This is a Guest Post by Zareen Shafaq, who is an MBA Marketing Student with Bachelors in Journalism and Psychology.
On March 15th, 2010, Telenor released a press statement announcing launch of â€˜Karo Mumkinâ€™ Campaign on its 5th anniversary. The aim of Telenorâ€™s â€˜Karo Mumkinâ€™ campaign in their own words, quote; â€œTelenor Pakistan has launched the â€˜Karo Mumkinâ€™ campaign with the aim to position itself as a leader in innovationâ€ The focus of debate is on Telenor positioning itself as a leader in Innovation but wait, can someone please define innovation. Is copying someoneâ€™s idea or renaming another companyâ€™s campaign called â€˜innovationâ€™?
Telenor Karo Mumkin page: http://www.telenor.com.pk/karomumkin/
Pepsi Refresh Project: http://www.refresheverything.com/
Isnâ€™t innovation coming up with something new, introducing something for the very first time? At least that is what an average dictionary states. So how come Telenor proclaim to position itself as a leader in innovation with their â€˜Karo Mumkinâ€™ campaign when their idea itself is not Innovative. Telenor Karo Mumkin is actually Pepsiâ€™s Refresh Projectâ€™s rip-off. The idea of both the campaigns is exactly the same â€“ fund an innovative CSR idea of any person or an organization with the help of votes with of course minor modifications.
So how come Telenor, so anxious to become the leader of innovation thought that it could get away with copying Pepsiâ€™s â€˜Refresh Projectâ€™ campaign. For crying out loud, it is Pepsi we are talking about. Every single person on this planet knows about Pepsi and here Telenor thought if it will launch Pepsiâ€™s campaign in Pakistan under the name â€˜Karo Mumkinâ€™ which actually Pepsi launched on the other far end of the world in a country called USA and will not get caught then Telenor was badly mistaken.
Pepsi launched its Refresh Project in USA on January 13th, 2010. As quoted in their press release, â€œThe Pepsi Refresh Project, a groundbreaking effort to foster innovation in social good, will award more than $20 million this year to fund great ideas that refresh the world. The Pepsi Refresh Project is an evolution of the â€˜Refresh Everythingâ€™ initiative Pepsi launched in 2009, which showed the brand as an optimistic catalyst for idea creation, leading to an ever-refreshing world. Pepsi will fund projects that make a difference in six categories: Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education.â€Clearly, they know exactly what they are talking about and it is their genuine, â€˜innovativeâ€™ idea.
Telenor Karo Mumkin has not only copied the idea of Pepsiâ€™s CSR project but the worst part is that even their webpage looks exactly the same as Pepsi Refresh Project. I mean, Telenor could have used some originality to at least create an innovative webpage for a copied innovative campaign. But then maybe this whole copying ideas and campaigns of other companies is Telenorâ€™s way of being â€˜innovativeâ€™. There was one quiet a recent incident where Telenor copied the creative theme for their Easy Paisa commercial from HTC commercial. Telenor must realize that it just canâ€™t position itself as a â€˜leader innovationâ€™ by copying someone elseâ€™ innovative campaigns. Telenor on the contrary, is quite successfully positioning itself as a leader in creative theft!