Catism

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Zain is the new name for MTC, the leading telecommunication magnet in Kuwait and the Middle East. Zain in Arabic (in Kuwaiti dialect to be more specific) means good or nice. But the new advertising campaign of Zain is not that zain!

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(click to enlarge)

The new campaign presents 6 different ads that show 3 men and 3 women. The men advertisements say about Zain:

1. This is my chart
2. his is my choir
3. his is my highway

And as you can notice, these statements touch different aspects of life; career and business (my chart), leisure, hobbies, and entertainment (my choir), general achievement in life (my highway)

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Now, let’s have a look at the what the lady ads say:

1. This is my mirror
2. This is my Perfume
3. This is my jewelery box

The lady ads are totally centered around the beauty industry.

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Now let’s have a few things clear. I’m a woman, and only a woman will understand how important looking beautiful is. This is an intrinsic thing with us. But this is not the only thing we do and care about in life. We are also interested in personal and professional achievements, and have hobbies and leisure time activities that are not confined to the vanity.

I’ m not a client of Zain, and I have nothing personal to the company, but from an objective point of view, the new campain of Zain, is really un-zain!