The seventh Pakistan Advertisers Society (PAS) were held last Friday on April 15, 2017 at the Karachi Expo Centre. Instituted in 2011, the Awards have become one of the marketing and advertising industry’s most awaited events, and showcase the best the industry has to offer.

This year’s Awards Ceremony was hosted by actor and model Ahmed Ali and was attended by well-known names from the marketing and advertising industry. The award announcements were interspersed with performances by musicians such as Noori, Sara Haider, Nausheen Shah, Junaid Akram and stand-up comedians Khawatoons and Mooroo.

Thirty three awards were conferred this year, and included two new categories: ‘Campaign for Good’ and ‘Corporate Campaign’.

According to Qamar Abbas, Executive Director, PAS, the reason behind introducing the Campaign for Good was to “recognise and honour advertising that has a greater purpose... to acknowledge efforts that aim to give back to the society.”

On the other hand, the Corporate Campaign category was introduced to acknowledge “the dramatic rise in the number of corporate campaigns launched in the past couple of years.”

The PAS Lifetime Achievement Award was given to Anwar Rammal, who has dedicated more than 50 years to the ad industry and is the Founder-Chairman of Asiatic Public Relations. The award was presented by Amir Paracha, Vice Chairman, PAS, and Saqib Zia, General Secretary, PAS.

The big winners were Adcom Leo Burnett who received six awards, Soho Square got five, while J. Walter Thompson, IAL Saatchi & Saatchi and MullenLowe Rauf bagged four awards each.

Here are the winners of the PAS Awards:

Category: Agriculture & Related Industries
Brand: Refree
Campaign: Lambay Aur Mottay Gannay!
Company: Evyol Group
Agency: Aray Wah

Category: Automotive & Transport
Brand: Shell Rimula
Campaign: Shell Rimula Real Destinations
Company: Shell Pakistan
Agencies: J. Walter Thompson, Azaad Films

Category: Banking & Financial Services
Brand: Bank Alfalah Islamic
Company: Bank Alfalah Limited
Agencies: MullenLowe Rauf, Azaad Films

Category: Beverages - Cold
Brand: Coca-Cola
Campaign: Zalima Coca-Cola Piladay
Company: The Coca-Cola Export Corporation
Agencies: Soho Square, Starcom, Digitz, Kinetic, The Vision Factory

Category: Confectionary & Snacks
Brand: Oye Hoye!
Campaign: Oye Hoye! launch campaign
Company: United Snacks
Agencies: Ogilvy & Mather, Hashtag tribe, Maxus Global, Addynamics, Stimulus Productions, Soho Square

Category: Construction, Real Estate & Allied Industries
Brand: Diamond Paints
Campaign: Dil Deewar Saaf
Company: Diamond Paints
Agencies: Adcom Leo Burnett, Adcom ZenithOptimedia, Echo Digital Marketing, ID Creations

Category: Cosmetics and Personal Care (Men, Women and Children)
Brand: Lux
Campaign: LUX White ReLaunch
Company: Unilever Pakistan
Agencies: J. Walter Thompson, TML Activations, Mindshare, Creative Chaos, Arrows

Category: Culinary
Brand: Mezan Cooking Oil
Campaign: Mezan Ramadan 2016
Company: Paracha Textile Mills
Agencies: Adcom Leo Burnett, Adcom ZenithOptimedia, ID Creations

Category: Office Furniture
Brand: Interwood – Office Furniture
Campaign: Space Workstation Launch
Company: Interwood Mobel
Agency: IAL Saatchi & Saatchi

Category: Events
Brand: FPCCI FocusPK 16
Campaign: Focus PK 16 Entertainment & Production Conference
Company: FPCCI Focus PK
Agencies: Bond Advertising, Aikman Studios, Talking Point, Mind Map Communications

Category: Fabric Care, Home Care and Furnishing
Brand: Surf Excel
Campaign: Madad Ek Ibadat
Company: Unilever Pakistan Limited
Agencies: Lowe Lintas, Mindshare Pakistan Limited, Mullen Lowe Rauf, Kinetic Pakistan

Category: Food and Dairy
Brand: Nurpur
Campaign: Nurpur Corporate Thematic
Company: Fauji Foods Limited
Agencies: Fishbowl, Stimulus Productions

Category: Hospitals, Healthcare and Hygiene
Brand: The Indus Hospital
Campaign: Rishta Nahi Ehsaas Zaroori Hai
Company: The Indus Hospital
Agency: Manhattan Communications

Category: Ice Creams and Desserts
Brand: Cornetto
Campaign: Cornetto 2016
Company: Unilever Pakistan Limited
Agencies: BBPR, Empact Activations, Mindshare

Category: Public Service & CSR
Brand: UN Women Pakistan
Campaign: #BeatMe
Company: UN Women Pakistan
Agencies: BBDO Pakistan, The Videographers, Azad Film Company

Category: Telecommunication Hardware & Consumer Electronics
Brand: Haier
Campaign: Sirf DC Nahi, Haier Ka Mukammal DC Inverter
Company: Haier Pakistan
Agencies: Synergy Dentsu, Marketing Works

Category: Telecommunication Service Providers
Brand: Telenor
Campaign: Sacha Saath
Company: Telenor Pakistan
Agencies: Adcom Leo Burnett, OMD Pakistan, Stimulus Productions

Category: Textile, Fashion & Accessories
Brand: Borjan
Campaign: Join the Fashion Walk
Company: Borjan
Agencies: Adcom Leo Burnett, Adcom ZenithOptimedia, 9.8 Films

Category: Best in BTL Activation
Brand: Jazz
Campaign: Jazz & Lahore Qalandars Company: Jazz
Agencies: Spark Pakistan, Heptagon, IAL Saatchi & Saatchi, Lahore Qalandars, Jang Group, Geo Network

Category: Best in Digital
Brand: UN Women Pakistan
Campaign: #BeatMe
Company: UN Women Pakistan
Agencies: BBDO Pakistan, The Videographers

Category: Best in PR
Brand: Djuice
Campaign: #OyeKucchhKarGuzar
Company: Telenor Pakistan
Agencies: Adcom Leo Burnett, OMD Pakistan, The Digital Factory, Catwalk, TruBrew Records, Citrus Talent, Google/Youtube Pakistan & Singapore

Category: Campaign for Good
Brand: Jazz
Campaign: Jazz & Lahore Qalandars Company: Jazz
Agencies: Spark Pakistan, Heptagon, IAL Saatchi & Saatchi, Lahore Qalandars, Jang Group, Geo Network

Category: Corporate Campaign
Brand: HBL
Campaign: HBLPSL 2016
Company: Habib Bank Limited
Agencies: J. Walter Thompson, Mindshare Pakistan

Category: Media Innovation
Brand: Jang
Campaign: Jang Classified Barson Ka Aietmad – QR Code
Company: Jang Media Group
Agencies: IAL Saatchi & Saatchi, Seeme Productions

Category: Passion for Pakistan
Brand: Coca-Cola
Campaign: Pakistan Kay Naam
Company: The Coca-Cola Export Corporation
Agencies: Soho Square, Kinetic, Starcom, Digitz, The Vision Factory

Category: Passion for Pakistan
Brand: HBL
Campaign: HBLPSL 2016
Company: Habib Bank Limited
Agency: J. Walter Thompson

Category: Seasons Special
Brand: Surf Excel
Campaign: Madad Ek Ibadat
Company: Unilever Pakistan Limited
Agencies: Lowe Lintas, Mindshare Pakistan, MullenLowe Rauf, Kinetic Pakistan, Absolute Productions

Category: Platform Award – Best in TV
Brand: Coca-Cola
Campaign: Zalima Coca-Cola Piladay
Company: The Coca-Cola Export Corporation
Agencies: Soho Square, Starcom, The Vision factory

Category: Platform Award – Best in OOH
Brand: Lux
Campaign: LUX Style Awards Experiential Billboard
Company: Unilever Pakistan Limited
Agency: Kinetic Pakistan

Category: Platform Award – Best in Print
Brand: Soneri Bank Campaign: 14th August's Campaign
Company: Soneri Bank
Agencies: Adcom Leo Burnett, Adcom ZenithOptimedia

Category: Top Brand 2016
Brand: Coca Cola
Company: The Coca-Cola Company
Agency: Soho Square

Category: Best Nationally Originated Campaign
Brand: Refree
Campaign: Lambay Aur Mottay Gannay!
Company: Evyol Group
Agency: Aray Wah

Category: Campaign of the Year
Brand: Surf Excel
Campaign: Madad Ek Ibadat
Company: Unilever Pakistan Limited
Agencies: Lowe Lintas, Mindshare Pakistan Limited, Mullen Lowe Rauf, Kinetic Pakistan