Campaign Watch

This year, the cricket season and Ramzan came along together. A time of the year when brands pull out all the stops–special offers, CSRinitiatives, 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 placeat our iftar for people who putothers first, even if it meansputting their own iftar aside.
Effectiveness: The campaignbeautifully acknowledgesthe quiet sacrifices made bypeople who remain on dutywhile others gather for iftar.By encouraging us to ‘sajao’ an iftar for them, KFC turned a simple gesture into ameaningful expression of gratitude and unity. The warm visuals, authentic momentsand inclusive tone created a narrative that feels heartfelt and genuine. It’s a reminderthat the spirit of Ramzan lies in reaching out to the people who make sacrifices sowe don’t have to.
Verdict: I will always remember KFC for underlining that iftar is as much about who isat the table as much as what is on it.

Brand: Pepsi

Agency: Viral Edge
Campaign: Khushi Ka Promise
Message: Pepsi’s ’Khushi KaPromise’ turns compassioninto action, making sureevery individual’s happinessis celebrated with the joy itdeserves.
Effectiveness: ’Khushi KaPromise’ beautifully captureshow a child’s first roza –a moment of pride andcelebration – is not always possible in every family. The mother’s quiet hope waitingfor Quaid-i-Azam to ‘pay a visit’ says everything about the role money plays inmoments that should be full of joy. But Pepsi goes beyond telling the story. Through their #FillingHearts initiative, they make sure families across Pakistan can celebratethese special moments together. With soulful narration by Anwar Maqsood andvisuals 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: OgilvyPakistan
Campaign: Foodpanda Sambhal Lega
Message: Say goodbyeto Mushtaq, Foodpanda hasgot your back.
Effectiveness:As quick, snappy,and to-the-pointas Foodpanda’sservice itself. This ad nails the balance between staying true to the brand’s rootsand keeping things fresh and on-trend. With its whimsical, retro vibe, it steers clearof being basic. Plus, the message is delivered in a super catchy, engaging way thatsticks with you long after the ad is over. We can finally say goodbye to Mushtaqbecause 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’snew digital bank.
Effectiveness: The reel-style approach makessense, and it is quick and easy to watch. Butfor something that is being launched, andespecially after a campaign as strong as ‘AudioNikahnama, this one felt a bit underwhelming.It didn’t quite live up to the standards the brandhas set for itself. That said, the visuals werefun and the snappy, fast-paced vibe (kind oflike what you see in a lot of Indian ads) didbring some energy to it.
Verdict: A very ‘easy’ – and lazy – approach

Brand: Sooper

Agency: Adcom Leo Burnett
Campaign: Dil Se Yaqeen Ki Seedhi SaadiKhushi Hai Sooper
Message: The power of faith, kindness andsmall moments that bring hearts closer.
Effectiveness: With Sooper positioned as abrand rooted in tradition and proudly callingitself Pakistan’s favourite biscuit, expectationsare naturally high, especially during occasionslike Ramzan. Although the core message ofthis campaign is heartfelt, the execution doesn’tquite live up to the standards Sooper has set inthe past. The brand integration feels a bit forced.Like, how does Hamza Ali Abbasi taking a bite ofSooper while watching his daughter offering herprayers make any sense? The storyline seemsheavily inspired by the drama Alif, starring Abbasihimself. At times, it’s hard to pinpoint what Sooperreally wants to say. If anything, Abbasi’s presenceis what keeps you watching. It’s a cute idea, butit could have been brought to life in a stronger,more authentic way. It felt like Sooper just wantedto be part of the Ramzan bandwagon withoutputting in the depth we know they are capable of.
Verdict: You have been Sooper before, you willbe Sooper again!

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