Archive 2025

Jury 2025

Syed Ali Akbar Managing Director and CEO Pakistan Tobacco Company.

Butool Rizvi Brand Director Eurasia Middle East Coca-Cola TM

Muhammad Ali Jakhura Senior Manager, Brand Media Foodpanda

Syed Mohtashim Hussain Senior Brand Manager Veet & Healthcare Reckitt

Ayesha Athar Head of Consumer & Market Insights – Pakistan & Nepal Unilever

Muhammad Laeeq Head of Media Reckitt

Jamal Husain Partner & Chief Creative Officer ADON Solutions

Khurram Koraishy Marketing Director OUP Pakistan

Mohammad Sher Zaman General Manager Marketing Dalda Foods Ltd

Syed Noaman Asar CEO Oula

Fizza Ijaz Head of Marketing Skin Cleansing & Strategy Lead Personal Care Unilever

Syed Yawar Iqbal Multidisciplinary Creative Consultant Studio Yawar

Moazzam M. Faruqui Director Daraz Marketing Solutions Daraz

Emmad Khan Co-Founder Buypass

Farooq Hyder Shaikh Founder & CEO Babelfish Consultants

Urooj Ahmed GM Marketing Alkaram

Ahmer Rasheed Chief Executive Officer Markematics Private Limited

Hassan Bangash Senior Executive Director Ogilvy

Umer Sohail PepsiCo Pakistan Foods PepsiCo

Muhammad Bin Husain Marketing Manager Skin Care and Premium Portfolio Lead Unilever

Javed Jafri Country Head of Media, Activations & Content Unilever

Zeban Syed CEO ADVO

Afzal Hussain Chief Operating Officer M&C Saatchi Pakistan

Haris Jamil Paracha Senior Media Manager Tapal

Naved Qureshi Group Executive Director Ogilvy

Sarah Dawood Corporate Reputation National Foods

Danish Ejaz CEO Madvertising

Tabassum Vally Founder, New Leaf & Co-founder TN Couture New Leaf & TN Couture

Muhammad Ehtisham Khan Chief Executive Officer POML

Sukaina Moosavee Creative Head Martin Dow Group

Seema Jaffer CEO Bond Advertising, Digital & PR

Maryam Wazirzada Managing Partner iris communications

Salman Yahya Business Director Essence Mediacom – GroupM

Ali Imran Memon SVP, Creator Media Walee

Mahrukh Batool Head of Marketing Onic

Faisal Amanat Khan Director Marketing Continental Biscuits Ltd

Kashif Hafeez Siddiqui CEO Pulse Consultant (Pvt) Limited

Zehra Zaidi Group Executive Creative Director Ogilvy

Muneeb Iftikhar Director, Frontline Marketing The Coca-Cola Company

Saad Mahmood Khan CEO Activemedia

Umair Kazi Partner Ishtehari

Imran Afzal CEO VOWEL

Hamza Amjad Executive Director Creative, Social and Performance Marketing Ogilvy Pakistan

Maimoona Abdullah Batra Senior Brand Manager Tapal Danedar

Khawaja Shariq Mustafa Director Commercial foodpanda

Saher Shakil Hashmi Executive Creative Director Spectrum Communications

Falak Jalil VP Marketing Al Ghurair Foods LLC

Parul Arora Category Insights Lead Mondelēz International

Lucas Henrique Fontana Rodrigues Business Director Digitas Dubai

Wassim Mneimneh MD - MENAT MiQ Digital

Toufik Chadli Managing Director Bamboogene

Arshy Ahmad Executive Coach / CEO Flying Hedgehogs

Ali Rez Chief Creative Officer IMPACT BBDO Middle East, North Africa & Pakistan

Rabia Nabeel Director Analytics & Insights P&G

Sabir Godil Chief Operating Officer Bisconni – Ismail Industries Limited

Muhammad Saeed Durrani Senior Brand Manager - Cakes Portfolio EBM

Rubina Asad Marketing Manager Engro Fertilizers

Munib Rizavi Category Planning and Strategy Lead- Foods Unilever

Tahir Yousuf Grey Pakistan Managing Director

Aman Hussain Head of Marketing EFU Life Assurance Ltd

Sajju Ambat Head of Strategy Serviceplan ME

Ahmad Raheel Ghani Hashmi Head Marketing Dawlance Pvt Ltd

Aiman Rizwan Chief Creative Officer Interflow Group

Imtiaz N. Mohammad CEO OrangeFox

Arfa Syed Senior Vice President OULA

Naushin Shahid Category Head Dawlance Pvt Ltd

Talha Hashim Marketing Manager Spotify

Faisal Sheikh Co-Founder & CEO Jack of Digital

Jassim Ali Executive Director Marketing RYS

Hamza Lari Founder Director Helipad Productions

Sarah Ahmed Marketing Director Reckitt Pakistan

Usman B. Tahir General Manager Adcom Zenith

Alifia Mustafa Executive Creative Director Adcom Leo Burnett

Owais A. Jaliawala Executive Creative Director theAJENCY

Rizwan Ahmad CEO Viral Edge

Vaquas Alvi Director Epic World Group

Amal Jafri Unilever Pakistan Strategy & Innovation lead B&W

Gohar Naqvi Marketing Lead - Pakistan Mondelez International

Aaminah Saeed Head of Marketing Insights and Strategy EBM

Benish Irshad Chief Operating Officer Publicis Media/ Begin

Ehmer Kirmani Founder, Chief Knight & Filmmaker Brand Culture Network - Media Idee

Adnan Syed Chief Ark-eologist Green Man’s Ark

Imran Qaiser Managing Director Soho Square WPP - Studio X PMO – EME

Jehangir Raza Husain Sr. Business Director GroupM

Emaad Ishaq Khan Executive Director Synergy Group

Muhammad Asad Saeed Head of Marketing (Biscuits) EBM

Uzair Qazi Director Marketing Pakistan Tobacco Company

Syed Mubeshar Aziz Head of Operations Adcom Leo Burnett

Nagin Ansari Founder & CEO Backspace

Mahrukh Shaikh Chief Creative Officer & Co-founder WUNDERNERF

Bilal Malik Vice President North Adcom Leo Burnett

Saima Qamar Managing Director Tender Dragon Consulting Company Private limited

Shoaib Durrani Brand Business Lead – L’Oreal Paris L’Oreal Pakistan (Pvt) Ltd

Umair Saeed Chief Strategy Officer Synergy Group

Saeed Ahmed Khan Head of Media & Digital Lipton Pakistan

Muhammad Kamil Yousuf Shopper Insights and Business Intelligence Lead for MENAP Mondelēz International

Yasser Akhtar General Manager Brainchild Communications (Mediavest)

Amena Khan Film Director | CEO DreamTeam Films

Sarah Moquim Head of Content Excellence & Interactive Symmetry Group

Farooq Qazi Chief Operating Officer BBDO PAKISTAN

Muhammad Ammar Hassan Founder & CEO BuyPass.ai

Tahniah Manzar Content Excellence & Interactive Symmetry Group

Atiya Zaidi CEO & CCO BBDO Pakistan

Saad Tawwab Rao Chief Marketing Officer Samsung Pakistan & Afghanistan

Mohammad Imad Paracha Director Ecommerce Springs Stores

Hassaan Azhar Executive Director Arrows Advertising & Founder Whiteboard

Shahzain Hafeez Chief Digital & Marketing Officer L’Oreal Pkaistan

Hasan Sandila VP-Digital Products & Growth Jazz

Arij Awais Head of Marketing & Strategy Foodpanda

Faiza Khan Head of Creative Ogilvy

Agha Zohaib CEO Hi-Zen

Arnaz Fram Framji Manager Consumer Insights English Biscuit Manufacturers (PVT) LTD

Abhinav Jain Service Line Lead, Creative Excellence Ipsos

Rola Ghotmeh Founder & Chief Creative Officer TheCreative9

Suad Merchant Head of Global Brand and Corporate Communications Mashreq

Sarah Ahson Qazi Business Head Home Care Arabia Unilever Gulf Fze

Muhammad Khurram Kidwai CEO CG Global Holding

Simon Ornelis Director Brand Development & Corporate Identity du

Raheel Yousuf Chief Marketing Officer Bank Alfalah

Asma Humayun Director & Producer Shiny Toy Guns

Shadman Khan Group Director Marcom (Brands) PTCL Group (Ufone)

Anum Matri Director Starcom

Shahzad Deshmukh Marketing Manager National Foods

Mehek Zafar Sangi CEO Mekad Consultancy

Mohammad Ali Khan General Manager Sales Friesland Campina

Kiran Sardar Kohati Head of Marketing and Corporate Communications Millac Foods Private Limited

Ahmad Chagla Creative Lead Jack of Digital

Ali A. Rizvi C.E.O. What’s Next Entertainment

Yousra Taj Founder The Akemi Beauty Company

Mohtashim Abbasi Resident Head Karachi & Head of Service Line (MSU) Ipsos

Amna Khatib Paracha Managing Director Mindshare Pakistan

Shehryar Sohail Muzammil Director Strategy The Coca Cola Company

Anna Sadykova Associate Business Director – Strategy & Insights Leo Burnett

Murtaza Habib Shakir Film Director I CCO Addiction Films I MullenLowerauf

Muhammad Shoaib Ilyas Head of Consumer Insights Jazz Pakistan

Omar Farooq Marketing Manager Packages Converter Limited

Altamash Kohati General Manager Mindshare

Daniyal Talat Malik ECD StudioX, SohoSq - Ogilvy Pakistan

Mustansir Salim Head of Marketing West Asia

Raza Ayoub Director – Media & Brand Operations P&G Pakistan

Fuad Chundrigar CEO Misbah Cosmetics Pvt Ltd

Assam Khalid Strategy & Creative Consultant Vexology Advertising

Youssef Gadallah Head of Brand Creative Consultancy TikTok, METAP

Amber Rahman Regional Marketing Manager, MENA Epson

Muhammad Danish Executive Producer Guerilla Studios

Vernon D Cruz CEO VERSA Consulting

Minaam Khatri Head of Audience Planning EMEx The Coca-Cola Company Essencemediacom

Sarah Guessoum Brand & Creative Consultancy Lead TikTok - ByteDance

Murtaza Mahfooz Marketing Director (Gulf & Near East) Haleon

Sumaira Mirza Executive Creative Director Ogilvy

Saad F. Akhtar Head of Business Strategy & Sales TransGroup

Moiz A. Juddi Unit Head Digital Marketing, Marketing & Corporate Affairs HBL

Manisha Bhatia Head of Strategy & Planning Impact BBDO (KSA)

Syed Muhammad Hani Haider Executive Director Growth & Analytics easypaisa

Fizza Shah Executive Creative Director Grey Pakistan

Kamran Zulfiqar General Manager | Brand, Media & Communications Sindh Integrated Emergency & Health Services (SIEHS)

Hisham El Gamal Deputy General Manager Serviceplan Group Middle East

Sheikh Adil Hussain General Manager Beauty & Wellbeing Pakistan Unilever

Humza Mahfooz Sr.Brand Manager (Dove and TRESemme) Unilever Pakistan

Scharjeel Ahmed Executive Creative Director Manhattan Communications Pvt Ltd

Seyoan Vela Chief Creative Officer Livingroom

Somia Manzoor Khan GM Marketing Services Engro Fertilizers

Aaqib Sayed Director, Growth Partnerships DigitalOcean

Mostafa Hashish Head of Strategy And Us Group

Shahbaz Zobairi CCO & Co-Founder quote un quote

Sara Bin Thunayan Strategy Director Webedia

Vidya Manmohan Founder & CCO V4Good

Omar N. Azar Chief Strategist, Corporate Branding & Communication Omantel - Concealed

Saymon Medeiros Creative Director Bigtime Creative Shop

Mohammad Jerjees Seja Chief Executive Officer ARY Digital Network

Raeda Latif Chief Marketing & Business Development Officer Pakistan Stock exchange

Affan Cheema Marketing Manager – Dairy Nestlé

Farooq Soomro Head of Insights PepsiCo Pakistan

Joseph Makhoul COO / Co-Founder quote un quote

Sadia Dada Chief Distribution & Marcomms Officer K-Electric Limited

Farzana Abdullah-Tahir Head of Brand & Digital Marketing TPL Insurance

S.Zain Abbas Rizvi Partner & COO Backspace

View all

Winners 2025

Winner Campaigns 2025

Youth Marketing (Teens & Adults)

New Stronger Pepsi (Kamaaal) – 2024

Youth Marketing (Teens & Adults)

7up – Mixology (2024)

Youth Marketing (Teens & Adults)

Alkaram

Youth Marketing (Teens & Adults)

easycash

Travel, Tourism & Transportation

Market penetration to gain market share

Topical Marketing (Services)

Ab Dekh Tamasha

Topical Marketing (Services)

Link Na Bhej, Tamasha Pe Dekh

Topical Marketing (Products)

Purana Phone Lao, Naya Phone Le jao!

Topical Marketing (Products)

Sakht Sookhey Daagh Ab Hongey All Out! – Surf Excel

Topical Marketing (Products)

Incomplete Anthem

Topical Marketing (Products)

Cadbury – #GetInTheGame

Sustained Success

Stronger Foundation For Better Life

Sustained Success

Mountain Dew Pakistan – A Winning Playbook of Consistent Growth

Sustained Success

New Stronger Pepsi (2022, 2023, 2024)

Software

TAKE BACK YOUR MARZI

Social Media

Summer Recipes

Social Media

#MAATheDigitalExpert

Social Media

Engro Zabardast Urea- Zabardast Saath Chamkay Din Raat

Snacks & Desserts

Zeera Plus – Guftugu Edition Pack

Snacks & Desserts

Cadbury – #GetInTheGame

Snacks & Desserts

Peek Freans Click

Small Budget

Farq Parta Hai

Seasonal Marketing (Services)

Cattle Mandi JazzCash QR Payments

Seasonal Marketing (Services)

eidipaisa

Seasonal Marketing (Products)

Cadbury Ramadan

Seasonal Marketing (Products)

Lifebuoy Handwash: Rakhey Ramzan Ki Khushiyan Mehfooz

Renaissance

NFL – Karachi Khaas Range Communication

Renaissance

Unleash the Predator Within

Positive Change: Social Good - Non Profit

ClimateChangeTown.pk

Positive Change: Social Good - Non Profit

#DadiKnowsBest

Positive Change: Social Good - Non Profit

Taleem Se Badlay Zindagi (Change Begins with Education)

Positive Change: Social Good - Brands (Services)

Audio Nikahnama

Positive Change: Social Good - Brands (Products)

Eradicating Iron deficiency – for Pakistan’s children

Positive Change: Social Good - Brands (Products)

Incomplete Anthem

Positive Change: Social Good - Brands (Products)

Reimagining hygiene through the power of play

Positive Change: Social Good - Brands (Products)

Cadbury – #GetInTheGame

Performance Marketing

CRM

Omni-Channel Shopper Solution

Dawlance 11.11 Sale – Omni Channel

Office & Delivery

Corporate Reputation

Office & Delivery

Getting Better Everyday – IU x foodpanda

Non-Profit

Taleem Se Badlay Zindagi (Change Begins with Education)

New Product and Services

Tap Pay Business – Bus Ek Tap Pay!

New Product and Services

Peek Freans Heart Beats

Media Innovation

Dove’s Weather-Responsive YouTube Contextual Ads Capture Real-Time Relevance

Media Innovation

TRESemmé Pakistan: Media Innovation Using AI and Whatsapp

Media Innovation

Weather Base AI Campaign

Media and Entertainment Companies

Ab Dekh Tamasha

Media and Entertainment Companies

Link Na Bhej, Tamasha Pe Dekh

Marketing Innovation Solutions (Services)

Tap Pay Business – Bus Ek Tap Pay!

Marketing Innovation Solutions (Products)

Oreo Monopoly: A Playful Twist

Marketing Innovation Solutions (Products)

Flavor Icons

Marketing Innovation Solutions (Products)

Zeera Plus – Guftugu Edition Pack

Marketing Innovation Solutions (Products)

Lifebuoy Shampoo Onion – Na Kato Na Cheelo Na Kadukuch Karo

Marketing Disruptors

Unlocking Sting Personalization at Scale via Cohort Based Digital Content

Marketing Disruptors

panda pro – unlimited free delivery

Internet and Telecom

umAIr Jaswal – “We Got You!”

Internet and Telecom

Ufone 4G Data Bohhaaat Hai x PSL

Influencers

Engro Zabardast Urea- Zabardast Saath Chamkay Din Raat

Household Supplies and Services

Ziddi Daagho se Kya Darna – Surfexcel Haina

Household Supplies and Services

Wash ke Baad, Dry Zaroori!

Government and Public Services

ClimateChangeTown.pk

Foods

FALAK

Finance

JazzCash Hai Na!

Finance

Sarkaari Idaaron ki Payments ke liye JazzCash Hai Na

Finance

easycash

Finance

eidipaisa

Fashion & Accessories

Alkaram

Experiential Commercial Marketing

Tapal Mezban – Jashan e Jamalo

Environmental

rPET – Pakistan’s 1st 100% Recycled PET Bottle

Electronics

From never to your first ever

Electronics

Galaxy AI is here

Digital-Commerce

#ViralBeauty: Pakistan’s 1st Social-first Commercial Activation

David & Goliath

Link Na Bhej, Tamasha Pe Dekh

Culinary

Seekho Shan Se

Culinary

National Foods Limited – Karachi Khaas Range Communication

Corporate Reputation

Tum Kamaal Karte Ho

Corporate Reputation

Arshad Nadeem – Seenataan

Branded Content

Ask Dawlance – Branded Content

Brand Experiential Marketing (Services)

eidipaisa

Brand Experiential Marketing (Services)

Getting Better Everyday – IU x foodpanda

Brand Experiential Marketing (Products)

Oreo Monopoly: A Playful Twist

Brand Experiential Marketing (Products)

Tapal Mezban – Jashan e Jamalo

Beverages - Hot

Tapal Danedar | Jeevay Jeevay Pakistan

Beverages - Cold

#HarDorrMeinApnaGourmet

Beverages - Cold

New Stronger Pepsi – Kamaaal (2024)

Automotive

Conquer with Carient

New Stronger Pepsi (Kamaaal) – 2024

Summary
Award Level	Gold
Award Category	Youth Marketing (Teens & Adults)
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.
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%

7up – Mixology (2024)

Summary
Award Level	Bronze
Award Category	Youth Marketing (Teens & Adults)
Campaign Title	7up - Mixology (2024)
Brand	7up
Client 1	PepsiCo Pakistan
Lead Agency 1	Alt Story
Contributing Agency 1	Starcom Pakistan
Contributing Agency 2	ignite
Contributing Agency 3	Bullseye DDB
Contributing Agency 4	BBPR
7UP Mixology transformed the brand's Ramzan strategy by positioning itself as the ultimate mixer for iftar experiences. By crowdsourcing recipes, partnering with culinary experts, and leveraging digital platforms, the campaign engaged Gen Z consumers. The initiative drove significant results, including 9.65% purchase intent lift, 104 million impressions, and increased brand equity scores, successfully expanding 7UP's relevance during the crucial Ramzan period.

Alkaram

Summary
Award Level	Silver
Award Category	Youth Marketing (Teens & Adults)
Campaign Title	Alkaram
Brand	Reimaging Alkaram
Client 1	Alkaram
Lead Agency 1	Adcom Pvt. Ltd.
Contributing Agency 1	Bionic Films
Contributing Agency 2	Group M
Contributing Agency 3	Ogilvy Pakistan
Individuals Credit	Ayesha Farid, Sohaib Kazmi, Mubeshar Aziz, Kiran Yazdani, Rafay Khan, Ali Malik, Daniyal Patel, Salman Farooqi, Zohaib Siddiqui
From barely making an impression to becoming a must-have for the youth, #ComfortThatShows reignited Alkaram’s connection with a new generation. Pret sales surged by 35%, unstitched grew by 49%, and collections sold out 1.5 times faster than industry benchmarks. Alkaram bridged the gap with younger consumers by reinventing itself, and introducing Pakistan’s first one-design-different-cuts capsules. By listening to the youth’s demand for comfort and delivering exactly what they wanted, footfall increased by an impressive 47%, putting Alkaram on the fast track to becoming the youth’s favorite brand.

easycash

Summary
Award Level	Bronze
Award Category	Youth Marketing (Teens & Adults)
Campaign Title	easycash
Brand	easycash
Client 1	easypaisa - Pakistan
Lead Agency 1	BBDO Pakistan
Contributing Agency 1	Ishtehari
Contributing Agency 2	Starcom Pakistan
Individuals Credit	Amna Mishal, Ali Taha, Seemab Chaudhry, Rifah Qadri, Tanya Khan, Khadeeja Mashood, Fassih Durrani, Jawahira Javed, Shikha Chawla, Mahad Naveed, Atiya Zaidi, Hamza Chishtie, Shumail Ahmed, Zoha Imtiaz, Maryam Iqbal, Ubaid Ur Rehman, Zarrar Jarrih, Taimoor Azam, Muhammad Ramzan, Kashef Mahmood
The campaign focused on the feeling of embarrassment in asking people for loans using humor and cultural insights like “Sharam se pani pani.” The campaign tackled emotional barriers and boosted trust towards easycash that was an effective and instant loan feature given by easypaisa. Results exceeded expectations, with 13 million clicks, a 15.6 million TV reach, and 25 million digital impressions. Influencers garnered 4.5 million views, while daily loan disbursements increased by 5,358 during the campaign, driving significant user acquisition and engagement.

Market penetration to gain market share

Summary
Award Level	Silver
Award Category	Travel, Tourism & Transportation
Campaign Title	Market penetration to gain market share
Brand	Yango
Client 1	Synergy Dentsu & Synite Digital
Lead Agency 1	Synergy Dentsu
Yango entered Pakistan’s highly competitive ride-hailing market with a strategic focus on affordability, reliability, and trust. By addressing the market's key pillars—supply, price, and trust—Yango successfully grew its market share against established competitors like Careem and inDrive. Through a combination of digital and offline marketing, the campaign drove widespread brand awareness and customer acquisition. This approach allowed Yango to rapidly penetrate key cities and position itself as a leading service, offering lower prices without compromising safety or user experience

Ab Dekh Tamasha

Summary
Award Level	Silver
Award Category	Topical Marketing (Services)
Campaign Title	Ab Dekh Tamasha
Brand	Tamasha
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
Contributing Agency 1	Spark Foundry (Blitz Advertising)
Individuals Credit	Jawad Hassan, Hina Ali, Ifrah Allaudin, Haider Imtiaz, Amna Anjum, Waleed Arif, Ameen Patel, Abad Farooqui, Kiran Masood, Sumbul Aftab, Saud Ghafoor, Kashif Rehman, Umer Farooq, Atta Mir
By leveraging PSL 2024, the nation’s biggest cricketing event, Tamasha’s goal was to retain its 70% market share. Facing a fierce competitor like SnackVideo, we launched a culturally resonant campaign with quirky executions to own the cricket spectacle. The strategy not only countered competition but reinforced Tamasha as the go-to platform, turning a high-stakes moment into a marketing triumph by not only retaining our market-share, but growing it as well.

Link Na Bhej, Tamasha Pe Dekh

Summary
Award Level	Gold
Award Category	Topical Marketing (Services)
Campaign Title	Link Na Bhej, Tamasha Pe Dekh
Brand	Tamasha
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
Contributing Agency 1	Spark Foundry (Blitz Advertising)
Individuals Credit	Jawad Hassan, Hina Ali, Ifrah Allaudin, Haider Imtiaz, Amna Anjum, Waleed Arif, Ameen Patel, Abad Farooqui, Kiran Masood, Sumbul Aftab, Saud Ghafoor, Ahtasham Rauf
Tamasha’s campaign aimed to challenge the dominant free cricket streaming player, Daraz, by offering a seamless, reliable viewing experience. The insight revealed fans’ frustration with unreliable links, leading to the strategic idea of “Link na bhej, Tamasha pe dekh”—positioning Tamasha as the go-to platform. With 17.3 million installs and 70% market share, the campaign exceeded objectives, surpassing 5-6 million app installs and achieving 21 million MAUs. Tamasha’s success as the market leader disrupted the space, proving its competitive edge in the David vs. Goliath battle.

Purana Phone Lao, Naya Phone Le jao!

Summary
Award Level	Bronze
Award Category	Topical Marketing (Products)
Campaign Title	Purana Phone Lao, Naya Phone Le jao!
Brand	Samsung Trade-in
Client 1	Samsung Pakistan
Lead Agency 1	Adcom Pvt. Ltd.
Contributing Agency 1	Starcom Pakistan
Individuals Credit	Zeeshan Iqbal, Jawad Ijaz, Farhan Shafi, Ali Abbas, Taimoor Imran, Saima Yousaf
Inflation was eroding the buying power of our consumers. This was leading to a lengthening of the purchase cycles and dissuading consumers from buying mobile phones. This situation was further exacerbated by Samsung’s Premium brand Perception. We analyzed local and global consumer insights to lower purchase barriers in an Inflationary environment and developed a Trade-In platform based on these learnings. We deployed it through a multi-platform humorous campaign that built on local insights that helped us deliver massive awareness & business results.

Sakht Sookhey Daagh Ab Hongey All Out! – Surf Excel

Summary
Award Level	Bronze
Award Category	Topical Marketing (Products)
Campaign Title	Sakht Sookhey Daagh Ab Hongey All Out! - Surf Excel
Brand	Surf Excel
Client 1	Unilever Pakistan Limited
Lead Agency 1	Carlos
Individuals Credit	Mariam Keshodia, Khawaja Sarosh Tanveer, Shayan Chara, Ammad Danish
In Pakistan, big-ticket cricket tournaments like the PSL attract vast audiences. As the Laundry leader, we aimed to own this passion point by differentiating ourselves. While most brands aired regular ads, we introduced fresh, cricket-specific communications for PSL, highlighting tough dried stains—a key laundry need—while staying true to our "Dirt Is Good" (DIG) message. This campaign, supported by TV integrations, digital efforts, OOH streamers, and in-store activations, significantly boosted our brand power scores and drove higher endorsements on key differentiating attributes.

Incomplete Anthem

Summary
Award Level	Gold
Award Category	Topical Marketing (Products)
Campaign Title	Incomplete Anthem
Brand	EBM Corporate Campaign- Anthem
Client 1	EBM
Lead Agency 1	BBDO Pakistan
Contributing Agency 1	Impact BBDO
Contributing Agency 2	Syntax Communication
Contributing Agency 3	Volkactive
Contributing Agency 4	Brainchild Communications
Individuals Credit	SHAHZAIN MUNIR, Aaminah Saeed, Attiyah Khan, Atiya Zaidi, Idrees Hussain, Rana Sadek, Amar Ali, Ali Rez, Maaz Siddiqui, Maria Haider, Usman Ahmed, Talha Aslam, Farhan Khan, Talha Nasim, Dania Farwa, Archie Singh, Mashal Panjwani, Khubaib Maniar, Shozab Sohail, Owais Ejaz, Zain Ali Khan, Usman Siddiqui, Umer Khan
In the midst of patriotic songs, EBM asked an important question: If 26 million children cannot read their national anthem, is the anthem even complete?By linking this emotional insight with EBM’s belief in education as a path to freedom, the campaign inspired action, urging the public to donate directly to education partners.

Cadbury – #GetInTheGame

Award Level	Silver
Award Category	Topical Marketing (Products)
Campaign Title	Cadbury - #GetInTheGame
Brand	Cadbury Dairy Milk
Client 1	Mondelez Pakistan
Lead Agency 1	Ogilvy Pakistan
Contributing Agency 1	Starcom Pakistan
Individuals Credit	Hassan Bangash, Farhan Faisal, Sadia Qutubuddin, Sumaira Mirza, Syed Gohar Hasan Naqvi, Hamza Amjad, Haadia Arif, Khadija Tanveer, Mahnoor Shoaib, Asra Ashraf

Stronger Foundation For Better Life

Summary
Award Level	Bronze
Award Category	Sustained Success
Campaign Title	Stronger Foundation For Better Life
Brand	NESTLÉ BUNYAD
Client 1	NESTLE
Lead Agency 1	RED Communication Arts (Pvt) Ltd
Contributing Agency 1	Publicis
Individuals Credit	Haroon Rashid, Muhammad Fakhar Shahzad, Zohaib Burki, Ammarah Haroon, Khurram Zia, Zahra Hassan, Affan Cheema, Ayesha Shoaib, SAK Lodhi, Nabeeha Ayaz, Haleema Ahmed, Hasan Jawad, Ashraf Saqi, Rashid Subhani, Shahid Rafiq, Usman Mirza
NESTLÉ BUNYAD operates in the affordable nutrition category of powdered formula for 5-12 year olds. It faces fierce competition from loose milk, with a gold standard credibility inherited and embedded in culture. While NESTLÉ BUNYAD remains the market leader, it naturally experiences high price elasticity. Despite these challenges being further exacerbated by boycott, and tax levy across 3 years, our communication strategy has consistently delivered remarkable results with 21.7% increase in brand’s equity, 25.3% in consideration and 56% increase in trial comparing Q3’22-Q3’24: leading to an organic growth of 12%.

Mountain Dew Pakistan – A Winning Playbook of Consistent Growth

Summary
Award Level	Silver
Award Category	Sustained Success
Campaign Title	Mountain Dew Pakistan – A Winning Playbook of Consistent Growth
Brand	Mountain Dew
Client 1	PepsiCo Pakistan
Lead Agency 1	Grey Density
Contributing Agency 1	Starcom
Contributing Agency 2	EPIC PICTURES
Individuals Credit	Hakima Mirza, Nehan Husain, Salahuddin Chaudhary, Bilal Syed, Fatima Khawer, Rumaisa Khalid, Rabiya Ghanchi, Qazi Yasir Ahmed, Haseeb Zafar
Mountain Dew Pakistan’s “Yaar Hain Tou Paar Hain” campaign redefined adventure over three years, evolving to resonate with Gen Z and females while retaining its core millennial male base. Year 1 celebrated bold stunts with a male-only Dew Crew. Year 2 introduced gaming activations and supporting female character. Year 3 featured a female lead, shifting the narrative towards meaningful, shared adventures. The campaign’s cinematic storytelling, inclusive messaging, and digital-first approach drove +2% share gain, doubled female affinity, and boosted Gen Z penetration, solidifying Mountain Dew’s leadership in the CSD category.

New Stronger Pepsi (2022, 2023, 2024)

Summary
Award Level	Bronze
Award Category	Sustained Success
Campaign Title	New Stronger Pepsi (2022, 2023, 2024)
Brand	Pepsi
Client 1	PepsiCo Pakistan
Lead Agency 1	Alt Story
Lead Agency 2	Mullen Lowe MENA
Contributing Agency 1	Starcom Pakistan
Contributing Agency 2	Viral Edge
Contributing Agency 3	Cheil MEA
Contributing Agency 4	Adsells Advertising (Pvt) Ltd.
Pepsi had been struggling on product credentials, brand relevance and distinction - resulting in year-on-year decline in market share and household penetration.The "New Stronger Pepsi" comprehensive product restage 2021 onwards managed to deliver a break-through turn-around for Pepsi, delivering Share Gain after 15 years and sustaining share gain year on year.

TAKE BACK YOUR MARZI

Summary
Award Level	Bronze
Award Category	Software
Campaign Title	TAKE BACK YOUR MARZI
Brand	Careem Flexi
Lead Agency 1	VIRAL EDGE
Contributing Agency 1	Careem Networks (Pvt.) Limited
Careem Flexi was launched to address the frustrations of Pakistani youth, who often feel powerless due to financial constraints and cultural norms, further worsened by inflation. While competitors catered to this need, Careem lacked a comparable offering. To reclaim its position, Careem introduced “Flexi” with the tagline “Take back your Marzi” (take back control), empowering users to choose their fare, captain, and car. The campaign aimed to boost top-of-mind awareness and usage, resulting in increased monthly active users, new customers, and total trips.

Summer Recipes

Summary
Award Level	Bronze
Award Category	Social Media
Campaign Title	Summer Recipes
Brand	NESCAFÉ
Client 1	NESTLE
Lead Agency 1	RED Communication Arts (Pvt) Ltd
Contributing Agency 1	Pak Media Communication (Publicis Media)
NESCAFÉ disrupted the status quo by offering a budget-friendly, creative coffee experience for college students. With NESCAFÉ Classic Sachets and refill pouches, we made quality coffee affordable and accessible. The "Make it Your Way" campaign brought exciting new recipes, like lattes and mochaccinos, to life through Foodtoks, offering fun and easy coffee experiences. By educating Gen Z on the versatility of NESCAFÉ, we turned it into a summer essential, driving growth and transforming the perception of NESCAFÉ Classic from just hot coffee to a year-round favorite.

#MAATheDigitalExpert

Summary
Award Level	Silver
Award Category	Social Media
Campaign Title	#MAATheDigitalExpert
Brand	PTCL
Client 1	PTCL
Lead Agency 1	Adcom Pvt. Ltd.
Individuals Credit	Aiman Saleem, Hafsa Jamal, Saif Khan, Arfa Komal, Waqas Khawaja, Aimon Shakeel, Ambreen Safdar, Adnan Shafi, Aroosa Shams, Imran Mughal, Bakhtawar Ghaffar, Mariam Kayani
PTCL's "Maa The Digital Expert" campaign exceeded expectations, driving significant behavioral change and engagement. Post-campaign surveys revealed a 57% reduction in clickbait interactions, with CTR dropping from 2.47% to 1.06%. The campaign achieved 86M impressions, 14M reach, 300K clicks, and 8M video views, making it one of the most impactful digital safety initiatives. Influencer Abbas Bukhari garnered a 15.8% engagement rate, amplifying the campaign's success. Additionally, the digital safety guide saw 8K clicks and 12K downloads, demonstrating heightened awareness and interest in online safety.

Engro Zabardast Urea- Zabardast Saath Chamkay Din Raat

Summary
Award Level	Silver
Award Category	Social Media
Campaign Title	Engro Zabardast Urea- Zabardast Saath Chamkay Din Raat
Brand	Zabardast Urea
Client 1	Engro Fertilizers
Lead Agency 1	Adcom Pvt. Ltd.
Individuals Credit	Ali Malik, Irham Shaikh, Rabia Shafay, Atif Mohammad Ali, Somia Khan, Rubina Asad, Rida Manzar, Mudassir Haq Nawaz, Sohair Saad, Zoya Altaf, Asim Yunus
The Urea category (6.3m tons) and coated urea (0.7m tons) faced stagnant growth due to farmers’ limited understanding of differentiation and unclear value propositions, often seen as just another alternative. Research identified the need for impactful messaging, leading to the “Zabardast Saath” campaign, a trusted partner with its specialized Zinc and Urea formulation.A full fledge social media campaign with influencer collaboration The campaign leveraged Kabaddi — a sport symbolizing teamwork and resilience. Results: 54% social media reach (up from 33%), 94% ad likability, and 64% benefit recall.

Zeera Plus – Guftugu Edition Pack

Summary
Award Level	Gold
Award Category	Snacks & Desserts
Campaign Title	Zeera Plus - Guftugu Edition Pack
Brand	Zeera Plus
Client 1	Continental Biscuits Limited
Lead Agency 1	Grey Pakistan
Lead Agency 2	VIRAL EDGE
Contributing Agency 1	Mindshare pakistan
Contributing Agency 2	Bullseye
Contributing Agency 3	Bodybeat PR
Individuals Credit	Syed Muhammad Adeel, Zainab Khan, Ovais Chhipa, Nahayan Sheikh, Jamal Khan, Faisal Amanat, Farwa Habib, Nabil Nasir Ghazi, Ujala Hashmi, Muhammad Kazim, Zunair Muzaffar, Fariha Shaikh, Ali Akbar, Dania Shaikh, Anita Naz, Farrukh Razvi, Arsalan Salim, Hasiba Makda
Facing stagnant brand equity and declining youth relevance, Zeera Plus aimed to emotionally connect across generations. To bridge the 'Generation Gap,' it launched the Guftugu Edition Pack, inviting consumers to share cherished Guftugu moments captured in photos. These personalized packs symbolized the shared love for conversations and memories, uniting younger and older audiences through a meaningful connection. The results are: • 14% volume and 25% value growth (vs last year) • 15% brand equity increase • 40% top-of-mind awareness boost • 7% spontaneous awareness uplift • 12% usage score growth

Cadbury – #GetInTheGame

Award Level	Silver
Award Category	Snacks & Desserts
Campaign Title	Cadbury - #GetInTheGame
Brand	Cadbury Dairy Milk
Client 1	Mondelez Pakistan
Lead Agency 1	Ogilvy Pakistan
Contributing Agency 1	Starcom Pakistan
Individuals Credit	Hassan Bangash, Farhan Faisal, Sadia Qutubuddin, Sumaira Mirza, Syed Gohar Hasan Naqvi, Hamza Amjad, Haadia Arif, Khadija Tanveer, Mahnoor Shoaib, Asra Ashraf

Peek Freans Click

Summary
Award Level	Bronze
Award Category	Snacks & Desserts
Campaign Title	Peek Freans Click
Brand	Peek Freans Click
Client 1	EBM
Lead Agency 1	Ogilvy Pakistan
Contributing Agency 1	Walnut Communications Pvt Limited
Contributing Agency 2	Brainchild
Individuals Credit	Asim Naqvi, SHAHZAIN MUNIR, Aaminah Saeed, Imran Qaiser, Humair Kandhari, Uzair Qureshi, Muhammad Asad Saeed, Shanzeh Wasim, Huma Shahid, Rida Mumtaz, Farrukh Rao, Arnaz Framji, Maaz Siddiqui, Shafaq Tariq, Zainab Akram, Sadaf Javaid, Adeel Saghir, Fatima Ali, Usman Ahmed, Farhan Khan
In the zeera-biscuit segment, competition was both synonymous with category-name and dominated market share, PeekFreans Click, after a 14-year hiatus, needed to break the segment-marketing norms to win. With a focus on building distinctive-assets, strengthening Zeera-credentials and creating emotional resonance, Click embraced the youth-led proposition “Do What Clicks with You”, using the brand name "Click" in both emotional ("Karo, Jo Click Karay") and functional ("Zeera, Jo Click Karay") contexts. By crafting an insightful brand-narrative with an affinity-based digital strategy, Click significantly boosted brand-awareness and became market leader within five months.

Farq Parta Hai

Summary
Award Level	Gold
Award Category	Small Budget
Campaign Title	Farq Parta Hai
Brand	K-Electric
Client 1	K-Electric
Lead Agency 1	K-Electric
Contributing Agency 1	Big Chips
Contributing Agency 2	Interflow Communication Pvt. Ltd
Individuals Credit	Anusha Syed, Noor Afshan, Sanam Majeed, Rabiya Siddiqui, Basil Tauqeer
The socioeconomic situation was tough for Pakistan as inflation surged, and incomes dwindled but this worsened when in July 23’ Government of Pakistan announced a hike in electricity rates. Leaving public frustrated and desperate for relief. While KE, operating in a regulated environment, couldn’t provide any financial relief, but we could empower customers to take charge of their bills by providing one-of-a-kind actionable guide on energy optimization. This led to 510,655 customers being saved from defaulting and 422,521 vulnerable customers shifting to protected category, that too ON A BUDGET!

Cattle Mandi JazzCash QR Payments

Summary
Award Level	Silver
Award Category	Seasonal Marketing (Services)
Campaign Title	Cattle Mandi JazzCash QR Payments
Brand	JazzCash
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
JazzCash took the first step towards tapping into a billion-dollar Pakistani segment by actively promoting digital payments at cattle mandis during Eid al-Adha. By combining on-the-ground engagement, educational efforts, and personalized support, we reached remote rural merchants and addressed concerns about security and e-payment complexity. This campaign replaced traditional cash transactions, expanded JazzCash’s merchant network, and showcased a scalable model for financial inclusion in a high-stakes, high-potential environment

eidipaisa

Summary
Award Level	Bronze
Award Category	Seasonal 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, Saad Hussain, Maria Shamsi, Tuaha Jawaid, Mahad Naveed, Idrees Hussain, Sumair Akhtar, Hassan Mehdi, Syed Yasir, Atiya Zaidi, Saim Qazi, Shariq Afaq
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.

Cadbury Ramadan

Award Level	Bronze
Award Category	Seasonal Marketing (Products)
Campaign Title	Cadbury Ramadan
Brand	Cadbury Dairy Milk
Client 1	Mondelez Pakistan
Lead Agency 1	Ogilvy Pakistan
Contributing Agency 1	Starcom Pakistan
Individuals Credit	Hassan Bangash, Farhan Faisal, Sadia Qutubuddin, Sumaira Mirza, Syed Gohar Hasan Naqvi, Hamza Amjad, Haadia Arif, Khadija Tanveer, Mahnoor Shoaib, Asra Ashraf

Lifebuoy Handwash: Rakhey Ramzan Ki Khushiyan Mehfooz

Summary
Award Level	Bronze
Award Category	Seasonal Marketing (Products)
Campaign Title	Lifebuoy Handwash: Rakhey Ramzan Ki Khushiyan Mehfooz
Brand	Lifebuoy Handwash
Client 1	Unilever Pakistan Limited
Lead Agency 1	Mindshare
Lead Agency 2	Mullen Lowe (Pakistan)
Contributing Agency 1	BBPR
Lifebuoy handwash protecting the spirit of Ramzan by ensuring a healthy, germ free family.

NFL – Karachi Khaas Range Communication

Summary
Award Level	Silver
Award Category	Renaissance
Campaign Title	NFL - Karachi Khaas Range Communication
Brand	National Foods Limited
Client 1	National Foods Limited
Lead Agency 1	IAL SAATCHI & SAATCHI
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
National Foods’ Karachi Khaas campaign was a masterstroke in celebrating Karachi’s cultural diversity while driving business growth. Addressing the challenge to strengthen NFL’s relevance in the recipe mixes category, the campaign embraced Karachi’s vibrant traditions with the message “Karachi Jaisa Andhay Zaika Ka Chhatta Mix”. Through a 360-degree approach, it blended culture, energy, and culinary excellence, achieving +211 bps market share, 5.83% distribution growth, and 13% internal sales increase. Most notably, Karachi Khaas awareness surged to 47%, solidifying National Foods’ leadership and relevance in the market.

Unleash the Predator Within

Summary
Award Level	Silver
Award Category	Renaissance
Campaign Title	Unleash the Predator Within
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
"Conquer with Carient" campaign made a bold entry, revolutionizing Pakistan's lubricant market with a PKR 155 million budget. Campaign delivered remarkable results: a 17.4% market share, 29% increase in sales value, +25% GRPs on TV, +27% impressions, +30% views, and +500% trials. Brand TOM awareness surged by +1,000 bps, and brand equity grew by +1,700 bps. Carient redefined perceptions in premium lubricant category, effectively challenging established players like Shell and Havoline. Through innovative storytelling, dynamic activations, and influencer advocacy, the campaign showcased exceptional impact, firmly positioning Carient as high-performance leader.

ClimateChangeTown.pk

Summary
Award Level	Gold
Award Category	Positive Change: Social Good - Non Profit
Campaign Title	ClimateChangeTown.pk
Brand	climatechangetown.pk
Client 1	Sindh People's Housing For Flood Affectees
Lead Agency 1	BBDO Pakistan
Contributing Agency 1	Impact BBDO
Contributing Agency 2	diagram films
Individuals Credit	Sanil Chandran, Atiya Zaidi, Hassan Aftab, Ali Rez, Dani Richa, Sana Khoja, Martino Caliendo, Dennis Silveira, Rodrigo Panachao, Benjamin Desouza, Jithesh Narayanan, Atiya Zaidi, Hassan Aftab, Karthikeyan Muthukrishnan, Andre Queiroz, Johannes De Beer, Babar Shaikh, Shibith Saseendran
SPHF is a government entity under Sindh government. There is no marketing budget or the acumen to raise awareness. However SPHF was invited at the COP 28 event in Dubai. They wanted to use this global platform to bring attention to the good work they are doing and can do with donations and support. With almost no money and really big targets to meet, creativity and bravery was the only weapon in hand

#DadiKnowsBest

Summary
Award Level	Bronze
Award Category	Positive Change: Social Good - Non Profit
Campaign Title	#DadiKnowsBest
Brand	Population Services International, Pakistan.
Client 1	Population Services International
Lead Agency 1	Bond Advertising
Contributing Agency 1	Y Production
Contributing Agency 2	Allliancez PTE LTD
Contributing Agency 3	Alliancez PTE LTD
Individuals Credit	Asif Hussain, Misha Muttalib, Anas Khan
The "Dadi Knows Best" campaign tackled cultural taboos surrounding family planning in Pakistan. By leveraging the trusted role of grandmothers (Dadis), it normalized sensitive conversations, empowered women, and encouraged male involvement. Through engaging digital content and Viya chatbot integration, it educated over 200,000 individuals, achieving a 50% increase in contraceptive awareness. The campaign broke barriers with cultural sensitivity, driving lasting behavioral change and aligning with PSI's mission to improve reproductive health outcomes.

Taleem Se Badlay Zindagi (Change Begins with Education)

Summary
Award Level	Gold
Award Category	Positive Change: Social Good - Non Profit
Campaign Title	Taleem Se Badlay Zindagi (Change Begins with Education)
Brand	Taleem Se Badlay Zindagi (Change Begins with Education)
Client 1	The Citizens Foundation
Lead Agency 1	The Citizens Foundation
Individuals Credit	Mehwish Iqbal, Zain UlAbedin, Usman Haroon, Shehzina Siddiqui, Marium Mirza, Sibtain Shabbir
Taleem se Badlay Zindagi (Change Begins with Education), inspired a movement for change through education. The campaign successfully raised an impressive 1.4 billion PKR in donations, engaging 14,400 donors. By emphasizing the long-term impact of education and sharing real-life stories, TCF connected with donors emotionally, exceeding targets and transforming lives across Pakistan.

Audio Nikahnama

Summary
Award Level	Bronze
Award Category	Positive Change: Social Good - Brands (Services)
Campaign Title	Audio Nikahnama
Brand	Audio Nikahnama
Client 1	easypaisa - Pakistan
Lead Agency 1	BBDO Pakistan
Contributing Agency 1	Impact BBDO Dubai
Contributing Agency 2	Ishtehari
Individuals Credit	Amna Mishal, Abdul Basit, Salman Ahmad, Ali Taha, Seemab Chaudhry, Rifah Qadri, Khadeeja Mashood, Fassih Durrani, Awais Azhar, Asim Farooq, Umair Kazi, Ali Rez, Maria Shamsi, Shikha Chawla, Tuaha Jawaid, Mahad Naveed, Idrees Hussain, Atiya Zaidi, Muhammad Awais, Rana Sadek, Dennis Silveira, Archie Singh, Hassan Aftab, Shahzeb Khan, Eman Moeen
Audio Nikahnama was an in-app feature to empower illiterate Pakistani women in understanding their marriage rights through accessible audio guides in seven languages. Addressing the challenge of financial dependency stemming from illiteracy, the initiative reached over 650,000 users, gained 200,000 app sign-ups and increased the female user base by 6%. By encouraging societal conversations on marital rights and leveraging diverse media, including TV, digital, and salons, the campaign amplified awareness and positioned easypaisa as a leader in women’s empowerment and financial inclusion.

Eradicating Iron deficiency – for Pakistan’s children

Summary
Award Level	Silver
Award Category	Positive Change: Social Good - Brands (Products)
Campaign Title	Eradicating Iron deficiency - for Pakistan’s children
Brand	NESTLÉ BUNYAD
Client 1	NESTLE
Lead Agency 1	RED Communication Arts (Pvt) Ltd
Contributing Agency 1	Publicis Media
Individuals Credit	Haroon Rashid, Muhammad Fakhar Shahzad, Zohaib Burki, Ammarah Haroon, Khurram Zia, Zahra Hassan, Affan Cheema, Ayesha Shoaib, SAK Lodhi, Nabeeha Ayaz, Haleema Ahmed, Hasan Jawad, Ashraf Saqi, Rashid Subhani, Shahid Rafiq, Tahir Rashid, Usman Mirza
NESTLÉ BUNYAD operates in the affordable nutrition category of powdered formula for 5-12 year olds. It faces fierce competition from loose milk, with a gold standard credibility inherited and embedded in culture. While NESTLÉ BUNYAD remains the market leader, it naturally experiences high price elasticity. Despite these challenges being further exacerbated by boycott, and tax levy across 3 years, our communication strategy has consistently delivered remarkable results with 21.7% increase in brand’s equity, 25.3% in consideration and 56% increase in trial comparing Q3’22-Q3’24: leading to an organic growth of 12%.

Incomplete Anthem

Summary
Award Level	Gold
Award Category	Positive Change: Social Good - Brands (Products)
Campaign Title	Incomplete Anthem
Brand	EBM Corporate Campaign- Anthem
Lead Agency 1	BBDO Pakistan
Lead Agency 2	EBM
Contributing Agency 1	Impact BBDO
Contributing Agency 2	Syntax Communication
Contributing Agency 3	Volkactive
Contributing Agency 4	Brainchild Communications
Individuals Credit	SHAHZAIN MUNIR, Aaminah Saeed, Attiyah Khan, Atiya Zaidi, Idrees Hussain, Rana Sadek, Amar Ali, Ali Rez, Maaz Siddiqui, Maria Haider, Usman Ahmed, Talha Aslam, Farhan Khan, Talha Nasim, Dania Farwa, Archie Singh, Mashal Panjwani, Khubaib Maniar, Shozab Sohail, Owais Ejaz, Zain Ali Khan, Usman Siddiqui, Umer Khan
In the midst of patriotic songs, EBM asked an important question: If 26 million children cannot read their national anthem, is the anthem even complete?By linking this emotional insight with EBM’s belief in education as a path to freedom, the campaign inspired action, urging the public to donate directly to education partners.

Reimagining hygiene through the power of play

Summary
Award Level	Silver
Award Category	Positive Change: Social Good - Brands (Products)
Campaign Title	Reimagining hygiene through the power of play
Brand	Lifebuoy Handwash
Client 1	Unilever Pakistan Limited
Lead Agency 1	Empact Activation Services
Contributing Agency 1	BBPR
Lifebuoy making hand hygiene fun by reimagining childhood board games to create a behavior change among children from a young age.

Cadbury – #GetInTheGame

Award Level	Gold
Award Category	Positive Change: Social Good - Brands (Products)
Campaign Title	Cadbury - #GetInTheGame
Brand	Cadbury Dairy Milk
Client 1	Mondelez Pakistan
Lead Agency 1	Ogilvy Pakistan
Contributing Agency 1	Starcom Pakistan
Individuals Credit	Hassan Bangash, Farhan Faisal, Sadia Qutubuddin, Sumaira Mirza, Syed Gohar Hasan Naqvi, Hamza Amjad, Haadia Arif, Khadija Tanveer, Mahnoor Shoaib, Asra Ashraf

CRM

Summary
Award Level	Bronze
Award Category	Performance Marketing
Campaign Title	CRM
Brand	CRM
Client 1	Samsung Pakistan
Lead Agency 1	Adcom Pvt. Ltd.
We were struggling to increase sell-out for e-store due to constrained marketing budgets. We decided to leverage our owned database of 15M mobile users. The achieved our sell-out targets through developing: Segmentation: Customized Segments based on Passion Points, Devices and Purchase Behaviors.Targeting: Targeted Messages & offers based on the Key Interests and behaviors.Positioning: Focusing on benefits rather than features to help us to drive higher engagement and sell-out. Refining: A/B Testing different executions (Subject lines, Content, Savings) to develop best practices and drive continuous improvements.

Dawlance 11.11 Sale – Omni Channel

Summary
Award Level	Gold
Award Category	Omni-Channel Shopper Solution
Campaign Title	Dawlance 11.11 Sale - Omni Channel
Brand	Dawlance Mega Sale 11.11
Client 1	DAWLANCE PVT LTD
Lead Agency 1	Team Reactivate
Lead Agency 2	Mediavest Pakistan (Brainchild Communications Pakistan)
Individuals Credit	Syed Aun Raza Raza, Raheel Hashmi, Aliza Yousuf, Syeda Yusra Azam, Muhammad Abdul Rehman, Eman Ahmed, Hira Khalil, Muhammad Mustafa, Muhammad Ali
A successful first-ever Omni channel campaign that resulted in driving a revenue over PKR 300Million+ with an ROAS of 28.3X. The campaign was praised among our dealer stakeholder as it gave them the chance to leverage on brand’s owned media from where the orders were diverted to them. The campaign further brought over 1.2Million+ sessions combined on Dawlance website, its flagship store on Daraz and Dawlance experience stores.

Corporate Reputation

Summary
Award Level	Bronze
Award Category	Office & Delivery
Campaign Title	Corporate Reputation
Brand	Office Furniture.
Client 1	Global Office World
Lead Agency 1	Arey Wah
Contributing Agency 1	Global Office World
Individuals Credit	sania riaz, Sameen Zaidi, Arsalan Islam, Sohaib Hassan, Rida Jilani
Global Office World’s #GoodThingsAtWork campaign successfully repositioned the brand as a leader in ergonomic and innovative office furniture. Targeting corporate decision-makers, the campaign utilized a relatable DVC, a high-profile head office launch event, and integrated digital amplification. The effort achieved a 25% increase in B2B inquiries, 18.4 million video views, a 30% improvement in brand sentiment, and secured 51 projects with a total purchase order value of 700 Million PKR. Notably, the CITI project contributed 229 Million PKR, showcasing the campaign’s ability to drive tangible business growth and industry leadership.

Getting Better Everyday – IU x foodpanda

Summary
Award Level	Silver
Award Category	Office & Delivery
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
Individuals Credit	Syed Waqas Azhar, Arij Awais, Ali Mehmood, Talha Tayyab, Marium Muzafar, Talha Ahmed, Fakhra Moten, Ali Jakhura, Abdur Rehman, Sabeen Ahmed, Imran Qaiser, Zehra Zaidi, Hassaan Zafar, Javeria Ammar, Waleed Ansari, Bilal Alvi, Owais Khan, Dania Malik, Sana Shakeel, Eman Ahmer, Waheed Khan, Hassan Sarwar, Uzair Shah, Zahid Qureshi, Mushtaq Abdullah, Farhan Kabani
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.

Taleem Se Badlay Zindagi (Change Begins with Education)

Summary
Award Level	Silver
Award Category	Non-Profit
Campaign Title	Taleem Se Badlay Zindagi (Change Begins with Education)
Brand	Taleem Se Badlay Zindagi (Change Begins with Education)
Client 1	The Citizens Foundation
Lead Agency 1	The Citizens Foundation
Individuals Credit	Mehwish Iqbal, Zain UlAbedin, Usman Haroon, Shehzina Siddiqui, Marium Mirza, Sibtain Shabbir
Taleem se Badlay Zindagi (Change Begins with Education), inspired a movement for change through education. The campaign successfully raised an impressive 1.4 billion PKR in donations, engaging 14,400 donors. By emphasizing the long-term impact of education and sharing real-life stories, TCF connected with donors emotionally, exceeding targets and transforming lives across Pakistan.

Tap Pay Business – Bus Ek Tap Pay!

Summary
Award Level	Bronze
Award Category	New Product and Services
Campaign Title	Tap Pay Business - Bus Ek Tap Pay!
Brand	JazzCash
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
#BasAikTapPay addressed the challenge of low POS penetration with a groundbreaking solution—Tap Pay for Business. The campaign endorsed the transformed NFC-enabled smartphones into POS devices, eliminating hardware costs for merchants and expanding digital payment acceptance nationwideBy leveraging relatable storytelling and immersive DVC/TVC, it educated and inspired merchants to adopt this innovation, surpassing adoption targets and positioning JazzCash as a leader in POS solutions. We directly tackled the objective of empowering small retailers with an affordable, secure, and accessible payment method, aligning results with the challenge to achieve remarkable impact

Peek Freans Heart Beats

Summary
Award Level	Gold
Award Category	New Product and Services
Campaign Title	Peek Freans Heart Beats
Brand	Peek Freans Heart Beats
Client 1	EBM
Lead Agency 1	Adcom Pvt. Ltd.
Individuals Credit	Mustafa Awan, Aaminah Saeed, Ali Malik, Ayesha Farid, Mughees Abid, Mirza Omer, Ezza Syed, Hina Farooqui, Shehryar Malik, Alifia Dairkee, Laraib Laghari
Create a Youth brand tapping into the “meme culture” and online behavior, to develop the sweet munching whitespace driven by the youth lifestyle. The mantra of “Bito lo, Light lo” was launched with an unconventional approach like unbranded content, troll rebuttals and contextual advertising. The humorous storytelling featured Heartbeats helping the protagonists to channel their “cooler-relaxed self” as an avatar giving hilarious tips on taking the moment lightly. The brand innovated all aspects of its marketing mix from packaging to social media and overdelivered on KPIs reaching 1Billion in sales

Dove’s Weather-Responsive YouTube Contextual Ads Capture Real-Time Relevance

Summary
Award Level	Bronze
Award Category	Media Innovation
Campaign Title	Dove's Weather-Responsive YouTube Contextual Ads Capture Real-Time Relevance
Brand	DOVE SHAMPOO
Client 1	Unilever Pakistan Limited
Lead Agency 1	Team Reactivate
Lead Agency 2	Mindshare Pakistan
Dove's innovative campaign leveraged real-time weather data to deliver personalized, contextually relevant ads on YouTube. By targeting urban individuals aged 18-35, the campaign addressed specific hair care concerns related to different weather conditions, such as frizz during rainy weather and hydration needs in hot, dry weather. This platform-native approach ensured that the ads were timely and engaging, significantly enhancing brand relevance and consumer engagement. The strategic use of weather-triggered ads demonstrated the power of personalized, data-driven marketing in driving business growth and brand loyalty.

TRESemmé Pakistan: Media Innovation Using AI and Whatsapp

Summary
Award Level	Silver
Award Category	Media Innovation
Campaign Title	TRESemmé Pakistan: Media Innovation Using AI and Whatsapp
Brand	TRESemmé Shampoo
Client 1	Unilever Pakistan Limited
Lead Agency 1	Team Reactivate
The TRESemmé #PersonalizedPerfection campaign leveraged AI-driven machine learning technology to deliver hyper-personalized hair care advice directly to consumers via WhatsApp, creating a unique and interactive experience. Featuring celebrity Kubra Khan, the campaign generated over 8,000 personalized videos, significantly enhancing engagement and satisfaction. With a digital reach of 9.7 million on Meta and 30.4 million on TikTok, it garnered 219.7 million impressions, sparking widespread conversations on social media. By blending personalization and innovation, the campaign redefined consumer engagement and strengthened TRESemmé’s connection with its audience.

Weather Base AI Campaign

Summary
Award Level	Bronze
Award Category	Media Innovation
Campaign Title	Weather Base AI Campaign
Brand	Nestle Pure life
Client 1	NESTLE PAKISTAN
Lead Agency 1	RED Communication Arts (Pvt) Ltd
Contributing Agency 1	Pak Media Communication (Publicis Media)
Individuals Credit	Hamza Amjad, Haroon Rashid, Sara Fayyaz, SAK Lodhi, Shaheryar Khalid, Zareen Rathor, Ayesha Rashid, Abdullah Jawaid Jawaid, Jibran Chughtai, Anam Nazneen, Khadija Abbasi, Haroon Masood, Shiza Imran, Hasan Jawad
Every time winters approached, Nestlé Pure Life bottled water saw its sales fall; thus, the need to de-seasonalize the category arose. We spearheaded a digital revolution with Google’s VRC 2.0 A.I. technology—a global-first initiative with YouTube—that dynamically adapted to weather changes. Through tailored video and display ads, we emphasized healthy hydration regardless of weather, encouraging consumers to prioritize their well-being. With precise targeting and innovative execution, we achieved record-breaking engagement, reshaping behaviors and setting a powerful, precedent-setting milestone for the future of Nestlé Pure Life.

Ab Dekh Tamasha

Summary
Award Level	Silver
Award Category	Media and Entertainment Companies
Campaign Title	Ab Dekh Tamasha
Brand	Tamasha
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
Contributing Agency 1	Spark Foundry (Blitz Advertising)
Individuals Credit	Jawad Hassan, Hina Ali, Ifrah Allaudin, Haider Imtiaz, Amna Anjum, Waleed Arif, Ameen Patel, Abad Farooqui, Kiran Masood, Sumbul Aftab, Saud Ghafoor, Kashif Rehman, Umer Farooq, Atta Mir
By leveraging PSL 2024, the nation’s biggest cricketing event, Tamasha’s goal was to retain its 70% market share. Facing a fierce competitor like SnackVideo, we launched a culturally resonant campaign with quirky executions to own the cricket spectacle. The strategy not only countered competition but reinforced Tamasha as the go-to platform, turning a high-stakes moment into a marketing triumph by not only retaining our market-share, but growing it as well.

Link Na Bhej, Tamasha Pe Dekh

Summary
Award Level	Silver
Award Category	Media and Entertainment Companies
Campaign Title	Link Na Bhej, Tamasha Pe Dekh
Brand	Tamasha
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
Contributing Agency 1	Spark Foundry (Blitz Advertising)
Individuals Credit	Jawad Hassan, Hina Ali, Ifrah Allaudin, Haider Imtiaz, Amna Anjum, Waleed Arif, Ameen Patel, Abad Farooqui, Kiran Masood, Sumbul Aftab, Saud Ghafoor, Ahtasham Rauf
Tamasha’s campaign aimed to challenge the dominant free cricket streaming player, Daraz, by offering a seamless, reliable viewing experience. The insight revealed fans’ frustration with unreliable links, leading to the strategic idea of “Link na bhej, Tamasha pe dekh”—positioning Tamasha as the go-to platform. With 17.3 million installs and 70% market share, the campaign exceeded objectives, surpassing 5-6 million app installs and achieving 21 million MAUs. Tamasha’s success as the market leader disrupted the space, proving its competitive edge in the David vs. Goliath battle.

Tap Pay Business – Bus Ek Tap Pay!

Summary
Award Level	Bronze
Award Category	Marketing Innovation Solutions (Services)
Campaign Title	Tap Pay Business - Bus Ek Tap Pay!
Brand	JazzCash
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
#BasAikTapPay addressed the challenge of low POS penetration with a groundbreaking solution—Tap Pay for Business. The campaign endorsed the transformed NFC-enabled smartphones into POS devices, eliminating hardware costs for merchants and expanding digital payment acceptance nationwideBy leveraging relatable storytelling and immersive DVC/TVC, it educated and inspired merchants to adopt this innovation, surpassing adoption targets and positioning JazzCash as a leader in POS solutions. We directly tackled the objective of empowering small retailers with an affordable, secure, and accessible payment method, aligning results with the challenge to achieve remarkable impact

Oreo Monopoly: A Playful Twist

Summary
Award Level	Silver
Award Category	Marketing Innovation Solutions (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
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.

Flavor Icons

Summary
Award Level	Bronze
Award Category	Marketing Innovation Solutions (Products)
Campaign Title	Flavor Icons
Brand	Lay's
Client 1	PepsiCo Pakistan
Lead Agency 1	Grey Density
The Lay's "Flavor Icons" campaign effectively revitalized brand engagement by reintroducing nostalgic flavors and launching innovative new tastes, directly addressing consumer demand for diversity in flavor. Targeting a broad demographic of 18-35 year-olds, the campaign leveraged a multi-platform digital strategy, achieving a notable purchase intent lift of 4.82%, which exceeded the industry benchmark by 2.4X. Furthermore, ad recall was significantly enhanced, recording a 17.02% lift, surpassing the benchmark by 1.2X. These concrete results underscore the campaign’s strategic success in re-establishing Lay’s as a flavor leader in a highly competitive market.

Zeera Plus – Guftugu Edition Pack

Summary
Award Level	Silver
Award Category	Marketing Innovation Solutions (Products)
Campaign Title	Zeera Plus - Guftugu Edition Pack
Brand	Zeera Plus
Client 1	Continental Biscuits Limited
Lead Agency 1	Grey Pakistan
Lead Agency 2	VIRAL EDGE
Contributing Agency 1	Mindshare pakistan
Contributing Agency 2	Bullseye
Contributing Agency 3	Bodybeat PR
Individuals Credit	Syed Muhammad Adeel, Zainab Khan, Ovais Chhipa, Nahayan Sheikh, Jamal Khan, Faisal Amanat, Farwa Habib, Nabil Nasir Ghazi, Ujala Hashmi, Muhammad Kazim, Zunair Muzaffar, Fariha Shaikh, Ali Akbar, Dania Shaikh, Anita Naz, Farrukh Razvi, Arsalan Salim
Facing stagnant brand equity and declining youth relevance, Zeera Plus aimed to emotionally connect across generations. To bridge the 'Generation Gap,' it launched the Guftugu Edition Pack, inviting consumers to share cherished Guftugu moments captured in photos. These personalized packs symbolized the shared love for conversations and memories, uniting younger and older audiences through a meaningful connection. The results are: • 14% volume and 25% value growth (vs last year) • 15% brand equity increase • 40% top-of-mind awareness boost • 7% spontaneous awareness uplift • 12% usage score growth

Lifebuoy Shampoo Onion – Na Kato Na Cheelo Na Kadukuch Karo

Summary
Award Level	Bronze
Award Category	Marketing Innovation Solutions (Products)
Campaign Title	Lifebuoy Shampoo Onion - Na Kato Na Cheelo Na Kadukuch Karo
Brand	Lifebuoy Shampoo
Client 1	Unilever Pakistan Limited
Lead Agency 1	GREY PAKISTAN
Contributing Agency 1	Talking Point
Contributing Agency 2	Kinetic Pakistan
Contributing Agency 3	Mindshare Pakistan
Contributing Agency 4	VIRAL EDGE
In 2022, Lifebuoy Shampoo lost its competitive advantage due to a price increase driven by inflation, leading to a 9% sales decline and a 100 bps market share loss. The challenge was to regain consumer trust by leveraging its naturals association. Onion, a trending natural ingredient, was introduced in a new variant, offering its benefits without the hassle of preparation. Supported by a 360-degree campaign, the launch helped the brand grow 13% this year, gaining 131 bps in market share and 100 bps in brand power.

Unlocking Sting Personalization at Scale via Cohort Based Digital Content

Summary
Award Level	Bronze
Award Category	Marketing Disruptors
Campaign Title	Unlocking Sting Personalization at Scale via Cohort Based Digital Content
Brand	Sting Pakistan
Client 1	PepsiCo Pakistan
Lead Agency 1	Grey Density
Contributing Agency 1	EPIC PICTURES
Contributing Agency 2	Starcom
Individuals Credit	Hakima Mirza, Nehan Husain, Salahuddin Chaudhary, Shafaq Noor, Wali Sheikh, Rimsha Malik, Bilal Syed, Fatima Khawer, Farhan Khan, Usman Ahmed, Faiza Azam, Farooq Soomro, Hafsa Sattar, Amna Tariq, Umer Sohail, Zainab Mehmood, Haseeb Zafar, Ramis Khan, Jaiser Abbas
Sting, Pakistan’s leading energy drink, faced slowing growth amid economic pressures. Identifying that 75% of Liquid Refreshment Beverage consumption happens in-home, Sting launched its first-ever in-home campaign. By targeting actionable cohorts—office workers, commuters, students, and gamers—with personalized digital content and e-commerce promotions, Sting unlocked new consumption occasions. The result: a +0.8ppt value share gain, a +3ppt increase in past three-month usage, and the highest-ever VTRs for beverages in Pakistan. This innovative, insight-driven campaign redefined Sting’s role in everyday energy moments, driving both relevance and growth.

panda pro – unlimited free delivery

Summary
Award Level	Gold
Award Category	Marketing Disruptors
Campaign Title	panda pro – unlimited free delivery
Brand	panda pro – unlimited free delivery
Client 1	Delivery Hero - foodpanda Pakistan
Lead Agency 1	Ogilvy Pakistan
Contributing Agency 1	Digitz (Private) Limited
Contributing Agency 2	MediaVest
Individuals Credit	Syed Waqas Azhar, Arij Awais, Sabeen Ahmed, Ali Mehmood, Talha Tayyab, Talha Ahmed, Fakhra Moten, Ali Jakhura, Abdur Rehman, Marium Muzafar, Imran Qaiser, Zehra Zaidi, Hassaan Zafar, Javeria Ammar, Waleed Ansari, Bilal Alvi, Owais Khan, Dania Malik, Sana Shakeel, Eman Ahmer, Farhan Kabani, Waheed Khan, Hassan Sarwar, Uzair Shah, Zahid Qureshi, Mushtaq Abdullah, Palwasha Sikander, Maryam Bano, Mashaal Ali
The campaign successfully drove Pandapro growth, increasing penetration from 4% to 7%, with pro users ordering 175% more frequently and contributing 18% of orders. Awareness rose by 3 percentage points, surpassing the APAC benchmark, and overall subscriptions grew by 20%. Effective marketing led to 721M impressions, 55% reach, and 2.8M clicks, while partnerships and offline campaigns contributed a 5% subscription increase. University and mall activations brought in 2,500+ subscriptions, demonstrating impactful strategy execution and engagement across multiple channels.

umAIr Jaswal – “We Got You!”

Summary
Award Level	Silver
Award Category	Internet and Telecom
Campaign Title	umAIr Jaswal - "We Got You!"
Brand	ROX
Client 1	PMCL
Lead Agency 1	Symmetry Group - Iris Digital
Contributing Agency 1	Blitz Advertising
Individuals Credit	Khush Muhammad, Hina Ali, Haider Imtiaz, Amal Asif, Izza Jaffery, Asad Maqbool, Arslan Zubair, Rabia Fatima, Osama Mohiuddin, Shafaat Ullah Khan
ROX launched an AI-driven campaign to resonate with Gen-Z, transforming its underwhelming performance post-launch. Using Umair Jaswal’s digital persona, we created over 300 hyper-personalized, geo-targeted ads from a single video, delivering tailored content to engage our audience. This innovative approach exceeded expectations, achieving subscribers by 2.5X the original target—and setting records in engagement and brand recall. By combining creativity, AI, and precision marketing, ROX connected deeply with its audience, solidifying its position as the go-to digital telecom for Pakistan’s youth.

Ufone 4G Data Bohhaaat Hai x PSL

Summary
Award Level	Silver
Award Category	Internet and Telecom
Campaign Title	Ufone 4G Data Bohhaaat Hai x PSL
Brand	Ufone 4G
Client 1	Ufone PTML
Lead Agency 1	Adcom Pvt. Ltd.
Contributing Agency 1	Adcom Pvt. Ltd.
Individuals Credit	Zeeshan Iqbal, Waqas Khawaja, Aiman Saleem, Hafsa Jamal, Aimon Shakeel, Saif Khan, Arfa Komal, Adnan Shafi, Aroosa Shams, Abdul Basit, Noor-ul-Ain Malik, Shahnawaz Karamat, Ali Rizvi, Muhammad Imran
Ufone's "Data Bohhaaat Hai" campaign aimed to position the brand as the go-to network for heavy data users, leveraging the PSL and star power of Babar Azam. By tapping into Pakistan's cricket fever, the campaign highlighted Ufone’s high-volume data offerings with humor and abundant connectivity. The results were impressive: a 12% increase in Weekly Digital Offer subscriptions, a 4% rise in Digital Mega Offers, a 1.4% increase in brand awareness, and a 400% boost in organic engagement, solidifying Ufone’s presence in the competitive 4G market.

Engro Zabardast Urea- Zabardast Saath Chamkay Din Raat

Summary
Award Level	Gold
Award Category	Influencers
Campaign Title	Engro Zabardast Urea- Zabardast Saath Chamkay Din Raat
Brand	Zabardast Urea
Client 1	Engro Fertilizers
Lead Agency 1	BODYBEAT GROUP
Individuals Credit	Atif Mohammad Ali, Somia Khan, Rubina Asad, Rida Manzar, Mudassir Haq Nawaz, Sohair Saad, Zoya Altaf, Omair Khalid, Anita Naz
Engro Fertilizers revolutionized agriculture marketing by targeting farmers digitally, breaking stereotypes about rural audiences. Using Facebook, TikTok, and YouTube, the campaign delivered emotionally engaging and educational content, achieving a 125% increase in planned reach. The “Zabardast Saath” narrative drove a sales boost, making Engro the only agriculture player leveraging digital channels effectively. TikTok emerged as a standout platform with 25 million impressions, proving farmers’ digital engagement potential. Engro’s innovative campaign reshaped communication in the agriculture industry, setting new benchmarks for impactful, digitally driven marketing.

Ziddi Daagho se Kya Darna – Surfexcel Haina

Summary
Award Level	Silver
Award Category	Household Supplies and Services
Campaign Title	Ziddi Daagho se Kya Darna - Surfexcel Haina
Brand	Surf Excel
Client 1	Unilever Pakistan Limited
Lead Agency 1	MullenLowe & Rauf
Individuals Credit	Mariam Keshodia, Khawaja Sarosh Tanveer, Shayan Chara, Ammad Danish
Surf Excel, the biggest brand of Unilever Pakistan, faced challenges due to inflation, causing consumers to opt for local brands. To address this, a marketing overhaul focused on enhancing stain removal credentials and leveraging consumer insights. The nostalgic "Surf Excel Haina" campaign, combined with perfect distribution and competitive pricing, formed a successful 360-degree promotion strategy. This comprehensive approach helped reinforce brand dominance and drive value, effectively addressing consumer needs and market challenges.

Wash ke Baad, Dry Zaroori!

Summary
Award Level	Bronze
Award Category	Household Supplies and Services
Campaign Title	Wash ke Baad, Dry Zaroori!
Brand	Maxob
Client 1	Packages Convertors Limited
Lead Agency 1	RED Communication Arts (Pvt) Ltd
Contributing Agency 1	IG Sqaure
Individuals Credit	Ammarah Haroon, Hamza Amjad, Hiba Taha, Junaid Tahir, SAK Lodhi, Numrah Aamir, Omar Farooq, Fatima Shahid, Ahsan Khan, Balaj Shaheen
In Pakistan, toilet paper is a product often sidelined in Pakistan due to the use of Muslim Showers. Maxob sought to change this by positioning itself as a hygiene essential—making "drying bums after washing" an essential habit. With Wash ke Baad Dry Zaroori, an engaging campaign featuring animated hygiene superheroes, Maxob bridged cultural sensibilities and hygiene needs. Early results show a significant shift in both sales and intended usage, laying the foundation for Maxob to secure its place in every toilet holder and redefine its role in the region.

ClimateChangeTown.pk

Summary
Award Level	Gold
Award Category	Government and Public Services
Campaign Title	ClimateChangeTown.pk
Brand	climatechangetown.pk
Client 1	Sindh People's Housing For Flood Affectees
Lead Agency 1	BBDO Pakistan
Contributing Agency 1	Impact BBDO
Contributing Agency 2	diagram films
Individuals Credit	Sanil Chandran, Atiya Zaidi, Hassan Aftab, Ali Rez, Dani Richa, Sana Khoja, Martino Caliendo, Dennis Silveira, Rodrigo Panachao, Benjamin Desouza, Jithesh Narayanan, Atiya Zaidi, Hassan Aftab, Karthikeyan Muthukrishnan, Andre Queiroz, Johannes De Beer, Babar Shaikh, Shibith Saseendran
SPHF is a government entity under Sindh government. There is no marketing budget or the acumen to raise awareness. However SPHF was invited at the COP 28 event in Dubai. They wanted to use this global platform to bring attention to the good work they are doing and can do with donations and support. With almost no money and really big targets to meet, creativity and bravery was the only weapon in hand

FALAK

Summary
Award Level	Bronze
Award Category	Foods
Campaign Title	FALAK
Brand	Falak Rice
Client 1	Matco Foods
Lead Agency 1	Matco Foods
Contributing Agency 1	Azad Films
Contributing Agency 2	Alliance Advertising & Marketing
Contributing Agency 3	media pulse
Individuals Credit	Faryal Ghori, Ameera Ghori, Falak Ghori, Faizan Ali Ghori, M. Iftikhar Uddin Farooqui, Jamal Muhammad Khan, Salman Ali Qureshi, Aliza Sohail, Saima Saleem, Mirza Jamshed Mehmood (JAMI), Sajeel Baloch, Danish Dildar, Zohaib Azmi, Misbah Ul Mubdi, Saqib Raza, Sehrish Khan, Mustafa, Yaseen Moria, Tipu, Shakeel, Sourath Behan
In Pakistan the rice category is dominated by “Khulla chaawal” (open rice) offering inconsistent quality of rice . FALAK - a market leader in the branded rice category, faced the challenge of establishing itself as a pre-cleaned consistent premium quality "Purana Chaawal". By leveraging the cultural significance of “Purana Chaawal” (aged rice) as a symbol of experience and wisdom, the campaign connected it with “Purana Chaawal” wise figures within the society. The strategy resonated with consumers, positioning FALAK as a trusted, high-quality rice brand.

JazzCash Hai Na!

Summary
Award Level	Gold
Award Category	Finance
Campaign Title	JazzCash Hai Na!
Brand	JazzCash
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
JazzCashHaiNa tackled the limiting perception of network exclusivity head-on by clearly naming networks and communicating that it’s available to all network users in its main thematic. By positioning JazzCash as a network-agnostic, accessible financial tool, we transformed it into the Top of Mind Awareness (TOMA) leader in mobile financial services, surpassing EasyPaisa’s first-mover advantage. Presented as a trusted friend and powerful enabler for all ages, genders, and locations, the campaign drove a 38% increase in app installs and a 5-point boost in brand equity.

Sarkaari Idaaron ki Payments ke liye JazzCash Hai Na

Summary
Award Level	Silver
Award Category	Finance
Campaign Title	Sarkaari Idaaron ki Payments ke liye JazzCash Hai Na
Brand	JazzCash
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
By tackling a long-standing pain point—time-consuming in-person transactions—JazzCash became Pakistan’s first DFS platform enabling government payments, simplifying the process for millions of Pakistanis. By leveraging compelling TVCs, JazzCash ensured Pakistanis all around the country were aware of this unique solution, solidifying its market leadership and gaining strong conversions.

easycash

Summary
Award Level	Bronze
Award Category	Finance
Campaign Title	easycash
Brand	easycash
Client 1	easypaisa - Pakistan
Lead Agency 1	BBDO Pakistan
Contributing Agency 1	Ishtehari
Contributing Agency 2	Starcom Pakistan
Individuals Credit	Amna Mishal, Ali Taha, Seemab Chaudhry, Rifah Qadri, Tanya Khan, Khadeeja Mashood, Fassih Durrani, Jawahira Javed, Shikha Chawla, Mahad Naveed, Atiya Zaidi, Hamza Chishtie, Shumail Ahmed, Zoha Imtiaz, Maryam Iqbal, Ubaid Ur Rehman, Zarrar Jarrih, Taimoor Azam, Muhammad Ramzan, Kashef Mahmood
The campaign focused on the feeling of embarrassment in asking people for loans using humor and cultural insights like “Sharam se pani pani.” The campaign tackled emotional barriers and boosted trust towards easycash that was an effective and instant loan feature given by easypaisa. Results exceeded expectations, with 13 million clicks, a 15.6 million TV reach, and 25 million digital impressions. Influencers garnered 4.5 million views, while daily loan disbursements increased by 5,358 during the campaign, driving significant user acquisition and engagement.

eidipaisa

Summary
Award Level	Silver
Award Category	Finance
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, Saad Hussain, Maria Shamsi, Tuaha Jawaid, Mahad Naveed, Idrees Hussain, Sumair Akhtar, Hassan Mehdi, Syed Yasir, Atiya Zaidi, Saim Qazi, Shariq Afaq
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.

Alkaram

Summary
Award Level	Gold
Award Category	Fashion & Accessories
Campaign Title	Alkaram
Brand	Reimagining Alkaram
Client 1	Alkaram
Lead Agency 1	Adcom Pvt. Ltd.
Contributing Agency 1	Group M
Contributing Agency 2	Insight Solutions Pvt Ltd
Contributing Agency 3	Bionic Films
Contributing Agency 4	Ogilvy Pakistan
Individuals Credit	Imran Syed, Ayesha Farid, Sohaib Kazmi, Mubeshar Aziz, Kiran Yazdani, Rafay Khan, Ali Malik, Daniyal Patel
Alkaram reestablished its connection with Pakistan’s fashion-forward audience by embedding the insight “I want a brand that fits me” into every element of its rebranding. This transformation delivered tangible results: footfall increased by 34%, pret sales rose 35%, and rebranding collections achieved a 2.5% daily sell-through rate with the products sold out 50% faster than before. Unstitched sales also soared with a 49% MOM growth. The campaign successfully repositioned Alkaram as a dynamic, trend-setting leader in fashion.

Tapal Mezban – Jashan e Jamalo

Summary
Award Level	Bronze
Award Category	Experiential Commercial Marketing
Campaign Title	Tapal Mezban - Jashan e Jamalo
Brand	Tea
Client 1	Tapal Tea (Pvt.) Ltd.
Lead Agency 1	VIRAL EDGE
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.

rPET – Pakistan’s 1st 100% Recycled PET Bottle

Summary
Award Level	Silver
Award Category	Environmental
Campaign Title	rPET - Pakistan's 1st 100% Recycled PET Bottle
Brand	Pepsi
Client 1	PepsiCo Pakistan
Lead Agency 1	Alt Story
Contributing Agency 1	Starcom Pakistan
Contributing Agency 2	VIRAL EDGE
PepsiCo became the 1st company to launch rPET beverage bottle in Pakistan with a 360 degree communication plan, partnering with Ministry of Climate Change, Food authorities and NGOs and getting their endorsements.Gen-Z cares about the planet and they closely observe what brands are doing when it comes down to solving environmental problems. Pepsi showed the industry how by persistent efforts with the Govt. regulatory bodies and recycling companies, it is possible to develop a circular economy for plastics within the value chain.

From never to your first ever

Summary
Award Level	Silver
Award Category	Electronics
Campaign Title	From never to your first ever
Brand	Galaxy Z FLIP5
Client 1	Samsung Pakistan
Lead Agency 1	Adcom Pvt. Ltd.
Contributing Agency 1	Starcom Pakistan
Individuals Credit	Zeeshan Iqbal, Jawad Ijaz, Farhan Shafi, Nayab Malik, Hasan Jawaid
The campaign successfully transformed consumer behavior in the electronics category, influencing consumers hesitation for using a Flip phone to owning one. By leveraging core insights of consumer pain points, our campaign resolved these challenges through showcasing pocket-ability, back camera hands-free crisper selfies and how life takes a turn when you break barriers. It effectively communicated use cases in a fun way, ensuring consumers recognize the shift in life when you embrace change for the better, significantly overachieving benchmarked objectives.

Galaxy AI is here

Summary
Award Level	Gold
Award Category	Electronics
Brand	Galaxy AI
Client 1	Samsung
Lead Agency 1	Adcom Pvt. Ltd.
Contributing Agency 1	Starcom Pakistan
Individuals Credit	Alizeh Hassan, Saima Yousaf, Baseer Ghaus, Farhan Shafi, Taimoor Imran
• Despite offering advanced flagship features, Samsung struggled to build preference with Premium Consumers lacking awareness around the real-life applicability of such offerings. • Flagship campaigns utilized global creatives and copies which lacked emotion, cultural relevance and felt distant and unrelatable. • This campaign utilized humor, positioning the S24 as a “Truth Teller” through AI features like “Live Translate” and “Circle to Search” connecting the consumer benefit (emotionally) with product function.• Successes: We gained 12x Sales Growth and 11.4% flagship market share increase.

#ViralBeauty: Pakistan’s 1st Social-first Commercial Activation

Summary
Award Level	Silver
Award Category	Digital-Commerce
Campaign Title	#ViralBeauty: Pakistan's 1st Social-first Commercial Activation
Brand	Vinyl Ink Lipstick, Sky High Mascara, HA & GA Serums, Elvive Extraordinary Oil Serum, Vitamin C & Fast Clear Serums
Client 1	Loreal Pakistan
Lead Agency 1	Digitz Digitas
Individuals Credit	Sana Basit, Hamza Hussain, Kiran Irfan, Agha Samtullah, Usman Ghani, Wajeeha Siddiqui, Samay Ahmed, Komal Sohail, Sundus Karim, Ali Haider, Ilsa Nomani
Faced with high consumer acquisition costs and limited budgets amid economic challenges, the Viral Beauty Campaign capitalized on TikTok’s surging global and local popularity. By pioneering Pakistan’s first take on TikTok beauty trends for commerce and leveraging full-funnel influencers, the campaign drove high engagement and inspired shopping actions. Delivering 2X e-commerce growth versus the market, it achieved 22% Advocacy Contributed Sales, setting a benchmark in localized, trend-driven marketing that seamlessly converted engagement into measurable sales impact.

Link Na Bhej, Tamasha Pe Dekh

Summary
Award Level	Silver
Award Category	David & Goliath
Campaign Title	Link Na Bhej, Tamasha Pe Dekh
Brand	Tamasha
Client 1	PMCL
Lead Agency 1	Fishbowl (Pvt) Ltd
Contributing Agency 1	Spark Foundry (Blitz Advertising)
Individuals Credit	Jawad Hassan, Hina Ali, Ifrah Allaudin, Haider Imtiaz, Amna Anjum, Waleed Arif, Ameen Patel, Abad Farooqui, Kiran Masood, Sumbul Aftab, Saud Ghafoor, Ahtasham Rauf
Tamasha’s campaign aimed to challenge the dominant free cricket streaming player, Daraz, by offering a seamless, reliable viewing experience. The insight revealed fans’ frustration with unreliable links, leading to the strategic idea of “Link na bhej, Tamasha pe dekh”—positioning Tamasha as the go-to platform. With 17.3 million installs and 70% market share, the campaign exceeded objectives, surpassing 5-6 million app installs and achieving 21 million MAUs. Tamasha’s success as the market leader disrupted the space, proving its competitive edge in the David vs. Goliath battle.

Seekho Shan Se

Summary
Award Level	Bronze
Award Category	Culinary
Campaign Title	Seekho Shan Se
Brand	Seekho Shan Se
Client 1	SHAN FOODS (PVT.) LTD.
Lead Agency 1	BBDO Pakistan
Contributing Agency 1	BBPR
Contributing Agency 2	Team Reactivate
Contributing Agency 3	MediaCom
Shan’s campaign went beyond cooking, using recipes as a symbol for life’s challenges, highlighting the importance of teaching daughters life skills so they never feel helpless. This powerful message led to over 70% brand growth, increased equity scores from 43 to 44.4, and boosted salience by 19%. Current usage grew from 72% to 74% and stayed strong at 76% after the campaign. By blending empowerment with its culinary expertise, Shan strengthened its market leadership and connected deeply with audiences, solidifying its role as a trusted and inspiring brand.

National Foods Limited – Karachi Khaas Range Communication

Summary
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
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.

Tum Kamaal Karte Ho

Summary
Award Level	Bronze
Award Category	Corporate Reputation
Campaign Title	Tum Kamaal Karte Ho
Brand	Automotive
Client 1	Shell Pakistan
Lead Agency 1	Arkon
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.

Arshad Nadeem – Seenataan

Summary
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
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.

Ask Dawlance – Branded Content

Summary
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
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.

eidipaisa

Summary
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
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.

Getting Better Everyday – IU x foodpanda

Summary
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
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.

Oreo Monopoly: A Playful Twist

Summary
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
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.

Tapal Mezban – Jashan e Jamalo

Summary
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
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.

Tapal Danedar | Jeevay Jeevay Pakistan

Summary
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
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.

#HarDorrMeinApnaGourmet

Summary
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
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

New Stronger Pepsi – Kamaaal (2024)

Summary
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.
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%

Conquer with Carient

Summary
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
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.