Winner Case Studies
2023

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Positive Change: Social Good - Non Profit

Dedh Rupiya

Award Level	Gold
Award Category	Positive Change: Social Good - Non Profit
Campaign Title	Dedh Rupiya
Brand	SIUT- Ramadan Campaign
Client 1	SIUT
Lead Agency	SIUT
Lead Agency 2	-
Contributing Agency 1	azadfilm
Contributing Agency 2	Dawn
Contributing Agency 3	Alliance Advertising & Marketing
Contributing Agency 4	Mindshare Pakistan
Individual Credits	Saima Saleem, Fahad Khan, Jami Mehmood, Sakina Yousuf, Dr Anwar Naqvi, Liquat Ali, Dr. Adib Rizvi, Mamun Adil, Sajeel Baloch, Usman Ali Siddique, Dr Naqi Zafar, Shamshad Hussain, Sufyan Ahmed, Faiz Zardari, Shoaib Zaidi, Nabeel Jawaid Qureshi, Jafar Kazmi, Nasir Mehmood, Sourath Behan, Muhammad Arsalan, Samra Muslim, Usama Zanair, Zahid Ghouri, Stephan Andrew, Huma Naqvi, Shabbir Ahmed, S Haider Abbas Abidi, Dr Wasim khan, Aijaz Khalid, Danish Dildar, Abdul Wahab, Adnan Syed, Akbar Naqi
Summary	An inspiring true story of SIUT donor whose persistent support for five decades helped in saving precious lives .

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Passion for Pakistan

Pakistan Pavillion

Award Level	Gold
Award Category	Passion for Pakistan
Campaign Title	Pakistan Pavillion
Brand	Pakistan Pavilion-EXPO 2020 Dubai
Client 1	Trade Developement Authority of Pakistan (TDAP)
Lead Agency	Bullseye DDB
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Syed Faraz Hussain, Shoaib Qureshi, Syed Hashmi
Summary	The Pakistan Pavilion surprised the world at Expo2020 Dubai. It wasn’t featured or published anywhere before start of Expo2020. But once Expo opened, it was continuously featured in Top 5 Pavilions to visit by international media, critics and bloggers, Visitor footfall and hype attracted over 1 million visitors and was one of the most visited pavilions. The Pakistan Pavilion was heavily featured in many news stories as a must visit pavilion including the global CNN and regional National, Khaleej Times and Gulf News and it became everyone’s must visit pavilion.

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Non-Profit

Let’s Talk – Addressing Pakistan’s Brown Bag Syndrome

Award Level	Gold
Award Category	Non-Profit
Campaign Title	Let’s Talk – Addressing Pakistan’s Brown Bag Syndrome
Brand	Khairkhwah
Client 1	FCDO
Lead Agency	M&C Saatchi World Services Pakistan Pvt Limited
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	-
Summary	The multi-component campaign was launched across TV, Radio, social media and community outreach to drive conversation and build visible groundswell of support for family planning, as well as grow the KhariKhwah network and brand. We targeted National, KP, Sindh. Punjab, AJK, and Gilgit/Baltistan audiences with the following channel mix to reach our target audience. The campaign was developed around;Tackle Attitudes and Beliefs: LET’S TALKProvide Information, Advice, Uptake: FIND THE RIGHT METHOD FOR YOU

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Beverages - Hot

Tapal Family Mixture – “Meri Family Meri Strength”

Award Level	Gold
Award Category	Beverages - Hot
Campaign Title	Tapal Family Mixture - "Meri Family Meri Strength"
Brand	Tapal Family Mixture
Client 1	Tapal Tea (Pvt.) Ltd.
Lead Agency	IAL SAATCHI & SAATCHI
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Taha Zaki, Bilal Mirza, Ali Ammar Nasser, Tauheed Dyer, Iman Afridi, Sameer Ali
Summary	Family Mixture had to overcome the challenge of sustaining/accelerating growth (within relevant regions) in one of the biggest and most saturated categories within Pakistan. Driving growth meant building consumption as well as tapping into a previously unowned segment thereby catering to a much more diverse audience. An insight resonating across all relevant segments was identified and crystalized via an unorthodox campaign which allowed the brand to penetrate into more households as well promote further consumption. This resulted in the ever-highest growth in sales.

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Sustained Success

Olper’s Happy Subha

Award Level	Gold
Award Category	Sustained Success
Campaign Title	Olper's Happy Subha
Brand	Olper's UHT
Client 1	Friesland Campina
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	Brainchild Communications
Contributing Agency 1	Nielsen Pakistan
Contributing Agency 2	WillNWay
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Faisal Razi, Faisal Amanat Khan, Muhammad Saeed, Ammar Sohail, Kiran Yazdani, Mubeshar Aziz, Imran Syed, Ayesha Faridudin, Anum Matri, Ibrahim Baloch, Mustafa Daud, Hasan Adil, Ahmed Mujtaba, Aisha Randhawa, Suma Jokhio, Rabia Shafay, Raaj Kheraj, Zeeshan Jillani, Rida Asif, Sayeda Nisar, Nabeel Ahmed, Hiba Siddiqi, Osama Akhter, Rubina Asad
Summary	The two HappySubha campaigns allowed us to own the primary consumption occasion and relevant category drivers of Nutrition and Purity. Happy-Subha has overcome conversion barriers, converting consumers to Olper’s and delivering outstanding equity & penetration performance and high double-digit growth.

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Snacks & Desserts

Oreo 75Years Freedom Cookie

Award Level	Gold
Award Category	Snacks & Desserts
Campaign Title	Oreo 75Years Freedom Cookie
Brand	Oreo
Client 1	Continental Biscuits Limited
Lead Agency	Alt Story (Pvt.) Ltd.
Lead Agency 2	-
Contributing Agency 1	GroupM
Contributing Agency 2	BBPR
Contributing Agency 3	IAL Saatchi
Contributing Agency 4	Talisman Animations
Summary	A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well! Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie! A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.

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Marketing Innovation Solutions

Oreo 75Years Freedom Cookie

Award Level	Gold
Award Category	Marketing Innovation Solutions
Campaign Title	Oreo 75Years Freedom Cookie
Brand	Oreo
Client 1	Continental Biscuits Limited
Lead Agency	Alt Story (Pvt.) Ltd.
Lead Agency 2	-
Contributing Agency 1	GroupM
Contributing Agency 2	BBPR
Contributing Agency 3	IAL Saatchi
Contributing Agency 4	Talisman Animations
Summary	A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well! Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie! A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.

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Beverages - Hot

Chai Chahiye

Award Level	Gold
Award Category	Beverages - Hot
Campaign Title	Chai Chahiye
Brand	Lipton
Client 1	Lipton Pakistan Limited
Lead Agency	Bulls Eye DDB
Lead Agency 2	Empact Activation Services
Contributing Agency 1	Team Reactiavte
Contributing Agency 2	Mindshare Pakistan
Contributing Agency 3	Symmetry Digital
Contributing Agency 4	-
Individual Credits	Yasir Qzai, Khan Saeed

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Personal Care

The no.1 Hair Care brand in Pakistan

Award Level	Gold
Award Category	Personal Care
Campaign Title	The no.1 Hair Care brand in Pakistan
Brand	Lifebuoy Shampoo- The no. 1 haircare brand in Pakistan
Client 1	Unilever Pakistan Limited
Lead Agency	Ogilvy Pakistan
Lead Agency 2	JWTGREY PAKISTAN
Contributing Agency 1	Talking Point
Contributing Agency 2	Arrows
Contributing Agency 3	Group M
Contributing Agency 4	-
Individual Credits	Asima Haq, Marium Khan, Faizan Zaheer, Adil Hussain
Summary	The No.1 Haircare Brand in Pakistan provides an insight into how a successful brand that has been doing exceptionally should capitalize on an emerging consumer trend and pivot its core proposition to continue its growth momentum.¦The No.1 Haircare Brand in Pakistan provides an insight into how a successful brand that has been doing exceptionally should capitalize on an emerging consumer trend and pivot its core proposition to continue its growth momentum.

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Sustained Success

Surf Excel Purpose – Ramzan

Award Level	Gold
Award Category	Sustained Success
Campaign Title	Surf Excel Purpose - Ramzan
Brand	Surf Excel
Client 1	Unilever Pakistan Limited
Lead Agency	MullenLowe Lintas Group
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Azka Waqar, Munir Hasan, Nahl Jabbar, Tayyaba Javed
Summary	The genesis of the Surf Ramzan campaign dates back to 2016, when the brand, having cemented itself as the most loved detergent of Pakistan, now looked to elevate its philosophy of ‘Dirt is Good’ to not only defend this market and thought leadership against competition, but also to take its equity to another level. There was a natural association with Islamic values that consumers already saw in Surf Excel hence Ramzan became the perfect occasion to convert brand affinity to unflinching, unparalleled brand love.

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Brand Experience: Live or / & Digital

Coke Studio Season 14

Award Level	Gold
Award Category	Brand Experience: Live or / & Digital
Campaign Title	Coke Studio Season 14
Brand	Coke Studio
Client 1	Coca Cola
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	Giraffe Pakistan
Contributing Agency 2	Lotus PR
Contributing Agency 3	Digits
Contributing Agency 4	MediaCom Pakistan
Summary	Coke studio to date, has been through several generational shifts. This year, along with the launch of the new brand positioning ‘real magic’, Coke studio instead of growing older is now getting even younger with younger artists and their modern-day music catering to the gen-Z of Pakistan on a national level. Season 14 was able to gather 603 million views on social media since its launch in January and has proved to be a newer brand experience for the audience across the globe.

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Youth Marketing

Coke Studio Season 14

Award Level	Gold
Award Category	Youth Marketing
Campaign Title	Coke Studio Season 14
Brand	Coke Studio
Client 1	Coca Cola
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	Giraffe Pakistan
Contributing Agency 2	Lotus PR
Contributing Agency 3	Digits
Contributing Agency 4	MediaCom Pakistan
Individual Credits	Imran Qaiser, Zehra Zaidi, Zeeshan Sikander, Venus Ozdemir, David Halegua, Hamza Ahmed, Ahmed Wahab Shah, Maeen Zafar, Muhammad Tallal, Junaid Younas, Ahmad Mukhtar, Furqan Mohyuddin, Muhammad Ibrahim, Wajeeha Badar
Summary	Coke studio to date, has been through several generational shifts. This year, along with the launch of the new brand positioning ‘real magic’, Coke studio instead of growing older is now getting even younger with younger artists and their modern-day music catering to the gen-Z of Pakistan on a national level. Season 14 was able to gather 603 million views on social media since its launch in January and has proved to be a newer brand experience for the audience across the globe.

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Positive Change: Social Good - Brands

Oath for Her

Award Level	Gold
Award Category	Positive Change: Social Good - Brands
Campaign Title	Oath for Her
Brand	Shan Foods
Client 1	SHAN FOODS (PVT.) LTD.
Lead Agency	BBDO Pakistan
Lead Agency 2	-
Contributing Agency 1	Group M
Contributing Agency 2	Team Reactivate
Contributing Agency 3	Stimulus Productions Worldwide
Contributing Agency 4	Sehat Kahani
Individual Credits	Atiya Zaidi, Raza Humayun, Asfandyar Khan, Saad Hussain, Waqar Saleem, Humayun Shaikh, Shoaib Shamim, Tazeen Hasan, Sidra Ahmed, Sami Qahar, Ovais Ilyas, Dr. Sara Saeed Khurram, Dr Iffat Zafar, Syed Atif Ali
Summary	Pakistan has a shortage of doctors as 77% of female doctors do not practice medicine after graduating due to societal and family pressures. The kitchen and home duties force them to breath the oath they took as doctors to serve their patients. By asking families to take an oath for her, Shan Foods reminded everyone that cooking food is not one person's responsibility and with Shan recipe mixes anyone can cook delicious food easily.

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Marketing Disruptors-Services

Cricket T20 WorldCup

Award Level	Gold
Award Category	Marketing Disruptors-Services
Campaign Title	Cricket T20 WorldCup
Brand	Live Streaming
Client 1	Daraz
Lead Agency	Daraz
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	-
Summary	Daraz increased buyer conversion from 6.5% to 11%. To date, Daraz 11.11 Sale of Nov’21 is the biggest, most successful sale of Pakistan because of the participation of 14 banks, 15 logistic partners (domestic + nationwide), 200+ brands, and 36000+ sellers, resulting in 6.2million number of items sold and Pakistanis saving 470 million rupees in discounts.

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Construction and Allied Industry

50 Years SOLID

Award Level	Gold
Award Category	Construction, Real Estate Companies and Allied Industry
Campaign Title	50 Years SOLID
Brand	Amreli Steels
Client 1	Amreli Steels Limited
Lead Agency	Azad Films
Lead Agency 2	Starcrest Communications
Contributing Agency 1	Mindshare Pakistan
Contributing Agency 2	T.A. Communications (pvt) ltd
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Mohsin Ali Sadiq, Sohaib Hassan, Ut Kh, Kiran Hussain, Jami Mehmood, Saima Saleem, Zameer Qureshi, Agha Zohaib, Shahan Shakeel, Isma Saeed, Syed Zill-e-Ahmed, Mohsin Altaf, Shaban Mubashir, Zawar Mustafa, Faizan Tanveer, Shayan Khan Zia, Qazim Zia, Azhar ul Hasan, Hassan Zia, Aeman Naeem Warind, Sikandar Ali Ghumro, Owais Jaliawala, Nabeel Pasha, Tabish Sheikh, Asif Butlail, Faiza Iqtadar, Altamash Kohati
Summary	Our emotive campaign flipped the self-congratulatory formula of celebrating anniversaries, established the importance of strong foundations and subtly communicated that Amreli Steels has turned 50 years old. Steel market historically contracts in Q3 due to the cold weather. We sold an additional 3081 tons rebar in Q3 as compared to Q2 in FY 21-22; a growth of 12% YoY during the same period. Even as demand shrunk in Q4 due to political instability and global macroeconomic factors, we matched our last year’s sales volume which still remains an industry record.

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New Product or Service Introduction

Ready Teddy Gluco!

Award Level	Gold
Award Category	New Product or Service Introduction
Campaign Title	Ready Teddy Gluco!
Brand	Peek Freans Gluco Teddy
Client 1	EBM
Lead Agency	MADNEST
Lead Agency 2	-
Contributing Agency 1	Symmetry Digital
Contributing Agency 2	Msix
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Khawaja Shahzain Munir, Aaminah Saeed, Muhammad Asad Saeed, Humair Kandhari, Uzair Qureshi, Attiyah Inam, Syed Inam Ur Rehman, Nazia Ameen, Mohammad Bilal, Arnaz Framji
Summary	EBM set out to further expand its slice-of-pie within the cake category by breaking the price/format norms with Gluco-Teddy, an all-natural, calcium-fortified Teddy shaped cake priced at Rs. 25. By tapping into the widely prevalent insight of mums worrying about what their children eat and children being innately fussy eaters, Gluco-Teddy provided the best of both worlds, nutrition and fun! Gluco-Teddy went on to achieve Rs.1 billion in the first 10 months whilst creating an ownable and distinctive segment with a market value-share of 5% within the entire Cakes Category!

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Marketing Innovation Solutions

eidipaisa

Award Level	Gold
Award Category	Marketing Innovation Solutions
Campaign Title	eidipaisa
Brand	eidipaisa
Client 1	Easypaisa Pakistan
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Aiman Saleem, Ayesha Khan, Naved Qureshi, Amna Mishal, Rifah Qadri, Assam Khalid, Salman Khan, Abdul Basit, Seemab Chaudhry, Ali Taha
Summary	Pandemic was still around in 2022, but this time people were going to meet in-person to celebrate eid. However, during eid days sourcing fresh notes for eidi becomes major roadblock since either the banks are closed or ATMs don’t work, so we changed the name of our brand to eidipaisa and gave customers an easy way to share eidi with their loved ones – digitally! The campaign achieved reach of 14M that resulted in highest app store visit in two years, and throughput of 7.6M which was highest in 2022!

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Positive Change: Social Good - Brands

Ramadan Campaign 2022

Award Level	Gold
Award Category	Positive Change: Social Good - Brands
Campaign Title	Ramadan Campaign 2022
Brand	-
Client 1	KFC Pakistan
Lead Agency	IAL SAATCHI & SAATCHI
Lead Agency 2	-
Contributing Agency 1	Synite Digital
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Al Naseer Alladin, Batool e Azra Jarrar, Fizza Shah, Amna Nadeem, Anam Hakeem, Raza PirBhai, Sana Malik, Maryam Tajalli, Natasha S. Meherhomji, Noor Alam, Ramiza Manzar
Summary	KFC’s Family+1 deal elevated the spirit of giving in Ramzan, empowering customers with an extra meal that they could share with someone deserving and include them in their families. We hit a chord with #SharingFeelsGood and by letting consumers do good by their own hand, we had social media abuzz with comments and stories of KFC enabling sharing in the month of Ramzan, and our Ramzan sales grew nearly doubled since last year.

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Topical Marketing

Cricket T20 WorldCup

Award Level	Gold
Award Category	Topical Marketing
Campaign Title	Cricket T20 WorldCup
Brand	Live Streaming
Client 1	Daraz
Lead Agency	Daraz
Lead Agency 2	-
Contributing Agency 1	Daraz
Contributing Agency 2	Address: Sky tower 18th floor Block 4 Clifton, Karachi, Karachi City, Sindh
Contributing Agency 3	Address: Sky tower 18th floor Block 4 Clifton, Karachi, Karachi City, Sindh Pakistan
Contributing Agency 4	-
Summary	Daraz increased buyer conversion from 6.5% to 11%. To date, Daraz 11.11 Sale of Nov’21 is the biggest, most successful sale of Pakistan because of the participation of 14 banks, 15 logistic partners (domestic + nationwide), 200+ brands, and 36000+ sellers, resulting in 6.2million number of items sold and Pakistanis saving 470 million rupees in discounts.

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Culinary

Oath for Her

Award Level	Silver
Award Category	Culinary
Campaign Title	Oath for Her
Brand	Shan Foods
Client 1	Shan Foods (Pvt.) Limited
Lead Agency	BBDO Pakistan
Lead Agency 2	-
Contributing Agency 1	GROUP M (MAXUS AND ESP)
Contributing Agency 2	Stimulus Productions Worldwide
Contributing Agency 3	Team Reactivate
Contributing Agency 4	Sehat Kahani
Individual Credits	Humayun Shaikh, Shoaib Shamim, Atiya Zaidi, Raza Humayun, Asfandyar Khan, Saad Hussain, Waqar Khurram Salim, Sidra Jung, Ovais Ilyas, Sami Qahar, Dr. Sara Saeed Khurram, Dr Iffat Zafar, Syed Atif Ali
Summary	Pakistan has a shortage of doctors as 77% of female doctors do not practice medicine after graduating due to societal and family pressures. The kitchen and home duties force them to breath the oath they took as doctors to serve their patients. By asking families to take an oath for her, Shan Foods reminded everyone that cooking food is not one person's responsibility. In the on going partnership with Sehat Kahani we have brought back 550+ doctors into the field.

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Brand Experience: Live or / & Digital

Pakistan Pavillion

Award Level	Silver
Award Category	Brand Experience: Live or / & Digital
Campaign Title	Pakistan Pavillion
Brand	Pakistan Pavilion-EXPO 2020 Dubai
Client 1	Trade Developement Authority of Pakistan (TDAP)
Lead Agency	Bullseye DDB
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Syed Faraz Hussain, Shoaib Qureshi, Syed Hashmi, Shoaib Qureshi
Summary	The Pakistan Pavilion surprised the world at Expo2020 Dubai. It wasn’t featured or published anywhere before start of Expo2020. But once Expo opened, it was continuously featured in Top 5 Pavilions to visit by international media, critics and bloggers, Visitor footfall and hype attracted over 1 million visitors and was one of the most visited pavilions. The Pakistan Pavilion was heavily featured in many news stories as a must visit pavilion including the global CNN and regional National, Khaleej Times and Gulf News and it became everyone’s must visit pavilion.

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Corporate Reputation

McDonald’s Kholo Soch Kay Darwazey

Award Level	Silver
Award Category	Corporate Reputation
Campaign Title	McDonald's Kholo Soch Kay Darwazey
Brand	McDonald's Kholo Soch Kay Darwazay
Client 1	McDonald's Pakistan
Lead Agency	Manhattan Communications (Pvt) Ltd
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Raza Ali, Viquas Ali, Jamil Mughal, Shamail Farhat, Tehmina Sidiqqui, Adeeba Khan, Shahbaz Mirza, Yasir Aslam, Sharjeel Ahmed, Shumaila Firdous, Abdul Rasheed, Maaz Hanif, Sarim Fahim, Ahmed Hassan, Arsalan Qureshi, Majid Nazir, Faraz Khan
Summary	Not long ago, only a few areas were acceptable for women to work outside the home. Concern for safety and respect at workplace were strong barriers. Providing opportunities to females is important to uplift them in society. McDonald's being a family brand was concerned not to alienate elder family members while challenging societal norms. We crafted a communication with a deep understanding of family members' concerns and established a perception of safe/respectful work environment at McDonald’s.

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David vs. Goliath

Jazz Mosafir: Safar Without Suffering

Award Level	Silver
Award Category	David vs. Goliath
Campaign Title	Jazz Mosafir: Safar Without Suffering
Brand	Mosafir
Client 1	Jazz
Lead Agency	Fishbowl (Pvt) Ltd
Lead Agency 2	-
Contributing Agency 1	Iris Digital (Symmetry Group)
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	-
Summary	Tourism industry in Pakistan has sky-rocketed in the last 5 years. However, the industry’s infrastructure is still in its adolescence with only international giants like Booking.com and Agoda, which have little to no understanding of the Pakistani market, on top of being operated remotely. This leaves a majority of domestic tourists to rely on the ever-changing rates and moods of local guides and hospitality workers. Mosafir was launched to bridge this gap and become Pakistan’s pocket travel guide - friendly and trustable personality in a sea of distrust and confusion.

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Social Media

NESTLÉ MILO VIRTUAL CLINIC

Award Level	Silver
Award Category	Social Media
Campaign Title	NESTLÉ MILO VIRTUAL CLINIC
Brand	NESTLÉ MILO
Client 1	NESTLE
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	Pak Media Communications (Publicis Media)
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Abdul Saboor, Aimen Shahid, Fahad Aslam, Muzakir Ijaz, Henna Bhatti, Zeb Qamar, Fizzah Shahid, Azeem Arslan, Ansha Ahmed, Fazeel Jalali, Munim Malik, Hoor Khwaja, Ali Ahmad Zaidi, Hassam Azhar, Khadija Abbasi, Waleed Ahmed
Summary	The world and Pakistan had been in the middle of a pandemic for the past two years. With schools and playgrounds shut down, the youth did not have the opportunity to play and learn sports. In a country already scant on sports infrastructure, Nestle MILO brought sports to life for these children by using social media to create virtual training clinics for cricket, football, and badminton. The brand achieved 140M+ impressions, 9.5M+ views, 13.6M reach across its social media platforms.

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Household Supplies and Services

Ariel Touch of downy

Award Level	Silver
Award Category	Ariel Touch of downy
Campaign Title	Household Supplies and Services
Brand	Ariel
Client 1	P&G
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Zara Nadeem, Amna Shaikh, Tania Bhurgri, Maham Hasnain, Ovais Yousuf, Raza Ayoub, Mujtaba Mirza, Sarah Moquim, Yaseer Shah, Ayesha Fariduddin, Raj Kheraj, Ali Malik, Sameer Ali, Saad Shamim, Muhammad Arif, Zeeshan Jillani
Summary	Driving growth via consumer switching in detergents is challenging. Consumers have a laundry experience preference making switching unlikely. We identified a niche of freshness seekers- a segment that considers clean and fresh as the base benefits of post-wash fragrance. Ariel TOD came with differentiated formula providing a fragrance preferred by consumers during a 24h test post-wash giving benefit of 2-in-1. It serves as a strong marketing effectiveness case because it grew the Ariel franchise through a new need and established them in a novel benefit space.

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Seasonal Marketing

Har Sehr-o-Iftar, Khushi Se

Award Level	Silver
Award Category	Seasonal Marketing
Campaign Title	Har Sehr-o-Iftar, Khushi Se
Brand	House of NESTLÉ MILKPAK
Client 1	NESTLE
Lead Agency	RED Communication Arts (Pvt) Ltd
Lead Agency 2	Pak Media Communications (Publicis Media)
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Faisal Rana, Khurram Zia, Waqas Anwar, Rabia Babar, Ali Imran, Hamza Amjad, Mishah Aizaz, Mobeen Akhtar, Tajammul Saqib, Abdur Rehman
Summary	The demand for tasty food increases during Ramadan and homemakers struggle with deciding and planning on delicious yet easy-to-make recipes for their family over Sehr and Iftar. Nestlé MILKPAK understood this challenge and rose to the occasion by creating a one of its kind recipe series featuring their dairy culinary range. The campaign was able to generate a much-higher consumer response in media metrics and was able to strengthen the brand’s culinary association, consideration and trial. This has also resulted in penetration and usership growth for the brand as well.

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Agriculture and Related Industry

Prosperous Pakistan

Award Level	Silver
Award Category	Agriculture and Related Industry
Campaign Title	Prosperous Pakistan
Brand	-
Client 1	Telenor Pakistan
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	Switch Solutions
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Yasir Yasin, Gohar Abbas, Shadman Khan, Ahmed Saqlain, Ali Ibrahim, Mansoor Majid, Ali Mirza, Hamza Amjad, Faisal Nasir, Naved Quershi, Iman Ashraf, Usama Tasneem, Syed Asher Akhtar, Mostafa Khawar, Salman Saleem, Raja Waleed, Qasim Husain, Mir Sachal, Rizwan Ul Haq Chaudhry, Ahmed Ali

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Marketing Disruptors-Services

Gamebird: Unleash Yourself

Award Level	Silver
Award Category	Marketing Disruptors-Services
Campaign Title	Gamebird: Unleash Yourself
Brand	-
Client 1	Telenor
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	-
Summary	-

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Performance Marketing

Always On Performance Marketing

Award Level	Silver
Award Category	Performance Marketing
Campaign Title	Always On Performance Marketing
Brand	Always On
Client 1	Daraz
Lead Agency	Daraz
Lead Agency 2	-
Contributing Agency 1	Daraz
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Summary	With millions of rupees, it is generally hard to have efficient results because of the campaign’s bandwidth and the increase in efficiencies of CPO and CPB proved our segmentation also giving results in terms of month-on-month retention % and OPAS ratio now at 6.9¦Daraz sustained its ownership of 11.11 by tapping on a simple consumer insight: Pakistanis make purchases based on value for money and convenience. Hence it created Pakistan's biggest discount ecosystem with 500mn+ in discounts YOY with 35,000+ sellers, brands, banks, and logistic partners, leveraging which, Daraz saw 7X increase in 11.11 sales volume, 7X+ increase in MAU, +25% contribution of prepayment.

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Influencers

Daraz League

Award Level	Silver
Award Category	Influencers
Campaign Title	Daraz League
Brand	Affiliate
Client 1	Daraz
Lead Agency	Daraz
Lead Agency 2	-
Contributing Agency 1	Daraz
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Ammar Hassan
Summary	Traditionally, Content creators and Influencers are utilized affectively to create awareness and to amplify reach for brands and help them get a share of voice. Our platform has transformed this to a pure performance-driven channel essential to a brand’s growth as it optimizes marketing spend more effectively to achieve business growth whilst also allowing INFLUENCERs to open another monetization avenue for their platform. It’s a win-win situation, really!

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Environmental

Sustainable Public Places

Award Level	Silver
Award Category	Environmental
Campaign Title	Sustainable Public Places
Brand	Wall's Ice Cream
Client 1	Unilever Pak
Lead Agency	Unilever Pakistan Limited
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Summary	Pakistan is the 5th most populous nation in the world. Unfortunately, out of these 220 million people, only 30% have access to recreational spaces to enjoy with their families Wall’s with their pledge to spread happiness responsibly has partnered with Green Earth to collect 3 million kg of plastic and convert them into 20 sustainable play places for the people of Pakistan. Spreading millions of smiles across Karachi Lahore, Islamabad and Multan in 20 iconic locations

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Social Media

Suzuki Pakistan – RV

Award Level	Silver
Award Category	Social Media
Campaign Title	Suzuki Pakistan - RV
Brand	Suzuki - Pakistan
Client 1	Suzuki Pakistan
Lead Agency	Synite Digital (Pvt) Ltd
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Haniya Rana, Emaad Khan, Hassam Khan, Sabir Shah, Ishtiaq Ahmed, Ghulam Hussain Agha, Haris Jawaid, M.Maroof Saleem, Saad Ahmed Khan, Shahrukh Waseem, Areeba Jabeen, Maaz Ishtiaq, Rana Hamid
Summary	There are many auto-financing solutions available but none really eases down the payment process as Suzuki RV does. However, due to its distinctive content, it was seen as something unique and different in terms of communication in the auto-finance category, garnering interest of the audience towards Suzuki RV Financing Reaching out to 15M+ people, generating around 21K+ inquiries to finally 1,780 units being sold via RV in effect to our communication over a period of 4 months.

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Positive Change: Social Good - Brands

#ChangeTheCourse

Award Level	Silver
Award Category	Positive Change: Social Good - Brands
Campaign Title	#ChangeTheCourse
Brand	Lifebuoy Shampoo
Client 1	Unilever Pakistan Limited
Lead Agency	JWT-GREY
Lead Agency 2	Talking Point
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Asima Haq, Marium Khan, Faizan Zaheer, Adil Hussain, Sara Koraishy, Mushtaq Abdullah, Yawar Iqbal, Fareshteh Aslam, Mariyam Taqi
Summary	Lifebuoy Shampoo collaborates with Ministry of School Education Punjab to promote girl child education. This collaboration builds on the shared ambition of the partners to raise stronger daughters through education and help girls fulfill their potential through inclusive school experiences & curriculum. LBS has built a longstanding commitment to the cause of girl child education to address challenges of girls’ dropout and barriers to entry. Motivated by the immense potential which can be unlocked by addressing this challenge, the partnership aims to secure a better future for girls in Pakistan

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Beverages - Cold

Olper’s Flavoured Milk ‘Ab Performance Mein Koi Break Na Ho’

Award Level	Silver
Award Category	Beverages - Cold
Campaign Title	Olper's Flavoured Milk 'Ab Performance Mein Koi Break Na Ho'
Brand	Olper's Flavoured Milk
Client 1	Friesland Campina
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	Brainchild Communications
Contributing Agency 1	Bulls Eye DDB
Contributing Agency 2	SEEMEE Productions
Contributing Agency 3	NielsenIQ (Pakistan)
Contributing Agency 4	-
Individual Credits	Faisal Razi, Faisal Amanat Khan, Maha Shariq, Muhammad Saeed, Kiran Yazdani, Mubeshar Aziz, Anum Matri, Imran Syed, Faizan Baloch, Ayesha Faridudin, Mustafa Daud, Hasan Adil, Ahmed Mujtaba, Aisha Randhawa, Aiman Rizwan, Ali Sohail, Muneeb Khan, Mustafa Kashif, Ammar Sohail, Sumair Jokhio, Rabia Shafay, Raaj Kheraj, Zuneeta Rawat, Zeeshan Jillani, Naveed Arshad, Nabeel Ahmad, Ateesh Anand, Hiba Siddiqi, Rubina Asad, Osama Khan, Shoaib Qureshy, Rida Asif, Sayeda Nisar
Summary	Flavoured Milk category is small with ~70m ltrs annual volume, with stagnant growth. Olper’s identified that the main reason was the lack of association with a relevant consumption occasion and an established consumer-need of the category. Olper’s identified the most relevant consumption occasion and need, i.e. Tasteful Nutrition in Morning School Breaks which became basis for a new campaign. The launch, touching across all relevant touch-points, has carved sharp positioning for flavoured milk, evident from its outstanding early performance, setting up category on path of sustainable growth.

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Packaged Foods

Olper’s Dairy Cream – Goodness Bharjaye

Award Level	Silver
Award Category	Packaged Foods
Campaign Title	Olper's Dairy Cream - Goodness Bharjaye
Brand	Olper's Dairy Cream
Client 1	Friesland Campina
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	Brainchild Communications Pakistan
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Faisal Razi, Yusaira Mapara, Farooq Soomro, Nujia Ashraf, Nabeel Ahmad, Mubeshar Aziz, Shazil Jah, Ahmed Mujtaba, Sumair Jokhio, Kiran Yazdani, Rabia Shafay, Raaj Kheraj, Shariq Ahmed, Zuneeta Rawat, Osama Khan, Manal Rehman, Zuhair Jaffery, Saad Sidiqui, Anum Ahmed, Ayesha Faridudin, Ali Malik, Zeeshan Jillani
Summary	Despite having half the marketing spend as compared to our competitor, by using our TV spends efficiently, and leveraging on established cooking platforms, we were able to build association of Olper’s Cream with creaminess and thick texture, and key consumption occasions i.e. mainly breakfast, followed by as an ingredient for both savory and sweet dishes. This resulted in us capturing a larger market share, from 19% to 28% in one year.

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Snacks & Desserts

Introducing the New RIO Double Chocolate

Award Level	Silver
Award Category	Snacks & Desserts
Campaign Title	Introducing the New RIO Double Chocolate
Brand	Peek Freans RIO
Client 1	EBM
Lead Agency	MADNEST
Lead Agency 2	-
Contributing Agency 1	Ogilvy Pakistan
Contributing Agency 2	Msix & Partners (Group M)
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Khawaja Shahzain Munir, Aaminah Saeed, Mughees Abid, Zainab Arshad, Syed Mohibullah Hussaini, Syed Inam Ur Rehman, Attiyah Inam, Nazia Amin, Mohammad Bilal, Asad Saeed
Summary	RIO dominates the creams category with uncontested leadership (99% share) in the largest flavor-segment which contributes 90% to the brand. Its differentiated dual flavor in one sandwich biscuit has become the brand’s identity over decades. In the chocolate-creams segment however, the brand remained a challenger with an undifferentiated product, while competition dominated. To grow its footprint, RIO extended its winning dual-flavor proposition to chocolate, launching with RIO Double Chocolate. In six months after the launch, monthly user households increased +102,000, penetration +110 bps, sales +36%, and variant-specific awareness +28%.

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Snacks & Desserts

Gluco Kahani

Award Level	Silver
Award Category	Snacks & Desserts
Campaign Title	Gluco Kahani
Brand	Peek Freans Gluco
Client 1	EBM
Lead Agency	Symmetry Digital
Lead Agency 2	-
Contributing Agency 1	mSix and Partners
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Aaminah Saeed, Mughees Abid, Hataf Shahab, Soaleha Suri, Attiyah Inam Khan, Syed Inam ur Rehman, Nazia Amin, Uzair Ahmed, Bilal Maqsood, Umer Adil, Masood Hussain, Sharoon John, Rubab Faiz
Summary	Gluco set out to deliver on its promise and create differentiated space by helping resolve the needs of our core audience, the mothers who looked for engaging local content in their own language for their kids. With its vision to nourish lives of the next generation, Gluco Kahani aims to familiarize kids with Urdu through 8 nursery rhymes. With 110Mn+ impressions, the campaign quickly went viral even attracting international media. The brand also achieved 15% volume growth and rise in awareness levels (8% in moms, 2% in kids).

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Marketing Innovation Solutions

easypaisa savings

Award Level	Silver
Award Category	Marketing Innovation Solutions
Campaign Title	easypaisa savings
Brand	easypaisa savings plans
Client 1	Easypaisa - Telenor Bank
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	Starcom Pakistan
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Babar Khan, Farhan Khan, Rifah Qadri
Summary	The launch of easypaisa’s Savings product disrupted the financial services industry by providing users with an option to earn daily profit on idle money kept in their easypaisa current accounts. Lack of financial discipline – solution: free movement of fundsDetailed KYC forms – solution: 1 tap subscriptionLack of trust on other apps – solution: visibility of funds with daily payouts Business objective were overdelivered with in first 4 months after product launch. Easypaisa strategically targeted users through full funnel campaign who were more likely to subscribe for savings

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Marketing Innovation Solutions

Knorr Blazin- Feel the Burn

Award Level	Silver
Award Category	Marketing Innovation Solutions
Campaign Title	Knorr Blazin- Feel the Burn
Brand	Knorr Blazin' Noodles
Client 1	Unilever Pakistan Limited
Lead Agency	VIRAL EDGE
Lead Agency 2	-
Contributing Agency 1	Mindshare Pakistan
Contributing Agency 2	BBPR
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Tooba Diwan, Sarah Siddiqui, Rizwan Ahmad, Mishaal Siddiqui, Ali Jakhura, Ali Tin, Abdullah Suhail, Zain Khan, Uzma Khan, Ujala Hashmi, Saeed Khan, Zaki Khairi, Ahmer Pervez, Zainab Shahid
Summary	Before Knorr Blazin, the brand spoke mainly to kids. We were able to extend the high equity of Knorr to a new target audience and won their hearts with a very relevant communication. This was challenging since this was the first time we were extending an age old brand and Gen-Z has a very unconventional approach to life. But due to the brand’s reliability factor, along with the relevant communication that merged the old and the new seamlessly, we were able to grow 2.5X over our business case

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David vs. Goliath

Khul Ke Roar

Award Level	Silver
Award Category	David vs. Goliath
Campaign Title	Khul Ke Roar
Brand	Roar
Client 1	Coca Cola
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	-
Contributing Agency 1	Active Media
Contributing Agency 2	Brandbuzz
Contributing Agency 3	MediaCom
Contributing Agency 4	-
Individual Credits	Mujtaba Mirza, Raj Kheraj, Awais Dhakan, Bilal Alavi, Muneeb Iftikhar, Ahmad Shah, Yara El Zahabi, Sandra Hage, Farhan Tayyab, Maryam Saleem, Sibtain Shabbir, Ezza Syed, Osama Khan, Zeeshan Jillani, Ahmad Mukhtar
Summary	CSD is a ginormous category with over 3200 million liters consumed annually, saturated with dominant long time players, who have claimed almost every positioning and space, making it a difficult category to enter. Launching a new brand in the ""energy"" subcategory was challenging with Sting owning 97% market share, and according to new government regulations, we could not use the term ""energy"". The campaign demonstrates effectiveness where a new brand took on giants in the CSDs ""energy"" subcategory whilst being at a disadvantage, and still succeeding.

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Positive Change: Social Good - Brands

Tourism Takeover by Wall’s

Award Level	Silver
Award Category	Positive Change: Social Good - Brands
Campaign Title	Tourism Takeover by Wall's
Brand	Wall's Ice Cream
Client 1	Unilever Pakistan Limited
Lead Agency	Galiyat Development Authority
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Bariya Faizan, Waqas Aman, Adeel Qureshi, Atif Hameed, Mubashir Hussain, Faizan Abbasi
Summary	Tourism takeover by Walls's project aimed at unprecedented coverage of northern belt of Pakistan with objective to promote Tourism in the north as well as exponentially grow Wall's turnover from tourist geographies. An exceptional negotiation and collaborations effort with Government helped Wall's lead the largest deployment on sustainable tourism with 150 Environmental sign boards, 150 sign boards, 30 tourist signs, 450 benches accommodating 70,000 tourists and 300 dustbins. 100 Points of Sale spots generated 450 million of revenue with a record 150% revenue growth vs last year.

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Seasonal Marketing

Ramadan Campaign 2022

Award Level	Silver
Award Category	Seasonal Marketing
Campaign Title	Ramadan Campaign 2022
Brand	-
Client 1	KFC Pakistan
Lead Agency	IAL SAATCHI & SAATCHI
Lead Agency 2	-
Contributing Agency 1	Synite Digital
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Al Naseer Alladin, Batool e Azra Jarrar, Fizza Shah, Amna Nadeem, Anam Hakeem, Raza PirBhai, Sana Malik, Maryam Tajalli, Natasha S. Meherhomji, Noor Alam, Ramiza Manzar
Summary	KFC’s Family+1 deal elevated the spirit of giving in Ramzan, empowering customers with an extra meal that they could share with someone deserving and include them in their families. We hit a chord with #SharingFeelsGood and by letting consumers do good by their own hand, we had social media abuzz with comments and stories of KFC enabling sharing in the month of Ramzan, and our Ramzan sales grew nearly doubled since last year.

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Small Budget

#VatikaChahiye

Award Level	Silver
Award Category	Small Budget
Campaign Title	#VatikaChahiye
Brand	Vatika Shampoo
Client 1	Dabur Amla
Lead Agency	BODYBEAT GROUP
Lead Agency 2	-
Contributing Agency 1	RED Communication Arts (Pvt) Ltd
Contributing Agency 2	GROUP M (MAXUS AND ESP)
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Abeer Fatima, Mustansir Salim, Hasan Rizvi, Zainab Shahid, Ammarah Haroon, Arwa Jawaid, Qurat-ul-Ain Sarwat, Ahad Motiwala
Summary	Every woman is guilty of hair crimes! It doesn’t matter if it’s straightening, curling, or coloring. But with all shampoo giants spending billions and claiming to deliver beautiful hair, how does Vatika stand out? Vatika made its consumers come to terms with their worst hair crimes and presented itself as the one true natural solution. To amp up the idea, the hair crimes were shown in a mug shot – because messing with your hair is a real crime!

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Media Innovation

Cricket T20 WorldCup

Award Level	Silver
Award Category	Media Innovation
Campaign Title	Cricket T20 WorldCup
Brand	Live Streaming
Client 1	Daraz
Lead Agency	Daraz
Lead Agency 2	-
Contributing Agency 1	Daraz
Contributing Agency 2	Address: Sky tower 18th floor Block 4 Clifton, Karachi, Karachi City, Sindh
Contributing Agency 3	Address: Sky tower 18th floor Block 4 Clifton, Karachi, Karachi City, Sindh Pakistan
Contributing Agency 4	-
Summary	Daraz increased buyer conversion from 6.5% to 11%. To date, Daraz 11.11 Sale of Nov’21 is the biggest, most successful sale of Pakistan because of the participation of 14 banks, 15 logistic partners (domestic + nationwide), 200+ brands, and 36000+ sellers, resulting in 6.2million number of items sold and Pakistanis saving 470 million rupees in discounts.

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Youth Marketing

Knorr Blazin- Feel the Burn

Award Level	Silver
Award Category	Youth Marketing
Campaign Title	Knorr Blazin- Feel the Burn
Brand	Knorr Blazin' Noodles
Client 1	Unilever Pakistan Limited
Lead Agency	VIRAL EDGE
Lead Agency 2	-
Contributing Agency 1	Mindshare Pakistan
Contributing Agency 2	BBPR
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Tooba Diwan, Sarah Siddiqui, Rizwan Ahmad, Mishaal Siddiqui, Ali Jakhura, Ali Tin, Abdullah Suhail, Zain Khan, Uzma Khan, Ujala Hashmi, Saeed Khan, Zaki Khairi, Ahmer Pervez, Zainab Shahid
Summary	Before Knorr Blazin, the brand spoke mainly to kids. We were able to extend the high equity of Knorr to a new target audience and won their hearts with a very relevant communication. This was challenging since this was the first time we were extending an age old brand and Gen-Z has a very unconventional approach to life. But due to the brand’s reliability factor, along with the relevant communication that merged the old and the new seamlessly, we were able to grow 2.5X over our business case

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Passion for Pakistan

Oreo 75Years Freedom Cookie

Award Level	Silver
Award Category	Passion for Pakistan
Campaign Title	Oreo 75Years Freedom Cookie
Brand	Oreo
Client 1	Continental Biscuits Limited
Lead Agency	Alt Story (Pvt.) Ltd.
Lead Agency 2	-
Contributing Agency 1	GroupM
Contributing Agency 2	BBPR
Contributing Agency 3	IAL Saatchi
Contributing Agency 4	Talisman Animations
Summary	A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well! Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie! A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.

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Beverages - Cold

Khul Ke Roar

Award Level	Silver
Award Category	Beverages - Cold
Campaign Title	Khul Ke Roar
Brand	Roar
Client 1	Coca Cola
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	-
Contributing Agency 1	Active Media
Contributing Agency 2	Brandbuzz
Contributing Agency 3	MediaCom
Contributing Agency 4	-
Individual Credits	Mujtaba Mirza, Raj Kheraj, Awais Dhakan, Bilal Alavi, Muneeb Iftikhar, Ahmad Shah, Yara El Zahabi, Sandra Hage, Farhan Tayyab, Maryam Saleem, Sibtain Shabbir, Ezza Syed, Osama Khan, Zeeshan Jillani, Ahmad Mukhtar
Summary	-

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Youth Marketing

Khul Ke Roar

Award Level	Bronze
Award Category	Youth Marketing
Campaign Title	Khul Ke Roar
Brand	Roar
Client 1	Coca Cola
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	-
Contributing Agency 1	Active Media
Contributing Agency 2	Brandbuzz
Contributing Agency 3	MediaCom
Contributing Agency 4	-
Individual Credits	Mujtaba Mirza, Raj Kheraj, Awais Dhakan, Bilal Alavi, Muneeb Iftikhar, Ahmad Shah, Yara El Zahabi, Sandra Hage, Farhan Tayyab, Maryam Saleem, Sibtain Shabbir, Ezza Syed, Osama Khan, Zeeshan Jillani, Ahmad Mukhtar
Summary	Carbonated Soft Drink category is highly saturated with long-time dominating players, who have claimed almost every positioning and space to target youth. The campaign demonstrates effectiveness, both at product and communication levels, by harnessing powerful insight of youth and resolving tensions by speaking to them in their language to resonate with them. Not to mention, launching a new brand in the ""energy"" subcategory was monumentally difficult with Sting owning 97% market share. Furthermore, according to new government regulations, we could no longer use the term ""energy"" anywhere.

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Branded Content

Gluco Kahani

Award Level	Bronze
Award Category	Branded Content
Campaign Title	Gluco Kahani
Brand	Peek Freans Gluco
Client 1	EBM
Lead Agency	Symmetry Digital
Lead Agency 2	-
Contributing Agency 1	Msix
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Aaminah Saeed, Mughees Abid, Hataf Shahab, Soaleha Suri, Attiyah Inam Khan, Syed Inam ur Rehman, Nazia Amin, Uzair Ahmed, Bilal Maqsood, Umer Adil, Masood Hussain, Sharoon John, Rubab Faiz
Summary	With Gluco’s vision of Nourishing-Lives-of-Next-Generation and assisting mothers during their early-motherhood days, we set-out to create an emotional-space for Gluco through Gluco-Kahani, a well differentiated initiative that would be on every child’s playlist. With insight that children watch a lot of content on social-media, Gluco Kahani became that vehicle for mothers to get kids familiar with Urdu. Besides emotional-payoff, Gluco-Kahani exceeded KPIs by receiving 110M+ impressions, 22M+ total & 5M+ organic views and 20% VTR, sparking conversations on online communities, influencers & publishers making Gluco-Kahani break clutter of foreign content.

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Marketing Disruptors-Services

eidipaisa

Award Level	Bronze
Award Category	Marketing Disruptors-Services
Campaign Title	eidipaisa
Brand	eidipaisa
Client 1	Easypaisa Pakistan
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Aiman Saleem, Ayesha Khan, Naved Qureshi, Amna Mishal, Rifah Qadri, Assam Khalid, Salman Khan, Abdul Basit, Seemab Chaudhry, Ali Taha
Summary	Pandemic was still around in 2022, but this time people were going to meet in-person to celebrate eid. However, during eid days sourcing fresh notes for eidi becomes major roadblock since either the banks are closed or ATMs don’t work, so we changed the name of our brand to eidipaisa and gave customers an easy way to share eidi with their loved ones – digitally! The campaign achieved reach of 14M that resulted in highest app store visit in two years, and throughput of 7.6M which was highest in 2022!

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Internet and Telecom

Super Nahi Tou 4G Nahi

Award Level	Bronze
Award Category	Internet and Telecom
Campaign Title	Super Nahi Tou 4G Nahi
Brand	-
Client 1	Jazz
Lead Agency	Fishbowl (Pvt.) Ltd
Lead Agency 2	-
Contributing Agency 1	Blitz Advertising (Pvt.) Ltd.
Contributing Agency 2	Iris Digital (Symmetry Group)
Contributing Agency 3	Kinetic Pakistan
Contributing Agency 4	O-Media
Summary	Jazz, already the #1 data provider in Pakistan, now needed to become the preferred digital lifestyle partner nationally. #SuperNahiTou4GNahi (If its not Super, its not 4G) leveraged Jazz’s advantage as a Super 4G provider to showcase Pakistanis relatable usecases where superior internet enables them to bring positive change. The possibilities were endless, from selling pottery online to become an entrepreneur to bringing about a transgender rights revolution in the country - Jazz proved to Pakistanis that it was with them through every step and every avenue of their digital journey.

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Social Media

Jazz Mosafir: Safar Without Suffering

Award Level	Bronze
Award Category	Social Media
Campaign Title	Jazz Mosafir: Safar Without Suffering
Brand	Mosafir
Client 1	Jazz
Lead Agency	Fishbowl (Pvt) Ltd
Lead Agency 2	-
Contributing Agency 1	Iris Digital (Symmetry Group)
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Summary	Travelling and tourism industry in Pakistan has sky-rocketed in the last 5 years. However, the industry’s infrastructure is still in its adolescence. People wanting to travel have to rely on the ever-changing rates and moods of local guides and hospitality workers. This leaves them open to deceit and not getting their money’s worth. Mosafir was launched to bridge this gap and become Pakistan’s pocket travel guide. The app’s launch used slice of life communications to build its friendly and trustable personality in a sea of distrust and confusion.

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Marketing Disruptors-Services

Wall’s Season Extension – Thand Hai Tou Kya Hua

Award Level	Bronze
Award Category	Marketing Disruptors-Services
Campaign Title	Wall's Season Extension - Thand Hai Tou Kya Hua
Brand	Wall's Ice Cream
Client 1	Unilever Pakistan Limited
Lead Agency	EPIC PICTURES
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	-
Summary	Consumers perceive ice cream as a health hazard in winters due to the age-old myth that consuming ice-cream in winters can cause sore throat and flu. Season extension is an effort to bust that myth subtly by conveying the idea of 'Wall's ka season nahi mood hota hai'.

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Packaged Foods

NESTLÉ CERELAC – Samajhdar Maa Ka Intekhab

Award Level	Bronze
Award Category	Packaged Foods
Campaign Title	NESTLÉ CERELAC - Samajhdar Maa Ka Intekhab
Brand	NESTLÉ CERELAC
Client 1	NESTLE
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	Pak Media Communications (Publicis Media)
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Ayesha Rehman, Aimen Shahid, Abdul Saboor, Nashmia Irfan, Sadia Qutubuddin, Habiba Gillani, Zeb Qamar, Fizzah Shahid, Haris Masood, Taimoor Imran, Fizzah Iftikhar
Summary	NESTLÉ CERELAC’S mission is to provide the right nutrition to children at the time of complementary feeding. However, the category is dominated by homemade food as it is considered an inherent part of our culture. We created a behavior shift by focusing on the two key decision influencers that impact our mothers and convincing them that NESTLÉ CERELAC is the right choice for smart moms. We achieved healthy brand growth through +200 Bps in Repurchase, +200 Bps in Recommended by Doctors, and +200 Bps in Recommended by Friends & Family.

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Corporate Reputation

MORE Sy Zyada Pakistani

Award Level	Bronze
Award Category	Corporate Reputation
Campaign Title	MORE Sy Zyada Pakistani
Brand	-
Client 1	Telenor Pakistan
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	Twittistan
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Yasir Yasin, Shadman Khan, Mahad khalid, Ahmed Saqlain, Kumail Jafri, Naved Quershi, Gohar Abbas, Daniyal Talat, Faisal Nasir, Ali Mirza, Mostafa Khawar, Salman Saleem, Raja Waleed, Qasim Husain, Syed Asher Akhtar, Iman Ashraf, Usama Tasneem, Yuhibullah Habeel
Summary	-

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Topical Marketing

Careem Food – WorldCup Campaign 2021

Award Level	Bronze
Award Category	Topical Marketing
Campaign Title	Careem Food - WorldCup Campaign 2021
Brand	Careem Food
Client 1	Careem
Lead Agency	Careem
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	-
Summary	Careem Food was in its infancy & eagerly looking to up it's brand awareness. In the T20 World Cup, we found the perfect opportunity to piggyback off of the ongoing online cricket conversation, particularly Pakistan's rivalry with India, England & New Zealand to deliver on a food campaign offering refunds to customers if Pakistan won the match on that particular day. The campaign took off better than we ever imagined, propelled by Pakistan's phenomenal performance against India (152-0) and put Careem at the center of the celebratory meme conversations online.

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Restaurants

McDonald’s Hot N’ Crispy Burger

Award Level	Bronze
Award Category	Restaurants
Campaign Title	McDonald's Hot N' Crispy Burger
Brand	McDonald's Hot N' Crispy Burger
Client 1	McDonald's Pakistan
Lead Agency	Manhattan Communications (Pvt) Ltd
Lead Agency 2	-
Contributing Agency 1	Kinetic Pakistan Pakistan
Contributing Agency 2	MediaCom Pakistan
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Jamil Mughal, Raza Ali, Viquas Jaleel, Tehmina Siddiqui, Adeeba Khan, Shahbaz Mirza, Yasir Aslam, Shumaila Firdous, Sharjeel Ahmed, Shahzeb Ahmed, Shamail Farhat, Fahad Ali, Muhammad Maaz Hanif, Abdul Rasheed, Faraz Khan, Ahmed Hasan, Arsalan Qureshi, Asher Khan, Hilal Mir
Summary	Spicy noodles and other spicy food challenges had been trending amongst the TG and we wanted to ride that wave with our very own spicy challenge. For the first time a brand like McDonald’s launched such a challenge on a national scale. The challenge was a huge success as the audience took up the dare leading to a massive trial generation of the new product. The unique new product earned recognition, established its price point, got a lot of traction and led the brand to over achieve its targets.

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Household Supplies and Services

Brite sab right kardega

Award Level	Bronze
Award Category	Household Supplies and Services
Campaign Title	Brite sab right kardega
Brand	Brite Maximum Power
Client 1	Colgate Palmolive
Lead Agency	Spectrum VMLY&R
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Asrar Alam, Uzma Akhtar, Hyder Ali, Osman Ahmed, Mahmood Ali, Omer Qadri, Khurram Vohra, Rafay Siddiqui
Summary	Brite has been a troubled brand since early 2000, and despite multiple communication attempts to establish itself a superior stain removal brand, it still remained behind the two giants (Arial & Surf Excel) in volume and value shares. As of Sep 21, the brand stood at 11. 7% value share, trailing behind the leader - Surf Excel (25.3%) and Ariel (21.2%)1. Brite sab right kardega 2.0 came along with a relatable insight and built around Pakistani food and their stubborn stains and was able to reach to 13.5% value share.

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New Product or Service Introduction

Peek Freans Sooper Soft Bakes

Award Level	Bronze
Award Category	New Product or Service Introduction
Campaign Title	Peek Freans Sooper Soft Bakes
Brand	Peek Freans Sooper Soft Bakes
Client 1	EBM
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	-
Contributing Agency 1	PH Solutions
Contributing Agency 2	Walnut Communications Private Limited
Contributing Agency 3	Alchemists
Contributing Agency 4	-
Individual Credits	Aaminah Saeed, Asad Saeed, Humair Kandhari, Usna Tariq, Attiyah Inaam, Imran Syed, Alifia Mustafa, Ayesha Fariduddin, Mustafa Awan, Nadeem Paracha
Summary	While it takes years for new brands to gain leadership in a new category, Sooper Soft Bakes gained leadership position in plain cakes segment within just 9 months post launch. With a unique product offering of a single serve plain cake in the shape of a madeleine along with Sooper’s iconic combination of egg and milk, Sooper Soft Bakes leveraged the legacy of its master brand and targeted tea consumption occasion across all ages and SECs with its unique dunk-able format.

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Sustained Success

Peek Freans Sooper

Award Level	Bronze
Award Category	Sustained Success
Campaign Title	Peek Freans Sooper
Brand	Peek Freans Sooper
Client 1	EBM
Lead Agency	Adcom Pvt. Ltd.
Lead Agency 2	-
Contributing Agency 1	VIRAL EDGE
Contributing Agency 2	Walnut Communications Private Limited
Contributing Agency 3	syntax communications
Contributing Agency 4	-
Individual Credits	Aaminah Saeed, Asad Saeed, Humair Kandhari, Usna Tariq, Attiyah Inaam, Imran Syed, Alifia Mustafa, Ayesha Fariduddin, Mustafa Awan, Nadeem Paracha, Mubeshar Aziz, Ali Malik, Shakir Khan, Hiba Alvi, Mehdi Siddiq, Faraz Shamshad, Shariq Ahmed, Ezza Syed, Inam Rehman, Osama Khan
Summary	Being a market leader Sooper not only faced lack of an emotive connect with the consumers, and a saturated category but it also faced competition from the counterfeit market that led to a negative growth trend. However, Sooper reversed this degrowth in a span of 2 years with double-digit growth achieved after 4 years through a 3-phase strategy of repositioning, new consumption occasions and brand extensions, and building iconic assets via packaging.

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Marketing Disruptors-Services

What a Delivery!

Award Level	Bronze
Award Category	Marketing Disruptors-Services
Campaign Title	What a Delivery!
Brand	FoodPanda
Client 1	foodpanda Pakistan – Delivery Hero
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Waqas Azhar, Talha Tayyab, Ali Mehmood, Sabeen Ahmed, Izhar Khan, Abdur Rehman, Zehra Zaidi, Imran Qaiser, Umer Khalil, Agha Samtullah, Saad Jamshed, Tahir Yousuf, Urooj Javed, Munischa Asif, Shehryar Ali, Aishah Bhatti, Daniyal Talat, Wasim Gulzar, Saad Mehmood, Talha Ahmed
Summary	Cricket is one of the biggest passion points for Pakistanis, and within cricket, PSL is the biggest event. We wanted to leverage the event and the love our nation has for cricket, by launching an all-rounder campaign. We collaborated with two-time champions, Islamabad United. The campaign was a huge success, we achieved an 11% increase in top-of-mind and a 15% increase in sessions. This helped us achieve an 18% increase in sales.

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Corporate Reputation

Reading the rights

Award Level	Bronze
Award Category	Corporate Reputation
Campaign Title	Reading the rights
Brand	EBM
Client 1	EBM
Lead Agency	BBDO Pakistan
Lead Agency 2	-
Contributing Agency 1	M6 & Partners (Group M)
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Shahzain Munir, Attiyah Khan, Aaminah Saeed, Inam Rehman, Atiya Zaidi, Ali Rez, Sarah Nadeem, Saad Hussain, Saad Salahuddin, Sara Tahir
Summary	To launch the first ever corporate campaign for EBM's new positioning, we talked about a fundamental human right being denied to girls of Pakistan- Education. When girls know their human rights, then a lot of wrongs can be made right.

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Positive Change: Social Good - Non Profit

Rituals – Polio Pakistan

Award Level	Bronze
Award Category	Positive Change: Social Good - Non Profit
Campaign Title	Rituals - Polio Pakistan
Brand	Polio - Rituals
Client 1	Pakistan Polio Eradication Programme (Pakistan)
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Aiman Saleem, Ayesha Sami Khan, Naved Qureshi
Summary	A rigid community of Pashtuns who put their children's life at risk by rejecting polio vaccines based on false information are converted into a community of acceptors as each myth is dispelled in a creative communication to target the misperceptions that they had about the disease and the vaccine by combining their culture & language to create an impact.

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Topical Marketing

Oreo 75Years Freedom Cookie

Award Level	Bronze
Award Category	Topical Marketing
Campaign Title	Oreo 75Years Freedom Cookie
Brand	Oreo
Client 1	Continental Biscuits Limited
Lead Agency	Alt Story (Pvt.) Ltd.
Lead Agency 2	-
Contributing Agency 1	GroupM
Contributing Agency 2	BBPR
Contributing Agency 3	IAL Saatchi
Contributing Agency 4	Talisman Animations
Summary	A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well! Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie! A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.

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Packaged Foods

Nido 1+ Triple Action Protection

Award Level	Bronze
Award Category	Packaged Foods
Campaign Title	Nido 1+ Triple Action Protection
Brand	Nestlé GUF 1+
Client 1	NESTLE
Lead Agency	RED Communication Arts (Pvt) Ltd
Lead Agency 2	-
Contributing Agency 1	Pak Media Communication (Publicis Media)
Contributing Agency 2	SEEMEE Productions
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Jamal Khan, Faisal Rana, Zahra Arshad, Yursa Rashid, Ammarah Haroon, Haleema Ahmed, Waleed Khalid, Haroon Rashid, Ashraf Saqi, Rida Mumtaz, Zeb Qamar, Fizzah Shahid, Haris Masood, Taimoor Imran, Zohaib Burki, Arsalan Gilani , Tajammul Saqib
Summary	NESTLÉ NIDO is a brand of great heritage. However, with multiple competitors coming into the market and having diverse offerings in the Growing Up Formula category, the brand was losing out in sales to the competitors. There was a dire need to reframe the value of NIDO GUFs to improve sales and recruitment. Rooted deep in consumer insight of letting the child explore if his/her nutrition is adequate, the brand introduced a new proposition of Triple Action Protection, that didn't just offer Gut Defense, but also Immune and Respiratory Defenses.

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Finance

easypaisa savings

Award Level	Bronze
Award Category	Finance
Campaign Title	easypaisa savings
Brand	easypaisa savings plans
Client 1	Easypaisa - Telenor Bank
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	Starcom Pakistan
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Babar Khan, Farhan Khan, Rifah Qadri
Summary	The launch of easypaisa’s Savings product disrupted the financial services industry by providing users with an option to earn daily profit on idle money kept in their easypaisa current accounts. Lack of financial discipline – solution: free movement of fundsDetailed KYC forms – solution: 1 tap subscriptionLack of trust on other apps – solution: visibility of funds with daily payouts Business objective were overdelivered with in first 4 months after product launch. Easypaisa strategically targeted users through full funnel campaign who were more likely to subscribe for savings

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Retail

The case of the biggest, full-service online pharmacy

Award Level	Bronze
Award Category	Retail
Campaign Title	The case of the biggest, full-service online pharmacy
Brand	Tabiyat.pk
Client 1	Tabiyat.pk
Lead Agency	Manhattan Communications (Pvt) Ltd
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Asad Khan, Furqan Ahmed, Adeeba Khan, Tehmina Siddiqui, Shahbaz Mirza, Sharjeel Ahmed, Yasir Aslam, Shumaila Firdous, Shahzeb Ahmed, Arooba Irshad, Arsalan Qureshi, Frayan Doctor, Asher Khan
Summary	The issues of accessing authentic medicines from traditional pharmacies are accepted by consumers as frustrating tag-alongs when ill. These were highlighted in a series of light-hearted ads as significant problems; and flipped over by offering the simple solution of purchasing medicines with the tap of Tabiyat's app, going even further with doorstep deliveries within 4 hours. A quick trial was generated giving consumers an experience making their "tabiyat khush"!

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Seasonal Marketing

Cadbury Occasion – Eid Gifting

Award Level	Bronze
Award Category	Seasonal Marketing
Campaign Title	Cadbury Occasion - Eid Gifting
Brand	Cadbury Occasions - Eid
Client 1	Mondelez
Lead Agency	Ogilvy Pakistan
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Javeria Siddiqui, Syed Gohar Hasaan Naqvi, Fizza Tariq, Naved Qureshi, Sadia Qutubuddin, Sumaira Mirza, Sarwat Muzaffar, Hasaan Jalil, Farhan Faisal
Summary	Pakistanis celebrate multiple occasions with tokens and gifts like traditional sweets or mithai with no play for chocolates. In 2022, CDM embarked on a journey to create inroads for itself into gifting occasions in Pakistan, starting with Eid. It was critical for us to build awareness for Cadbury Occasions and make it a part of our consumer’s consideration set. A complete sell-out of 6mT in 2 cities along with sales of 8k boxes via website served as concrete evidence regarding the campaign's success and consumer hunger for similar product offerings.

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Performance Marketing

Dawlance x Daraz Mega Sales Campaigns

Award Level	Bronze
Award Category	Performance Marketing
Campaign Title	Dawlance x Daraz Mega Sales Campaigns
Brand	Home Appliances
Client 1	DAWLANCE PVT LTD
Lead Agency	Mediavest Pakistan (Brainchild Communications Pakistan) Pakistan
Lead Agency 2	-
Contributing Agency 1	-
Contributing Agency 2	-
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Hassan Javed, Aliza Yousuf , Syed Aun Raza Raza, Muhammad Abdul Rehman Rehman, Syeda Yusra Azam
Summary	In its first ever market place campaign, Dawlance achieved a staggering milestone of becoming the No.1 Home Appliances brand of Pakistan. The brand broke all records and industry benchmarks of its primary objective by attaining highest ever ROAS of 9.8x and recorded the highest ever sales in the brand online sales history. The campaigns success was highlighted by a 216% increase in the online sales of 2021 vs 2020.

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Personal Care

Sensodyne Transformation to a Life Enabling Brand.

Award Level	Bronze
Award Category	Personal Care
Campaign Title	Sensodyne Transformation to a Life Enabling Brand
Brand	Sensodyne
Client 1	GSK CHC
Lead Agency	JWT Grey
Lead Agency 2	Adcom Pvt. Ltd.
Contributing Agency 1	Digitz Digitas
Contributing Agency 2	Talking Point
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Salman Altaf, Bilal Jawed Udhi, Haseeb Sheikh, Sara Koraishy, Jaffar Raza, Iman Abro, Sana Iqbal, Sakina Haider, Junaid Khan, Ammad Shah, Gulrukh Rizvi
Summary	Sensodyne, the oral care sensitivity market leader expanded its brand with an aimed “moments campaign” to the less bothered. TVC achieved, 9K+ GRPs, 88%, and more via key partnerships/activations with a grand mainstream activation. Cricket, greatest passion point owned by Sensodyne was this campaign's official partner. Key entertainment content producers and a mega OOH campaign attracted 45M+ eyeballs. Customized digital tactics resulted in 143% + impressions. Influencer campaign on the first world oral health day activation raised 1.5% purchase intent, and 33.3% in brand growth, recording the highest sales twice.

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Seasonal Marketing

Kaisi ho Maa

Award Level	Bronze
Award Category	Seasonal Marketing
Campaign Title	Kaisi ho Maa
Brand	Gluco
Client 1	EBM
Lead Agency	BBDO Pakistan
Lead Agency 2	-
Contributing Agency 1	Symmetry Group
Contributing Agency 2	M6 & Partners (Group M)
Contributing Agency 3	-
Contributing Agency 4	-
Individual Credits	Atiya Zaidi, Maria Shamsi, Sarah Nadeem, Mahrukh Shaikh, Aaminah Saeed, Attiyah Khan, Shahzain Munir, Inam Rehman, Maimona Batra, Hataf Shahab, Sara Tahir
Summary	“Dil badlein ge jab alfaz badleinge” – This summarizes the Gluco Mother’s Day campaign effectively where we acknowledge motherhood is a lonely journey where the toughest of critics are often your own relatives and those around you! With EBM’s and Peek Freans vision to nourish lives of the next generation, Gluco on Mother’s Day, initiated a conversation by flipping this criticism to acknowledgment, Kaisi Ho Maa to Kaisi Maa Ho, to transform our way of thinking in empathizing with our mothers who work 24 hours to raise their children.