The objectives of the campaign were to register Telenor’s overall positioning in the market as the best mobile service for a combination of extra value-added services combined with attractive price points (as summed up in the sign-off 'The Smart Call'). One aim was to make the brand emotionally relevant while maintaining the logical rationale for buying the product as outlined above. This was interspersed with the objective of ensuring the brand resonated locally. In order to do this the brand was imbued with the major emotional hook of explaining a mobile service as a carrier of emotions. The objective was to amalgamate the positive associations of Telenor with socio-economic class-bridging imagery and life-changing moments relevant to all Pakistanis.