| Award Level | Silver |
|---|---|
| Award Category | Internet and Telecom |
| Campaign Title | *699# Milao - Apnay Matlab Ka Package Pao |
| Brand | Jazz |
| Client 1 | PMCL |
| Lead Agency 1 | Fishbowl |
| Contributing Agency 1 | Iris Digital (Symmetry Group) |
| Contributing Agency 2 | Spark Pakistan |
| Individuals Credit | Jawad Hassan, Amna Anjum, Khush Muhammad, Ifrah Allaudin |
| Summary | |
| *699# solved the hardest challenge in telecom: building loyalty without discounts. In a category defined by noise, Jazz succeeded by listening. Using AI to understand individual behavior, *699# recommended offers based on real consumption, not general trends. This turned a functional product into a personalized experience that benefited customers and Jazz alike. Campaign delivered 194 million views, 876,000 engagements, 250,000 new prepaid subscriptions while maintaining nationwide visibility across 43 cities. *699# proved that personalization at scale is both possible and profitable, redefining how marketing drives real behavioral and business results. | |
| Award Level | Silver |
|---|---|
| Award Category | Sustained Success (Non - FMCG) |
| Campaign Title | #RozCaDose Give Your Best Har Roz |
| Brand | CaC-1000Plus |
| Client 1 | Haleon (Pakistan) |
| Lead Agency 1 | Adcom PVT LTD |
| Contributing Agency 1 | Seesaw Production |
| Individuals Credit | Saad Saleem, Mahnoor Nadir, Jonathan Simon, Hafsa Aslam, Salman Altaf, Kanza Zulfiqar |
| Summary | |
| In a declining post-COVID supplement category, CaC-1000 Plus faced a –28% sales dip as consumers viewed calcium as a reactive fix, not a daily habit. The brand’s goal was to build a long-term, proactive health ritual. The "RozCaDose" platform was a 3-year phased strategy that transformed the supplement into a motivational ritual for everyday strength. This sustained effort successfully reversed the decline, delivering +15% value share growth and +7% volume share growth, strengthening its #1 market position. | |
| Award Level | Silver |
|---|---|
| Award Category | Beverages - Cold |
| Campaign Title | 7up - Mint Lemonade - 2025 |
| Brand | 7up Pakistan |
| Client 1 | PepsiCo Pakistan |
| Lead Agency 1 | Alt Story |
| Contributing Agency 1 | Brainchild Communications |
| Contributing Agency 2 | BBPR |
| Summary | |
| The campaign sought to unlock incremental growth in Pakistan's cluttered refreshment segment by providing "transformation" from the extreme summer heat, targeting Gen Z's demand for instant gratification via the local idea, "Aik Mint Mein Refreshment." The objectives were to achieve ≥2× sales targets and ≥70% repeat trials, alongside ≥520 million TikTok views driven by industry-first AI creative. The evidence is clear: the launch overdelivered with 2× sales targets and secured a high 70% repeat trial rate, while generating over 520 million TikTok views, successfully making it a cultural moment. | |
| Award Level | Silver |
|---|---|
| Award Category | Experiential Commercial Marketing |
| Campaign Title | 7up - Mixes - 2025 |
| Brand | 7up Pakistan |
| Client 1 | PepsiCo Pakistan |
| Lead Agency 1 | Alt Story |
| Contributing Agency 1 | Brainchild Communications |
| Contributing Agency 2 | BBPR |
| Contributing Agency 3 | Epic Productions |
| Summary | |
| 7UP Mixology transformed 7UP's role to own the elevated, non-alcoholic drinks space in Pakistan, with a core goal of unlocking new consumption occasions. The strategy focused on restaurant menu integrations (40+ venues) followed by the high-impact 'The Up Bar' experience. This delivered significant commercial results: against the objective, sales grew 18% in fine dining and away-from-home consumption increased 3% , while purchase intent rose by 9.65%, proving effective experiential commercial marketing. | |
| Award Level | Silver |
|---|---|
| Award Category | Beverages - Cold |
| Campaign Title | 7up - Pakistan Ka Food Scene - 2024 |
| Brand | 7up Pakistan |
| Client 1 | PepsiCo Pakistan |
| Lead Agency 1 | Alt Story |
| Contributing Agency 1 | Brainchild Communications |
| Contributing Agency 2 | BBPR |
| Contributing Agency 3 | Epic Productions |
| Summary | |
| Facing economic and boycott-fuelled market decline, 7UP launched "Pakistan Ka Food Scene" to champion local identity and deliver instant rewards, addressing declining Gen-Z preference and falling market share. The campaign achieved a 9.2% volume increase and captured a historic 10.2 million unique promo entries, while also realizing a crucial 2.5% share gain in L&L during boycott times. Delivered a massive 28.9% Purchase Intent uplift, boosted Brand Love by +25% among the younger cohort, proving its ability to drive consideration and successfully repositioned the brand at the heart of Pakistani culture. | |
| Award Level | Bronze |
|---|---|
| Award Category | Personal Care |
| Campaign Title | Always_TopSecretMaterial |
| Brand | Always |
| Client 1 | P&G ( |
| Lead Agency 1 | AND THE NERVE |
| Contributing Agency 1 | Adcom |
| Contributing Agency 2 | Walnut PR |
| Contributing Agency 3 | Shiny Toy Guns |
| Contributing Agency 4 | Team Reactivate |
| Individuals Credit | Daniah Ishtiaq, Hira Mohibullah, Hassaan Aftab, Amna Abbas, Ramsha Khan, Salman Chishti, Rowaim Fazal, Asma Humayun, Zohaib Hassan |
| Summary | |
| With a rash-inducing-perception, Always was losing its lions-share. After extensive R&D, the topsheet was reformulated and made as-soft-as-cotton. However, in Pakistan, sanitary pads are discreetly handed over in brown-paper-bags; making open product-interaction impossible. So, Always flipped the script on trial-campaigns, with The Top Secret Material: the newly-forumulated-top-sheet stitched onto an unbranded-padded-sofa placed in shared spaces. Set up to look like a furniture-display, shoppers were asked to experience the 'secret-material.' 96% said the material was soft, leaving the activation with positive sentiments for Always- completely redefining product sampling for the category. | |
| Award Level | Gold / Grand Effie Contender |
|---|---|
| Award Category | Positive Change: Social Good - Non Profit |
| Campaign Title | Awaaz Sub Ki |
| Brand | Awareness Campaign |
| Client 1 | National Commission For Human Rights Pakistan |
| Client 2 | Legal Aid Society |
| Lead Agency 1 | Bond Advertising Pakistan |
| Contributing Agency 1 | FILMS D'ART |
| Contributing Agency 2 | Allliancez PTE LTD_x000D_ www.alliancez.com |
| Individuals Credit | Seema Jaffer, Misha Muttalib, Reem Ehteram, Shayan Yousuf, Aqib Khan, Rabiya Javeri, Shazil Malik, Haya Zahid, Maliha Zia |
| Summary | |
| To safeguard at-risk minority members, our campaign established a private, legal path to action by driving helpline engagement. The strategy utilized 9.8 million digital impressions and 3.6 million geo-targeted SMS messages to promote the confidential SLACC Helpline. This outreach directly resulted in 839 queries from religious minorities seeking legal aid and reinforced protective measures through 813 community awareness sessions for 2,809 members. | |
| Award Level | Bronze |
|---|---|
| Award Category | New Products and Services – Line Extension (Edible) |
| Campaign Title | Bisconni Prime – Pakistan’s First Local Premium Biscuit Category Launch |
| Brand | Bisconni Prime |
| Client 1 | Bisconni Prime |
| Lead Agency 1 | Synergy Group |
| Lead Agency 2 | WPP MEDIA |
| Contributing Agency 1 | FAHMEE PR, Events & Digital |
| Contributing Agency 2 | Bulls Eye Communication |
| Contributing Agency 3 | Digitz Digitas |
| Summary | |
| In a market dominated by imported brands, Bisconni launched Bisconni Prime—a locally produced premium biscuit line built on the idea of “Indulgence Perfected.” Through cinematic storytelling, influencer-led #MyPrime content, and experiential Prime Lounges, the campaign redefined local indulgence. Within six months, Bisconni Prime achieved +39% value growth, 96% nationwide reach, and Top 3 brand recall in the premium biscuit segment. With 48M+ organic reach and 90% positive sentiment, Prime established a new category of affordable luxury in Pakistan’s biscuit market. | |
| Award Level | Silver |
|---|---|
| Award Category | Omni-Channel Shopper Solution |
| Campaign Title | BYD - Brand Launch (2024) |
| Brand | BYD |
| Client 1 | Mega Motor Company Private Limited |
| Lead Agency 1 | Alt Story |
| Lead Agency 2 | Convex Interactive Private Limited |
| Contributing Agency 1 | WPP MEDIA |
| Individuals Credit | Shazya Aamir, Muhammad Saif, Bilal Khan, Talha Amin, Muhammad Yaseen, Muhammad Umer, Syed Musfer, Imran Fareed, Muhammad Mudassir, Moiz Azam |
| Summary | |
| BYD revolutionized Pakistan’s automotive industry by launching the nation’s first fully digital car sales model, achieving 3,000+ deliveries within six months—3× above projections. With 60M+ impressions, a 280% surge in brand searches, and measurable performance gains (conversion up 42%, CPL down 22%), BYD proved both commercial and digital leadership. Its integration of online payments, data-driven marketing, and transparent tracking set a new industry standard. These achievements make BYD a strong contender for awards in innovation, digital transformation, and automotive excellence. | |
| Award Level | Bronze |
|---|---|
| Award Category | Topical Marketing |
| Campaign Title | Cadbury - #BackHerDreams |
| Brand | Cadbury Dairy Milk |
| Client 1 | Mondelez |
| Lead Agency 1 | OGILVY PAKISTAN |
| Contributing Agency 1 | Starcom Pakistan |
| Summary | |
| N/A | |
| Award Level | Gold / Grand Effie Contender |
|---|---|
| Award Category | New Products and Services – Line Extension (Edible) |
| Campaign Title | Cadbury Dairy Milk Wafer Roll |
| Brand | Cadbury Dairy Milk |
| Client 1 | Mondelez Pakistan |
| Lead Agency 1 | OGILVY PAKISTAN |
| Contributing Agency 1 | Starcom Pakistan |
| Summary | |
| N/A | |
| Award Level | Bronze |
|---|---|
| Award Category | Snacks & Desserts |
| Campaign Title | Cadbury Valentine - Say it with Cadbury |
| Brand | Cadbury Dairy Milk |
| Client 1 | Mondelez |
| Lead Agency 1 | OGILVY PAKISTAN |
| Contributing Agency 1 | Starcom |
| Summary | |
| N/A | |
