Shan Foods: One Biryani, One Family

Food mixes brand Shan Foods ran a TV-led campaign promoting progressive values to appeal to young Punjabi women in Pakistan.

Campaign details

Brand: Shan FoodsBrand owner: Shan FoodsLead agency: Ogilvy PakistanCountry: PakistanIndustries: Convenience, readymadeMedia channels: Outdoor, out-of-home, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Shan Foods, a food mixes brand that tops the list in Pakistan's progressive South, managed to take over the reluctant and tradition-proud Punjabis by challenging the patriarchal splits in the region through its communication – in the process accomplishing an astounding 26% sales growth and a 2.7% increase in its national market share that successfully turned it...

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