Top 5s: 2024 Edition
Ad Mad Dude lists his Top Ad Campaigns of 2024.
We wait for SIUT’s work every year, and they push the bar higher. Like all their communications, their 2024 ad stands out by doing what most brands fail to do – keeping it real. It doesn’t scream for attention or pat itself on the back for ‘helping society.’ Instead, it quietly blends into the world we live in, reflecting a truth that hits home: ageing parents often delay health care, and it’s on us to step in, just like they did for us. What makes this ad special is its purity. No emotional manipulation, no award-hungry narrative. It’s grounded, honest and gets the point across without exploiting societal decay like so many other brands do these days. Straightforward, insightful and beautifully human.
This ad sets the record straight. A true gifted and skilled creative – not the ones running their own little TED Talks everywhere for saving the world – a thoroughbred creative with the passion to tell stories can create magic from their desk with just a pencil and a sketchbook. They don’t need business-class return tickets to Bangkok, a night out with the production team, or a pat on the back from a random gora in the south of France. Sooper has been at ‘seedhi saadhi khushi’ for a long time, but this is the only time it really made an impact. Execution can elevate a mediocre brand strategy.
This one is a reminder that you don’t just point out the rot – you try to clean it. I’m glad they didn’t stop at saying, “Oh, we added an audio feature in the app where you can listen to your rights.” Instead, they went further, enabling the oppressed with an actual tool – a tool that helps them claim what is rightfully theirs, counter the manipulation, and empower them for the fight ahead. Full marks for not assuming that oppression is confined to the deepest levels of society where women don’t know how to read or write. Instead of just telling them to listen to their rights, they gave them something real to help stop the violations. A thoughtful, impactful approach.
Saudi Arabia is changing the way they look at the future of their young women. While everyone was still confused about what this new world might look like, Nike took the first bold step and laid down a visual and narrative blueprint. ‘What if You Can?’ isn’t just an ad – it’s a statement. Directed by Haifaa Al Mansour, Saudi Arabia’s first female filmmaker, the film subtly pushes past the noise and gives young Saudi women something real: an invitation to imagine, play and own their potential. No excessive heroics, no patronising lectures – just a football and a question: “Do you want to play?”
This ad puts another debate to rest: it’s not the rap, song, dance or neon glasses we hate; it’s mediocrity. If all of that is done right, with the right balance and by the right talent, we are ready to hum, dance, and sing along. This time, they nailed it. Good one!
Ad Mad Dude runs the eponymous Facebook page. admaddude@gmail.com
Yawar Iqbal lists his top Big Ideas of 2024.
1. The Best Tourism Campaign
How do you make your country the best tourist destination in the world? You invite the world’s top one percent to a party with the biggest stars on the planet and showcase the best of hospitality, food and fashion in a seven-month-long, 600-milliondollar wedding. From Jamnagar to Mumbai, the Ambani wedding captured the world; from Business Recorder to Vanity Fair to Vogue, all mentioned India as the best place to party. A place where a 3,000-year-old culture collides with modernity, a playpen for billionaires and the land of spirituality, all wrapped in the finest Manish Malhotra couture. They even have their own Wikipedia page.
2. The Best Use of Medium
They said subway advertising is dead. However, instead of removing it from the media mix, JCDecaux reminded Spaniards how effective it could be. In 2023, subway ad investment went down seven percent and to convince the brands this medium really works, JCDecaux chose a 100-year-old grandma, Marina Prieto, an Instagram content creator with 28 followers. The brand pasted 54 of the most endearing posts from Prieto’s Instagram in hundreds of subway locations across Madrid. Overnight, her images went viral. People couldn’t stop asking, “Who is Marina Prieto?” By creating a buzz, JCDecaux highlighted how well-placed ads in high-traffic areas can penetrate public consciousness and generate word-of-mouth.
3. The Best Innovation
Thailand has a large transgender population and many transwomen experience extreme dry skin due to hormonal transition. With that in mind, Vaseline created a new product specifically tailored to help transwomen nourish their skin. It was not a limited edition or one-off Pride stunt, but a genuine addition to their line of products. Magic happens when brands look beyond the pre-aligned and focus on the benefits.
4 The Best Use of Banking
Families with limited financial opportunities often, wrongly, perceive young girls as ‘liabilities’ – leading to child marriages where families seek to offload this financial ‘burden’. Through the Child Marriage Prevention Loan, financially disadvantaged parents can access zerointerest microfinance loans to start sustainable businesses, but they must meet three simple criteria; be parents of a 12-to-18-year-old girl who is not married and must be educated at least until the end of high school. This one-of-its-kind idea has helped families lift themselves out of poverty and sparked Bangladesh to challenge its historic views on child marriage.
5. The Best Use of Fashion
Whoever thought fashion was frivolous was wrong. Fashion and costumes can make the loudest noise most prolifically on the most coveted world stage. With the ongoing genocide in Palestine, many celebrities raised their voices on X or stage, and many were cancelled due to legal contracts or the law of the land. The Cannes Film Festival 2024 had a strict policy towards any political or social display of any agenda, but the brave and the smart ones found a way to show support and raise their voices without saying a word through their red-carpet sartorial choices. Cate Blanchett made history by wearing a dress that, when photographed on the red carpet, appeared as a Palestinian flag. The world’s most photographed red carpet saw the loudest display of support from the biggest movie star in the world without breaking any event guidelines. Genius.
Syed Yawar Iqbal is a multi-disciplinary creative consultant.
Riffat Rashid lists her top work cafés of 2024.
When selecting a café to work from, you have to look for one with all the essentials, like free WiFi, spacious seating, power sockets and coffee, BUT is also low-key and not packed with people waiting for your table to be free. This is why Time Out is on the list. It is as low-key as it gets. Downside: opens at noon.
If it’s eight in the morning and you saunter in with a laptop and AirPods in hand to find a place to work from that will be open this early AND also have coffee with fully awake baristas, then FLOC is your place. While you are there, order the butterbeer latte with whipped cream and write us a thank you note later.
Espresso is on the list because they know you are going to work from their café the moment you walk in. You don’t need to do the small talk. Just order your coffee and while it can be occasionally packed, the seating is such that it gives you the feel of a private cubicle.
Evergreen is one of my favourite cafés to work from, especially when I’m looking for a place really early in the morning with good coffee, breakfast and friendly staff. It can get crowded but one of their long tables still works pretty well as a workstation. It has its own power sockets and you can even share the table with other people who want to work.
This is a great, spacious café from which to work. They always have WiFi; the coffee may not be the best but the serving size wakes you up. Their branches are all over the city, so you are likely to find something closer to you. And of course, it is one of the cafés that opens at eight in the morning.
Riffat Rashid is a full-time content creator for digital food content platforms – GirlGottaEat and Hungry In Karachi. She also runs Hot Beverage, a marketing and content creation company. girlgottaeat17@gmail.com
Mashael Shah lists her top content creators of 2024.
Huzaifa’s account is unlike any other local content creator. The 22-year-old posts short videos about Pakistan’s mythology, culture and lesser-known history. From tales of the diyu (floating fires of the northern regions) to when Pakistan discovered its first mummy in 2000, Huzaifa’s dulcet voice and choice of art are sure to captivate anyone’s attention.
If you are looking for a laugh, look no further than Arzu Fatima’s social media. She makes POV videos, but unlike other content creators, hers are not only relatable; they are actually funny. In addition to videos like her viral reel about DHA floods, she also makes the most hilarious parody songs about Pakistan’s current affairs.
Amid the ongoing Israeli aggression on Gaza, Renad Attallah’s videos are a ray of glimmering hope. This 10-year-old shares videos of herself cooking, often outside encampments for displaced Palestinians. However, despite her predicament, Attallah is rarely without a smile as she shares recipes from mushroom soup to war sandwiches, simultaneously raising awareness and funds for Palestine.
Alina, a self-proclaimed “sleep-deprived desi crying over fictional people,” has the best book-related content. Themed recommendations, reviews and hilariously relatable videos for bookworms – Alina’s got it covered. While her Instagram is a series of aesthetic pictures of books, her TikTok (38,000 followers) is where you can find her videos.
There are food content creators and then there is Osamah Nasir. Full of heart, his reviews go beyond the food and delve into the story behind chefs and local communities making the food. The picturesque videos and uplifting stories will have you clicking follow before you look up the food places.
Mashael Shah is Multimedia Producer, Dawn Images.
Fahad Bombaywala lists his top green initiatives of 2024.
Germaine de Capuccini’s ‘Refill & Renew’ campaign sets a new standard for sustainability in 2024. The initiative introduces refillable bottles to reduce plastic waste, offering customers a 20% discount. With 75% recyclable products and CO2 Zero Project certification, the brand leads in eco-conscious beauty innovation.
National Foods’ Sustain Agro initiative focuses on localising tomato production and addressing agricultural challenges in Pakistan. The project includes conversion farming on 500 acres and greenhouse technology to boost yields from four to 200 tons per acre. With plans to empower farmers, especially women, National Foods aims to revolutionise Pakistan’s agriculture.
Coca-Cola’s ‘World Without Waste’ campaign aims to make all packaging 100% recyclable by 2025 and recycle every bottle and can sold by 2030. Launched in Argentina, Brazil and Mexico, the campaign features crushed logo designs in DOOH and OOH spaces to encourage recycling awareness.
Disney seems committed to achieving zero net direct greenhouse gas emissions across its facilities through energy-efficient practices and renewable energy. The company aims for 100% zero-carbon electricity by 2030 while reducing electrical and water usage, reinforcing its leadership in sustainable entertainment and hospitality.
Nescafé Canada rules the list with its refreshingly simple ‘Make Your World’ campaign by revealing that 5,700 cups of coffee are consumed every second, but you don’t need boiling water to enjoy the perfect cup. Nescafé’s ideal brewing temperature is 80°C – saving energy and supporting the environment with every sip.
Fahad Bombaywala is ECD, M&C Saatchi Worldwide and Head of Brand and Content, 365 Network. fahadbombaywala@gmail.com
Rashna Abdi lists her top inclusivity campaigns of 2024.
Dove continued their wonderfully consistent ‘Real Beauty’ campaign by taking on AI and urging people to run searches for beauty with the addendum 'according to Dove Real Beauty,' effectively demonstrating how the algorithm can provide images that are inclusive and more 'real' making ‘The Code’ the digital campaign of the year.
Pinterest continued with its inclusive beauty search initiative to introduce a skin-matching feature in 2024, allowing users to find beauty and makeup looks appropriate for their skin tone. This drew in greater numbers from previously under-represented groups (women of colour) and improved user engagement for the platform.
Apple continued with their commitment to breaking down barriers in tech education by expanding the ‘Everyone Can Code’ initiative to make coding accessible to the differently abled. The programme added new tools and learning resources tailored to visually or hearing-impaired people, or those with physical disabilities.
In a brave shift, Google undertook an introspective review of their campaigns, aiming to expand them for diversity beyond race and focus on gender and socio-economic backgrounds, resulting in more authentic campaigns that appealed to wider demographics – and subsequently improved Google’s brand trust.
Spotify championed the brand’s most diverse creators by drawing focus to playlists and podcasts curated by and for under-represented communities and improving the user interface to be more accessible to people with disabilities, resulting in higher engagement and positive press for Spotify.
Rashna Abdi is CEO, Vitamin C. rashna@vitamincdigital.com
Salima Feerasta, aka Karachista, lists her top lifestyle trends of 2024.
Ah, padel – the hottest new sporting obsession! It’s like tennis with a splash of squash and it’s taking Karachi by storm. Forget booking tables at Okra. Everyone is clamouring for a slot on the padel courts. With limited options, die-hard players are even snagging midnight sessions at the Legends Arena. This fast-paced game is easier to pick up than tennis, making it a social delight. Celebs are flaunting their skills in chic athleisure, turning padel into the trendiest club to join. Beware the FOMO if you are not in on the action.
Can you believe it? Birkenstocks – once the epitome of fashion faux pas – are now a must-have! These quirky sandals have morphed from orthopaedic clogs to symbols of laidback chic, with everyone from Zara to Louis Vuitton eager to cash in. What was once practical footwear is now a cultural moment strutting its stuff on runways everywhere.
Meet the gut microbiome, the new darling of wellness. These trillions of microbes work tirelessly to keep you healthy and even boost your mood. The craze for probiotics; those magical good bacteria in pills and fancy fermented foods is real. Everyone is convinced they are the fix for everything from bloating to bad vibes. While they can help restore balance after a binge, don’t expect them to solve everything. A healthy diet is still key.
AI is revolutionising travel planning. Gone are the days of guidebook flipping. Feed your specific needs into the system and watch it craft tailor-made itineraries just for you. Whether it’s a romantic escape or a family adventure, AI is your new travel buddy, ready to take the hassle out of planning.
Solar panels are this year’s must-have accessory for eco-conscious consumers, slashing those pesky electricity bills while soaking up the glorious sunshine of Pakistan. With rising energy costs, more people are investing in these sleek setups to future-proof their homes. Sure, the installation can be tricky, but the payoff is worth it when you see that bill shrink.
Salima Feerasta, aka Karachista, is one of Pakistan’s first lifestyle influencers. karachista@gmail.com
Siham Basir lists her Top Local Alternatives of 2024.
One of the first things to go was soda made by big corporations. Amidst this, a new brand emerged: Cola Next. It has flooded the market and is now served at most restaurants and cafés. If nothing else, the makers certainly knew how to capitalise on the situation.
Cola Next cannot, however, hold a candle to the production and marketing phenomenon that is Kababjees. From burgers to pizza, fried chicken to soda and chips, Kababjees has it all. It has become somewhat of a joke that wherever you step into Karachi, you see a Kababjees’ outlet, but that joke is very much rooted in reality.
When it comes to local makeup, the options are usually limited. No one has capitalised on the market in a truly innovative way, but if someone were coming close, it would be makeup guru Nabila, with the expansion of her Zero Makeup line.
The skincare market in Pakistan is currently seeing a boom, but one of my favourites has been around for a while. Poof deals in acnefriendly products such as pimple patches, serums and creams and the best part is that it’s woman-owned.
A new, emerging alternative to the Zaras and H&Ms of the world: Pakistani brands venturing into western wear. The idea is not new, but it had not taken off until recently. The clothing brand to shop at lately is the Lahore-based Lama.
Siham Basir is Managing Editor, Dawn Images.
Sophia Khan lists her top online design resources of 2024.
Canva has democratised graphic design and made design tools accessible to a wide range of individuals regardless of their skill level. It’s easy-to-grasp interface and vast library of templates, graphics and fonts allow users to create beautiful designs without the need for specialised training or software.
If LinkedIn and Upwork had a baby, it would be Dribbble. It’s a social networking and recruiting website geared towards creatives. It allows users to upload projects and join a global directory of product designers, easily accessible by recruiters.
Behance acts as an online, on-the-go portfolio for creatives by allowing them to upload complete portfolios with a comprehensive methodology for each project. Behance is best known for allowing creatives to establish their brand identity and attracting career opportunities.
Webflow allows designers to create professional websites without coding. Its interface lets users design, customise and launch sites easily and offers full control over the web development process. This tool is incredibly helpful when looking to create high-quality websites in a short amount of time.
Figma is one of the best user interface (UI) design web applications, as it allows people to collaborate on design projects in real-time. It’s incredibly easy to use and allows teams to design, share feedback and create prototypes all in one place.
Sophia Khan is Creative Director, NayaPay.
Nabeel Qadeer lists his top Pakistani startups of 2024.
Founded in 2019 by Naeem Zamindar, Nadeem Shaikh and Vladimira Briestenska, Neem is an embedded finance company. It offers banking-as-a-service (BaaS) to businesses across sectors to embed financial services such as payments, lending and insurance. Neem is backed by global investors and continues to expand its platform and capabilities.
NayaPay, Pakistan’s first e-money institution, offers a chat-led super app providing e-wallets, Visa cards, and seamless payments for users while empowering entrepreneurs with business accounts and financial tools. With 1.8 million users, strategic partnerships and $13 million in seed funding, NayaPay is driving innovation in digital finance and was recognised on Forbes Asia’s 100 to Watch List.
Digitt Plus is an EMI and Pakistan’s first regulated agri-fintech platform. It offers a multilingual digital wallet for unbanked farmers and small merchants, providing crop management tools, PayPak debit cards, and streamlined payments. With one billion rupees in crop payments disbursed, Digitt+ is now offering solutions to individuals and venturing into open banking.
As the first fully licensed digital SME financing platform in Pakistan, CreditBook started with a bookkeeping app in 2020 and has since expanded to lending, savings and treasury management. It has supported over one million MSMEs across 400 localities and extended over 5,000 instances of funding.
Founded by Ali Farid Khwaja and backed by KASB Securities, KTrade is transforming stock trading in Pakistan by empowering everyday investors. Through its intuitive app, users can access the Pakistan Stock Exchange (PSX), supported by real-time market data, expert insights and educational tools, making investing accessible and informed for all.
Nabeel Qadeer is Deputy Group CEO, BenchMatrix.
nabeel.akmal@gmail.com
Elhaam Shaikh lists her top podcasts of 2024.
Two friends who share a love of true crime read out their well-researched stories of crime, murder and injustice from around the world to each other. My Favourite Murder is the perfect blend of sass, wit and positivity presented in a relatable and humorous tone.
There is a charm in listening to celebrities being relatable, vulnerable, human and honest. SmartLess features three Hollywood besties, Jason Bateman, Sean Hayes and Will Arnett as they invite their famous friends to banter and reminisce about how their lives intersect – often in very laugh-out-loud moments.
If you are looking for a great music podcast that reviews the week in music and pop culture – start with BBC’s Sidetracked, hosted by Annie Mac & Nick Grimshaw. They bring the energy of a live radio show to a podcast format – and their chemistry is unmatched.
A fresh, unfiltered take on life as a woman, Let’s Talk About This on the Dawn News English YouTube channel, is what you should subscribe to. This is where real women get real about the hustle – breaking barriers, battling misogyny and celebrating each other’s wins. It is feminism with a side of humour, because let’s face it, the struggle is real!
Sisters in the City on YouTube offers a relatable and hilarious take on modern life experiences through the dynamic of two sisters, Anna and Mandi Vakili. If you are looking for light-hearted and fun chats about navigating love, relationships and sometimes hair and makeup fails, this one is for you.
Elhaam Shaikh is General Manager, Programming & Production, CityFM89.
Shahrezad Samiuddin lists her Top Pop Culture Moments of 2024.
Arshad Nadeem threw his way into history, winning gold at the Olympics. Overnight, javelin throwing became Pakistan’s new national sport – move over cricket.
From the smash-hit Blockbuster, this earworm became the track of the year. Pakistani weddings, TikTok challenges, and street corners were filled with this annoyingly catchy tune – cute overload.
Actor Abubakr Shak’s exaggerated delivery of the dialogue "Sorry my Foot!" in the drama Khudsar went viral, igniting laughter across social media. Dubbed the ‘fake Brit’ of Pakistani dramas, viewers flocked to meme his accent. Shak, who grew up in the UK (that accent is real, guys), joked about his unexpected ‘success’. Indeed, the Internet loves a good roast.
Royal intrigue turned sombre when Kate Middleton withdrew from the public eye, sparking global speculation. It was then revealed that she was privately battling cancer, reminding us that even royalty is not immune to life’s most difficult challenges.
2024 saw P. Diddy’s empire crack wide open as multiple allegations of sexual assault and abuse surfaced. No longer an untouchable icon, Diddy became the symbol of unchecked power, with accusations of horror stories about control, manipulation and violence. Dragging Beyoncé, Jay-Z and others into the fray, this mother of all scandals is forcing the industry to confront its dark history of protecting predators.
Shahrezad Samiuddin works in communications and is an agony aunt. shahrezadsamiuddin@hotmail.com
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