| 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. | |
| 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 | |
| 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. | |
| 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. | |
| 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. | |
| 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. | |
| 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. | |
| 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. | |
| 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. | |
| 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. | |
| 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. | |
| 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. | |
