Breaking the fourth wall: Daraz revolutionises TV advertising

Breaking the fourth wall: Daraz revolutionises TV advertising


Lahore: Daraz, the leading online marketplace in Pakistan, has launched two interactive TV advertisements featuring A-list celebrities, Ali Rehman and Suboor Aly. The ads follow innovative formats that break the fourth wall and effectively engage customers by including direct calls-to-action.

A two-way communication channel opens up in one of the ads when Ali Rehman asks the viewers to help him guess a code. He directs them to log onto the Daraz app, click on his icon on the homescreen and try to guess the code which in turn serves as a voucher code.

The second ad is similar. Suboor Aly is shown playing Flying Daz – a game on the Daraz app – and directs viewers to log onto the app to play the game, informing them that the points they win will be credited into their Daraz Wallets as cash.

This is not the first time Daraz has run interactive ads. In June, during the platform’s flagship Mobile Week sale, an ad featuring Hania Amir was rolled out to promote the Shake Shake feature, through which customers can shake their phones to win vouchers. Hania directed viewers to log onto the Daraz app and shake their handsets. For the duration of the ad campaign, Daraz hosted all-day shake sessions on the app and witnessed a 40% increase in voucher redemption rates.

The smooth execution of these ad formats is a task that cannot be accomplished in isolation. The integration of back-end technology that Daraz has access to, the app’s user interface and efficient media planning need to be synchronised in order for the platform to witness encouraging trends in conversion and voucher redemption rates.

“Our access to new-age technology allows us to explore innovative methods of engaging our customer base. The seamless execution of creative ads is crucial as they serve as gateways for effective communication with our customers,” Saman Javed, Head of Marketing Communications, said.

Daraz has access to the best-in-class technology and is willing to explore the possibilities for innovation in order to provide customers with an engaging experience. The platform has effectively infused the shopping experience on the app with entertainment through features such as Shake Shake and in-app gamification and, through creative ad formats, the platform is able to encourage customers and viewers to interact frequently with the app.


About Daraz

Daraz is the leading online marketplace in South Asia, empowering tens of thousands of sellers to

connect with millions of customers. Daraz provides immediate and easy access to 10 million products in more than 100+ categories and delivers more than 2 million packages every month to all corners of its countries.

Daraz is a mall, a marketplace and a community for its customers. It is also a university for

entrepreneurs, and every month it educates more than 5,000 new sellers on e-commerce operations.

To overcome the logistics challenge in its markets, Daraz has built its own logistics company specifically designed for e-commerce operations – Daraz Express (known as DEX) – to raise the standards for the industry. Daraz is also helping existing and new logistics providers digitize.

In 2018, Daraz was acquired by Alibaba Group, and is proud to carry its part of the mission to make it

easy to do business anywhere in the era of the digital economy;. As part of the Alibaba ecosystem, Daraz is leveraging Alibaba’s global leadership and experience in technology, online commerce, mobile payments and logistics to drive growth in its markets.

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Rava Desk

Rava is an online news portal providing recent news, editorials, opinions and advice on day to day happenings in Pakistan.


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