Winner Case
Summaries 2021

Automotive

Award LevelGold

Campaign TitleKiunkeh Tum Girna Afford Naheen Kar Saktay

BrandServis Tyres

ClientService Industries Limited

Lead Agency/sManhattan Communications

Contributing Agency/s

``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. ``

Individuals Credit

Muhammad Ejaz Shumaila Firdous Rana Saeed Asher Khan Adeeba Khan Fareed Ahmed Tehmina Siddiqi Ameen Lokhandwala Safdar Khan Sharjeel Ahmed Yasir Aslam Shahzeb Ahmed Furqan Farukh

Branded Content

Award LevelSilver

Campaign TitleHumrahi Digital Campaign

BrandHumrahi Digital Series

ClientEFU Life Assurance Ltd.

Lead Agency/sMullenLowe Rauf

Contributing Agency/sMediavest Pakistan

‘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.``

Individuals Credit

Aman Hussain Sara Ahmed Anum Saadat Ismail Khan Imran Mehdi Syed Hassaan Iqbal Faizan Shuja Hussain Hameed Saqib Basharat Ali Tin Abbas Alam Asad Abbas Amir Sohail Sidra Mansoor Mohammad Zaidi Eisha Salim Saher Shakil Abid Azam

Construction, Real Estate Companies and Allied Industry

Award LevelGold

Campaign TitleAmreli Steels

BrandSteel Rebars

ClientAmreli Steels Limited

Lead Agency/sArey Wah

Contributing Agency/s

``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. ``

Individuals Credit

Hadi Akberali Syed Hamza Mohsin Altaf Mohsin Ali Sadiq Armughan Hassan Syed Sohaib ul Hassan Hamza Imam Syed Owais Ahmed Moeen Khan Amna Mushtaq Khan Mazhar Ali Suhag Isma Saeed Altamash Kohati Faizan Tanveer Zaheer Uddin Haider Ali Zameer Qureshi Raffay Ali Khan Taha Khan Muhammad Waqas

Corporate Reputation

Award LevelSilver

Campaign TitleFace Mask National Anthem

BrandFace Mask National Anthem

ClientUnilever Pakistan

Lead Agency/sBBDO Pakistan

Contributing Agency/s

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.

Individuals Credit

Ali Rez Abubakar Saddique Butool Rizvi Amir Paracha Sadiq Azeem Shahrukh Hayat Hasan Abidi Zeeshan Parwez Fatima Ansari Fatima Arshad Faryal Ali Moiz Khan Shani Arshad Atiya Zaidi Qasim Ahmed Hira Mohibullah

Culinary

Award LevelBronze

Campaign TitleShan Functional

BrandShan Recipe Mix

ClientShan Foods (Pvt.) Limited

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

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%.

Individuals Credit

Ushna Manzoor Khan Farhan Faisal Hasaan Jalil Anosha Islam Mirza Omer Sheikh Adil Hussain Sarah Fahim Shoaib Shamim Naved Qureshi Rizwan Siddiqui Tahir Yousuf Zahra Ali Mohib Ullah Hussain Zehra Zaidi Ramesha Mujeeb

Award LevelSilver

Campaign TitleSplit The Plate Campaign

BrandDastak Cooking Oil

ClientUnity Foods Limited

Lead Agency/sManhattan Communications (Pvt) Ltd

Contributing Agency/s

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.

Individuals Credit

Farrukh Amin Ashfaq Faridi Amir Butt Mehwish Hassan Fraz Khan Kashif Mughal Adeeba Khan Tehmina Siddiqi Ameen Lokhandwala Ali Zaki Yasir Aslam Shahzeb Ahmed Shumaila Firdous

David vs. Goliath

Award LevelBronze

Campaign TitleKIA Sportage Launch

BrandSportage - Launch Campaign

ClientLucky Motor Corporation limited

Lead Agency/sMullenLowe Rauf

Contributing Agency/s

``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!``

Individuals Credit

Kiran Murad Kayzad Giara Saad Wasti Faisal Hidayatallah M Mikail Soomro Cyrus Variava Muhammad Salman Farhan Majeed Nujia Ashraf Junaid Nadeem

Award LevelBronze

Campaign TitleShoop Instant Noodles

BrandShoop Instant Noodles

ClientShan Foods (Pvt.) Limited

Lead Agency/sFishbowl (Pvt.) Ltd

Contributing Agency/s

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.

Individuals Credit

Tauheed Dyer Shoaib Shamim Yousra Taj Saira Masood Raza Syed Daniyal Shaikh Waqar Ahmed

Award LevelSilver

Campaign TitleChaiwala Biskut

BrandBisconni

ClientIsmail Industries Limited

Lead Agency/sManhattan Communications

Contributing Agency/s

``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%) ``

Individuals Credit

Rafay Ali Khan Maryam Saleem

E-Commerce

Award LevelBronze

Campaign TitleHappiness At Your Doorstep

BrandIC NOW

ClientUnilever Pakistan

Lead Agency/sTeam Reactivate

Contributing Agency/s

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

Individuals Credit

Rohail Imtiaz Uzair Mirza Ali Jaffar Zarah Irfan Affan Naeem Bilal Khan Huda Haroon Syed Gohar Ibad Shamsi

Finance

Award LevelGold

Campaign TitleEidipaisa

BrandEasypaisa

ClientEasypaisa - Telenor Bank

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

``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. ``

Individuals Credit

Award LevelGold

Campaign TitleEvery number is welcome

BrandEasypaisa

ClientEasypaisa - Telenor Bank

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

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.

Individuals Credit

Award LevelSilver

Campaign TitlePhatta Note (Torn Currency Note)

BrandEasypaisa

ClientEasypaisa-Telenor Bank

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

``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.``

Individuals Credit

Health

Award LevelSilver

Campaign TitleThe Hot Tea Stain

BrandThe Hot Tea Stain

ClientShalamar Hospital

Lead Agency/sBabar Ali Foundation

Contributing Agency/sBBDO Pakistan

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%.

Individuals Credit

Ali Rez Saima Moor Hira Mohibullah Ali Rez Fatima Ansari Bijoy Purayil Aamna Rahim Ahmed Mustafa Haseeb Akram Moiz Khan Haroon Rashid Hassaan Khurshid Sarah Zubair Zahid Ghauri Zooni Afzal Umer Javed Dr.Hashmat Effendi Jami Moor

Household Supplies and Services

Award LevelBronze

Campaign TitleSunlight Itna Ziada

BrandSunlight

ClientUnilever Pakistan

Lead Agency/sMullenLowe Rauf

Contributing Agency/s

``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.``

Individuals Credit

Affan Khan Uzair Asif Nabeel Danish Raza Ayoub Faisal Hidayatallah Saher Shakil Yusra Zaffar Faryal Mehmood Adnan Hasan

Award LevelGold

Campaign TitleAriel Touch of Downy

BrandAriel

ClientP&G

Lead Agency/sAdcom

Contributing Agency/s

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.

Individuals Credit

Khurram Kidwai Muhammad Osama Amenah Sajid Jaffar Hashim Mahrukh shaikh Javeria Ammar Omer Khalid Faisal Alavi Jahanzeb Khalid Rabia Nabeel Yasser Shah Alifia Dairkee Ibrahim Baloch Zeeshan jilani Uzair Ahmed Wajahat Ali Ali Haider Tania Bhurgri Ramsha Ali

Award LevelBronze

Campaign TitleEvery floor is a playground

BrandEvery floor is a playground

ClientReckitt Benckiser

Lead Agency/sBBDO Pakistan

Contributing Agency/s

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.

Individuals Credit

laeeq shafi Zoya Altaf Atiya Zaidi Zeb Qamar Alize Munir Shayan Ahmed Humayun Farooq Faryal Ali Haroon Rashid

Award LevelGold

Campaign TitleRagra Vs. Naya Ariel Tagra

BrandAriel

ClientP&G

Lead Agency/sAdcom

Contributing Agency/s

``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).``

Individuals Credit

Tania Bhurgri Muhammad Osama Syed Muhammad Ashraf Khurram Kidwai Wajahat Ali Rabia Nabeel Omer Khalid Ali Haider Yasser Shah Jaffar Hashim Alifia Dairkee Ibrahim Baloch Javeria Ammar Ayesha Fariduddin Faisal Alavi Urooj Ahmed Jahanzeb Khalid zeeshan jilani Uzair Ahmed Ramsha Ali

Influencers

Award LevelBronze

Campaign TitleRagra vs New Ariel Tagra

BrandAriel - Ragra vs New Ariel Tagra - Influencer Marketing

ClientP&G

Lead Agency/sSymmetry Group

Contributing Agency/s

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.

Individuals Credit

Uzair Ahmed Khurram Kidwai Munira Zanzibarwala Jaffar Hashim Omer Khalid Rabia Nabeel Syed Mohammad Ashraf Jahanzeb Khalid Muhammad Osama Urooj Vohra Faisal Alavi Hameed Jaffer Ibrahim Baloch Urooj Ahmed Mussadiq Junejo Ramsha Ali Javeria Ammar Tania Bhurgri Wajahat Ali Syed Ali Haider Naqvi

Award LevelSilver

Campaign TitleSunsilk Sundays with Hania Aamir

BrandSunsilk Pakistan

ClientUnilever Pakistan

Lead Agency/sTeam Reactivate Pvt. Ltd

Contributing Agency/s

``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.``

Individuals Credit

Award LevelBronze

Campaign TitleHBLPSL Jeet ki Jang

BrandHBLPSL

ClientHBL

Lead Agency/sSymmetry Group

Contributing Agency/s

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

Individuals Credit

Aroob Pervaiz Uzair Aslam Fahad Ahmed Wajahat Ali Nida Jafri

Award LevelGold

Campaign Title#Vatikafirst

BrandVatika Hair Oils

ClientDabur Pakistan

Lead Agency/sBodybeat PR

Contributing Agency/s

``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!``

Individuals Credit

Abeer Fatima Mustansir Salim Warda Iqbal Hasan Rizvi Faraz Meer Nobel John Rafay Raheel

Influencer-Crisis Response

Award LevelSilver

Campaign TitleCommander Copy

BrandSafeguard

ClientP&G

Lead Agency/sAdcom

Contributing Agency/s

``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.``

Individuals Credit

Muhammad Sami Tehreem Samad Ramsha Ali Yasser Shah Omer khalid Amna Abbas Usama Qasmi Ullah Habib Ahad Motiwala Waleed Ahmed Maham Hasnain Amenah Sajid Faisal Alavi khalid jehanzaib Rabia Nabeel khalid Farid Hasan Rizvi

Award LevelBronze

Campaign TitleDanish Ali (JazzCares)

BrandTelecom

ClientPMCL JAZZ

Lead Agency/sFishbowl (Pvt) Ltd

Contributing Agency/s

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.

Individuals Credit

Nasir Qureshi Uzair Mahboob Syed Hamza Jalal Shaheryar Ghayas Sobia Samad Khalid Saira Masood Faisal Haidri Shoaib Ehsan Sidra Ahmed Adil Ahmed

Award LevelGold

Campaign TitleAriel Work For Home

BrandAriel Work For Home - Influencer

ClientP&G

Lead Agency/sSymmetry Group

Contributing Agency/s

Individuals Credit

Khurram Kidwai Rabia Nabeel Jaffar Hashim Omer Khalid Tania Bhurgri Ramsha Ali Amenah Sajid Muhammad Osama Munira Zanzibarwala Syed Mohammad Ashraf Musadiq Junejo Jahanzeb Khalid Uzair Ahmed Maleeha Syed Ali Rizvi Mahrukh Shaikh Urooj Vohra Hameed Jaffer

Internet and Telecom

Award LevelBronze

Campaign TitleWorld's First Personalised Mobile Data Plans

BrandTelenor

ClientTelenor Pakistan

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

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.

Individuals Credit

Yasir Yasin Sarah Tariq Hassan Malik Mubeen Farrukh Tanzeel Ahmed Faisal Nasir Hamza Amjad Gohar Abbas Asim Naqvi Imran Qaiser

Marketing Disruptors

Award LevelBronze

Campaign TitleEasypaisa Raahi

BrandEasypaisa

ClientEasypaisa-Telenor Bank

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

We create unique platform called Easypaisa Raahi about a journey of self discovery

Individuals Credit

Award LevelGold

Campaign TitleWorld's First Personalised Mobile Data Plans

BrandTelenor

ClientTelenor Pakistan

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

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.

Individuals Credit

Yasir Yasin Hamza Iftikhar Sarah Tariq Hassan Huma Shahid Imran Ayub Malik Mubeen Farrukh Tanzeel Ahmed Gohar Abbas Imran Qaiser Asim Naqvi Faisal Nasir Hamza Amjad

Award LevelBronze

Campaign Title#Vatikafirst

BrandVatika Hair Oils

ClientDabur Pakistan

Lead Agency/sBodybeat PR

Contributing Agency/s

``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!``

Individuals Credit

Abeer Fatima Mustansir Salim Warda Iqbal Hasan Rizvi Faraz Meer Nobel John Rafay Raheel

Award LevelGold

Campaign TitleEidipaisa

BrandEasypaisa

ClientEasypaisa - Telenor Bank

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

``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. ``

Individuals Credit

Marketing Innovation Solutions

Award LevelBronze

Campaign TitleSamaa Virtual Events

BrandVirtual Events

ClientJaag Broadcasting

Lead Agency/sJaag Broadcasting

Contributing Agency/s

``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. ``

Individuals Credit

Syed Ali Imran Nadeem Ihsan Syed Aqeel Agha Mohammad Asif Mahim Maher Qamar Abbas Ammar Hassan Kashif Siddiqui Shahid Rehman Jonathan Mark

Media Innovation

Award LevelBronze

Campaign TitleWorld's First Personalised Mobile Data Plans

BrandTelenor

ClientTelenor Pakistan

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

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.

Individuals Credit

Yasir Yasin Hamza Iftikhar Sarah Tariq Hassan Imran Ayub Malik Mubeen Farrukh Raja Sharafat Zeeshan Mateen Huma Shahid Gohar Abbas Shan Haque Qasim Pervez Faisal Nasir Asim Naqvi Naved Qureshi Hamza Amjad Imran Mushtaq

Award LevelGold

Campaign Title#Vatikafirst

BrandVatika

ClientDabur Pakistan

Lead Agency/sBodybeatPR

Contributing Agency/s

``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!``

Individuals Credit

Abeer Fatima Mustansir Salim Warda Iqbal Hasan Rizvi Faraz Meer Nobel John Rafay Raheel

New Product and Services

Award LevelBronze

Campaign TitleChai Wala Biskut - Bisconni

BrandBisconni - Chai Wala Biskut

ClientIsmail Industries Limited

Lead Agency/sManhattan Communications (Pvt) Ltd

Contributing Agency/s

``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.``

Individuals Credit

Rafay Ali Khan Maryam Saleem

Award LevelGold

Campaign TitleNaming the Invisible by Digital Birth Registration

BrandTelenor

ClientTelenor Pakistan

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

``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.``

Individuals Credit

Yasir Yasin Salman Saleem Aitizaz Hassan Sarah Tariq Hassan Qasim Pervez Shadman Khan Imran Mughal Gohar Abbas Imran Mushtaq Faisal Nasir Sakina Ihsan Hamza Amjad Shahzad Noor Asim Naqvi Naved Qureshi Toqeer Shigri Hamza Iftikhar Aamer Ullah Khan Imran Ayub Faizan Arshad

Personal Care

Award LevelBronze

Campaign TitleHaathon ki Hifazat, Pakistan ki Hifazat | A Lifesaving mission to spread the importance of Handwashing

BrandLifebuoy

ClientUnilever Pakistan

Lead Agency/sMullenLowe Rauf

Contributing Agency/s

``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``

Individuals Credit

Nahl Jabbar Sidra Malick Madiha Saeed Alifia Shabbir Mikail Soomro Asad Dalal Harris Javaid Faisal Hidayatallah Zain Najam Fareshteh Aslam Ahmed Jung Marium Karimi Taha Qais Kayzad Giara Sagar Kapoor Saeed Khan Wardia Ather Najia Faraz Uzair Asif Sarvesh Raikar

Positive Change: Social Good - Brands

Award LevelBronze

Campaign TitleShan Thematic

BrandShan Recipe Mix

ClientShan Foods (Pvt.) Limited

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

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.

Individuals Credit

Ushna Manzur Khan Mohib Ullah Hussain Hasaan Jalil Rizwan Siddiqui Naved Qureshi Sarah Fahim Tahir Yousuf Zahra Ali Farhan Faisal Ayaz Khan Waleed Ansari Sheikh Adil Hussain Shoaib Shamim Ramesha Mujeeb

Award LevelSilver

Campaign TitleHoga Safe Pakistan

BrandHoga Safe Pakistan

ClientReckitt Benckiser

Lead Agency/sBBDO Pakistan

Contributing Agency/s

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.

Individuals Credit

Humayun Farooq Shayan Ahmed Nameer Jamillee Zoya Altaf Aysha Ahsan Alize Munir Atiya Zaidi Faryal Ali Daniyal shahid

Award LevelBronze

Campaign TitleNot an Ad for Lifebuoy | A Call to Action to Wash Hands with Soap

BrandLifebuoy

ClientUnilever Pakistan

Lead Agency/sMullenLowe Rauf

Contributing Agency/s

``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``

Individuals Credit

Madiha Saeed Nahl Jabbar Zain Najam Taha Qais Alifia Shabbir Sidra Malick Faisal Hidayatallah Uzair Asif Mikail Soomro Ahmed Jung Saeed Khan Najia Faraz Sarvesh Raikar Furqan Mukaddam Sharmine Panthaky Kayzad Giara Wardia Ather Sagar Kapoor

Award LevelSilver

Campaign TitleAriel Work For Home

BrandAriel Work For Home - Social Good

ClientAriel Work For Home - Social Good P&G

Lead Agency/sSymmetry Group

Contributing Agency/s

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.

Individuals Credit

Khurram Kidwai Rabia Nabeel Omer Khalid Jaffar Hashim Tania Bhurgri Munira Zanzibarwala Muhammad Osama Musadiq Junejo Syed Mohammad Ashraf Maleeha Syed Jahanzeb Khalid Ramsha Ali Amenah Sajid Uzair Ahmed Mahrukh Shaikh Hameed Jaffer Urooj Vohra

Positive Change: Social Good - Brands (Services)

Award LevelGold

Campaign TitleNaming the Invisible by Digital Birth Registration

BrandTelenor

ClientTelenor Pakistan

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

``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.``

Individuals Credit

Yasir Yasin Hamza Iftikhar Sarah Hassan Imran Mustaq Shadman Khan Shan Haque Asim Naqvi Huma Shahid Shahzad Noor Imran Qaiser Gohar Abbas Hamza Amjad Faisal Nasir

Award LevelSilver

Campaign TitleKhushaal Watan 7272

BrandTelenor

ClientTelenor Pakistan

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

`` 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.``

Individuals Credit

Yasir Yasin Hamza Iftikhar Sarah Hassan Imran Mustaq Shadman Khan Huma Shahid Ahmed Saqlain Sakina Ihsan Shahzad Noor Asim Naqvi Imran Qaiser Faisal Nasir Hamza Amjad

Positive Change: Social Good - Non Profit

Award LevelGold/Grand

Campaign TitleThe Hot Tea Stain

BrandThe Hot Tea Stain

ClientShalamar Hospital

Lead Agency/sBabar Ali Foundation

Contributing Agency/sBBDO Pakistan

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%.

Individuals Credit

Ali Rez Saima Moor Hira Mohibullah Ali Rez Fatima Ansari Bijoy Purayil Aamna Rahim Ahmed Mustafa Haseeb Akram Moiz Khan Haroon Rashid Hassaan Khurshid Sarah Zubair Zahid Ghauri Zooni Afzal Umer Javed Dr.Hashmat Effendi Jami Moor

Restaurants

Award LevelBronze

Campaign TitleYeh Such Hai

BrandMcDonald's Extra Value Meals

ClientMcDonald's Pakistan

Lead Agency/sManhattan Communications (Pvt) Ltd

Contributing Agency/s

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!

Individuals Credit

Jamil Mughal Hilal Mir Raza Ali Shamail Farhat Viquas Jaleel Fahad Ali Tehmina Siddiqi Mujtaba Ayub Adeeba Khan Faraz Khan Sharjeel Ahmed Shahbaz Mirza Nivyan Rehmani Yasir Aslam Shumaila Firdous Abdul Rasheed Arsalan Qureshi Shahzeb Ahmed Ahmed Hassan

Seasonal Marketing

Award LevelBronze

Campaign TitleSINCERE- Menstrual Hygiene Day Campaign

BrandSINCERE Sanitary Napkins

ClientOntex Pakistan (Private) Limited

Lead Agency/sMullenLowe Rauf

Contributing Agency/s

``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``

Individuals Credit

Ameen Jan Muhammad Salman Madiha Minhas Farah Anwer Fatima Baloch Tania Shahid Tehseen Naqvi Saher Shakil Tehnia Haq Tasmeena Maryam Faisal Hidayatallah Sarah Nadeem Saad Salahuddin Samahir Aijaz

Award LevelSilver

Campaign TitleSplit The Plate Campaign

BrandDastak Cooking Oil

ClientUnity Foods Limited

Lead Agency/sManhattan Communications (Pvt) Ltd

Contributing Agency/s

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.

Individuals Credit

Farrukh Amin Ashfaq Faridi Amir Butt Mehwish Hassan Fraz Khan Kashif Mughal Adeeba Khan Tehmina Siddiqi Ameen Lokhandwala Ali Zaki Yasir Aslam Shahzeb Ahmed Shumaila Firdous

Award LevelGold

Campaign TitleSurf Ramzan

BrandSurf Ramzan

ClientUnilever Pakistan

Lead Agency/sMullenLowe Rauf

Contributing Agency/s

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.

Individuals Credit

Neha Salhjee Uzair Asif Raza Ayoub Ammar Sadiq Nabeel Danish Faisal Hidayatallah Saher Shakil Yusra Zaffar Faryal Mehmood Adnan Hasan

Award LevelGold

Campaign TitleEidipaisa

BrandEasypaisa

ClientEasypaisa - Telenor Bank

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

``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. ``

Individuals Credit

Snacks & Desserts

Award LevelSilver

Campaign TitleShoop Instant Noodles

BrandShoop Instant Noodles

ClientShan Foods (Pvt.) Limited

Lead Agency/sFishbowl (Pvt.) Ltd

Contributing Agency/s

``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.``

Individuals Credit

Tauheed Dyer Shoaib Shamim Yousra Taj Saira Masood Raza Syed Daniyal Shaikh Waqar Ahmed

Sustained Success - Products

Award LevelBronze

Campaign TitleCalcium Awareness Campaign

BrandCaC-1000 PLUS

ClientGSK Consumer Healthcare Pakistan Ltd.

Lead Agency/sAdcom

Contributing Agency/s

``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.``

Individuals Credit

Shiza Javed Urooj Mazhar Ali Malik Saad Saleem Ahad Motiwala Mubeshar Aziz Atiba Ashraf Sukaina moosavee Hussain Vakharia Ali Nazir Mustafa Awan Ahmed Baloch Omair Fayaz Sohail Matin Sadia Nasiruddin Somair Rizvi Kamal Mir Maharaib Irshad Murtaza Azam Anmol Advani

Award LevelGold

Campaign TitleSurf Ramzan

BrandSurf Ramzan

ClientUnilever Pakistan

Lead Agency/sMullenLowe Rauf

Contributing Agency/s

``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``

Individuals Credit

Neha Salhjee Uzair Asif Raza Ayoub Ammar Sadiq Nabeel Danish Faisal Hidayatallah Saher Shakil Yusra Zaffar Faryal Mehmood Adnan Hasan

Award LevelSilver

Campaign TitleAriel - Sustained Success

BrandAriel

ClientP&G

Lead Agency/sAdcom

Contributing Agency/s

``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.``

Individuals Credit

Khurram Kidwai Wajahat Ali Ali Haider Jaffar Hashim Omer Khalid Tania Bhurgri Faisal Alavi Muhammad Osama Urooj Vohra Syed Muhammad Ashraf Javeria Ammar Jahanzeb Khalid Munira Zanzibarwala Rabia Nabeel Rams Ali Yass Shah Ibrahim Baloch Bilal Alvi Uzair Ahmed zeeshan jilani

Topical Marketing-Crisis Response

Award LevelBronze

Campaign TitleCoke for Everyone

BrandCoke for Everyone

ClientThe Coca-Cola Company (Pakistan)

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

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.

Individuals Credit

Fahad Ashraf Sheharyar Ali Hamza Ahmed Junaid Younus Muhammad Ali Khan Waqas Azhar Umar Malik Maeen Zafar Asim Naqvi Muzakir Ijaz Hassan Bangash Zehra Zaidi Jawahira Javed

Award LevelGold

Campaign TitleEidipaisa

BrandEasypaisa

ClientEasypaisa - Telenor Bank

Lead Agency/sOgilvy Pakistan

Contributing Agency/s

``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. ``

Individuals Credit

Award LevelBronze

Campaign TitleLipton - Awakening hope through the power of human connection

BrandLipton

ClientUnilever Pakistan

Lead Agency/sJWT

Contributing Agency/s

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.

Individuals Credit

Shehryar Muzammil Aiman Fajr Asad Malik Sara Koraishy Yawar Iqbal Nadir Zia Urooj Vohra Munira Munira Shafaq Tariq Alay Hussain

Award LevelGold

Campaign TitleHaathon ki Hifazat, Pakistan ki Hifazat | A Lifesaving mission to spread the importance of handwashing during COVID-19 pandemic

BrandLifebuoy

ClientUnilever Pakistan

Lead Agency/sMullenLowe Rauf

Contributing Agency/s

``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``

Individuals Credit

Nahl Jabbar Sidra Malick Madiha Saeed Alifia Shabbir Mikail Soomro Asad Dalal Harris Javaid Faisal Hidayatallah Zain Najam Fareshteh Aslam Ahmed Jung Marium Karimi Taha Qais Kayzad Giara Sagar Kapoor Saeed Khan Wardia Ather Najia Faraz Uzair Asif Sarvesh Raikar

Topical Marketing

Award LevelGold

Campaign TitleSurf PSL

BrandSurf PSL

ClientUnilever Pakistan

Lead Agency/sMullenLowe Rauf

Contributing Agency/sBBDO Pakistan

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.

Individuals Credit

Neha Salhjee Ali Rez Haroon Rashid Affan Khan Qasim Ahmed Saira Ansari Faryal Ali Nabeel Danish Moiz Khan Uzair Asif Farooq Qazi Raza Ayoub Faisal Hidayatallah Saher Shakil Yusra Zaffar Hira Mohibullah Faryal Mehmood Fatima Ansari Adnan Hasan Daniah Ishtiaq

Award LevelSilver

Campaign TitleSunsilk Sundays with Hania Aamir

BrandSunsilk Pakistan

ClientUnilever Pakistan

Lead Agency/sTeam Reactivate Pvt. Ltd

Contributing Agency/s

``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.``

Individuals Credit

Award LevelSilver

Campaign TitleMcDonald's Zalmi Meal

BrandMcDonald's Zalmi Meal

ClientMcDonald's Pakistan

Lead Agency/sManhattan Communications (Pvt) Ltd

Contributing Agency/s

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.

Individuals Credit

Jamil Mughal Raza Ali Fahad Ali Hilal Mir Mujtaba Ayub Abdul Rasheed Shamail Farhat Faraz Khan Tehmina Siddiqi Adeeba Khan Sharjeel Ahmed Shahzeb Ahmed Shahbaz Mirza Nivyan Rehmani Yasir Aslam Arsalan Qureshi Shumaila Firdous Ahmed Hassan Viquas Jaleel

Youth Marketing

Award LevelBronze

Campaign TitleAlways Azad

BrandAlways

ClientP&G

Lead Agency/sAdcom

Contributing Agency/s

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.

Individuals Credit

Urooj Ahmed Ahad Motiwala Sukaina Mosavee Zeeshan jilani Faryal Hasan Ibrahim Baloch Awais Dhakan Asim Naz Muhammad Sami Jahanzeb Khalid Tehreem Samad Wajeeha Javed Amenah Sajid Omair Fayaz

Award LevelBronze

Campaign TitleJazz Super 4G Abhi

BrandTelecom

ClientPMCL JAZZ

Lead Agency/sIAL Saatchi& Saatchi

Contributing Agency/s

``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.``

Individuals Credit

Shoaib Ehsan Sobia Samad Khalid Sidra Ahmed