Tapal Family Mixture – Rishton Main Hisaab

Agency: IAL Saatchi & Saatchi This ad strikes a chord, evoking emotions and beautifully capturing the importance of relationships and the dedication that often goes unappreciated. With a masterful build-up of suspense, the concept weaves a narrative that keeps us engaged. The emotional payoff is both powerful and poignant, culminating in a heartfelt conclusion that resonates deeply with the audience.

Kia Stonic – It’s Got It All

Agency: Mullen Lowe & Rauf This ad has a refreshing and unconventional spin while keeping the concept functional. The playful dialogue and subtle nod to the competition are particularly effective in making this ad memorable, setting it apart from the ordinary. I really like how they have broadened their reach using a youthful tone to connect with a wider audience. It’s genius!

Easypaisa - Ab mustaqbil ke faislay samajhna hongay easy

Agency: BBDO Pakistan I am moved by the impact of this ad, which highlights the importance of the nikahnama for women in Pakistan. The campaign’s initial goal of raising awareness in rural areas has been surpassed, as it touched the hearts of women from all walks of life. The message leaves a lasting impression and makes this campaign a remarkable achievement.

Cadbury – Kuch meetha hojaye

Agency: Ogilvy Pakistan This sweet reminder whispers to our hearts: slow down, notice the little things and cherish the kindness. Despite the fact that people have different struggles in life, a simple gesture has the power to brighten someone’s day. This concept is amazing and beautifully executed!

Mezan Cooking Oil & Banaspati – Ramadan Ad 2024

Agency: Adcom Leo Burnett I am captivated by this stunning ad, beautifully shot in northern Pakistan, highlighting the region’s breath-taking landscapes and the beauty of its people. As the adorable children in traditional attire gather to share a meal, the concept weaves together the beauty of the land and the warmth of human connections through the universal language of sharing a meal together.

Oreo Codes – Mondelez

Agency: VMLY&R Commerce Pure genius! This campaign is a masterclass in creative problem solving. With ABSCO’s sales in a slump, they are a stroke of brilliance that is both clever and captivating. By merging the iconic duo of cookies and milk, they transformed the milk’s barcode into a visually stunning stack of Oreos. This innovative approach not only grabs attention in the cookie aisle, it also leaves a lasting impression about how effective marketing can be. I am blown away by the creative execution that made this ad stand out.

Coca Cola – Happiness Factory

Agency: Wieden Kennedy Amsterdam Creative visionaries have a boundless capacity to imagine, unfettered by limitations. When their ideas take shape in the real world, I am utterly captivated. Every detail is meticulously crafted, leaving me in awe of the execution. This ad is an example of the power of imagination, where creative minds bring a vision to life with precision and flair. I am mesmerised by the seamless fusion of concept and reality, a true masterclass in innovation.

Siemens Healthineers – Magnetic Stories

Agency: IPG Health Agency This project really speaks to me. It’s emotionally charged yet beautifully executed while tackling a significant challenge. MRI machines are intimidating for adults, but for children, they are terrifying. The loud sounds, the unfamiliar environment – it’s a lot to handle. And let’s be honest, it is not just children who get anxious. Parents feel it too! And this is where this innovative escape experience comes in. It is designed to help children build resilience and be brave in the face of new challenges. And I just love that! The concept is so simple yet powerful.

Ghania Abrar is an Associate Creative Director at IAL Saatchi & Saatchi Pakistan.