Applause, Achievements and Advertising Magic
The Effie Awards 2025 honoured the most impactful campaigns of the previous year.
National Foods
Campaign Watch
Misha Muttalib, Creative Manager, Bond Advertising, picks her favourite and not-so-favourite recent ad campaigns.
Drizz’ling Sauces
National Foods ventures into the sauce business with Drizz’l.
Did Local Brands Seize the Boycott Opportunity?
Kashif Hafeez Siddiqui tracks the results of five surveys on the BDS Movement and concludes that without a commitment to invest, success can only be fleeting for local brands.
“We view economic disruptions as opportunities for local industries to rise to the occasion”
Ali Rashid Khan, Director Marketing and Wajahat Eijaz, Head of Brands, National Foods, speak to Uzma Khateeb-Nawaz about the growth of their company and the challenges the current economic climate poses.
Campaign Watch
Mehreen Arjumand Almas, Director Strategic Planning, Golden Circle, picks her favourite and not-so-favourite recent ad campaigns.
Wanting It All in a Single Food Package
Instagramming may be the rage among Gen Z, but influencers not so much, argues Fatima S. Attarwala.
Brand Baja!
Zohra Yusuf recalls the ambition of some of the Pakistani brands that have impacted the way we live.
National Flies New Colours
Why National Foods redesigned their recipe mix boxes after 13 years.
“We are a specialist content company that focuses on and specialises in branded entertainment”
Rashna Abdi on what led her to establish Vitamin C after leaving IAL Saatchi & Saatchi where she headed the creative department.
Soft-Spoken and Brimming With Life: Waqar Hasan (1932-2020)
"He was full of life, fantastic company and a lovable man who has left behind fond, everlasting memories."
Campaign Watch
A review of some of the recent campaigns.
Five ads that resonated with consumers
The creative consultant picks five best ads.
The SME opportunity in a connected world
Digital platforms are proving to be huge opportunities for SMEs to scale up and enter international markets.
The best and most 'meh' recent campaigns
The Creative Director, The Brand Crew shares her favourite and not-so-favourite ads.
Sauces and spices and all that’s nice
The sauces and spices category in Pakistan is ripe with possibilities.
Recipes for success
To succeed, masala brands in Pakistan need to understand their category better.
Spicing it up – Exploring Pakistan's spice industry
Pakistan's spice category has enormous growth potential, but needs to overcome various barriers to realise its promise.
Masters of the kitchen
Chef Mehboob Khan and Chef Zakir Qureshi in profile.