber Pakhtunkhwa.
Advertising Campaign of MQM
It was based on manifesto and achievements
in last five years. Ad agencies highlighted
Altaf Hussain as leader.
Empowering People was the slogan. Ad
agencies highlighted achievements in
industrial sector in last five years besides
using promotional items.
Layout of advertisements was elegant.
Progressive columnists wrote in favor of
MQM and against terrorists. Election symbol
“Kite” and leadership awareness level was
99% in Karachi.
Advertising Campaign of JI
It was based on manifesto and
comprehensive in nature. It used slogan,

15. Tabdili Kay Nisan - Allah, Muhammad and
Quran
Jamaat Islami did not release adverts in
leading newspapers, however, candidates
released adverts themselves. Mian Aslam
regularly advertised in Daily Jang besides
using outdoor media. Jasarat, Jehad and
Takbeer are leading newspapers of Jamaat.
Sabir Hussain Awan, candidate from NA-4
also advertised. Jamaat Islami used dummy
ballot papers for female voters in Lower Dir.
It is commendable initiative.
Advertising Campaign of JUI-F
It was based on manifesto. Jamiat Ulmae
Islam did not release adverts in leading
newspapers, however, candidates released
adverts themselves. Haji Ghulam Ali of NA-3
released adverts in Daily Mashriq Peshawar.
JUI directly criticized Imran Khan and ANP in
its conventions in Khyber Pakhtunkhwa.

16. Advertising Campaign of QWP
It was based on manifesto. Qaumi Watan
Party did not release adverts in leading
newspapers, however, candidates released
adverts themselves besides using other
communication means. Abdul Ghaffar
Mahmand of NA-10 released adverts in
newspapers.
Aftab Ahmad Sherpao directly criticized ANP
in conventions. QWP should have advertised
new industrial estate in newspapers.
Findings

17. Election Commission of Pakistan announced
election schedule for political parties and
independent candidates. Three weeks were
given for electoral campaign.
PPPP did not publish 4-year and 5-year
performance report thus ad agencies could
not get authentic information.
Awareness level about election symbols;
Arrow, Tiger, Bat, Scale, Lantern and Book
was 100% throughout the country.
PPPP has countrywide presence. Fee of
party tickets is known. It is the most
transparent and leading political party of
Pakistan. It has working relations with ANP
and MQM. It spent substantial budget on
media.
Print and electronic advertising campaigns of
PML-N are not against PPP and PTI.
Pakistan Tehreek Insaf has emerged as a
national political party. Its funding campaign
and volunteer change initiatives have made
it number 1 party in Khyber Pakhtunkhwa.

18. ANP is also a peace loving and transparent
political party of Khyber Pakhtunkhwa. Its
workers and leaders have sacrificed their
lives for progressive province and FATA.
Nawaz Sharif was declared pro-Taliban and
anti-media. He did not object half-page
advertisements of PPPP published in Daily
Jang (Rawalpindi, Peshawar).
Official ad agencies of PML-N could not
come up with persuasive ads during 21-day
electoral campaign. They even did not
repeat core adverts.
APML, GPMHT, Jamaat Islami, Quami Watan
Party, Tehreek-e-Tahafuz Pakistan and
Jamiat Ulmae Islam did not hire services of
professional ad agencies and PR firms.
General Elections are a regular
phenomenon. Ad agencies did not plan to
tap business potential of Rs.6 to 7 billion.
No advertising agency followed party values,
imagery, typeface and grid system for
developing promotional campaigns except
Fasttrack.

19. Printing presses of Khyber Pakhtunkhwa
earned more profit than the advertising
agencies in Karachi and Islamabad.
Newspapers and TV Channels increased
rates of advertisement for political parties.
Jang Group of Publications earned more
income than rest of newspapers and TV
channels.
Website is a mean of information and
interaction yet websites of several political
parties are not update. PR firms did not
improve these web portals.
Symbol-cum-name carrying cap of Rs.30
used by candidates in Khyber Pakhtunkhwa
was most effective promotional item of
Elections 2013.
Advertising agencies and PR firms did not
advocate for vote of overseas Pakistanis,
female votes of FATA and local government
system.
Advertising agencies did not recommend
and use digital media i.e. online papers of

20. Pakistan, bulk emailing and door-to-door
campaign in their communication strategies.
No political party and candidate used Mobile
Advertising i.e. bulk SMS during general
elections 2013.
Despite of law and order situation, general
elections were held in free and fair manner.
Political parties criticized rigging in election.
Advertisements of leading telecom
companies did not appear in print media
during 1 to 10 May 2013. Telecom
companies should have depicted themselves
as reliable media. It is concerning to cell
phone users.
Admiral (R) Javed Iqbal and General (R)
Mirza Aslam Baig also did not hire services of
ad agencies.
Recommendations
In next general elections in 2018, advertising
budget for candidates of national and

21. provincial assemblies must be increased by
Election Commission of Pakistan.
Election Commission of Pakistan must run
awareness program for female voters of
FATA and neglected areas like Lower Dir.
Political parties must centralize funds at
provincial headquarters for uniform
advertising campaign with less cost.
Sitting governments must be asked to
release annual performance reports
regularly for information of stakeholders.
Outdoor campaign of Imran Khan Mohmand,
an independent candidate from PK-27
Mardan is best one and must be given award
on merit.
Edelman, KBS+, Catalina, Nielsen, Outrigger
Media, Engine Group and 72andsunny must
be attracted to establish their offices in
Pakistan.
Calculate Print Budget

22. You have read advertisements of political
parties in the following newspapers. Now
you can calculate the budget by adding 16%
GST.
Daily Mashriq Peshawar
Front half-page 4-color Rs.5.4 Lac
Back half-page 4-color Rs.3.24 Lac
Daily Jang Rawalpindi
Front half-page 4-color Rs. Lac
Back half-page 4-color Rs. Lac
Daily Aaj Peshawar
Front half-page 4-color Rs.3.24 Lac
Back half-page 4-color Rs.2.6 Lac
Daily Nawa-i-Waqt Lahore

23. Front half-page 4-color Rs.8.64 Lac
Back half-page 4-color Rs.6.48 Lac
Daily Express Rawalpindi
Front half-page 4-color Rs.3.4 Lac
Back half-page 4-color Rs.2.26 Lac
Calculate Radio Budget

24. You have heard commercials on Radio channels.
Now you can calculate the budget by adding 16%
GST.
FM-101 Peshawar
60 Sec Spot Rs.725
30 Sec Spot Rs.363
FM-101 Karachi
60 Sec Spot Rs.
30 Sec Spot Rs.
FM-100 Lahore
60 Sec Spot Rs.
30 Sec Spot Rs.
Calculate Television Budget

25. You have watched commercials and talk show on
Television channels. Now you can calculate the
budget by adding 16% GST.
GEO TV
30 Sec Spot Rs.
Talk Show Rs.
Express TV
30 Sec Spot Rs.
Talk Show Rs.
Media Summary

26. Put calculated figures in relevant box.
Party Print TV Radio Outdoor SMS
PPPP
PTI
PML-N
ANP
MQM
Jamaat
Islami
JUI-F
Tehreek
Tahafuz
Pakistan
PML-Q
APML

27. Candidate Electoral Clout
Calculate influence-percentage in relevant
box.
Candidat
e
Print TV Radio Email SMS Clout
XYZ Y Y N Y Y 80%
Faisal
Sakhi Butt
Danial
Aziz
Ahsan
Iqbal
Yasmin
Rashid
Faryal
Talpur
Nabil
Gabol
Ali Musa
Gillani
Asfand
Yar Wali
Ameer
Haider
Hoti
Aftab
Sherpao
Shehbaz
Sharif

28. Candidate Electoral Clout
Candidat
e
Banner Poste
r
Doo
r
Public
Meeting
Vehi
cle
Clout
XYZ Y Y N Y N 60%
Faisal
Sakhi Butt
Danial
Aziz
Ahsan
Iqbal
Yasmin
Rashid
Faryal
Talpur
Nabil
Gabol
Ali Musa
Gillani
Asfand
Yar Wali
Ameer
Haider
Hoti
Aftab
Sherpao
Shehbaz
Sharif

29. Banner – Electoral Medium
Professionals of Ad Agencies and Printing
Presses take part in designing and printing of
banners. Specialized professionals install
banners at electricity polls and prominent
places. These persons become voice of
candidates because they take active part.
About 80000 voters watch the banners daily
for continuous 21 days. For cost-effectiveness,
usually a single candidate
prints out 200 to 500 banners for his or her
constituency.
Business Opportunity for Youth
Advertising sector is prime sector of
economy and there are more than 20
suspended ad agencies. There is great
potential of advertising and public relations
in provincial capitals. It has been reported
that some candidates spend more than
Rs.50 lac on their electoral campaigns.

30. This study has estimated Rs.10 to Rs.12
billion advertising and PR business in general
elections 2013.
Pakistan Advertising Association and
Islamabad Chamber of Commerce and
Industry can verify independently
advertising business potential.
Youth and foreign ad agencies must enter
into advertising arena of Pakistan to better
serve political parties and independent
candidates.
Activation of 220 Political Parties
Some independent candidates spent more
budget than political parties like General
Pervez Musharaf Himayat Tehreek.
Advertising agencies and PR firms must
cultivate long term relations with political
parties. They must chalk out strategies for
fund raising for parties including Tehreek
Tahufuz Pakistan. They must offer solutions
like web TV and Radio channels. Ad agencies

31. must approach to Air Marshal (R) Asghar
Khan and other political leaders.
3 World Records
Two hundred banners of 5x3 feet by a single
candidate mean 3000 feet. If you multiply it
with 10000 candidates, it comes to 30
million feet banner displayed for 21 days in
Pakistan. Exact banner size still has to be
measured.
Centimeters of print advertisements of PPP-P
have to be minutely measured because it
is also a world record in electoral campaigns.
Television airtime used by all political parties
especially PPP-P still has to be measured by
Election Commission of Pakistan.
Pakistan Advertising Association and
Election Commission of Pakistan must apply
free-of-cost for abovementioned two
records to Guinness World Records Ltd,
London.

32. Voter Statistics
Province /
Area
Male Female Total
Voters
Turnout
Baluchistan 1,915,388
1,421,271
3,336,659 38.8%
FATA 1,142,234 596,079 1,738,313 36%
Federal Area 337,900 288,064 625,964 61%
Khyber
Pakhtunkhwa
7,008,533
5,257,624
12,266,157 45%
Punjab 27,697,701
1,561,633
49,259,334 57%
Sindh 10,490,631
8,472,744
18,963,375 53%

33. Advertising Agencies
There are more than 100 ad agencies in
Pakistan serving organizations and brands.
Adetude
Adgroup
Adreach
Channel 7
Fasttrack
Interflow
MCOM
Midas
Orange
Orient
The Concept
Thoughts
Vibrant

34. About the Author
Sajid Imtiaz hails from
Islamabad and has served in leading ad
agencies in Islamabad and Peshawar. In
1994, he has served in College of Army
Education, Murree. Besides expert member
of CDKN, he is editor-in-chief of Daily 10
Minutes, 1st Pakistani online paper with
balance sheet. He has set a world record of
reporting more than 100 cyber crimes in 8
months to Internet Crime Complaint Center.
Married Sajid lives in Islamabad.
Contact: sajedimtiaz@hotmail.com