Talkback.pk

animation ILLUSTRATION OBEY Propaganda revolution Social media post

Client: DPL

Work: Art direction of Social Media posts

Agency: Morango

Talkback.pk is a social media network based out of Pakistan that champions in breaking news and also tend to engage the audiences in a healthy discussion about the current affairs. It also allows users to access the authentic news as well to raise their voices to the halls where it matters the most.

Challenge
The challenge to launch talkback.pk was to create a space for this platform in the presence of Facebook and Twitter. It was important to draw a differentiating line.

Solution
To attract and engage the audience in large number the brand needed a breakthrough idea that could poke them as well as something that had a very strong call to action in it. #UngliKer was the solution. Ungli Ker in Urdu means, “to poke” and the phrase also means, “to disrupt”.

Video above: This post was the start of the campaign 'Ungli Ker'. As an initiation of a social media campaign I developed this concept of a finger testing the mic, as if it is about to say something. It was also the sound of a heartbeat. The heartbeat of a nation, their beliefs, their actions, their life, their will. As this campaign was about questioning, raising your voice, raising your fingers. This video seemed the best way to start this campaign.

Video above: The need for the Talkback.pk platform was to divert the people who watch news channel for news onto their own platform. Introduce it as a new medium to discuss the news. To throw away the old means of communication where its more drama than actual news.

01: In 2017, the prime minister of Pakistan had to step down to allow the judicial system of Pakistan to probe into the panama leaks scandal against him. He conducted a rally and invited all his followers. The rally started from his hometown Lahore to the Capital city Islamabad. This post wasn't directly targeting him, but his followers. The Idiom is 'Bher Chal'. loosely translated to 'Sheep follow'.

02: On that rally, one of the car hit and killed a small child. There were other scandals that happened in that rally too. One of the car(a BMW 7-series) that was owned by the Nawaz group was originally registered as a small Suzuki van.

I am a huge fan of the American Rock Band 'Tool'. These posts were an inspiration from the line 'Monkey killing monkey killing monkey over Pieces of the ground'.

Then, after a few lines around the same context, MJK sings ' Repugnant is a creature who would squander the ability to lift an eye to heaven, conscious of his fleeting time here' . These posts were around this narrative. That we as a nation, haven't actually evolved, or created a higher understanding of what the meaning of life is or even what it means to be a citizen of this nation. Which is the reason why I used monkeys.

03 Translation: God gave man the ability to talkback. This was derived from the phrase 'God gave man the ability to think'.

04 Translation: In order to understand, you don't need the ability to reason, but the ability to talkback. This was derived from the proverb 'In order to cheat, you need to have the ability to reason/think'

01: A picture of the Pakistani film actor Mahira Khan (left) and of Indian Film Actor Ranbir Kapoor (right) got leaked. It sparked a huge spark on the social media. Some were appalled by the fact that she was smoking and that she was wearing such a revealing dress and then why was she hanging out with an Indian. I was asked to create a post on this topic. I did not want any part in this discussion, so I had to come up with an even better copy.

Translation: Smoking is injurious to health, ministry of health

This might not be funny in your language, but its a joke told over and over again in Pakistan.