Telenor Rawaan – Across Pakistan in 7 Minutes

Voice, lyrics, tune and video everything complementing the other makes Telenor Rawaan one of the most impactful campaigns by the brand in recent years. #TelenorRawaan


Unless you live on Mars that too with eyes & ears shut, there’s no chance you missed that ‘Telenor Rawaan – Across Pakistan in 7 Minutes’ video around Independence Day. It was all over Television, Facebook, Twitter, Instagram, YouTube, Cars, Mobiles, almost every where! And oh boy, didn’t everyone just love those beautiful landscapes, those lyrics and catchy tune hooks you onto it. Telenor Rawaan was pretty much talk of the town and everyone yes everyone loved it. Let’s have the feels again.

Patriotism in Pakistan is always on the rise in August owing to Independence Day feels. Institutions to individuals and Government to Corporate, everyone tries to translate their version of patriotism into creative advertising, endorsement or a patriotic song. Telenor, to the contrary has braced Nationality in a non-clichéd manner this time around through Telenor Rawaan campaign.

Shot in 21 locations, covering a total distance of some 8400 KM, touching 3 International boundaries, covering all provinces, Telenor Rawaan video was bound to make an impact.

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#TelenorRawaan is story of a music director in search of the perfect tune. He packs his bags and sets off to explore, search and experience. Ends up finding a lot more than just the tune. He roams through lengths of the country passes through every province and gather pieces of diversified culture, assembles to make the bigger picture – Pakistan the Beautiful.

Telenor, through this Telenor Rawaan ad established that they aren’t a telecom operator anymore. They are beyond that – redefining customer relationship and interacting with customers on a more personalized level. Telenor is well on its way to become a fully-fledged Digital company, a fact consolidated by its acquisition of the 4G network.

Jami, renowned video director, the man behind this awesome video masterfully highlights the true beauty of Pakistan. Delivers the underlying message of roam, explore, acknowledge and respect each & everything about Pakistan. Amazingly beautiful sceneries, tombs, forts, deserts, glaciers and mountains – Telenor Rawaan ad has it all. Shani Arshad has done an equally great job composing a very catchy tune that hooks the listener onto it. Sung in 4 regional languages, each more beautiful and catchy than other.

Voice, lyrics, tune and video everything complementing the other makes Telenor Rawaan one of the most impactful campaigns by the brand

Campaign was acclaimed, loved, shared, tweeted and talked about by everyone in Pakistan and abroad. Official hashtag #TelenorRawaan made rounds everywhere on social media. People, beyond their perceptions and associations enjoyed, rejoiced and loved every bit of this Telenor Rawaan ad. After many years someone tried to blend regional languages, highlight scenic beauty of the country and promote tourism – importantly project the soft image of Pakistan. Apart from all the patriotic feels,  this campaign has elevated the art of advertising. Kudos to the creative team, great concept & execution indeed.

As a viewer & social media activist, I got to see people’s resolve to roam around and explore Pakistan the beautiful once again. People shared photos and their experiences, memories & pictures traveling across Pakistan. So much so, it finally got me & my friends moving – big deal. As per Pakistani way of commandment I must say #Shukriya Telenor Rawaan though.