This year, the cricket season and Ramzan came along together. A time of the year when brands pull out all the stops–special offers, CSR initiatives, and nostalgic nods to cherished traditions. Here are my top five picks. Let’s go.

Brand: KFC

Agency: Adcom Leo Burnett
Campaign: Sajao Iftar Ki Baithak
Message: Let’s set a place at our iftar for people who put others first, even if it means putting their own iftar aside.
Effectiveness: The campaign beautifully acknowledges the quiet sacrifices made by people who remain on duty while others gather for iftar. By encouraging us to ‘sajao’ an iftar for them, KFC turned a simple gesture into a meaningful expression of gratitude and unity. The warm visuals, authentic moments and inclusive tone created a narrative that feels heartfelt and genuine. It’s a reminder that the spirit of Ramzan lies in reaching out to the people who make sacrifices so we don’t have to.
Verdict: I will always remember KFC for underlining that iftar is as much about who is at the table as much as what is on it.

Brand: Pepsi

Agency: Viral Edge
Campaign: Khushi Ka Promise
Message: Pepsi’s ’Khushi Ka Promise’ turns compassion into action, making sure every individual’s happiness is celebrated with the joy it deserves.
Effectiveness: ’Khushi Ka Promise’ beautifully captures how a child’s first roza – a moment of pride and celebration – is not always possible in every family. The mother’s quiet hope waiting for Quaid-i-Azam to ‘pay a visit’ says everything about the role money plays in moments that should be full of joy. But Pepsi goes beyond telling the story. Through their #FillingHearts initiative, they make sure families across Pakistan can celebrate these special moments together. With soulful narration by Anwar Maqsood and visuals that stay with you, this isn’t just an ad, it’s a promise that reaches the heart.
Verdict: There are ads you watch, and then there are ads you feel. This is one of them. 10/10

Brand: Foodpanda

Agency: Ogilvy Pakistan
Campaign: Foodpanda Sambhal Lega
Message: Say goodbye to Mushtaq, Foodpanda has got your back.
Effectiveness: As quick, snappy, and to-the-point as Foodpanda’s service itself. This ad nails the balance between staying true to the brand’s roots and keeping things fresh and on-trend. With its whimsical, retro vibe, it steers clear of being basic. Plus, the message is delivered in a super catchy, engaging way that sticks with you long after the ad is over. We can finally say goodbye to Mushtaq because Foodpanda waqi sambhal lega! Can’t stop crooning Rastay se aate hue do double roti lana which the woman in the ad sings.
Verdict: A departure from Foodpanda’s previous ads; 110% effective.

Brand: Easypaisa

Agency: BBDO Pakistan
Campaign: Easy Wala Bank
Message: Do easy banking with Easypaisa’s new digital bank.
Effectiveness: The reel-style approach makes sense, and it is quick and easy to watch. But for something that is being launched, and especially after a campaign as strong as ‘Audio Nikahnama, this one felt a bit underwhelming. It didn’t quite live up to the standards the brand has set for itself. That said, the visuals were fun and the snappy, fast-paced vibe (kind of like what you see in a lot of Indian ads) did bring some energy to it.
Verdict: A very ‘easy’ – and lazy – approach

Brand: Sooper

Agency: Adcom Leo Burnett
Campaign: Dil Se Yaqeen Ki Seedhi Saadi Khushi Hai Sooper
Message: The power of faith, kindness and small moments that bring hearts closer.
Effectiveness: With Sooper positioned as a brand rooted in tradition and proudly calling itself Pakistan’s favourite biscuit, expectations are naturally high, especially during occasions like Ramzan. Although the core message of this campaign is heartfelt, the execution doesn’t quite live up to the standards Sooper has set in the past. The brand integration feels a bit forced. Like, how does Hamza Ali Abbasi taking a bite of Sooper while watching his daughter offering her prayers make any sense? The storyline seems heavily inspired by the drama Alif, starring Abbasi himself. At times, it’s hard to pinpoint what Sooper really wants to say. If anything, Abbasi’s presence is what keeps you watching. It’s a cute idea, but it could have been brought to life in a stronger, more authentic way. It felt like Sooper just wanted to be part of the Ramzan bandwagon without putting in the depth we know they are capable of.
Verdict: You have been Sooper before, you will be Sooper again!

Mahnoor Avais is Junior Consultant – Content Excellence, Creative, Symmetry Group. mahnooravais@gmail.com