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