Aurora Magazine

Promoting excellence in advertising

Breaking Barriers

For Women's Day, Aurora lists six Pakistani campaigns that push the boundary of traditional womanhood often portrayed in advertising.
Updated 08 Mar, 2024 01:52pm

Dove – #NoteToYoungerSelf

Dove’s latest campaign features a series of women relating their stories in a letter to their younger selves, encouraging their younger versions to dream big, persevere and carve their own paths. The women spotlighted in this campaign include writer and publisher Safinah Danish Elahi, home décor enthusiast Zoya Ahmed and cricketer Bismah Maroof, among others.

Generation – Nighat Studios

Generation’s Spring 24 collection imagines an all-woman film studio complete with a director, assistant director, director of photography, sound engineer and lighting designer, all donning the latest vibrant outfits.

Easypaisa – Audio Nikahnama

EasyPaisa’s audio Nikahnama campaign is a well-crafted step towards increasing financial inclusivity for women in Pakistan, starting with this lively campaign which celebrates the freedom that stems from knowing your rights.

Shan – Beti Ko Jeena Sikhaao Shan Se

#SeekhoShanSe relates the heart-warming story of a father teaching his daughter to be self-reliant in a world that often takes advantage of a woman seeking help, urging other parents to do the same.

EBM – Schoolgirl Newscasters

To demonstrate the power of literacy and equal access to education for girls, EBM and Impact BBDO had viewers tune in to Pakistan’s three main news networks to hear news delivered by two schoolgirls who, only three years prior, were unable to read. The campaign went on to win the Glass: The Lion for Change Gold Award at Cannes in 2023.

Cadbury Dairy Milk – #GetIntheGame

Why should cricket be only for men? To bolster Pakistani women also championing the sport, this thought-provoking ad highlights the importance of parental support in facilitating equal opportunities for women and girls in sports.