Asia | WARC

Peek Freans Cake Up: Enabling Moments of Togetherness

Case Study • Rana Waleed Altaf, Zahra Fatima Ali, WARC Prize for Asian Strategy, Entrant, 2019

English Biscuit Manufacturers (EBM) entered an unregulated, wholesale-led cupcake category in Pakistan and increased sales of its Peek Freans Cake Up by carving its own infrastructure channel to build awareness.

Shan Foods: One Biryani, One Family

Case Study • Jahanzaib Qureshi, Zahra Fatima Ali, WARC Prize for Asian Strategy, Entrant, 2019

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

Berger Paints: Truck Art Childfinder

Case Study • Samar Minallah Khan, Ali Rez, WARC Prize for Asian Strategy, Silver and Local Hero Special Award, 2019

Paint brand Berger Paints partnered Roshni Helpline and leveraged the unique truck art tradition to locate missing children in Pakistan.

UN Women: Bridal Uniform

Case Study • Ali Rez, Fatima Ansari, Assam Khalid, WARC Prize for Asian Strategy, Gold, 2019

UN Women, the United Nations entity dedicated to gender equality, achieved social and political change around the issue of child marriage in Pakistan with its Bridal Uniform campaign.

Daraz benefits from the Alibaba effect

News • 19 August 2019

Daraz, the Pakistan e-commerce platform, is developing ambitious plans off the back of the expertise it has gained following last year’s acquisition by Alibaba.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

UN Women: The Bridal Uniform

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

UN Women, the United Nations’ arm for women’s equality, campaigned to change a child marriage law in Pakistan by merging children’s school uniforms with bridal dresses.

Sting: Remake The Boxer

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sting, an energy drink brand, partnered with Amir Khan to become the leader in the energy drink category in Pakistan.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Cadbury Dairy Milk: Share a Moment

Case Study • Sara Morani, Sarah Shahid, Muhammad Asadullah, WARC Awards, Entrant, Effective Innovation, 2019

Chocolate brand Cadbury Dairy Milk used music as a platform to drive a digital campaign to increase brand relevance and engagement in Pakistan.

UN Women: The Bridal Uniform

Rankings • WARC Creative 100, 2019

UN Women, the United Nations’ arm for women’s equality, campaigned to change a child marriage law in Pakistan by merging children’s school uniforms with bridal dresses.

Cadbury Dairy Milk: Spreading Joy

Case Study • Khadija Amin, Sara Morani, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Cadbury, the confectionery brand, used the idea of giving to increase sales around Eid in Pakistan.

The Good Old Qual Comes to Rescue Your Digital Spend: Qualitative fusion caters to communication development challenges of changing times

Research Paper • Arfa Syed and Tooba Kamil, ESOMAR, Fusion, 2018

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

Reem Ka Steam: Penetrating the branded rice industry of Pakistan

Case Study • Nida Aslam Khan, Jami Moiz, Qashif Effendi, WARC Prize for Asian Strategy, Entrant, 2018

Rice brand Reem Ka Steam used digital and social media to launch its products into the local consumer market in Pakistan.

Dragons of Asia: Coca Cola and Edhi take Grand Prix

News • 25 October 2018

A campaign by The Coca Cola Company and Edhi Foundation, working with Starcom, in Pakistan has won the Red Dragon award for the best campaign in Asia at the Dragons of Asia 2018 awards.

The Coca-Cola Export Corporation: Coke and Edhi (Ramadan) Bottle of Change

Case Study • Dragons of Asia, Best Cause, Charity Marketing Or Public Sector Campaign, Red, Blue & Gold, 2018

The Coca-Cola Company, a manufacturer and retailer of non-alcoholic beverages, and Edhi Foundation, a non-profit social welfare programme in Pakistan, collaborated to collect donations during Ramadan – a period of celebration of Muslims.

Edhi Foundation & Coca-Cola: Bottle of Change

Case Study • Dragons of Asia, Red Dragon, Best Campaign in Asia, 2018

The Coca-Cola Company, a manufacturer and retailer of nonalcoholic beverages, and Edhi Foundation, a non-profit social welfare programme in Pakistan, collaborated to collect donations during Ramadan – a period of celebration of Muslims – sparking brand love throughout Pakistan.

UN Women: #BeatMe

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

UN Women, a UN entity working for the empowerment of women, launched a campaign to curtail current Pakistani law that allowed men to 'lightly beat' women, by showcasing empowered women that could inspire others and cause a societal shift.

IPL, PSL run into problems

News • 13 March 2018

MUMBAI/DUBAI: The upward trajectory of T20 cricket in India and Pakistan appears to have stalled, as PSL franchises complain of losing money and reports suggest that Star India has yet to sell a significant proportion of its advertising inventory ...

UN Women: '#BeatMe' (Pakistan)

Rankings • WARC Creative 100, 2018

Contains the creative for the '#BeatMe' campaign for UN Women by the agency BBDO Pakistan in Pakistan.

View from Pakistan: A tale of pickles, puppet shows and Punjabi wrestling

Article • Julian Saunders, Market Leader, Quarter 1, 2018, pp. 56-56

Pakistan is a growing and culturally distinct market that is worth looking at beyond the coverage of the country in the news.

Tang: Touch of magic

Case Study • Fizzah Shahid, Khadija Amin, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2017

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Helping introverts open up: A simpler pathway to understanding this relatively silent but very powerful consumer segment

Research Paper • Arfa Syed and Tooba Kamil, ESOMAR, Global Qualitative, November 2017

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Lay's Pakistan: Pass a Smile

Case Study • Aamna Rahim, Hira Mohibullah, Assam Khalid and Ali Rez, WARC Prize for Asian Strategy, Entrant, 2017

Snack brand Lay's used a multichannel campaign based on a packaging promotion to increase sales in Pakistan.

Wall's Pakistan: An ode to the guardian angel

Case Study • Mehak Jaini, Nainika Chauhan, WARC Prize for Asian Strategy, Entrant, 2017

Walls, the ice cream brand, grew sales in Pakistan during Eid with an emotional film published on social media.