Winner
2021

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Muhammad%20Ejaz%22%7D%2C%7B%22name%22%3A%22Shumaila%20Firdous%22%7D%2C%7B%22name%22%3A%22Rana%20Saeed%22%7D%2C%7B%22name%22%3A%22Asher%20Khan%22%7D%2C%7B%22name%22%3A%22Adeeba%20Khan%22%7D%2C%7B%22name%22%3A%22Fareed%20Ahmed%22%7D%2C%7B%22name%22%3A%22Tehmina%20Siddiqi%22%7D%2C%7B%22name%22%3A%22Ameen%20Lokhandwala%22%7D%2C%7B%22name%22%3A%22Safdar%20Khan%22%7D%2C%7B%22name%22%3A%22Sharjeel%20Ahmed%22%7D%2C%7B%22name%22%3A%22Yasir%20Aslam%22%7D%2C%7B%22name%22%3A%22Shahzeb%20Ahmed%22%7D%2C%7B%22name%22%3A%22Furqan%20Farukh%22%7D%2C%7B%7D%5D" winner_image="24354" award_level="Gold" campaign_title="Kiunkeh Tum Girna Afford Naheen Kar Saktay" brand="Servis Tyres" client="Service Industries Limited" lead_agency="Manhattan Communications" case_summary="``Servis changed the way motorbikers relate to their tyres. A tyre being a low involvement product, bikers took the recommendation of the dealer or chose a lower-priced brand. Bikers regularly have mishaps on the road but generally remain careless about safety protocols. Using a relevant insight, we were able to emotionally engage them to change their outlook, making Servis Tyres, their first choice despite being premium-priced. Servis became the brand leaderby far in the motorbike tyre category. Sales increased by 20.44% against a target of 5% with a major improvement in brand health indicators vs the competition. ``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Aman%20Hussain%22%7D%2C%7B%22name%22%3A%22Sara%20Ahmed%22%7D%2C%7B%22name%22%3A%22Anum%20Saadat%22%7D%2C%7B%22name%22%3A%22Ismail%20Khan%20%22%7D%2C%7B%22name%22%3A%22Imran%20Mehdi%22%7D%2C%7B%22name%22%3A%22Syed%20Hassaan%20Iqbal%20%22%7D%2C%7B%22name%22%3A%22Faizan%20Shuja%22%7D%2C%7B%22name%22%3A%22Hussain%20Hameed%20%22%7D%2C%7B%22name%22%3A%22Saqib%20Basharat%22%7D%2C%7B%22name%22%3A%22Ali%20Tin%22%7D%2C%7B%22name%22%3A%22Abbas%20Alam%20%22%7D%2C%7B%22name%22%3A%22Asad%20Abbas%20%22%7D%2C%7B%22name%22%3A%22Amir%20Sohail%22%7D%2C%7B%22name%22%3A%22Sidra%20Mansoor%20%22%7D%2C%7B%22name%22%3A%22Mohammad%20Zaidi%22%7D%2C%7B%22name%22%3A%22Eisha%20Salim%20%22%7D%2C%7B%22name%22%3A%22Saher%20Shakil%22%7D%2C%7B%22name%22%3A%22Abid%20Azam%22%7D%5D" gold="true" winner_image="24216" award_level="Silver" campaign_title="Humrahi Digital Campaign" brand="Humrahi Digital Series" client="EFU Life Assurance Ltd." lead_agency="MullenLowe Rauf" case_summary="‘Humrahi’ is Pakistan’s first digital insurance content in form of webisodes, catering to an untapped market and changing the perception about life insurance. Conveyed message in a lighter & positive way. Moreover, challenging the traditional way of thinking versus a progressive mindset was the underlying message. The campaign idea was crafted around ``Planning is essential and for that you need a trusted partner to enable those plans come to life.``" contributing_agency="Mediavest Pakistan"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Hadi%20Akberali%20%22%7D%2C%7B%22name%22%3A%22Syed%20Hamza%22%7D%2C%7B%22name%22%3A%22Mohsin%20Altaf%20%22%7D%2C%7B%22name%22%3A%22Mohsin%20Ali%20Sadiq%22%7D%2C%7B%22name%22%3A%22Armughan%20Hassan%22%7D%2C%7B%22name%22%3A%22Syed%20Sohaib%20ul%20Hassan%22%7D%2C%7B%22name%22%3A%22Hamza%20Imam%22%7D%2C%7B%22name%22%3A%22Syed%20Owais%20Ahmed%22%7D%2C%7B%22name%22%3A%22Moeen%20Khan%22%7D%2C%7B%22name%22%3A%22Amna%20Mushtaq%20Khan%22%7D%2C%7B%22name%22%3A%22Mazhar%20Ali%20Suhag%22%7D%2C%7B%22name%22%3A%22Isma%20Saeed%22%7D%2C%7B%22name%22%3A%22Altamash%20Kohati%22%7D%2C%7B%22name%22%3A%22Faizan%20Tanveer%22%7D%2C%7B%22name%22%3A%22Zaheer%20Uddin%22%7D%2C%7B%22name%22%3A%22Haider%20Ali%22%7D%2C%7B%22name%22%3A%22Zameer%20Qureshi%22%7D%2C%7B%22name%22%3A%22Raffay%20Ali%20Khan%22%7D%2C%7B%22name%22%3A%22Taha%20Khan%22%7D%2C%7B%22name%22%3A%22Muhammad%20Waqas%22%7D%5D" winner_image="24224" award_level="Gold" campaign_title="Amreli Steels" brand="Steel Rebars" client="Amreli Steels Limited" lead_agency="Arey Wah" case_summary="``Rebars fall in “familiarity driven” category which means that higher awareness results in increased sales. After actively advertising for the last 3 years, Amreli Steels had struggled to increase its awareness to the desired level. The only way to bridge the gap without bleeding money on media was to create an emotional connection with its audience. Using a longer, story-telling format, our campaign hooked the audiences emotionally with resounding success that resulted in exponential increase in engagement on our official social media and traffic on our website, earned media, critical praise,organic sharing by other pages and industry-record quarterly sales. ``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Ali%20Rez%22%7D%2C%7B%22name%22%3A%22Abubakar%20Saddique%22%7D%2C%7B%22name%22%3A%22Butool%20Rizvi%22%7D%2C%7B%22name%22%3A%22Amir%20Paracha%22%7D%2C%7B%22name%22%3A%22Sadiq%20Azeem%22%7D%2C%7B%22name%22%3A%22Shahrukh%20Hayat%22%7D%2C%7B%22name%22%3A%22Hasan%20Abidi%22%7D%2C%7B%22name%22%3A%22Zeeshan%20Parwez%22%7D%2C%7B%22name%22%3A%22Fatima%20Ansari%22%7D%2C%7B%22name%22%3A%22Fatima%20Arshad%22%7D%2C%7B%22name%22%3A%22Faryal%20Ali%22%7D%2C%7B%22name%22%3A%22Moiz%20Khan%22%7D%2C%7B%22name%22%3A%22Shani%20Arshad%22%7D%2C%7B%22name%22%3A%22Atiya%20Zaidi%22%7D%2C%7B%22name%22%3A%22Qasim%20Ahmed%22%7D%2C%7B%22name%22%3A%22Hira%20Mohibullah%22%7D%5D" award_level="Silver" campaign_title="Face Mask National Anthem" brand="Face Mask National Anthem" client="Unilever Pakistan" lead_agency="BBDO Pakistan" case_summary="Summer 2020 had seen COVID-19 case numbers rise exponentially in Pakistan, and the public was not following government SOPs to battle it. To encourage Pakistanis to wear facemasks in order to protect themselves and others, we appealed to their national sense of duty by singing the National Anthem on independence day as it never had been done before: through facemasks. An emotional Shahzad Roy sang the anthem accompanied by a diverse choir in facemasks, urging the Pakistani public to fight COVID-19 by following SOPs." winner_image="24357"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Ushna%20Manzoor%20Khan%22%7D%2C%7B%22name%22%3A%22Farhan%20Faisal%22%7D%2C%7B%22name%22%3A%22Hasaan%20Jalil%22%7D%2C%7B%22name%22%3A%22Anosha%20Islam%22%7D%2C%7B%22name%22%3A%22Mirza%20Omer%22%7D%2C%7B%22name%22%3A%22Sheikh%20Adil%20Hussain%22%7D%2C%7B%22name%22%3A%22Sarah%20Fahim%22%7D%2C%7B%22name%22%3A%22Shoaib%20Shamim%22%7D%2C%7B%22name%22%3A%22Naved%20Qureshi%22%7D%2C%7B%22name%22%3A%22Rizwan%20Siddiqui%22%7D%2C%7B%22name%22%3A%22Tahir%20Yousuf%22%7D%2C%7B%22name%22%3A%22Zahra%20Ali%22%7D%2C%7B%22name%22%3A%22Mohib%20Ullah%20Hussain%22%7D%2C%7B%22name%22%3A%22Zehra%20Zaidi%22%7D%2C%7B%22name%22%3A%22Ramesha%20Mujeeb%22%7D%5D" award_level="Bronze" campaign_title="Shan Functional" brand="Shan Recipe Mix" client="Shan Foods (Pvt.) Limited" lead_agency="Ogilvy Pakistan" case_summary="The pandemic changed the world, but we changed the conversation and our category despite dire economic and business conditions. As category declined by -6%, Shan pitted on volume. Moreover, we knew a third of our business rested on biryani variants alone. We needed to change this dependency, expand growth across variants, and resurface from the pandemic-tsunami. Through our topical slice-of-life yet critically-timed creative campaign, the category grew by 28%." winner_image="24307"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Farrukh%20Amin%22%7D%2C%7B%22name%22%3A%22Ashfaq%20Faridi%22%7D%2C%7B%22name%22%3A%22Amir%20Butt%22%7D%2C%7B%22name%22%3A%22Mehwish%20Hassan%22%7D%2C%7B%22name%22%3A%22Fraz%20Khan%22%7D%2C%7B%22name%22%3A%22Kashif%20Mughal%22%7D%2C%7B%22name%22%3A%22Adeeba%20Khan%22%7D%2C%7B%22name%22%3A%22Tehmina%20Siddiqi%22%7D%2C%7B%22name%22%3A%22Ameen%20Lokhandwala%22%7D%2C%7B%22name%22%3A%22Ali%20Zaki%22%7D%2C%7B%22name%22%3A%22Yasir%20Aslam%22%7D%2C%7B%22name%22%3A%22Shahzeb%20Ahmed%22%7D%2C%7B%22name%22%3A%22Shumaila%20Firdous%22%7D%5D" award_level="Silver" campaign_title="Split The Plate Campaign" brand="Dastak Cooking Oil" client="Unity Foods Limited" lead_agency="Manhattan Communications (Pvt) Ltd" case_summary="Dastak, a new entrant in the Cooking Oil category with mega-brands was unable to STANDOUT. To put it on the map, we decided to leverage World Food Day. While oil brands show lavish food-laden tables urging people to eat more, our simple heartwarming message urged people to stop food wastage by sharing with the needy. Produced on a shoe-string budget, our communication connected emotionally with consumers. Globally applauded with massive organic word-of-mouth, breaking the internet, garnering a whopping 40million aggregate views (target:3million) in one month, achieving 9% volume growth." winner_image="24329"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Kiran%20Murad%22%7D%2C%7B%22name%22%3A%22Kayzad%20Giara%22%7D%2C%7B%22name%22%3A%22Saad%20Wasti%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22M%20Mikail%20Soomro%22%7D%2C%7B%22name%22%3A%22Cyrus%20Variava%22%7D%2C%7B%22name%22%3A%22Muhammad%20Salman%22%7D%2C%7B%22name%22%3A%22Farhan%20Majeed%22%7D%2C%7B%22name%22%3A%22Nujia%20Ashraf%22%7D%2C%7B%22name%22%3A%22Junaid%20Nadeem%22%7D%5D" award_level="Bronze" campaign_title="KIA Sportage Launch" brand="Sportage - Launch Campaign" client="Lucky Motor Corporation limited" lead_agency="MullenLowe Rauf" case_summary="``Partnering with Lucky group, KIA blistered through the status quo; giving customers a chance to break from the monotony of traditionalism and familiarism; giving them a chance to shift gears; to be different. KIA struck a chord with consumers. It gained massively from BIG 3; proving that all you need to drive into consumer hearts is to inspire them to follow their passions…and live life on their own terms!``" winner_image="24359"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Tauheed%20Dyer%22%7D%2C%7B%22name%22%3A%22Shoaib%20Shamim%22%7D%2C%7B%22name%22%3A%22Yousra%20Taj%22%7D%2C%7B%22name%22%3A%22Saira%20Masood%22%7D%2C%7B%22name%22%3A%22Raza%20Syed%22%7D%2C%7B%22name%22%3A%22Daniyal%20Shaikh%22%7D%2C%7B%22name%22%3A%22Waqar%20Ahmed%22%7D%5D" award_level="Bronze" campaign_title="Shoop Instant Noodles" brand="Shoop Instant Noodles" client="Shan Foods (Pvt.) Limited" lead_agency="Fishbowl (Pvt.) Ltd" case_summary="Winning against a market giant is never an easy task, you can either choose to follow suit or break the shackles and devise a separate path for yourself. Shoop followed the latter by owning an unclaimed segment which gave the competition a run for its money while Shoop doubled its business in a year. The marketshare increased by 44% and with a 500%+ increase in loyalty coupled with an increase of +510 BPS in equity, all these metrics were a clear indicator that the market leader had started to bleed." winner_image="24331"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Rafay%20Ali%20Khan%22%7D%2C%7B%22name%22%3A%22Maryam%20Saleem%22%7D%5D" winner_image="24301" award_level="Silver" campaign_title="Chaiwala Biskut" brand="Bisconni" client="Ismail Industries Limited" lead_agency="Manhattan Communications" case_summary="``Chai Wala Biskut, was the new kid on the tea-biscuit block dominated by the leader Sooper (33% market share) In spite of big-spending, many brands tried but none could jolt the giant. Ultimately success depended on taking share from the industry leader. We could not win with muscle, so we strategized and differentiated our brand to capture consumer’s share of mind. We took the cultural leadership with the younger generation of tea drinkers leading to switching. The launch was a huge success, we became PKR1.3 billion Brand, gained 6% share, in the launch year. (Target: PKR1billion, share 2%) ``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Rohail%20Imtiaz%22%7D%2C%7B%22name%22%3A%22Uzair%20Mirza%22%7D%2C%7B%22name%22%3A%22Ali%20Jaffar%22%7D%2C%7B%22name%22%3A%22Zarah%20Irfan%22%7D%2C%7B%22name%22%3A%22Affan%20Naeem%22%7D%2C%7B%22name%22%3A%22Bilal%20Khan%22%7D%2C%7B%22name%22%3A%22Huda%20Haroon%22%7D%2C%7B%22name%22%3A%22Syed%20Gohar%22%7D%2C%7B%22name%22%3A%22Ibad%20Shamsi%22%7D%5D" winner_image="24361" award_level="Bronze" campaign_title="Happiness At Your Doorstep" brand="IC NOW" client="Unilever Pakistan" lead_agency="Team Reactivate" case_summary="Eating ice cream always made us happy, anywhere and anytime.But during lockdown, consumers were not in the habit of purchasing ice cream online. Hence, instant happiness required an on demand solution. E-commerce before 2020 was close to non existent for us however with the change in consumer habits & emerging trends we saw a perfect situation to fit ice cream in their lives via building moments of ice cream consumption"]

[vc_winners_summaries_element individual_credits="%5B%5D" winner_image="24251" award_level="Gold" campaign_title="Eidipaisa" brand="Easypaisa" client="Easypaisa - Telenor Bank" lead_agency="Ogilvy Pakistan" case_summary="``It was the first time Eid, usually a joyous occasion, was being overshadowed by the only topic of conversation: Corona. Peoplewere afraid that they won't get to meet their families and worse yet, that there would be no Eidi. We did something so disruptive that no other brand had ever dared to do before: Change their brand. We changed our brand from easypaisa to eidipaisa for Eid so people could safely send and receive their Eidi. We got over 75 Million impressions and started trending. We became the most downloaded app and achieved overwhelming business results. ``"]

[vc_winners_summaries_element individual_credits="%5B%7B%7D%5D" winner_image="24252" award_level="Gold" campaign_title="Every number is welcome" brand="Easypaisa" client="Easypaisa - Telenor Bank" lead_agency="Ogilvy Pakistan" case_summary="A simple strategy that and an extremely disruptive ad in which we saw the 4 different Telecom operators come together in one ad for the very first time ever, helped unlock the lowest hanging fruit for us that helped us achieve growth to overcome a simple misperception that the Easypaisa app was only for Telenor users,owing to Easypaisa’s heritage with Telenor when it was initially launched."]

[vc_winners_summaries_element individual_credits="%5B%7B%7D%5D" winner_image="24253" award_level="Silver" campaign_title="Phatta Note (Torn Currency Note)" brand="Easypaisa" client="Easypaisa-Telenor Bank" lead_agency="Ogilvy Pakistan" case_summary="``Since easypaisa is a digital payments app, cash was our greatest competitor and a massive one at that. Getting people to break a decades’ old habit ingrained so deeply into our system seemed like a great challenge. Our campaign awoke people to realize a problem that they hadn't noticed before but had all dealt with and didn’t know could be easily resolved. We not only changed a centuries old habit but also grew our business in the process.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Ali%20Rez%22%7D%2C%7B%22name%22%3A%22Saima%20Moor%22%7D%2C%7B%22name%22%3A%22Hira%20Mohibullah%22%7D%2C%7B%22name%22%3A%22Ali%20Rez%22%7D%2C%7B%22name%22%3A%22Fatima%20Ansari%22%7D%2C%7B%22name%22%3A%22Bijoy%20Purayil%22%7D%2C%7B%22name%22%3A%22Aamna%20Rahim%22%7D%2C%7B%22name%22%3A%22Ahmed%20Mustafa%22%7D%2C%7B%22name%22%3A%22Haseeb%20Akram%22%7D%2C%7B%22name%22%3A%22Moiz%20Khan%22%7D%2C%7B%22name%22%3A%22Haroon%20Rashid%22%7D%2C%7B%22name%22%3A%22Hassaan%20Khurshid%22%7D%2C%7B%22name%22%3A%22Sarah%20Zubair%22%7D%2C%7B%22name%22%3A%22Zahid%20Ghauri%22%7D%2C%7B%22name%22%3A%22Zooni%20Afzal%22%7D%2C%7B%22name%22%3A%22Umer%20Javed%22%7D%2C%7B%22name%22%3A%22Dr.Hashmat%20Effendi%22%7D%2C%7B%22name%22%3A%22Jami%20Moor%22%7D%5D" winner_image="24264" award_level="Silver" campaign_title="The Hot Tea Stain" brand="The Hot Tea Stain" client="Shalamar Hospital" lead_agency="Babar Ali Foundation" contributing_agency="BBDO Pakistan" case_summary="1 in 3 households in Pakistan have a child burn victim. Most are casualties of the most common Pakistani household item: hot tea, and the negligent manner in which it is handled. Through an astonishingly powerful film and campaign, which emphasised to parents that a burn on a child is one tea stain that can never be removed, we effectively managed to change behaviour so much that in the 6 months following the campaign, child burn cases due to hot tea reduced by an incredible 50%."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Affan%20Khan%22%7D%2C%7B%22name%22%3A%22Uzair%20Asif%22%7D%2C%7B%22name%22%3A%22Nabeel%20Danish%22%7D%2C%7B%22name%22%3A%22Raza%20Ayoub%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22Saher%20Shakil%22%7D%2C%7B%22name%22%3A%22Yusra%20Zaffar%22%7D%2C%7B%22name%22%3A%22Faryal%20Mehmood%22%7D%2C%7B%22name%22%3A%22Adnan%20Hasan%22%7D%5D" winner_image="24261" award_level="Bronze" campaign_title="Sunlight Itna Ziada" brand="Sunlight" client="Unilever Pakistan" lead_agency="MullenLowe Rauf" case_summary="``Sunlight, a mass tier laundry powder had been witnessing a downturn in sales since May 2019. The Market share gap with its eye-ball competition, Bonus had increased by 180bps and the reduced TV presence further dented the already low spont score by 400bps. With the start of 2020 and the rise in inflation, Sunlight decided to turn the tide and made a colloquial TVC highlighting the inflationary times ‘Itna ziada’ offering 100g more powder in its Large Packs, resulting in an increase in Market share by 1.5X in 7 months.``"][vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Khurram%20Kidwai%22%7D%2C%7B%22name%22%3A%22Muhammad%20Osama%22%7D%2C%7B%22name%22%3A%22Amenah%20Sajid%22%7D%2C%7B%22name%22%3A%22Jaffar%20Hashim%22%7D%2C%7B%22name%22%3A%22Mahrukh%20shaikh%22%7D%2C%7B%22name%22%3A%22Javeria%20Ammar%22%7D%2C%7B%22name%22%3A%22Omer%20Khalid%22%7D%2C%7B%22name%22%3A%22Faisal%20Alavi%22%7D%2C%7B%22name%22%3A%22Jahanzeb%20Khalid%22%7D%2C%7B%22name%22%3A%22Rabia%20Nabeel%22%7D%2C%7B%22name%22%3A%22Yasser%20Shah%22%7D%2C%7B%22name%22%3A%22Alifia%20Dairkee%22%7D%2C%7B%22name%22%3A%22Ibrahim%20Baloch%22%7D%2C%7B%22name%22%3A%22Zeeshan%20jilani%22%7D%2C%7B%22name%22%3A%22Uzair%20Ahmed%22%7D%2C%7B%22name%22%3A%22Wajahat%20Ali%22%7D%2C%7B%22name%22%3A%22Ali%20Haider%22%7D%2C%7B%22name%22%3A%22Tania%20Bhurgri%22%7D%2C%7B%22name%22%3A%22Ramsha%20Ali%22%7D%5D" winner_image="24268" award_level="Gold" campaign_title="Ariel Touch of Downy" brand="Ariel" client="P&G" lead_agency="Adcom" case_summary="Driving growth in an established category such as detergents is a challenge as the consumer is mature and barriers to switching are high. The science of driving growth in such categories is to identify potential segments within the competitor’s loyalist base and capitalize on a gap in the category. We successfully identified a unique set of consumers in the Surf Excel consumer base and drove conversion to Ariel Touch of Downy. As a result, our efforts were effective in converting loyalists and driving growth in a mature category."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22laeeq%20shafi%22%7D%2C%7B%22name%22%3A%22Zoya%20Altaf%22%7D%2C%7B%22name%22%3A%22Atiya%20Zaidi%22%7D%2C%7B%22name%22%3A%22Zeb%20Qamar%22%7D%2C%7B%22name%22%3A%22Alize%20Munir%22%7D%2C%7B%22name%22%3A%22Shayan%20Ahmed%22%7D%2C%7B%22name%22%3A%22Humayun%20Farooq%22%7D%2C%7B%22name%22%3A%22Faryal%20Ali%22%7D%2C%7B%22name%22%3A%22Haroon%20Rashid%22%7D%5D" winner_image="24262" award_level="Bronze" campaign_title="Every floor is a playground" brand="Every floor is a playground" client="Reckitt Benckiser" lead_agency="BBDO Pakistan" case_summary="In a market dominated with very traditional usage of ‘phynyl’ lead floor cleaning solutions, the UNO campaign was successfully able to change a very deep rooted consumer behavior to move towards the much superior DETTOL MPC with 3 x disinfectant power allowing young urban mothers to truly let their kids make the entire house their playground."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Tania%20Bhurgri%22%7D%2C%7B%22name%22%3A%22Muhammad%20Osama%22%7D%2C%7B%22name%22%3A%22Syed%20Muhammad%20Ashraf%22%7D%2C%7B%22name%22%3A%22Khurram%20Kidwai%22%7D%2C%7B%22name%22%3A%22Wajahat%20Ali%22%7D%2C%7B%22name%22%3A%22Rabia%20Nabeel%22%7D%2C%7B%22name%22%3A%22Omer%20Khalid%22%7D%2C%7B%22name%22%3A%22Ali%20Haider%22%7D%2C%7B%22name%22%3A%22Yasser%20Shah%22%7D%2C%7B%22name%22%3A%22Jaffar%20Hashim%22%7D%2C%7B%22name%22%3A%22Alifia%20Dairkee%22%7D%2C%7B%22name%22%3A%22Ibrahim%20Baloch%22%7D%2C%7B%22name%22%3A%22Javeria%20Ammar%22%7D%2C%7B%22name%22%3A%22Ayesha%20Fariduddin%22%7D%2C%7B%22name%22%3A%22Faisal%20Alavi%22%7D%2C%7B%22name%22%3A%22Urooj%20Ahmed%22%7D%2C%7B%22name%22%3A%22Jahanzeb%20Khalid%22%7D%2C%7B%22name%22%3A%22zeeshan%20jilani%22%7D%2C%7B%22name%22%3A%22Uzair%20Ahmed%22%7D%2C%7B%22name%22%3A%22Ramsha%20Ali%22%7D%5D" winner_image="24266" award_level="Gold" campaign_title="Ragra Vs. Naya Ariel Tagra" brand="Ariel" client="P&G" lead_agency="Adcom" case_summary="``To maintain its growth momentum towards becoming the category leader, Ariel had to own a point-of-differentiation within ‘stain removal’ - a claim utilised by all detergent brands. Through research, Ariel uncovered a unique torture test within stain removal: cuffs and collar stains, which consumers can’t clean without rigorous scrubbing. Ariel solved this consumer tension by product upgradation, strong marketing and trade exploitation - establishing its point-of-differentiation. Resultantly, Ariel retained the #1 position on stain removal equity, led the category’s brand health measures (Top of Mind and Brand Linkage), growing sales & consumption over next quarter (17% and 11% respectively).``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Uzair%20Ahmed%22%7D%2C%7B%22name%22%3A%22Khurram%20Kidwai%22%7D%2C%7B%22name%22%3A%22Munira%20Zanzibarwala%22%7D%2C%7B%22name%22%3A%22Jaffar%20Hashim%22%7D%2C%7B%22name%22%3A%22Omer%20Khalid%22%7D%2C%7B%22name%22%3A%22Rabia%20Nabeel%22%7D%2C%7B%22name%22%3A%22Syed%20Mohammad%20Ashraf%22%7D%2C%7B%22name%22%3A%22Jahanzeb%20Khalid%22%7D%2C%7B%22name%22%3A%22Muhammad%20Osama%22%7D%2C%7B%22name%22%3A%22Urooj%20Vohra%22%7D%2C%7B%22name%22%3A%22Faisal%20Alavi%22%7D%2C%7B%22name%22%3A%22Hameed%20Jaffer%22%7D%2C%7B%22name%22%3A%22Ibrahim%20Baloch%22%7D%2C%7B%22name%22%3A%22Urooj%20Ahmed%22%7D%2C%7B%22name%22%3A%22Mussadiq%20Junejo%22%7D%2C%7B%22name%22%3A%22Ramsha%20Ali%22%7D%2C%7B%22name%22%3A%22Javeria%20Ammar%22%7D%2C%7B%22name%22%3A%22Tania%20Bhurgri%22%7D%2C%7B%22name%22%3A%22Wajahat%20Ali%22%7D%2C%7B%22name%22%3A%22Syed%20Ali%20Haider%20Naqvi%22%7D%5D" award_level="Bronze" campaign_title="Ragra vs New Ariel Tagra" brand="Ariel - Ragra vs New Ariel Tagra - Influencer Marketing" client="P&G" lead_agency="Symmetry Group" case_summary="Setting ablaze suspense around Wasim Akram's future plans, Ariel turned all eyes towards the launch of the Brand's upcoming TVC. We leveraged this momentum to increase Past 12 Month usage in SEC A homes by +2% in just one month, leading to highest ever quarterly sales for the Brand. A +17% sales increase in Month 1 was matched by a historic gain in Top Of Mind for the Brand with a 2X gain vs key competition." winner_image="24266"][vc_winners_summaries_element individual_credits="%5B%7B%7D%5D" winner_image="24276" award_level="Silver" campaign_title="Sunsilk Sundays with Hania Aamir" brand="Sunsilk Pakistan" client="Unilever Pakistan" lead_agency="Team Reactivate Pvt. Ltd" case_summary="``The new-normal gave way to new consumer behaviors. With more Pakistanis getting on Zoom/Houseparty apps and realizing the importance of gaining a sense of community, #SunsilkGirlsTogether leveraged on immediate interests of these consumers. The campaign was a perfect blend that married brand purpose of 'opening possibilities for girls' with real-time consumer insights. Episodes were designed around home workouts, learning new recipes, and getting ready for Eid without having to step out! #SunsilkGirlsTogether was recognized by Google as the kind of content consumers were looking for.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Aroob%20Pervaiz%22%7D%2C%7B%22name%22%3A%22Uzair%20Aslam%22%7D%2C%7B%22name%22%3A%22Fahad%20Ahmed%22%7D%2C%7B%22name%22%3A%22Wajahat%20Ali%22%7D%2C%7B%22name%22%3A%22Nida%20Jafri%22%7D%5D" winner_image="24272" award_level="Bronze" campaign_title="HBLPSL Jeet ki Jang" brand="HBLPSL" client="HBL" lead_agency="Symmetry Group" case_summary="By embedding HBLPSL Jeet Ki Jang within influencer content, we garnered positive engagement and millions of views for the branded content platform. We realized that audiences relate to branded content that is presented through an unbranded lens. In this campaign, we picked influencers from three social media platforms and designed a multiple-pronged approached, co-creating content based on their genres and in their unique skins. The result was high traction and organic sharing of social media content, which eventually translated to views and engagement and a massive increase in the YouTube subscriber base"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Abeer%20Fatima%22%7D%2C%7B%22name%22%3A%22Mustansir%20Salim%22%7D%2C%7B%22name%22%3A%22Warda%20Iqbal%22%7D%2C%7B%22name%22%3A%22Hasan%20Rizvi%22%7D%2C%7B%22name%22%3A%22Faraz%20Meer%22%7D%2C%7B%22name%22%3A%22Nobel%20John%22%7D%2C%7B%22name%22%3A%22Rafay%20Raheel%22%7D%5D" winner_image="24274" award_level="Gold" campaign_title="#Vatikafirst" brand="Vatika Hair Oils" client="Dabur Pakistan" lead_agency="Bodybeat PR" case_summary="``The shampoo category witnessed an intense price war between the shampoo giants in 2019 taking the category advertising spend upto PKR2.5bn annually! Vatika thought of using the massive spends to its advantage. How? Vatika used its existing digital medium creatively to hijack the shampoo category spends on all mediums.Vatika asked the consumers to just click a picture of any shampoo ad they see and post it with the hashtags #oilfirst #Vatikafirst. So the more shampoos advertised the more Vatika’s message ‘Oil before shampoo’ got impressions on the digital medium!``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Muhammad%20Sami%22%7D%2C%7B%22name%22%3A%22Tehreem%20Samad%22%7D%2C%7B%22name%22%3A%22Ramsha%20Ali%22%7D%2C%7B%22name%22%3A%22Yasser%20Shah%22%7D%2C%7B%22name%22%3A%22Omer%20khalid%22%7D%2C%7B%22name%22%3A%22Amna%20Abbas%22%7D%2C%7B%22name%22%3A%22Usama%20Qasmi%22%7D%2C%7B%22name%22%3A%22Ullah%20Habib%22%7D%2C%7B%22name%22%3A%22Ahad%20Motiwala%22%7D%2C%7B%22name%22%3A%22Waleed%20Ahmed%22%7D%2C%7B%22name%22%3A%22Maham%20Hasnain%22%7D%2C%7B%22name%22%3A%22Amenah%20Sajid%22%7D%2C%7B%22name%22%3A%22Faisal%20Alavi%22%7D%2C%7B%22name%22%3A%22khalid%20jehanzaib%22%7D%2C%7B%22name%22%3A%22Rabia%20Nabeel%22%7D%2C%7B%22name%22%3A%22khalid%20Farid%22%7D%2C%7B%22name%22%3A%22Hasan%20Rizvi%22%7D%5D" award_level="Silver" campaign_title="Commander Copy" brand="Safeguard" client="P&G" lead_agency="Adcom" case_summary="``People turn to trusted heroes during crises – government, celebrities, professionals. When COVID hit, Pakistanis turned to Commander Safeguard! Posts sprung up saying “Only Commander can save us”, “I trust his words blindly”! Safeguard uniquely married Brand, Community and Influencer, using its very own Influencer Commander Safeguard and enrolling celebrities, bloggers, authorities in a movement. 1-9-90 (creator-sharer-listener) framework enabled stellar results beating targets despite lowest media spends: Target category (+26%), sales (+38%), profit, equity, awareness, recognition on Youtube Most Watched List.``" winner_image="24281"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Nasir%20Qureshi%22%7D%2C%7B%22name%22%3A%22Uzair%20Mahboob%22%7D%2C%7B%22name%22%3A%22Syed%20Hamza%20Jalal%22%7D%2C%7B%22name%22%3A%22Shaheryar%20Ghayas%22%7D%2C%7B%22name%22%3A%22Sobia%20Samad%20Khalid%22%7D%2C%7B%22name%22%3A%22Saira%20Masood%22%7D%2C%7B%22name%22%3A%22Faisal%20Haidri%22%7D%2C%7B%22name%22%3A%22Shoaib%20Ehsan%22%7D%2C%7B%22name%22%3A%22Sidra%20Ahmed%22%7D%2C%7B%22name%22%3A%22Adil%20Ahmed%22%7D%5D" winner_image="24282" award_level="Bronze" campaign_title="Danish Ali (JazzCares)" brand="Telecom" client="PMCL JAZZ" lead_agency="Fishbowl (Pvt) Ltd" case_summary="Danish Ali is a widely loved comedian in Pakistan. By leveraging Danish’s comical acumen and combining that with specific and tailor-made services for COVID-19 the campaign became iconic in bringing hope through laughter. The light-hearted content made the campaign stand out and the services communicated saw a significant increase in awareness and usage and contributed towards making Jazz the highest recalled brand during pandemic times. Jazz recall even surpassed that of hygiene products."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Khurram%20Kidwai%22%7D%2C%7B%22name%22%3A%22Rabia%20Nabeel%22%7D%2C%7B%22name%22%3A%22Jaffar%20Hashim%22%7D%2C%7B%22name%22%3A%22Omer%20Khalid%22%7D%2C%7B%22name%22%3A%22Tania%20Bhurgri%22%7D%2C%7B%22name%22%3A%22Ramsha%20Ali%22%7D%2C%7B%22name%22%3A%22Amenah%20Sajid%22%7D%2C%7B%22name%22%3A%22Muhammad%20Osama%22%7D%2C%7B%22name%22%3A%22Munira%20Zanzibarwala%22%7D%2C%7B%22name%22%3A%22Syed%20Mohammad%20Ashraf%22%7D%2C%7B%22name%22%3A%22Musadiq%20Junejo%22%7D%2C%7B%22name%22%3A%22Jahanzeb%20Khalid%22%7D%2C%7B%22name%22%3A%22Uzair%20Ahmed%22%7D%2C%7B%22name%22%3A%22Maleeha%20Syed%22%7D%2C%7B%22name%22%3A%22Ali%20Rizvi%22%7D%2C%7B%22name%22%3A%22Mahrukh%20Shaikh%22%7D%2C%7B%22name%22%3A%22Urooj%20Vohra%22%7D%2C%7B%22name%22%3A%22Hameed%20Jaffer%22%7D%5D" winner_image="24279" award_level="Gold" campaign_title="Ariel Work For Home" brand="Ariel Work For Home - Influencer" client="P&G" lead_agency="Symmetry Group"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Yasir%20Yasin%22%7D%2C%7B%22name%22%3A%22Sarah%20Tariq%20Hassan%22%7D%2C%7B%22name%22%3A%22Malik%20Mubeen%20Farrukh%22%7D%2C%7B%22name%22%3A%22Tanzeel%20Ahmed%22%7D%2C%7B%22name%22%3A%22Faisal%20Nasir%22%7D%2C%7B%22name%22%3A%22Hamza%20Amjad%22%7D%2C%7B%22name%22%3A%22Gohar%20Abbas%22%7D%2C%7B%22name%22%3A%22Asim%20Naqvi%22%7D%2C%7B%22name%22%3A%22Imran%20Qaiser%22%7D%5D" winner_image="24297" award_level="Bronze" campaign_title="World's First Personalised Mobile Data Plans" brand="Telenor" client="Telenor Pakistan" lead_agency="Ogilvy Pakistan" case_summary="By taking a truly bespoke approach towards communications driven by technology Telenor was not only able to entice the customer and generate trial it was able to build personalized BRAND EXPERIENCES at the right instant. For the very first time in the world, 13 million unique personalized offers over 13 million unique moments, were pushed for absolutely free. This first of its kind Telco product saw a 300 % increase in the number of subscriptions and Telenor was able to save PKR 8.3 million by pushing the offer without having to buy any media for it."]

[vc_winners_summaries_element individual_credits="%5B%7B%7D%5D" winner_image="24287" award_level="Bronze" campaign_title="Easypaisa Raahi" brand="Easypaisa" client="Easypaisa-Telenor Bank" lead_agency="Ogilvy Pakistan" case_summary="We create unique platform called Easypaisa Raahi about a journey of self discovery"][vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Yasir%20Yasin%22%7D%2C%7B%22name%22%3A%22Hamza%20Iftikhar%22%7D%2C%7B%22name%22%3A%22Sarah%20Tariq%20Hassan%22%7D%2C%7B%22name%22%3A%22Huma%20Shahid%22%7D%2C%7B%22name%22%3A%22Imran%20Ayub%22%7D%2C%7B%22name%22%3A%22Malik%20Mubeen%20Farrukh%22%7D%2C%7B%22name%22%3A%22Tanzeel%20Ahmed%22%7D%2C%7B%22name%22%3A%22Gohar%20Abbas%22%7D%2C%7B%22name%22%3A%22Imran%20Qaiser%22%7D%2C%7B%22name%22%3A%22Asim%20Naqvi%22%7D%2C%7B%22name%22%3A%22Faisal%20Nasir%22%7D%2C%7B%22name%22%3A%22Hamza%20Amjad%22%7D%5D" winner_image="24293" award_level="Gold" campaign_title="World's First Personalised Mobile Data Plans" brand="Telenor" client="Telenor Pakistan" lead_agency="Ogilvy Pakistan" case_summary="By taking a truly bespoke approach towards communications driven by technology Telenor was not only able to entice the customer and generate trial it was able to build personalized BRAND EXPERIENCES at the right instant. For the very first time in the world, 13 million unique personalized offers over 13 million unique moments, were pushed for absolutely free. This first of its kind Telco product saw a 300 % increase in the number of subscriptions and Telenor was able to save PKR 8.3 million by pushing the offer without having to buy any media for it."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Abeer%20Fatima%22%7D%2C%7B%22name%22%3A%22Mustansir%20Salim%22%7D%2C%7B%22name%22%3A%22Warda%20Iqbal%22%7D%2C%7B%22name%22%3A%22Hasan%20Rizvi%22%7D%2C%7B%22name%22%3A%22Faraz%20Meer%22%7D%2C%7B%22name%22%3A%22Nobel%20John%22%7D%2C%7B%22name%22%3A%22Rafay%20Raheel%22%7D%5D" award_level="Bronze" campaign_title="#Vatikafirst" brand="Vatika Hair Oils" client="Dabur Pakistan" lead_agency="Bodybeat PR" case_summary="``2019 started with a major price war between the big shampoo giants. This resulted in increase of shampoo category spends dramatically. Vatika made the move by taking over the shampoo conversations and made the most of their fight - in short hijacking their billions of spend to its advantage. Instead of using the conventional advertising, Vatika broke through with a disruptive approach within limited budgets. The campaign reminded the consumers of the first step to hair care i.e oiling before every shampoo , using the shampoo ads!``" winner_image="24289"]

[vc_winners_summaries_element individual_credits="%5B%7B%7D%5D" winner_image="24291" award_level="Gold" campaign_title="Eidipaisa" brand="Easypaisa" client="Easypaisa - Telenor Bank" lead_agency="Ogilvy Pakistan" case_summary="``It was the first time Eid, usually a joyous occasion, was being overshadowed by the only topic of conversation: Corona. Peoplewere afraid that they won't get to meet their families and worse yet, that there would be no Eidi. We did something so disruptive that no other brand had ever dared to do before: Change their brand. We changed our brand from easypaisa to eidipaisa for Eid so people could safely send and receive their Eidi. We got over 75 Million impressions and started trending. We became the most downloaded app and achieved overwhelming business results. ``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Syed%20Ali%20Imran%22%7D%2C%7B%22name%22%3A%22Nadeem%20Ihsan%22%7D%2C%7B%22name%22%3A%22Syed%20Aqeel%20Agha%22%7D%2C%7B%22name%22%3A%22Mohammad%20Asif%22%7D%2C%7B%22name%22%3A%22Mahim%20Maher%22%7D%2C%7B%22name%22%3A%22Qamar%20Abbas%22%7D%2C%7B%22name%22%3A%22Ammar%20Hassan%22%7D%2C%7B%22name%22%3A%22Kashif%20Siddiqui%22%7D%2C%7B%22name%22%3A%22Shahid%20Rehman%22%7D%2C%7B%22name%22%3A%22Jonathan%20Mark%22%7D%5D" winner_image="24295" award_level="Bronze" campaign_title="Samaa Virtual Events" brand="Virtual Events" client="Jaag Broadcasting" lead_agency="Jaag Broadcasting" case_summary="``We created a Product where there existed none before it. Covid19, was the starting and trigger point. Every calamity has an opportunity. Because of Covid19 doing physical on ground events was either not possible, or was risky. The alternative was to take it Virtual. Working with our partners we created a solution, that allowed them to take their events virtual. Since then we have created a whole new category and have done 3 events. Though covid19 was the harbinger for this innovation, with future being digital, we believe this product is here to stay and will add further value. ``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Yasir%20Yasin%22%7D%2C%7B%22name%22%3A%22Hamza%20Iftikhar%22%7D%2C%7B%22name%22%3A%22Sarah%20Tariq%20Hassan%22%7D%2C%7B%22name%22%3A%22Imran%20Ayub%22%7D%2C%7B%22name%22%3A%22Malik%20Mubeen%20Farrukh%22%7D%2C%7B%22name%22%3A%22Raja%20Sharafat%22%7D%2C%7B%22name%22%3A%22Zeeshan%20Mateen%22%7D%2C%7B%22name%22%3A%22Huma%20Shahid%22%7D%2C%7B%22name%22%3A%22Gohar%20Abbas%22%7D%2C%7B%22name%22%3A%22Shan%20Haque%22%7D%2C%7B%22name%22%3A%22Qasim%20Pervez%22%7D%2C%7B%22name%22%3A%22Faisal%20Nasir%22%7D%2C%7B%22name%22%3A%22Asim%20Naqvi%22%7D%2C%7B%22name%22%3A%22Naved%20Qureshi%22%7D%2C%7B%22name%22%3A%22Hamza%20Amjad%22%7D%2C%7B%22name%22%3A%22Imran%20Mushtaq%22%7D%5D" winner_image="24297" award_level="Bronze" campaign_title="World's First Personalised Mobile Data Plans" brand="Telenor" client="Telenor Pakistan" lead_agency="Ogilvy Pakistan" case_summary="By taking a truly bespoke approach towards communications driven by technology Telenor was not only able to entice the customer and generate trial it was able to build personalized BRAND EXPERIENCES at the right instant. For the very first time in the world, 13 million unique personalized offers over 13 million unique moments, were pushed for absolutely free. This first of its kind Telco product saw a 300 % increase in the number of subscriptions and Telenor was able to save PKR 8.3 million by pushing the offer without having to buy any media for it."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Abeer%20Fatima%22%7D%2C%7B%22name%22%3A%22Mustansir%20Salim%22%7D%2C%7B%22name%22%3A%22Warda%20Iqbal%22%7D%2C%7B%22name%22%3A%22Hasan%20Rizvi%22%7D%2C%7B%22name%22%3A%22Faraz%20Meer%22%7D%2C%7B%22name%22%3A%22Nobel%20John%22%7D%2C%7B%22name%22%3A%22Rafay%20Raheel%22%7D%5D" winner_image="24299" award_level="Gold" campaign_title="#Vatikafirst" brand="Vatika" client="Dabur Pakistan" lead_agency="BodybeatPR" case_summary="``The shampoo category witnessed an intense price war between the shampoo giants in 2019. The war was so intense, that the category advertising spent went up to PKR2.5bn annually! Vatika, witnessed the war and thought of using the massive spends to its advantage. How? Vatika used its existing digital medium creatively to hijack the shampoo category spends on all mediums. Vatika asked the consumers to click a picture of any shampoo ad they see and post it with the hashtags #oilfirst #Vatikafirst. So the more shampoos advertised, the more Vatika’s message ‘Oil before shampoo’ got impressions on the digital medium!``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Rafay%20Ali%20Khan%22%7D%2C%7B%22name%22%3A%22Maryam%20Saleem%22%7D%5D" winner_image="24301" award_level="Bronze" campaign_title="Chai Wala Biskut - Bisconni" brand="Bisconni - Chai Wala Biskut" client="Ismail Industries Limited" lead_agency="Manhattan Communications (Pvt) Ltd" case_summary="``The huge tea-biscuit segment is dominated by industry leaders Sooper (share 33%) followed by Gala (share 7.9 %). Many other players make up the rest. To succeed in this fragmented market we needed a differentiated positioning. Our idea was simple but it became a phenomenon. Rooted in culture, with all the trappings of colourful poetry and truck art, Chai Wala Biskut became an instant success achieving 6% share, becoming a PKR1.3 billion brand in the year of launch against a target of hitting PKR1billion mark.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Yasir%20Yasin%22%7D%2C%7B%22name%22%3A%22Salman%20Saleem%22%7D%2C%7B%22name%22%3A%22Aitizaz%20Hassan%22%7D%2C%7B%22name%22%3A%22Sarah%20Tariq%20Hassan%22%7D%2C%7B%22name%22%3A%22Qasim%20Pervez%22%7D%2C%7B%22name%22%3A%22Shadman%20Khan%22%7D%2C%7B%22name%22%3A%22Imran%20Mughal%22%7D%2C%7B%22name%22%3A%22Gohar%20Abbas%22%7D%2C%7B%22name%22%3A%22Imran%20Mushtaq%22%7D%2C%7B%22name%22%3A%22Faisal%20Nasir%22%7D%2C%7B%22name%22%3A%22Sakina%20Ihsan%22%7D%2C%7B%22name%22%3A%22Hamza%20Amjad%22%7D%2C%7B%22name%22%3A%22Shahzad%20Noor%22%7D%2C%7B%22name%22%3A%22Asim%20Naqvi%22%7D%2C%7B%22name%22%3A%22Naved%20Qureshi%22%7D%2C%7B%22name%22%3A%22Toqeer%20Shigri%22%7D%2C%7B%22name%22%3A%22Hamza%20Iftikhar%22%7D%2C%7B%22name%22%3A%22Aamer%20Ullah%20Khan%22%7D%2C%7B%22name%22%3A%22Imran%20Ayub%22%7D%2C%7B%22name%22%3A%22Faizan%20Arshad%22%7D%5D" winner_image="24303" award_level="Gold" campaign_title="Naming the Invisible by Digital Birth Registration" brand="Telenor" client="Telenor Pakistan" lead_agency="Ogilvy Pakistan" case_summary="``Over 1.2 million children (50% girls) across 426 Union Councils are now official Pakistanis. No office trips! No paperwork! Just a tap from the palm of your hands! Almost 80% of Pakistanis own a sim. It is evident that mobile technology reaches where no one can. Telenor, UNCIEF & the Government of Pakistan captialised on Pakistan’s transformative teledensity and leapfroged outdated, paper-based birth registration systems by creating a new, very simple, but highly effective media channel. An Android mobile application that can register a precious life within 10 minutes as opposed to an average of 4320 minutes for absolutely free.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Nahl%20Jabbar%22%7D%2C%7B%22name%22%3A%22Sidra%20Malick%22%7D%2C%7B%22name%22%3A%22Madiha%20Saeed%22%7D%2C%7B%22name%22%3A%22Alifia%20Shabbir%22%7D%2C%7B%22name%22%3A%22Mikail%20Soomro%22%7D%2C%7B%22name%22%3A%22Asad%20Dalal%22%7D%2C%7B%22name%22%3A%22Harris%20Javaid%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22Zain%20Najam%22%7D%2C%7B%22name%22%3A%22Fareshteh%20Aslam%22%7D%2C%7B%22name%22%3A%22Ahmed%20Jung%22%7D%2C%7B%22name%22%3A%22Marium%20Karimi%22%7D%2C%7B%22name%22%3A%22Taha%20Qais%22%7D%2C%7B%22name%22%3A%22Kayzad%20Giara%22%7D%2C%7B%22name%22%3A%22Sagar%20Kapoor%22%7D%2C%7B%22name%22%3A%22Saeed%20Khan%22%7D%2C%7B%22name%22%3A%22Wardia%20Ather%22%7D%2C%7B%22name%22%3A%22Najia%20Faraz%22%7D%2C%7B%22name%22%3A%22Uzair%20Asif%22%7D%2C%7B%22name%22%3A%22Sarvesh%20Raikar%22%7D%5D" winner_image="24305" award_level="Bronze" campaign_title="Haathon ki Hifazat, Pakistan ki Hifazat | A Lifesaving mission to spread the importance of Handwashing" brand="Lifebuoy" client="Unilever Pakistan" lead_agency="MullenLowe Rauf" case_summary="``When Coronavirus turned into a pandemic in 2020,it became the biggest threat the humanity has seen in years.Until a vaccine was found,handwashing was humanity's best defense- soap was hope for the world. Landing importance of Handwashing with Pakistanis was critical and Lifebuoy broke all norms to do the same;promoting competitors to advocate handwashing with ANY soap, enabling access to handwashing with mobile setups and attempting to make handwashing education fun. This was an example of doing well by doing good with the brand rewarded with salience, imagery,business and share growth``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Ushna%20Manzur%20Khan%22%7D%2C%7B%22name%22%3A%22Mohib%20Ullah%20Hussain%22%7D%2C%7B%22name%22%3A%22Hasaan%20Jalil%22%7D%2C%7B%22name%22%3A%22Rizwan%20Siddiqui%22%7D%2C%7B%22name%22%3A%22Naved%20Qureshi%22%7D%2C%7B%22name%22%3A%22Sarah%20Fahim%22%7D%2C%7B%22name%22%3A%22Tahir%20Yousuf%22%7D%2C%7B%22name%22%3A%22Zahra%20Ali%22%7D%2C%7B%22name%22%3A%22Farhan%20Faisal%22%7D%2C%7B%22name%22%3A%22Ayaz%20Khan%22%7D%2C%7B%22name%22%3A%22Waleed%20Ansari%22%7D%2C%7B%22name%22%3A%22Sheikh%20Adil%20Hussain%22%7D%2C%7B%22name%22%3A%22Shoaib%20Shamim%22%7D%2C%7B%22name%22%3A%22Ramesha%20Mujeeb%22%7D%5D" winner_image="24307" award_level="Bronze" campaign_title="Shan Thematic" brand="Shan Recipe Mix" client="Shan Foods (Pvt.) Limited" lead_agency="Ogilvy Pakistan" case_summary="A classic story of a brand choosing to make a brave cultural statement, so relevant to its female-majority audience that it shifted a conversation at large. Women are harshly judged for their cooking skills in Pakistani society, but when Shan created a moment of realization that every woman is #MoreThanJustACook, it sparked a debate on women’s multi-dimensional roles and contributions."][vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Humayun%20Farooq%22%7D%2C%7B%22name%22%3A%22Shayan%20Ahmed%22%7D%2C%7B%22name%22%3A%22Nameer%20Jamillee%22%7D%2C%7B%22name%22%3A%22Zoya%20Altaf%22%7D%2C%7B%22name%22%3A%22Aysha%20Ahsan%22%7D%2C%7B%22name%22%3A%22Alize%20Munir%22%7D%2C%7B%22name%22%3A%22Atiya%20Zaidi%22%7D%2C%7B%22name%22%3A%22Faryal%20Ali%22%7D%2C%7B%22name%22%3A%22Daniyal%20shahid%22%7D%5D" winner_image="24313" award_level="Silver" campaign_title="Hoga Safe Pakistan" brand="Hoga Safe Pakistan" client="Reckitt Benckiser" lead_agency="BBDO Pakistan" case_summary="Hoga Saaf Safe Pakistan with Dettol – we changed just two letters from our brand ‘Hoga Saaf Pakistan’ to create a big positive impact for a Safe Pakistan amid Covid-19."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Madiha%20Saeed%22%7D%2C%7B%22name%22%3A%22Nahl%20Jabbar%22%7D%2C%7B%22name%22%3A%22Zain%20Najam%22%7D%2C%7B%22name%22%3A%22Taha%20Qais%22%7D%2C%7B%22name%22%3A%22Alifia%20Shabbir%22%7D%2C%7B%22name%22%3A%22Sidra%20Malick%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22Uzair%20Asif%22%7D%2C%7B%22name%22%3A%22Mikail%20Soomro%22%7D%2C%7B%22name%22%3A%22Ahmed%20Jung%22%7D%2C%7B%22name%22%3A%22Saeed%20Khan%22%7D%2C%7B%22name%22%3A%22Najia%20Faraz%22%7D%2C%7B%22name%22%3A%22Sarvesh%20Raikar%22%7D%2C%7B%22name%22%3A%22Furqan%20Mukaddam%22%7D%2C%7B%22name%22%3A%22Sharmine%20Panthaky%22%7D%2C%7B%22name%22%3A%22Kayzad%20Giara%22%7D%2C%7B%22name%22%3A%22Wardia%20Ather%22%7D%2C%7B%22name%22%3A%22Sagar%20Kapoor%22%7D%5D" winner_image="24309" award_level="Bronze" campaign_title="Not an Ad for Lifebuoy | A Call to Action to Wash Hands with Soap" brand="Lifebuoy" client="Unilever Pakistan" lead_agency="MullenLowe Rauf" case_summary="``When a novel virus turned into a pandemic in 2020 threatening humanity and with no real solution in sight, soap represented hope, handwashing being the best defense against the virus. To create urgency to change hygiene behavior, Lifebuoy opted for collaboration over competition for the greater good-advocating the use of ANY soap calling out all leading competitors. Also launched handwashing drives across Pakistan. This is an example of doing well by doing good with the brand seeing business growth in addition to meeting intended reach & awareness targets``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Khurram%20Kidwai%22%7D%2C%7B%22name%22%3A%22Rabia%20Nabeel%22%7D%2C%7B%22name%22%3A%22Omer%20Khalid%22%7D%2C%7B%22name%22%3A%22Jaffar%20Hashim%22%7D%2C%7B%22name%22%3A%22Tania%20Bhurgri%22%7D%2C%7B%22name%22%3A%22Munira%20Zanzibarwala%22%7D%2C%7B%22name%22%3A%22Muhammad%20Osama%22%7D%2C%7B%22name%22%3A%22Musadiq%20Junejo%22%7D%2C%7B%22name%22%3A%22Syed%20Mohammad%20Ashraf%22%7D%2C%7B%22name%22%3A%22Maleeha%20Syed%22%7D%2C%7B%22name%22%3A%22Jahanzeb%20Khalid%22%7D%2C%7B%22name%22%3A%22Ramsha%20Ali%22%7D%2C%7B%22name%22%3A%22Amenah%20Sajid%22%7D%2C%7B%22name%22%3A%22Uzair%20Ahmed%22%7D%2C%7B%22name%22%3A%22Mahrukh%20Shaikh%22%7D%2C%7B%22name%22%3A%22Hameed%20Jaffer%22%7D%2C%7B%22name%22%3A%22Urooj%20Vohra%22%7D%5D" winner_image="24311" award_level="Silver" campaign_title="Ariel Work For Home" brand="Ariel Work For Home - Social Good" client="Ariel Work For Home - Social Good P&G" lead_agency="Symmetry Group" case_summary="Igniting a social movement built around the powerful idea of Work FOR Home, we mobilized influencer, celebrities and social communities to help generate 15,000+ user generated stories of men Sharing The Load at home. With over 1.3 million engagements across social platforms, and 24+ million online views of the main message, we drove exceptional Brand and Business results: Top of Mind +3; +2 in Attitudinal Equity; +8% Sales vs corresponding period last year."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Yasir%20Yasin%22%7D%2C%7B%22name%22%3A%22Hamza%20Iftikhar%22%7D%2C%7B%22name%22%3A%22Sarah%20Hassan%22%7D%2C%7B%22name%22%3A%22Imran%20Mustaq%22%7D%2C%7B%22name%22%3A%22Shadman%20Khan%22%7D%2C%7B%22name%22%3A%22Shan%20Haque%22%7D%2C%7B%22name%22%3A%22Asim%20Naqvi%22%7D%2C%7B%22name%22%3A%22Huma%20Shahid%22%7D%2C%7B%22name%22%3A%22Shahzad%20Noor%22%7D%2C%7B%22name%22%3A%22Imran%20Qaiser%22%7D%2C%7B%22name%22%3A%22Gohar%20Abbas%22%7D%2C%7B%22name%22%3A%22%20Hamza%20Amjad%22%7D%2C%7B%22name%22%3A%22Faisal%20Nasir%22%7D%5D" winner_image="24316" award_level="Gold" campaign_title="Naming the Invisible by Digital Birth Registration" brand="Telenor" client="Telenor Pakistan" lead_agency="Ogilvy Pakistan" case_summary="``Over 1.2 million children (50% girls) across 426 Union Councils are now official Pakistanis. No office trips! No paperwork! Just a tap from the palm of your hands! Almost 80% of Pakistanis own a sim. It is evident that mobile technology reaches where no one can. Telenor, UNCIEF & the Government of Pakistan captialised on Pakistan’s transformative teledensity and leapfroged outdated, paper-based birth registration systems by creating a new, very simple, but highly effective media channel. An Android mobile application that can register a precious life within 10 minutes as opposed to an average of 4320 minutes for absolutely free.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Yasir%20Yasin%22%7D%2C%7B%22name%22%3A%22Hamza%20Iftikhar%22%7D%2C%7B%22name%22%3A%22Sarah%20Hassan%22%7D%2C%7B%22name%22%3A%22Imran%20Mustaq%22%7D%2C%7B%22name%22%3A%22Shadman%20Khan%22%7D%2C%7B%22name%22%3A%22Huma%20Shahid%22%7D%2C%7B%22name%22%3A%22Ahmed%20Saqlain%22%7D%2C%7B%22name%22%3A%22Sakina%20Ihsan%22%7D%2C%7B%22name%22%3A%22Shahzad%20Noor%22%7D%2C%7B%22name%22%3A%22Asim%20Naqvi%22%7D%2C%7B%22name%22%3A%22Imran%20Qaiser%22%7D%2C%7B%22name%22%3A%22Faisal%20Nasir%22%7D%2C%7B%22name%22%3A%22Hamza%20Amjad%22%7D%5D" winner_image="24857" award_level="Silver" campaign_title="Khushaal Watan 7272" brand="Telenor" client="Telenor Pakistan" lead_agency="Ogilvy Pakistan" case_summary="`` With over 70% of Pakistan’s population directly or indirectly dependent on agricultural produce to earn their livelihood, it is no wonder that the agriculture sector is the backbone of the economic skeleton of Pakistan. Yet technological and social advancements are the last to empower this sector, especially the small farmer whose plight goes largely unaddressed and is manipulated by ravenous middlemen & monopolizing big farmers. Telenor Pakistan identified the potential in digitally enabling the agriculture sector through a digital intervention and Khushaal Watan 7272, a user-friendly Robocall, IVR and SMS content-based service to empower the Pakistani farmer came into being.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Ali%20Rez%22%7D%2C%7B%22name%22%3A%22Saima%20Moor%22%7D%2C%7B%22name%22%3A%22Hira%20Mohibullah%22%7D%2C%7B%22name%22%3A%22Ali%20Rez%22%7D%2C%7B%22name%22%3A%22Fatima%20Ansari%22%7D%2C%7B%22name%22%3A%22Bijoy%20Purayil%22%7D%2C%7B%22name%22%3A%22Aamna%20Rahim%22%7D%2C%7B%22name%22%3A%22Ahmed%20Mustafa%22%7D%2C%7B%22name%22%3A%22Haseeb%20Akram%22%7D%2C%7B%22name%22%3A%22Moiz%20Khan%22%7D%2C%7B%22name%22%3A%22Haroon%20Rashid%22%7D%2C%7B%22name%22%3A%22Hassaan%20Khurshid%22%7D%2C%7B%22name%22%3A%22Sarah%20Zubair%22%7D%2C%7B%22name%22%3A%22Zahid%20Ghauri%22%7D%2C%7B%22name%22%3A%22Zooni%20Afzal%22%7D%2C%7B%22name%22%3A%22Umer%20Javed%22%7D%2C%7B%22name%22%3A%22Dr.Hashmat%20Effendi%22%7D%2C%7B%22name%22%3A%22Jami%20Moor%22%7D%5D" winner_image="24264" award_level="Gold/Grand" campaign_title="The Hot Tea Stain" brand="The Hot Tea Stain" client="Shalamar Hospital" lead_agency="Babar Ali Foundation" contributing_agency="BBDO Pakistan" case_summary="1 in 3 households in Pakistan have a child burn victim. Most are casualties of the most common Pakistani household item: hot tea, and the negligent manner in which it is handled. Through an astonishingly powerful film and campaign, which emphasised to parents that a burn on a child is one tea stain that can never be removed, we effectively managed to change behaviour so much that in the 6 months following the campaign, child burn cases due to hot tea reduced by an incredible 50%."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Jamil%20Mughal%22%7D%2C%7B%22name%22%3A%22Hilal%20Mir%22%7D%2C%7B%22name%22%3A%22Raza%20Ali%22%7D%2C%7B%22name%22%3A%22Shamail%20Farhat%22%7D%2C%7B%22name%22%3A%22Viquas%20Jaleel%22%7D%2C%7B%22name%22%3A%22Fahad%20Ali%22%7D%2C%7B%22name%22%3A%22Tehmina%20Siddiqi%22%7D%2C%7B%22name%22%3A%22Mujtaba%20Ayub%22%7D%2C%7B%22name%22%3A%22Adeeba%20Khan%22%7D%2C%7B%22name%22%3A%22Faraz%20Khan%22%7D%2C%7B%22name%22%3A%22Sharjeel%20Ahmed%22%7D%2C%7B%22name%22%3A%22Shahbaz%20Mirza%22%7D%2C%7B%22name%22%3A%22Nivyan%20Rehmani%22%7D%2C%7B%22name%22%3A%22Yasir%20Aslam%22%7D%2C%7B%22name%22%3A%22Shumaila%20Firdous%22%7D%2C%7B%22name%22%3A%22Abdul%20Rasheed%22%7D%2C%7B%22name%22%3A%22Arsalan%20Qureshi%22%7D%2C%7B%22name%22%3A%22Shahzeb%20Ahmed%22%7D%2C%7B%22name%22%3A%22Ahmed%20Hassan%22%7D%5D" winner_image="24321" award_level="Bronze" campaign_title="Yeh Such Hai" brand="McDonald's Extra Value Meals" client="McDonald's Pakistan" lead_agency="Manhattan Communications (Pvt) Ltd" case_summary="Economic downturn affected the consumers’ purchasing power, forcing food brands to drop their prices. Market place was cluttered with deals, special offers and price-offs. McDonald’s had to do the same to remain competitive and safeguard its share of Target Audiences’ (TA) shrinking wallet. We needed to stand out with our communication and grab the audiences’ attention. Communication was coined that would go way beyond maintaining our share. Our Guest Counts and Sales not only increased, they increased enough to boost gross profit margins in these hard times!"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Ameen%20Jan%22%7D%2C%7B%22name%22%3A%22Muhammad%20Salman%22%7D%2C%7B%22name%22%3A%22Madiha%20Minhas%22%7D%2C%7B%22name%22%3A%22Farah%20Anwer%22%7D%2C%7B%22name%22%3A%22Fatima%20Baloch%22%7D%2C%7B%22name%22%3A%22Tania%20Shahid%22%7D%2C%7B%22name%22%3A%22Tehseen%20Naqvi%22%7D%2C%7B%22name%22%3A%22Saher%20Shakil%22%7D%2C%7B%22name%22%3A%22Tehnia%20Haq%22%7D%2C%7B%22name%22%3A%22Tasmeena%20Maryam%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22Sarah%20Nadeem%22%7D%2C%7B%22name%22%3A%22Saad%20Salahuddin%22%7D%2C%7B%22name%22%3A%22Samahir%20Aijaz%22%7D%5D" winner_image="24324" award_level="Bronze" campaign_title="SINCERE- Menstrual Hygiene Day Campaign" brand="SINCERE Sanitary Napkins" client="Ontex Pakistan (Private) Limited" lead_agency="MullenLowe Rauf" case_summary="``Campaign Idea: Busting Period Myths Challenge: Menstruation is taboo, women shy away from discussions restraining themselves from gaining knowledge that results in low involvement buying decisions The Plan: Breaking the silence over menstrual issues, we engaged in a light hearted tone to break stigma around period creating a 45 seconds video that featured Hania Amir who read out the common myths about periods and busted them with her cricket bat. Results: - 8.18M+Reach - 20.6M+Impressions - 3.13M+Views - 17,500+Interactions - 17,848 Engagements -420+entries on Facebook groups and 223,575+ women reached``"][vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Farrukh%20Amin%22%7D%2C%7B%22name%22%3A%22Ashfaq%20Faridi%22%7D%2C%7B%22name%22%3A%22Amir%20Butt%22%7D%2C%7B%22name%22%3A%22Mehwish%20Hassan%22%7D%2C%7B%22name%22%3A%22Fraz%20Khan%22%7D%2C%7B%22name%22%3A%22Kashif%20Mughal%22%7D%2C%7B%22name%22%3A%22Adeeba%20Khan%22%7D%2C%7B%22name%22%3A%22Tehmina%20Siddiqi%22%7D%2C%7B%22name%22%3A%22Ameen%20Lokhandwala%22%7D%2C%7B%22name%22%3A%22Ali%20Zaki%22%7D%2C%7B%22name%22%3A%22Yasir%20Aslam%22%7D%2C%7B%22name%22%3A%22Shahzeb%20Ahmed%22%7D%2C%7B%22name%22%3A%22Shumaila%20Firdous%22%7D%5D" winner_image="24329" award_level="Silver" campaign_title="Split The Plate Campaign" brand="Dastak Cooking Oil" client="Unity Foods Limited" lead_agency="Manhattan Communications (Pvt) Ltd" case_summary="Dastak, a new entrant in the Cooking Oil category with mega-brands was unable to STANDOUT. To put it on the map, we decided to leverage World Food Day. While oil brands show lavish food-laden tables urging people to eat more, our simple heartwarming message urged people to stop food wastage by sharing with the needy. Produced on a shoe-string budget, our communication connected emotionally with consumers. Globally applauded with massive organic word-of-mouth, breaking the internet, garnering a whopping 40million aggregate views (target: 3million) in one month, achieving 9% volume growth."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Neha%20Salhjee%22%7D%2C%7B%22name%22%3A%22Uzair%20Asif%22%7D%2C%7B%22name%22%3A%22Raza%20Ayoub%22%7D%2C%7B%22name%22%3A%22Ammar%20Sadiq%22%7D%2C%7B%22name%22%3A%22Nabeel%20Danish%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22Saher%20Shakil%22%7D%2C%7B%22name%22%3A%22Yusra%20Zaffar%22%7D%2C%7B%22name%22%3A%22Faryal%20Mehmood%22%7D%2C%7B%22name%22%3A%22Adnan%20Hasan%22%7D%5D" winner_image="24326" award_level="Gold" campaign_title="Surf Ramzan" brand="Surf Ramzan" client="Unilever Pakistan" lead_agency="MullenLowe Rauf" case_summary="Surf Excel’s Ramzan campaigns have become the brand’s most memorable platform, unstereotyping dirt in the month of purity over the last half-decade. However this year, Ramzan was going to be different- stripped of its usual fervour, its very spirit in jeopardy. The nation grappled for hope. And in a sea of ominous messages, Neki Nahi Rukegi became that first burst of positivity making a compelling case for goodness to prevail even in these times. The film went ‘viral’ beyond Pakistan, making Surf Excel the most loved brand of the time."]

[vc_winners_summaries_element individual_credits="%5B%7B%7D%5D" winner_image="24328" award_level="Gold" campaign_title="Eidipaisa" brand="Easypaisa" client="Easypaisa - Telenor Bank" lead_agency="Ogilvy Pakistan" case_summary="``It was the first time Eid, usually a joyous occasion, was being overshadowed by the only topic of conversation: Corona. Peoplewere afraid that they won't get to meet their families and worse yet, that there would be no Eidi. We did something so disruptive that no other brand had ever dared to do before: Change their brand. We changed our brand from easypaisa to eidipaisa for Eid so people could safely send and receive their Eidi. We got over 75 Million impressions and started trending. We became the most downloaded app and achieved overwhelming business results. ``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Tauheed%20Dyer%22%7D%2C%7B%22name%22%3A%22Shoaib%20Shamim%22%7D%2C%7B%22name%22%3A%22Yousra%20Taj%22%7D%2C%7B%22name%22%3A%22Saira%20Masood%22%7D%2C%7B%22name%22%3A%22Raza%20Syed%22%7D%2C%7B%22name%22%3A%22Daniyal%20Shaikh%22%7D%2C%7B%22name%22%3A%22Waqar%20Ahmed%22%7D%5D" winner_image="24331" award_level="Silver" campaign_title="Shoop Instant Noodles" brand="Shoop Instant Noodles" client="Shan Foods (Pvt.) Limited" lead_agency="Fishbowl (Pvt.) Ltd" case_summary="``Instant Noodles category was introduced in local market a few decades ago with children(6-12 years) as its primary TG ever since. This segment was strongly owned by first movers in category and had also driven it to a point of saturation. Shoop decided to chalk a path of its own by owning an untapped segment(13-24 year) which promised the same consumption potential. An insight which later transcended to be the voice of this group helped Shoop in doubling its revenue in one-year fueled by highest ever equity and loyalty scores.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Shiza%20Javed%22%7D%2C%7B%22name%22%3A%22Urooj%20Mazhar%22%7D%2C%7B%22name%22%3A%22Ali%20Malik%22%7D%2C%7B%22name%22%3A%22Saad%20Saleem%22%7D%2C%7B%22name%22%3A%22Ahad%20Motiwala%22%7D%2C%7B%22name%22%3A%22Mubeshar%20Aziz%22%7D%2C%7B%22name%22%3A%22Atiba%20Ashraf%22%7D%2C%7B%22name%22%3A%22Sukaina%20moosavee%22%7D%2C%7B%22name%22%3A%22Hussain%20Vakharia%22%7D%2C%7B%22name%22%3A%22Ali%20Nazir%22%7D%2C%7B%22name%22%3A%22Mustafa%20Awan%22%7D%2C%7B%22name%22%3A%22Ahmed%20Baloch%22%7D%2C%7B%22name%22%3A%22Omair%20Fayaz%22%7D%2C%7B%22name%22%3A%22Sohail%20Matin%22%7D%2C%7B%22name%22%3A%22Sadia%20Nasiruddin%22%7D%2C%7B%22name%22%3A%22Somair%20Rizvi%22%7D%2C%7B%22name%22%3A%22Kamal%20Mir%22%7D%2C%7B%22name%22%3A%22Maharaib%20Irshad%22%7D%2C%7B%22name%22%3A%22Murtaza%20Azam%22%7D%2C%7B%22name%22%3A%22Anmol%20Advani%22%7D%5D" winner_image="24334" award_level="Bronze" campaign_title="Calcium Awareness Campaign" brand="CaC-1000 PLUS" client="GSK Consumer Healthcare Pakistan Ltd." lead_agency="Adcom" case_summary="``In a society where health issues are at a backburner, especially among women, CaC-1000 PLUS as a responsible market leader took on a challenge to create behavior change linked to the wellbeing. Our aim was to make Pakistani women aware and act by consuming Calcium regularly, resulting in strong bones and a better quality of life. Whereas such macro societal level changes take decades, we managed to increase regular Calcium intake and reduce Calcium deficiency among Pakistani women while spearheading the category and our brand to an unprecedented growth trajectory.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Neha%20Salhjee%22%7D%2C%7B%22name%22%3A%22Uzair%20Asif%22%7D%2C%7B%22name%22%3A%22Raza%20Ayoub%22%7D%2C%7B%22name%22%3A%22Ammar%20Sadiq%22%7D%2C%7B%22name%22%3A%22Nabeel%20Danish%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22Saher%20Shakil%22%7D%2C%7B%22name%22%3A%22Yusra%20Zaffar%22%7D%2C%7B%22name%22%3A%22Faryal%20Mehmood%22%7D%2C%7B%22name%22%3A%22Adnan%20Hasan%22%7D%5D" winner_image="24326" award_level="Gold" campaign_title="Surf Ramzan" brand="Surf Ramzan" client="Unilever Pakistan" lead_agency="MullenLowe Rauf" case_summary="``For a half decade now, Surf excel has been able to consistently create the most talked about campaigns for Ramzan, upping the ante every time. The brand has been able to seamlessly integrate its own values of empathy & optimism with those of Ramzan without facing message fatigue Even in 2020 when the nation grappled with Covid, the brand didn’t falter in imparting its true purpose - in a sea of ominous messages, Neki Nahi Rukegi became that first burst of positivity``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Khurram%20Kidwai%22%7D%2C%7B%22name%22%3A%22Wajahat%20Ali%22%7D%2C%7B%22name%22%3A%22Ali%20Haider%22%7D%2C%7B%22name%22%3A%22Jaffar%20Hashim%22%7D%2C%7B%22name%22%3A%22Omer%20Khalid%22%7D%2C%7B%22name%22%3A%22Tania%20Bhurgri%22%7D%2C%7B%22name%22%3A%22Faisal%20Alavi%22%7D%2C%7B%22name%22%3A%22Muhammad%20Osama%22%7D%2C%7B%22name%22%3A%22Urooj%20Vohra%22%7D%2C%7B%22name%22%3A%22Syed%20Muhammad%20Ashraf%22%7D%2C%7B%22name%22%3A%22Javeria%20Ammar%22%7D%2C%7B%22name%22%3A%22Jahanzeb%20Khalid%22%7D%2C%7B%22name%22%3A%22Munira%20Zanzibarwala%22%7D%2C%7B%22name%22%3A%22Rabia%20Nabeel%22%7D%2C%7B%22name%22%3A%22Rams%20Ali%22%7D%2C%7B%22name%22%3A%22Yass%20Shah%22%7D%2C%7B%22name%22%3A%22Ibrahim%20Baloch%22%7D%2C%7B%22name%22%3A%22Bilal%20Alvi%22%7D%2C%7B%22name%22%3A%22Uzair%20Ahmed%22%7D%2C%7B%22name%22%3A%22zeeshan%20jilani%22%7D%5D" winner_image="24337" award_level="Silver" campaign_title="Ariel - Sustained Success" brand="Ariel" client="P&G" lead_agency="Adcom" case_summary="``We believe our marketing and communication efforts reflect a strong case of driving consumer belief through the power of DEMONSTRATION (seeing is believing) – brought to life across marketing levers. In a world where marketing is driven by claims, we were effective in consumers’ trust by not only claiming superiority but providing clear proofs, helping us gain ownership of the most important driver in the detergent category; stain removal. We were thus able to drive sustained growth in terms of share, volume, and brand equity over the 3 year period.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Fahad%20Ashraf%22%7D%2C%7B%22name%22%3A%22Sheharyar%20Ali%22%7D%2C%7B%22name%22%3A%22Hamza%20Ahmed%22%7D%2C%7B%22name%22%3A%22Junaid%20Younus%22%7D%2C%7B%22name%22%3A%22Muhammad%20Ali%20Khan%22%7D%2C%7B%22name%22%3A%22Waqas%20Azhar%22%7D%2C%7B%22name%22%3A%22Umar%20Malik%22%7D%2C%7B%22name%22%3A%22Maeen%20Zafar%22%7D%2C%7B%22name%22%3A%22Asim%20Naqvi%22%7D%2C%7B%22name%22%3A%22Muzakir%20Ijaz%22%7D%2C%7B%22name%22%3A%22Hassan%20Bangash%22%7D%2C%7B%22name%22%3A%22Zehra%20Zaidi%22%7D%2C%7B%22name%22%3A%22Jawahira%20Javed%22%7D%5D" winner_image="24339" award_level="Bronze" campaign_title="Coke for Everyone" brand="Coke for Everyone" client="The Coca-Cola Company (Pakistan)" lead_agency="Ogilvy Pakistan" case_summary="During the pandemic, Coca-Cola being as optimistic as always came out with a unique piece of communication that gave a tribute to every person who fought till the last time. In a creative visualisation sequence, designed with Coca-Cola assets, the brand put forward a message of resilience that uplifted the spirit of humanity and gave new hope."][vc_winners_summaries_element individual_credits="%5B%7B%7D%5D" winner_image="24328" award_level="Gold" campaign_title="Eidipaisa" brand="Easypaisa" client="Easypaisa - Telenor Bank" lead_agency="Ogilvy Pakistan" case_summary="``It was the first time Eid, usually a joyous occasion, was being overshadowed by the only topic of conversation: Corona. Peoplewere afraid that they won't get to meet their families and worse yet, that there would be no Eidi. We did something so disruptive that no other brand had ever dared to do before: Change their brand. We changed our brand from easypaisa to eidipaisa for Eid so people could safely send and receive their Eidi. We got over 75 Million impressions and started trending. We became the most downloaded app and achieved overwhelming business results. ``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Shehryar%20Muzammil%22%7D%2C%7B%22name%22%3A%22Aiman%20Fajr%22%7D%2C%7B%22name%22%3A%22Asad%20Malik%22%7D%2C%7B%22name%22%3A%22Sara%20Koraishy%22%7D%2C%7B%22name%22%3A%22Yawar%20Iqbal%22%7D%2C%7B%22name%22%3A%22Nadir%20Zia%22%7D%2C%7B%22name%22%3A%22Urooj%20Vohra%22%7D%2C%7B%22name%22%3A%22Munira%20Munira%22%7D%2C%7B%22name%22%3A%22Shafaq%20Tariq%22%7D%2C%7B%22name%22%3A%22Alay%20Hussain%22%7D%5D" winner_image="24340" award_level="Bronze" campaign_title="Lipton - Awakening hope through the power of human connection" brand="Lipton" client="Unilever Pakistan" lead_agency="JWT" case_summary="At a time when anxiety and uncertainty was at its highest, Lipton reminded Pakistanis that whatever the circumstances, sometimes all we need to get through is the strength from the human connections around us."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Nahl%20Jabbar%22%7D%2C%7B%22name%22%3A%22Sidra%20Malick%22%7D%2C%7B%22name%22%3A%22Madiha%20Saeed%22%7D%2C%7B%22name%22%3A%22Alifia%20Shabbir%22%7D%2C%7B%22name%22%3A%22Mikail%20Soomro%22%7D%2C%7B%22name%22%3A%22Asad%20Dalal%22%7D%2C%7B%22name%22%3A%22Harris%20Javaid%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22Zain%20Najam%22%7D%2C%7B%22name%22%3A%22Fareshteh%20Aslam%22%7D%2C%7B%22name%22%3A%22Ahmed%20Jung%22%7D%2C%7B%22name%22%3A%22Marium%20Karimi%22%7D%2C%7B%22name%22%3A%22Taha%20Qais%22%7D%2C%7B%22name%22%3A%22Kayzad%20Giara%22%7D%2C%7B%22name%22%3A%22Sagar%20Kapoor%22%7D%2C%7B%22name%22%3A%22Saeed%20Khan%22%7D%2C%7B%22name%22%3A%22Wardia%20Ather%22%7D%2C%7B%22name%22%3A%22Najia%20Faraz%22%7D%2C%7B%22name%22%3A%22Uzair%20Asif%22%7D%2C%7B%22name%22%3A%22Sarvesh%20Raikar%22%7D%5D" winner_image="24342" award_level="Gold" campaign_title="Haathon ki Hifazat, Pakistan ki Hifazat | A Lifesaving mission to spread the importance of handwashing during COVID-19 pandemic" brand="Lifebuoy" client="Unilever Pakistan" lead_agency="MullenLowe Rauf" case_summary="``When Coronavirus turned into a pandemic in 2020,it became the biggest threat the humanity has seen in years.Until a vaccine was found,handwashing was humanity's best defense- soap was hope for the world. Landing importance of Handwashing with Pakistanis was critical and Lifebuoy broke all norms to do the same;promoting competitors to advocate handwashing with ANY soap, enabling access to handwashing with mobile setups and attempting to make handwashing education fun. This was an example of doing well by doing good with the brand rewarded with salience, imagery,business and share growth``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Neha%20Salhjee%22%7D%2C%7B%22name%22%3A%22Ali%20Rez%22%7D%2C%7B%22name%22%3A%22Haroon%20Rashid%22%7D%2C%7B%22name%22%3A%22Affan%20Khan%22%7D%2C%7B%22name%22%3A%22Qasim%20Ahmed%22%7D%2C%7B%22name%22%3A%22Saira%20Ansari%22%7D%2C%7B%22name%22%3A%22Faryal%20Ali%22%7D%2C%7B%22name%22%3A%22Nabeel%20Danish%22%7D%2C%7B%22name%22%3A%22Moiz%20Khan%22%7D%2C%7B%22name%22%3A%22Uzair%20Asif%22%7D%2C%7B%22name%22%3A%22Farooq%20Qazi%22%7D%2C%7B%22name%22%3A%22Raza%20Ayoub%22%7D%2C%7B%22name%22%3A%22Faisal%20Hidayatallah%22%7D%2C%7B%22name%22%3A%22Saher%20Shakil%22%7D%2C%7B%22name%22%3A%22Yusra%20Zaffar%22%7D%2C%7B%22name%22%3A%22Hira%20Mohibullah%22%7D%2C%7B%22name%22%3A%22Faryal%20Mehmood%22%7D%2C%7B%22name%22%3A%22Fatima%20Ansari%22%7D%2C%7B%22name%22%3A%22Adnan%20Hasan%22%7D%2C%7B%22name%22%3A%22Daniah%20Ishtiaq%22%7D%5D" winner_image="24345" award_level="Gold" campaign_title="Surf PSL" brand="Surf PSL" client="Unilever Pakistan" lead_agency="MullenLowe Rauf" contributing_agency="BBDO Pakistan" case_summary="Surf excel leveraged the biggest sporting event PSL to the fullest in 2 ways. Firstly, instead of going down the beaten path of advertising alone, we went one step further to pick the tournament’s most popular team ‘Karachi Kings’ , building on the media and general public’s interest around them. Secondly and more notably, when the tournament resumed in November, we regrouped and ended up betting on the winning horse, we gave the team another title of Daaghon kay Champions through a mass media campaign."]

[vc_winners_summaries_element individual_credits="%5B%7B%7D%5D" winner_image="24276" award_level="Silver" campaign_title="Sunsilk Sundays with Hania Aamir" brand="Sunsilk Pakistan" client="Unilever Pakistan" lead_agency="Team Reactivate Pvt. Ltd" case_summary="``The new-normal gave way to new consumer behaviors. With more Pakistanis getting on Zoom/Houseparty apps and realizing the importance of gaining a sense of community, #SunsilkGirlsTogether leveraged on immediate interests of these consumers. The campaign was a perfect blend that married brand purpose of 'opening possibilities for girls' with real-time consumer insights. Episodes were designed around home workouts, learning new recipes, and getting ready for Eid without having to step out! #SunsilkGirlsTogether was recognized by Google as the kind of content consumers were looking for.``"]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Jamil%20Mughal%22%7D%2C%7B%22name%22%3A%22Raza%20Ali%22%7D%2C%7B%22name%22%3A%22Fahad%20Ali%22%7D%2C%7B%22name%22%3A%22Hilal%20Mir%22%7D%2C%7B%22name%22%3A%22Mujtaba%20Ayub%22%7D%2C%7B%22name%22%3A%22Abdul%20Rasheed%22%7D%2C%7B%22name%22%3A%22Shamail%20Farhat%22%7D%2C%7B%22name%22%3A%22Faraz%20Khan%22%7D%2C%7B%22name%22%3A%22Tehmina%20Siddiqi%22%7D%2C%7B%22name%22%3A%22Adeeba%20Khan%22%7D%2C%7B%22name%22%3A%22Sharjeel%20Ahmed%22%7D%2C%7B%22name%22%3A%22Shahzeb%20Ahmed%22%7D%2C%7B%22name%22%3A%22Shahbaz%20Mirza%22%7D%2C%7B%22name%22%3A%22Nivyan%20Rehmani%22%7D%2C%7B%22name%22%3A%22Yasir%20Aslam%22%7D%2C%7B%22name%22%3A%22Arsalan%20Qureshi%22%7D%2C%7B%22name%22%3A%22Shumaila%20Firdous%22%7D%2C%7B%22name%22%3A%22Ahmed%20Hassan%22%7D%2C%7B%22name%22%3A%22Viquas%20Jaleel%22%7D%5D" winner_image="24347" award_level="Silver" campaign_title="McDonald's Zalmi Meal" brand="McDonald's Zalmi Meal" client="McDonald's Pakistan" lead_agency="Manhattan Communications (Pvt) Ltd" case_summary="As Zalmi team’s sponsor, we had the option to use players in our communication. McDonald’s was challenged for growth during economic meltdown while customers were hurting with low purchasing power. We strategised giving price-off on a favourite menu item and called it Zalmi Meal. Setting it up as unbelievably low-priced we created highly engaging communication on a shoestring budget. Unable to afford the expensive PSL matches airing, we opted for more affordable airtime. The campaign connected with the customers cutting across PSL clutter and over delivered massively on all KPIs."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Urooj%20Ahmed%22%7D%2C%7B%22name%22%3A%22Ahad%20Motiwala%22%7D%2C%7B%22name%22%3A%22Sukaina%20Mosavee%22%7D%2C%7B%22name%22%3A%22Zeeshan%20jilani%22%7D%2C%7B%22name%22%3A%22Faryal%20Hasan%22%7D%2C%7B%22name%22%3A%22Ibrahim%20Baloch%22%7D%2C%7B%22name%22%3A%22Awais%20Dhakan%22%7D%2C%7B%22name%22%3A%22Asim%20Naz%22%7D%2C%7B%22name%22%3A%22Muhammad%20Sami%22%7D%2C%7B%22name%22%3A%22Jahanzeb%20Khalid%22%7D%2C%7B%22name%22%3A%22Tehreem%20Samad%22%7D%2C%7B%22name%22%3A%22Wajeeha%20Javed%22%7D%2C%7B%22name%22%3A%22Amenah%20Sajid%22%7D%2C%7B%22name%22%3A%22Omair%20Fayaz%22%7D%5D" winner_image="24349" award_level="Bronze" campaign_title="Always Azad" brand="Always" client="P&G" lead_agency="Adcom" case_summary="Always observed that 60% of youth in Pakistan has a strong drive to be mobilizers for social good on digital platforms. We made them realize that millions of other girls in Pakistan aren’t able to attend school during menstruation as they use cloth which doesn’t provide adequate protection. As a result, we not only actively engaged with 3.4 million consumers but also mobilized them to change the lives of 60,000+ cloth-users."]

[vc_winners_summaries_element individual_credits="%5B%7B%22name%22%3A%22Shoaib%20Ehsan%22%7D%2C%7B%22name%22%3A%22Sobia%20Samad%20Khalid%22%7D%2C%7B%22name%22%3A%22Sidra%20Ahmed%22%7D%5D" winner_image="24351" award_level="Bronze" campaign_title="Jazz Super 4G Abhi" brand="Telecom" client="PMCL JAZZ" lead_agency="IAL Saatchi& Saatchi" case_summary="``The communication leveraged a strong youth insight to position Jazz Super 4G as a brand of the NOW generation. The quirky play on the word ‘ABHI’ on every ad format from the TVC story & jingle, to the campaign visuals and a digital ad series made the campaign memorable and relatable to the millennial data junkies. The campaign delivered exceptionally well on all parameters, achieving 10.5% increase in Jazz Super 4G awareness, 5% increase in usage and 6% growth in subscribers.``"]