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 thebar higher. Like all their communications, their 2024 ad stands out bydoing what most brands fail to do – keeping it real. It doesn’t screamfor attention or pat itself on the back for ‘helping society.’ Instead, itquietly 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 likethey did for us. What makes this ad special is its purity. No emotionalmanipulation, no award-hungry narrative. It’s grounded, honest and getsthe point across without exploiting societal decay like so many otherbrands 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 savingthe world – a thoroughbred creative with the passion to tell stories cancreate magic from their desk with just a pencil and a sketchbook. Theydon’t need business-class return tickets to Bangkok, a night out with theproduction team, or a pat on the back from a random gora in the southof 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 amediocre 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 theiryoung women. While everyone was still confused about what this newworld might look like, Nike took the first bold step and laid down avisual and narrative blueprint. ‘What if You Can?’ isn’t just an ad – it’s astatement. Directed by Haifaa Al Mansour, Saudi Arabia’s first femalefilmmaker, the film subtly pushes past the noise and gives young Saudiwomen something real: an invitation to imagine, play and own theirpotential. No excessive heroics, no patronising lectures – just a footballand a question: “Do you want to play?”
This ad puts another debate to rest: it’s not the rap, song, dance orneon glasses we hate; it’s mediocrity. If all of that is done right, with theright balance and by the right talent, we are ready to hum, dance, andsing 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 inthe world? You invite the world’s top one percent to a partywith the biggest stars on the planet and showcase the best ofhospitality, food and fashion in a seven-month-long, 600-milliondollarwedding. From Jamnagar to Mumbai, the Ambani weddingcaptured the world; from Business Recorder to Vanity Fair toVogue, all mentioned India as the best place to party. A placewhere a 3,000-year-old culture collides with modernity, a playpenfor billionaires and the land of spirituality, all wrapped in thefinest Manish Malhotra couture. They even have their ownWikipedia page.
2. The Best Use of Medium
They said subway advertising is dead. However, instead ofremoving it from the media mix, JCDecaux reminded Spaniardshow effective it could be. In 2023, subway ad investment wentdown seven percent and to convince the brands this mediumreally works, JCDecaux chose a 100-year-old grandma, MarinaPrieto, an Instagram content creator with 28 followers. The brandpasted 54 of the most endearing posts from Prieto’s Instagramin hundreds of subway locations across Madrid. Overnight,her images went viral. People couldn’t stop asking, “Who isMarina Prieto?” By creating a buzz, JCDecaux highlightedhow well-placed ads in high-traffic areas can penetrate publicconsciousness and generate word-of-mouth.
3. The Best Innovation
Thailand has a large transgender population and manytranswomen experience extreme dry skin due to hormonaltransition. With that in mind, Vaseline created a new productspecifically tailored to help transwomen nourish their skin. Itwas not a limited edition or one-off Pride stunt, but a genuineaddition to their line of products. Magic happens when brandslook beyond the pre-aligned and focus on the benefits.
4 The Best Use of Banking
Families with limited financial opportunities often, wrongly, perceiveyoung girls as ‘liabilities’ – leading to child marriages where familiesseek to offload this financial ‘burden’. Through the Child MarriagePrevention Loan, financially disadvantaged parents can access zerointerestmicrofinance loans to start sustainable businesses, but theymust meet three simple criteria; be parents of a 12-to-18-year-old girlwho is not married and must be educated at least until the end of highschool. This one-of-its-kind idea has helped families lift themselves outof poverty and sparked Bangladesh to challenge its historic views onchild marriage.
5. The Best Use of Fashion
Whoever thought fashion was frivolous was wrong. Fashion andcostumes can make the loudest noise most prolifically on themost coveted world stage. With the ongoing genocide in Palestine,many celebrities raised their voices on X or stage, and many werecancelled due to legal contracts or the law of the land. The CannesFilm Festival 2024 had a strict policy towards any political or socialdisplay of any agenda, but the brave and the smart ones found a wayto show support and raise their voices without saying a word throughtheir red-carpet sartorial choices. Cate Blanchett made historyby wearing a dress that, when photographed on the red carpet,appeared as a Palestinian flag. The world’s most photographed redcarpet saw the loudest display of support from the biggest movie starin 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, powersockets and coffee, BUT is also low-key and not packed with peoplewaiting for your table to be free. This is why Time Out is on the list. It isas low-key as it gets. Downside: opens at noon.
If it’s eight in the morning and you saunter in with a laptop andAirPods in hand to find a place to work from that will be open this earlyAND also have coffee with fully awake baristas, then FLOC is yourplace. While you are there, order the butterbeer latte with whippedcream and write us a thank you note later.
Espresso is on the list because they know you are going to workfrom their café the moment you walk in. You don’t need to do the smalltalk. Just order your coffee and while it can be occasionally packed, theseating is such that it gives you the feel of a private cubicle.
Evergreen is one of my favourite cafés to work from, especiallywhen I’m looking for a place really early in the morning with goodcoffee, breakfast and friendly staff. It can get crowded but one oftheir long tables still works pretty well as a workstation. It has its ownpower sockets and you can even share the table with other peoplewho 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. Theirbranches are all over the city, so you are likely to find something closer toyou. 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’ssocial media. She makes POV videos, but unlike other content creators,hers are not only relatable; they are actually funny. In addition to videoslike her viral reel about DHA floods, she also makes the most hilariousparody songs about Pakistan’s current affairs.
Amid the ongoing Israeli aggression on Gaza, Renad Attallah’svideos are a ray of glimmering hope. This 10-year-old shares videos ofherself cooking, often outside encampments for displaced Palestinians.However, despite her predicament, Attallah is rarely without a smileas 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 fictionalpeople,” has the best book-related content. Themed recommendations,reviews and hilariously relatable videos for bookworms – Alina’s got itcovered. 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 storybehind chefs and local communities making the food. The picturesquevideos and uplifting stories will have you clicking follow before you lookup 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 newstandard for sustainability in 2024. The initiative introduces refillablebottles to reduce plastic waste, offering customers a 20% discount. With75% recyclable products and CO2 Zero Project certification, the brandleads in eco-conscious beauty innovation.
National Foods’ Sustain Agro initiative focuses on localisingtomato production and addressing agricultural challenges in Pakistan.The project includes conversion farming on 500 acres and greenhousetechnology to boost yields from four to 200 tons per acre. With plansto empower farmers, especially women, National Foods aims torevolutionise Pakistan’s agriculture.
Coca-Cola’s ‘World Without Waste’ campaign aims to make all packaging100% 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 greenhousegas emissions across its facilities through energy-efficient practices andrenewable energy. The company aims for 100% zero-carbon electricityby 2030 while reducing electrical and water usage, reinforcing itsleadership in sustainable entertainment and hospitality.
Nescafé Canada rules the list with its refreshingly simple ‘Make YourWorld’ campaign by revealing that 5,700 cups of coffee are consumedevery second, but you don’t need boiling water to enjoy the perfectcup. Nescafé’s ideal brewing temperature is 80°C – saving energy andsupporting the environment with every sip.
Fahad Bombaywala is ECD, M&C Saatchi Worldwide and Head of Brand andContent, 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 forbeauty with the addendum 'according to Dove Real Beauty,' effectivelydemonstrating how the algorithm can provide images that are inclusiveand more 'real' making ‘The Code’ the digital campaign of the year.
Pinterest continued with its inclusive beauty search initiative tointroduce a skin-matching feature in 2024, allowing users to find beautyand makeup looks appropriate for their skin tone. This drew in greaternumbers from previously under-represented groups (women of colour)and improved user engagement for the platform.
Apple continued with their commitment to breaking down barriersin tech education by expanding the ‘Everyone Can Code’ initiative tomake coding accessible to the differently abled. The programme addednew tools and learning resources tailored to visually or hearing-impairedpeople, or those with physical disabilities.
In a brave shift, Google undertook an introspective review of theircampaigns, aiming to expand them for diversity beyond race and focuson gender and socio-economic backgrounds, resulting in more authenticcampaigns that appealed to wider demographics – and subsequentlyimproved Google’s brand trust.
Spotify championed the brand’s most diverse creators by drawingfocus to playlists and podcasts curated by and for under-representedcommunities and improving the user interface to be more accessibleto people with disabilities, resulting in higher engagement and positivepress 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 tenniswith a splash of squash and it’s taking Karachi by storm. Forget bookingtables at Okra. Everyone is clamouring for a slot on the padel courts.With limited options, die-hard players are even snagging midnightsessions at the Legends Arena. This fast-paced game is easier to pickup than tennis, making it a social delight. Celebs are flaunting their skillsin chic athleisure, turning padel into the trendiest club to join. Bewarethe FOMO if you are not in on the action.
Can you believe it? Birkenstocks – once the epitome of fashionfaux pas – are now a must-have! These quirky sandals have morphedfrom orthopaedic clogs to symbols of laidback chic, with everyone fromZara to Louis Vuitton eager to cash in. What was once practical footwearis now a cultural moment strutting its stuff on runways everywhere.
Meet the gut microbiome, the new darling of wellness. These trillionsof microbes work tirelessly to keep you healthy and even boost yourmood. The craze for probiotics; those magical good bacteria in pills andfancy fermented foods is real. Everyone is convinced they are the fix foreverything from bloating to bad vibes. While they can help restore balanceafter 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 guidebookflipping. 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-consciousconsumers, slashing those pesky electricity bills while soaking up the glorioussunshine of Pakistan. With rising energy costs, more people are investing inthese sleek setups to future-proof their homes. Sure, the installation can betricky, but the payoff is worth it when you see that bill shrink.
Salima Feerasta, aka Karachista, is one of Pakistan’sfirst 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 marketand is now served at most restaurants and cafés. If nothing else, themakers certainly knew how to capitalise on the situation.
Cola Next cannot, however, hold a candle to the production andmarketing phenomenon that is Kababjees. From burgers to pizza,fried chicken to soda and chips, Kababjees has it all. It has becomesomewhat of a joke that wherever you step into Karachi, you see aKababjees’ 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 ifsomeone were coming close, it would be makeup guru Nabila, with theexpansion of her Zero Makeup line.
The skincare market in Pakistan is currently seeing a boom, butone of my favourites has been around for a while. Poof deals in acnefriendly products such as pimple patches, serums and creams and thebest 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 ithad not taken off until recently. The clothing brand to shop at lately is theLahore-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 toolsaccessible to a wide range of individuals regardless of their skill level.It’s easy-to-grasp interface and vast library of templates, graphicsand fonts allow users to create beautiful designs without the need forspecialised training or software.
If LinkedIn and Upwork had a baby, it would be Dribbble. It’s asocial networking and recruiting website geared towards creatives. Itallows users to upload projects and join a global directory of productdesigners, easily accessible by recruiters.
Behance acts as an online, on-the-go portfolio for creatives byallowing them to upload complete portfolios with a comprehensivemethodology for each project. Behance is best known for allowingcreatives to establish their brand identity and attracting careeropportunities.
Webflow allows designers to create professional websites withoutcoding. Its interface lets users design, customise and launch sites easily andoffers full control over the web development process. This tool is incrediblyhelpful when looking to create high-quality websites in a short amount of time.
Figma is one of the best user interface (UI) design webapplications, as it allows people to collaborate on design projects inreal-time. It’s incredibly easy to use and allows teams to design, sharefeedback 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 andVladimira Briestenska, Neem is an embedded finance company. Itoffers banking-as-a-service (BaaS) to businesses across sectors toembed financial services such as payments, lending and insurance.Neem is backed by global investors and continues to expand itsplatform and capabilities.
NayaPay, Pakistan’s first e-money institution, offers a chat-ledsuper app providing e-wallets, Visa cards, and seamless payments forusers while empowering entrepreneurs with business accounts andfinancial tools. With 1.8 million users, strategic partnerships and $13million in seed funding, NayaPay is driving innovation in digital financeand was recognised on Forbes Asia’s 100 to Watch List.
Digitt Plus is an EMI and Pakistan’s first regulated agri-fintechplatform. It offers a multilingual digital wallet for unbanked farmers andsmall merchants, providing crop management tools, PayPak debit cards,and streamlined payments. With one billion rupees in crop paymentsdisbursed, Digitt+ is now offering solutions to individuals and venturinginto open banking.
As the first fully licensed digital SME financing platform inPakistan, CreditBook started with a bookkeeping app in 2020 and hassince expanded to lending, savings and treasury management. It hassupported over one million MSMEs across 400 localities and extendedover 5,000 instances of funding.
Founded by Ali Farid Khwaja and backed by KASB Securities,KTrade is transforming stock trading in Pakistan by empoweringeveryday investors. Through its intuitive app, users can access thePakistan Stock Exchange (PSX), supported by real-time market data,expert insights and educational tools, making investing accessible andinformed 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