INTRODUCTION

Urdu is a language that is an amalgamation of many different languages. After collecting the essence of some of the most beautiful languages of various regions like Persian, Arabic, Hindi etc this language was created. It is the official language of Pakistan and also of five Indian states. The cultural and social history of the subcontinent is embedded in to this language which is why it holds a great amount of importance for us. The language has had a very rich variety of classical poets, calligraphers, novelists and literature authors that glorify its status as a language to have created some of the most wondrous pieces of literature in the past. One of the best qualities associated to this language is that it is expresses politeness when conversed in and has a great amount of versatility to fit in any language. If you ever have the fortunate event of travelling to turkey, you will realize that they just speak their national language and nothing else. Even their cell phone credit recharge cards are in Turkish language. The hotel staff, shop keepers, local people everyone refuses to understand any other language. Not even English! It is not just turkey but china too. All the top nations of the world tend to preserve and hold close their national heritages except us. Sadly we consider ourselves “paindu” (illiterate) if we have to converse in our national language in a group of people. This is what our advertising plan is all about. To protect an important jewel of our culture that is being tarnished.

First of all we segmented our market on the basis age group like children, teenagers, adults and elder people. Then we restricted out focus on teenagers. The reason being is that children are already taught Urdu as a compulsory subject in the elementary stage. But as soon as we pass on that level Urdu becomes an absent subject in our life. Parents want to admit their children in schools which prefer English over Urdu. Government and semi government schools are still playing some amount of role in preserving Urdu but the other education systems have policies that are suppressing Urdu as a language. So our main target is the O/ A levels schools and American system based schools because these are playing the most damaging role against Urdu in the society.

Youth is the future of our country and if we don’t focus on them we shall loose our identity. Weaken the connections with the past and create generation gaps. “Charity starts at home” if we train our children to speak Urdu at home, write in Urdu it is something that’s beneficial for all. A common Pakistan man speaks Urdu so to converse with the common man and to communicate its essential to learn Urdu language. English is a foreign language which the children can automatically pick up and learn when they study in educational institutions. We need to shape up our thinking and focus on what we are rather than being someone who is confused and is a lost.