Conquer with Carient
Conquer with Carient
| Award Level | Silver |
|---|---|
| Award Category | Automotive |
| Campaign Title | Conquer with Carient |
| Brand | Carient Motor Oil |
| Client 1 | PSO |
| Lead Agency 1 | RG Blue Communications (Pvt.) Ltd. |
| Contributing Agency 1 | CONVEX INTERACTIVE |
| Individuals Credit | Ali Asad, Abeera Qazi, Fatima Areeba, Iyshah Faizan, Farhan Zakir, Omer Jawaid, Khalid Saleem, Khizar Ghazali |
| Summary | |
| The "Conquer with Carient" campaign roared to life, transforming Pakistan's lubricant market. With a PKR 155 million budget, Carient boldly transformed its market presence, driving sales and brand awareness. Results included 17.4% market share capture, 29% sales value increase, +25% GRPs on TV, +27% Impressions, +30% views, and +500% trials. Carient's brand TOM awareness rose +1,000 bps, and brand equity +1,700 bps. Carient redefined perceptions in the premium lubricant market, challenging giants like Shell and Havoline, through innovative storytelling, activations, and advocacy, demonstrating exceptional campaign effectiveness. | |
New Stronger Pepsi – Kamaaal (2024)
New Stronger Pepsi – Kamaaal (2024)
| Award Level | Gold |
|---|---|
| Award Category | Beverages - Cold |
| Campaign Title | New Stronger Pepsi - Kamaaal (2024) |
| Brand | Pepsi |
| Client 1 | PepsiCo Pakistan |
| Lead Agency 1 | Mullen Lowe MENA |
| Lead Agency 2 | Alt Story |
| Contributing Agency 1 | VIRAL EDGE |
| Contributing Agency 2 | Starcom Pakistan |
| Contributing Agency 3 | Adsells Advertising (Pvt) Ltd. |
| Summary | |
| In a year marred by economic & boycott challenges, Pepsi continued to gain share (market share, segment share) through 2024 behind the incredible impact of the "New Stronger Pepsi - Kamaaal' campaign.Driven by core insights at the product and consumer level, the 4-film-campaign featuring leading youth icons across passion points (Cricket, Music, Film & TV) landed the message unmistakably, delivering on critical business objectives & KPIs:Share-of-Segment (Cola) +2.2%Market Share (Overall) +1.4%Usage: P4W +5.2% [highest usership since 2021]Affinity: +5%Taste Imagery Uplift: +4%Preference Intensity: +2% | |
#HarDorrMeinApnaGourmet
#HarDorrMeinApnaGourmet
| Award Level | Silver |
|---|---|
| Award Category | Beverages - Cold |
| Campaign Title | #HarDorrMeinApnaGourmet |
| Brand | Gourmet Beverages |
| Client 1 | GOURMET |
| Lead Agency 1 | Adcom Pvt. Ltd. |
| Individuals Credit | Bilal Malik, Ali Abbas, Faizan Gull |
| Summary | |
| Gourmet - A “local” in beverages category repeatedly struggle to grow its market share against dominant global giants Instead of being a “Gora” me-too, we proudly celebrated the “Desi Identity” of every Pakistani, immersed in the “Desi” culture | |
Tapal Danedar | Jeevay Jeevay Pakistan
Tapal Danedar | Jeevay Jeevay Pakistan
| Award Level | Bronze |
|---|---|
| Award Category | Beverages - Hot |
| Campaign Title | Tapal Danedar | Jeevay Jeevay Pakistan |
| Brand | Tapal Danedar |
| Client 1 | Tapal Tea (Pvt.) Ltd. |
| Lead Agency 1 | VIRAL EDGE |
| Contributing Agency 1 | Publicis Media Pakistan |
| Individuals Credit | Khizer Alam, Hamidah Walli, Omer Rizwan, Areej Khan, Ali Tin, Ujala Hashmi, Nisma Aamir, Osman Khan, Haris Paracha, Maimoona Batra, Lisan Fatima, Ali Khan, Moiz Sarfaraz, Ahmed Zafar, Asif Siddiqui, Zoraiz Majeed, Dua Fatima, Zahra Tafsir, Hina Bawahab, Ateeq Rehman |
| Summary | |
| The "Hamari Nationalitea" campaign revitalized Tapal Danedar’s emotional connection by blending chai’s cultural essence with the nostalgic anthem "Jeevay Jeevay Pakistan," recreated using the sound of a spoon tapping the iconic Tapal Danedar mug. The campaign engaged Gen Z and millennials through YouTube, TikTok, and Meta, while influencers and live activations amplified its reach. Connecting with 90% of Pakistan’s 100M digital users and achieving 94% total brand awareness, it reinforced emotional ties, enhanced recall, and positioned Tapal Danedar as a symbol of unity and national pride during Independence Day. | |
Tapal Mezban – Jashan e Jamalo
Tapal Mezban – Jashan e Jamalo
| Award Level | Silver |
|---|---|
| Award Category | Brand Experiential Marketing (Products) |
| Campaign Title | Tapal Mezban - Jashan e Jamalo |
| Brand | Tea |
| Client 1 | Tapal Tea (Pvt.) Ltd. |
| Lead Agency 1 | VIRAL EDGE |
| Summary | |
| The Tapal Mezban Jashan-e-Jamalo campaign celebrated Sindh's rich tea culture and communal traditions. To address limited entertainment options, Tapal Mezban launched the Jashan-e-Jamalo show, offering joyful engagement. Featuring a traveling game show across eight Sindhi cities and a culturally resonant TVC anthem, the campaign positioned the brand as a cultural host. By embracing tea as a social ritual, it deepened bonds with loyal consumers. More than marketing, it became a movement celebrating Sindhi life, hospitality, and connection, transforming Tapal Mezban into a symbol of shared joy and cultural pride. | |
Oreo Monopoly: A Playful Twist
Oreo Monopoly: A Playful Twist
| Award Level | Silver |
|---|---|
| Award Category | Brand Experiential Marketing (Products) |
| Campaign Title | Oreo Monopoly: A Playful Twist |
| Brand | Continental Biscuits Limited - Oreo Pakistan |
| Client 1 | Continental Biscuits Limited |
| Lead Agency 1 | IAL SAATCHI & SAATCHI |
| Lead Agency 2 | Viral Edge |
| Contributing Agency 1 | Hul Hub |
| Contributing Agency 2 | Mindshare Pakistan |
| Contributing Agency 3 | BBPR |
| Individuals Credit | Syed Muhammad Adeel, Mahrukh Nadeem, Ovais Chhipa, Abdullah Rasheed, Jamal Khan, Nile Abdullah, Batool-e- Azra, Faisal Amanat |
| Summary | |
| The Oreo Monopoly campaign brought families together with a playful twist on the iconic board game, driving a 17% volume and 20% value growth (July/Aug vs. LY) and a 17% month on month sales uplift. Equity scores climbed 21%, reversing the decline, from 1.4% in Q2 2024 to 1.7% in Q3 2024. TOM awareness improved by 200 bps, rising from 8% to 10% over the same period. By reigniting engagement and strengthening brand love, the campaign delivered significant impact across sales, equity, and usage, reinforcing Oreo’s market position. | |
Getting Better Everyday – IU x foodpanda
Getting Better Everyday – IU x foodpanda
| Award Level | Silver |
|---|---|
| Award Category | Brand Experiential Marketing (Services) |
| Campaign Title | Getting Better Everyday - IU x foodpanda |
| Brand | Getting Better Everyday |
| Client 1 | Delivery Hero - foodpanda Pakistan |
| Lead Agency 1 | Ogilvy Pakistan |
| Contributing Agency 1 | MediaVest |
| Contributing Agency 2 | Walnut Communications Private Limited (Pakistan) |
| Individuals Credit | Syed Waqas Azhar, Arij Awais, Ali Mehmood, Talha Tayyab, Marium Muzafar, Talha Ahmed, Fakhra Moten, Ali Jakhura, Abdur Rehman, Sabeen Ahmed, SAMRA MUSLIM, Shafaq Tariq, Imran Qaiser, Zehra Zaidi, Hassaan Zafar, Javeria Ammar, Waleed Ansari, Bilal Alvi, Owais Khan, Sana Shakeel, Eman Ahmer, Waheed Khan, Hassan Sarwar, Uzair Shah, Zahid Qureshi, Dania Malik, Farhan Kabani |
| Summary | |
| foodpanda faced declining customer trust and rising complaints due to service delays in Pakistan’s competitive food delivery market. The challenge was to rebuild brand credibility and loyalty while maintaining market dominance. The "Getting Better Every Day" campaign tackled this by openly acknowledging shortcomings and committing to improvement. As a result, post-campaign orders increased by 10%, app traffic rose by 7%, and new customers grew by 4%. Trust scores improved by 5%, and NPS surged by 48%, transforming foodpanda into a more trusted and beloved brand. | |
eidipaisa
eidipaisa
| Award Level | Silver |
|---|---|
| Award Category | Brand Experiential Marketing (Services) |
| Campaign Title | eidipaisa |
| Brand | eidipaisa |
| Client 1 | easypaisa - Pakistan |
| Lead Agency 1 | BBDO Pakistan |
| Contributing Agency 1 | Oztech |
| Contributing Agency 2 | Starcom Pakistan |
| Individuals Credit | Amna Mishal, Abdul Basit, Salman Ahmad, Ali Taha, Seemab Chaudhry, Rifah Qadri, Tanya Khan, Khadeeja Mashood, Fassih Durrani, Usman Siddiqui, Bilal Khan, Saad Hussain, Maria Shamsi, Tuaha Jawaid, Mahad Naveed, Idrees Hussain, Sumair Akhtar, Hassan Mehdi, Syed Yasir, Atiya Zaidi, Saim Qazi, Shariq Afaq |
| Summary | |
| The campaign transformed traditional Eidi-giving by introducing a seamless, digital alternative through easypaisa. By leveraging cultural insights and innovative storytelling accompanied with a quirky soundtrack that created instant virality, the campaign achieved a 42% increase in transaction volume, 107M+ online impressions, and 3.5M+ influencer views. The integrated marketing strategy, including video ads, social media, and on-ground activations, redefined festive financial transactions, resonating with Pakistan’s tech-savvy youth. The campaign established easypaisa as the go-to platform for digital Eidi, combining cultural relevance with convenience and significantly boosting user engagement during Eid. | |
Ask Dawlance – Branded Content
Ask Dawlance – Branded Content
| Award Level | Bronze |
|---|---|
| Award Category | Branded Content |
| Campaign Title | Ask Dawlance - Branded Content |
| Brand | Ask Dawlance |
| Client 1 | DAWLANCE PVT LTD |
| Lead Agency 1 | Team Reactivate |
| Individuals Credit | Syed Aun Raza Raza, Raheel Hashmi, Aliza Yousuf, Syeda Yusra Azam |
| Summary | |
| In the home appliances market, consumers often lack content on functionality, usage, and troubleshooting during consideration and post-purchase phases. Dawlance addressed this gap with Ask Dawlance, a digital platform featuring videos that explain product features and troubleshooting in a relatable, user-friendly manner. This initiative empowered consumers, reducing reliance on salesmen and technicians, while resonating with tech-savvy audiences. The approach built brand trust, influenced purchase decisions, and showcased the impact of strategic insights on content creation, ultimately driving measurable business outcomes. | |
Arshad Nadeem – Seenataan
Arshad Nadeem – Seenataan
| Award Level | Silver |
|---|---|
| Award Category | Corporate Reputation |
| Campaign Title | Arshad Nadeem - Seenataan |
| Brand | PTCL |
| Client 1 | PTCL |
| Lead Agency 1 | Adcom Pvt. Ltd. |
| Individuals Credit | Zeeshan Iqbal, Aiman Saleem, Saif Khan, Arfa Komal, Waqas Khawaja, Aimon Shakeel, Adnan Shafi, Abdul Basit, Aroosa Shams, Waleed Janjua, Ambreen Safdar, Imran Mughal, Bakhtawar Ghaffar, Anum Idris, Mian Daniyal |
| Summary | |
| PTCL Group leveraged national pride by being the only brand to support Arshad Nadeem, before his Olympic journey, through the “Ae Jawan Seenataan” campaign. The goal was to boost brand love and reconnect with audiences. The campaign achieved a 51% ad recall, 542% increase in engagements, and 33M+ views on social platforms. By tying PTCL’s identity to Arshad’s resilience, the campaign elevated PTCL’s image as a national enabler. This emotionally-driven effort turned PTCL into a symbol of unity, driving significant positive sentiment and brand association. | |
Tum Kamaal Karte Ho
Tum Kamaal Karte Ho
| Award Level | Bronze |
|---|---|
| Award Category | Corporate Reputation |
| Campaign Title | Tum Kamaal Karte Ho |
| Brand | Automotive |
| Client 1 | Shell Pakistan |
| Lead Agency 1 | Arkon |
| Summary | |
| Shell aimed to strengthen its corporate reputation by fostering an emotional connection with mechanics, key influencers in consumer choices. Through a nationwide campaign featuring billboards, a digital film, and engaging activations, Shell celebrated mechanics as trusted experts. This strategic shift positioned Shell as a people-first corporation, highlighting its commitment to valuing stakeholders who drive its success. By focusing on recognition and collaboration, the campaign enhanced Shell's brand equity and strengthened relationships with mechanics, reinforcing their role as vital partners in the company’s growth. | |
National Foods Limited – Karachi Khaas Range Communication
National Foods Limited – Karachi Khaas Range Communication
| Award Level | Bronze |
|---|---|
| Award Category | Culinary |
| Campaign Title | National Foods Limited - Karachi Khaas Range Communication |
| Brand | National Foods Limited |
| Client 1 | National Foods Limited |
| Lead Agency 1 | IAL SAATCHI & SAATCHI |
| Lead Agency 2 | Digitz Digitas |
| Contributing Agency 1 | Mediavest Pakistan |
| Individuals Credit | Nida Haider, Sara Asim, Batool -E-Azra, Sajid Abbas, Mahrukh Nadeem, Mir Muhammad Farhad, Wajahat Eijaz, Shahzad Deshmukh, Hanian Kapadia, Ali Rashid Khan, amna nadeem, Palwasha Sikander, Syed Jahanzaib |
| Summary | |
| National Foods aimed to position its Karachi Khaas Bombay Biryani (BBKK) as the go-to brand for delivering the authentic Karachi biryani experience. Recognizing that biryani is as vibrant and bold as Karachi itself, the campaign celebrated the city’s rich spice blends and distinctive culinary culture. Through a well-executed 360-degree marketing campaign, NFL reintroduced BBKK, emphasizing its unmatched taste with the tagline, “Karachi Jaisay, Anokhay Zaiqon Ka Chatpata Mix.” The results were impactful, successfully resonating with audiences and reinforcing BBKK’s promise of true Karachi flavor. | |