Winner Case Studies
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. ``
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.``
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. ``
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.
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%.
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.
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!``
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.
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%) ``
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
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. ``
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.
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.``
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%.
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.``
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.
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.
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).``
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.
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.``
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
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!``
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.``
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.
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
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.
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
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.
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!``
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. ``
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. ``
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.
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!``
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.``
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.``
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``
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.
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.
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``
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.
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.``
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.``
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%.
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!
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``
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.
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.
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. ``
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.``
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.``
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``
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.``
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.
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. ``
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.
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``
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.
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.``
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.
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.
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.``
Shoaib Ehsan
Sobia Samad Khalid
Sidra Ahmed