Gourmet Cola – Harr Dorr Main Apna Gourmet

Agency: Adcom Leo Burnett

I would dedicate this year to Gourmet Cola for impeccable execution, Naseebo Lal’s unmistakable vocals and a jingle guaranteed to put you in a good mood. The film is every bit PAKISTANI and does justice to relieving the stultifying boredom of the local ad world; its mass appeal, and of course, the beverage itself that made a delicious debut on the screen!

Mezan Cooking Oil – Mezan Ramzan Campaign

Agency: Adcom Leo Burnett

Now here is a campaign with some good storytelling, befitting music, a lovely cast, timely nuances, the right pauses and a great director! Any commercial that has you hooked and leaves a smile on your lips at the end, is every marketing team’s dream come true and a brand’s salvation in the forgetful world of advertising. A nice, fulfilling campaign rolled out in Ramzan by Mezan.

Dulux – Pehchaan Ka Rang

Agency: MullenLowe Rauf

It’s time to bid farewell to formula films and give a warm welcome to subtle executions and meaningful insights. I found the film heart-warming and natural in its flow. The conversation teeters on the mundane, but delivers a solid message in a single well-articulated line, ’Deewaron ka rung kharaab ho jaye tou unhain paint karwatahain, ghar nahi badaltay!’ How true! And just about sums up the ‘brain drain’ debate in Pakistan.

Mobilink Microfinance Bank – The Invisible Heirs

Agency: Madnest Ads

The Mobilink Dost App’s inheritance calculator seems like a beautiful product, not to mention a much-needed one for Pakistani women. It’s only fair that a good product gets to ride on an even better campaign. And this campaign certainly hits the nail on the head. I loved the creative ideation, the painstaking execution and the soul-stirring background score. Kudos!

Tapal Family Mixture – Rishton Mein Hisaab

Agency: IAL Saatchi & Saatchi

I think I had a lump in my throat by the time I finished watching this ad. What makes it beautiful is the stark understanding of the consumer segment. Do you know what makes a commercial successful? It’s the audience. Show them respect and they will give you love. Pretty simple.

Umault

Agency: Umault B2B Marketing Video Agency

This one cracks me up every time I see it. Reminds me of all the cliché approaches that most brand managers are unwilling to let go ’kiu ke TG ko kuch samajh nahi ata’ or risk ‘hamain lena nahi ata!’ Watch this ad to validate your creative pitches!

Ikea – Show Off Your Savvy

Agency: Mother London

What can be more boring than writing an ad for a brand trying to sell sofas, beds, food containers, reusable bags and throws? And all of that in ONE go? Bottom line: There are no boring products, only boring ideas.

Colgate – The Toothless Granny

Agency: WPP@CP India

I can’t help smiling at this ad. A toothless granny selling toothpaste! How bold, how brave, how brilliant! I loved the jingle, the insight, and the duo’s partnership strengthened by Colgate.

Khushbakht Janjua is Executive Creative Director, Mullen Lowe Rauf, Lahore. khushbakht.janjua@mullenlowerauf.com