Asia | WARC

Rankings • WARC Effective 100, 2020

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.

Berger Paints: Truck Art Childfinder

Rankings • WARC Media 100, 2020

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

Berger Paints: Truck Art Childfinder

Rankings • WARC Creative 100, 2020

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

How BBC World Service joined the research dots in Pakistan

News • 26 February 2020

BBC World Service used multiple research projects to identify a “critical juncture” in TV news viewing in Pakistan, which led to a rethink of the brand’s YouTube strategy.

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.

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.

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.

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.

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.

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.

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.

The Coca Cola Export Company Pakistan: Coke and Edhi (Ramadan) Bottle of Change

Case Study • MAA Worldwide GLOBES, Best Cause, Charity Marketing or Public Sector Campaign, Silver, 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 for Muslims.

Mondelez International Pakistan: Say It With Cadbury

Case Study • MAA Worldwide GLOBES, Best Use of Public Relations, Gold, 2018

Cadbury Dairy Milk, a chocolate brand, partnered with e-commerce brand TCS Sentiments to launch personalised chocolate bars around Valentine's Day in Pakistan.

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 ...