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Always: The New Brave

Case Study • MMA Smarties, Silver, EMEA, 2020

Always, a menstrual hygiene brand, launched its platform The New Brave to build affinity with Always consumers in the UAE, Saudi Arabia, South Africa and Pakistan.

1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

Peek Freans RIO: Birthday Celebrations with RIO

Case Study • Yumna Yousuf, Bisma Khan, WARC Awards for Asian Strategy, Entrant, 2020

The launch of a new variant, coupled with a repositioning using animated characters, saw biscuit brand Peak Freans Rio boost relevance with its core target audience of kids in Pakistan.

Peek Freans Sooper: Bringing All Junooni's Back To Life

Case Study • Yumna Yousuf, WARC Awards for Asian Strategy, Entrant, 2020

Biscuit brand Peek Freans Sooper harnessed the power of nostalgia to reconnect with its core target audience and enhance brand love in Pakistan.

Sabroso: Winning Ramadan 2019

Case Study • Azeem Arsalan, Fatima Hyder, Rubab Rizvi, WARC Awards for Asian Strategy, Entrant, 2020

Poultry brand Sabroso used a data-led TV and digital campaign, targeted by day-part, to launch its home-delivery service and increase sales during Ramadan in Pakistan.

Shalamar Hospital: The Hot Tea Stain

Case Study • Hira Mohibullah, WARC Awards for Asian Strategy, Entrant, 2020

Medical facility Shalamar Hospital used a multichannel approach to warn households of the dangers of hot tea on skin and halved the number of child burns cases in Pakistan.

Tang Pakistan: Refreshing Summers and Ramadan

Case Study • Sarah Shahid, Muhammad Raza, Saadi Ghouse, WARC Awards for Asian Strategy, Entrant, 2020

Tang, the powdered beverage, used real-time personalised communications to increase consumption in Pakistan.

Tapal: Uniting the nation on World Tea Day

Case Study • Ahmer Parvez, Aqsa Mirza, WARC Awards for Asian Strategy, Entrant, 2020

Tea brand Tapal crafted a multichannel celebratory campaign to boost national awareness and build association among consumers in Pakistan.

Cadbury Dairy Milk Pakistan: From Joy to Generosity

Case Study • Sarah Shahid, Muhammad Raza, Zainab Jafri, WARC Awards for Asian Strategy, Entrant, 2020

Chocolate brand Cadbury Dairy Milk launched a social initiative to create awareness of a communication shift and help the malnourished in Pakistan.

Skin care in Asia Pacific

Article • Euromonitor Strategy Briefings, July 2020

A regional overview of skin care in Asia Pacific.

YouTube is removing less inappropriate content

Data • Rob Clapp, WARC Data Points, July 2020

An overview of YouTube videos and channels removed for violating community guidelines.

UN Women: The Bridal Uniform

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.

OTT to halve APAC pay TV growth by 2024

Data • Rob Clapp, WARC Data Points, January 2020

An overview of the pay TV market in Asia Pacific between 2019 and 2024.

Berger Paints: Truck Art Childfinder

Case Study • Samar Minallah Khan, Ali Rez , WARC Awards 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.

Shan Foods: One Biryani, One Family

Case Study • Jahanzaib Qureshi, Zahra Fatima Ali, WARC Awards 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.

Peek Freans Cake Up: Enabling Moments of Togetherness

Case Study • Rana Waleed Altaf, Zahra Fatima Ali, WARC Awards 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.

UN Women: Bridal Uniform

Case Study • WARC Awards 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 • 18 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.

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.

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.

Mobile internet unaffordable in nearly half of APAC markets

Data • Rob Clapp, WARC Data Points, June 2019

An overview of the cost of mobile internet across 24 Asia Pacific markets.

How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
Mapping a perfect storm: The impact of COVID-19 on Asia’s media landscape

Article • Kunal Sinha, WARC Exclusive, July 2020

How are brands changing the way they communicate with consumers? A look at how major media channels have been used during COVID-19 lockdowns across Asia.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.