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HELLO!
Welcome to my world and work as an advertising Executive Creative Director with extensive experience creating transformational work through the ever evolving advertising landscape, for a range of industries such as FMCG, Retail, Telecom, Financial Services, Consumer Electronics, Real Estate, Hospitality and Healthcare to name a few.
For me, powerful communication always starts by staying curious about life, people and their truths, without which, the conversations we create could not be nearly as impactful or insightful.
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NESCAFÉ CHILLVERSE
2x Effie 2024
Gold Youth Marketing & Silver Social Media
THE CHALLENGE
Build brand equity and iconicity with Gen Z to drive awareness and consideration for cold coffee consumption in the summer.
THE IDEA
Coffee lovers love to experiment and try new flavors that's why NESCAFÉ launched NESCAFÉ Chillverse: An influencer meet orchestrated by NESCAFÉ, designed for influencers/creators to bring their creative visions to life with every sip thereby unveiling a new world with every flavor and the power of A.I powered stable diffusion!
EXECUTION
NESCAFÉ revolutionized influencer engagement with Chillverse, a groundbreaking event uniting Gen Z's favorite influencers in TikTok, gaming, fashion, and dance. Fueled by A.I stable diffusion tech, it empowered influencers to visually showcase creativity, offering new dimensions to "Turn Up Their Chill." Musicians explored symphonic realms, gamers delved into cyberpunk worlds, fashionistas journeyed surrealistic realms, and artists immersed in vibrant palettes.
Gold Youth Marketing & Silver Social Media
THE CHALLENGE
Build brand equity and iconicity with Gen Z to drive awareness and consideration for cold coffee consumption in the summer.
THE IDEA
Coffee lovers love to experiment and try new flavors that's why NESCAFÉ launched NESCAFÉ Chillverse: An influencer meet orchestrated by NESCAFÉ, designed for influencers/creators to bring their creative visions to life with every sip thereby unveiling a new world with every flavor and the power of A.I powered stable diffusion!
EXECUTION
NESCAFÉ revolutionized influencer engagement with Chillverse, a groundbreaking event uniting Gen Z's favorite influencers in TikTok, gaming, fashion, and dance. Fueled by A.I stable diffusion tech, it empowered influencers to visually showcase creativity, offering new dimensions to "Turn Up Their Chill." Musicians explored symphonic realms, gamers delved into cyberpunk worlds, fashionistas journeyed surrealistic realms, and artists immersed in vibrant palettes.
The Colors of Kashmir
CONTEXT
Kashmir, one of the leading brands of the country, has always been a pioneer when it comes to the cooking oil category. Over time our audience and world significantly evolved and it was the perfect time for a rebrand. With a packaging makeover already in place, the brand sought to catch the attention of the younger homemakers and break through the clutter in a memorable way.
OBJECTIVE
Own the evolution by steering Kashmir into a new era that speaks to the modern homemaker and register our new philosophy, aesthetics (+packaging) and approach while retaining the brand’s core values.
CAMPAIGN
We created a magical journey and immersive experience for the brand, where the real and the imaginative, colors and forms, foods and moments, tastes and creations all collided to create the Kashmir multiverse.
The first of its kind in the category locally, the campaign used animation and live action to dynamically bring the new packaging and colors to life, activating 360 touch-points to create clutter breaking visual experiences across every city and home of the country.
Maxob Toilet Paper
Effie Bronze Winner 2025: Household Supplies & Services
THE BRIEF
Toilet rolls are seldom used where bidets are available, however little do people know that wet/damp surfaces grow 3 times more germs than dry. It was time to build a habit change and make Maxob toilet paper (with its super absorbent powers) relevant for our audience, starting from a very young age!
THE CHALLENGE
How do we build toilet hygiene habits in a culturally sensitive society, while making the concept engaging and easy to understand, targeting both Mom's and kids?
THE IDEA
Make washing and drying synonymous by bringing them to life visually in the form of dynamic characters that could be loved and provide edutainment at the same time.
THE BRIEF
Toilet rolls are seldom used where bidets are available, however little do people know that wet/damp surfaces grow 3 times more germs than dry. It was time to build a habit change and make Maxob toilet paper (with its super absorbent powers) relevant for our audience, starting from a very young age!
THE CHALLENGE
How do we build toilet hygiene habits in a culturally sensitive society, while making the concept engaging and easy to understand, targeting both Mom's and kids?
THE IDEA
Make washing and drying synonymous by bringing them to life visually in the form of dynamic characters that could be loved and provide edutainment at the same time.
Nestlé Pure Life Sparkling Water
CONTEXT
As leaders of the bottled water category, Nestlé Pure Life wanted to innovate and grow in the beverages landscape by introducing a premium offering that was true to water but with the excitement of social beverages.
CHALLENGE
Sparkling water is an underdeveloped and very limited segment in the market. So not only did the category need to be established from a base level, but the product attributes and relevance across occasions needed to be built.
OBJECTIVE
Introduce and position Nestlé Pure Life Sparkling water as a premium beverage that creates and elevates indulgent meal and social moments both in and out of home.
CAMPAIGN
A powerful sensorial campaign was designed to capture the interplay between our audience's lifestyle and the product's drama, to create an immersive journey across touch points and showcase Sparkling as the ultimate statement that creates elevated experiences.
NESCAFÉ Chilled Latte - Turn Up Your Chill
2x Silver Effies 2022 - Youth Marketing & Renaissance
CONTEXT
Coffee consumption faces a strong barrier during summers in Pakistan, resulting in a decline in the penetration and usership. However, a strong association with Cold Coffee still exists in the summer season.
OBJECTIVE
Get GenZ to try NESCAFÉ Chilled Latte for an on-the-go Café-style experience by convincing them on the trendy and youthful imagery, convenience and on-the-go consumption.
THE CAMPAIGN
We brought together all the elements that appeal to GenZ to create this launch campaign: Music, mood, chill vibes and a visually rich experience that made our TG "Turn Up Your Chill" with the most sensorial uplift.
CONTEXT
Coffee consumption faces a strong barrier during summers in Pakistan, resulting in a decline in the penetration and usership. However, a strong association with Cold Coffee still exists in the summer season.
OBJECTIVE
Get GenZ to try NESCAFÉ Chilled Latte for an on-the-go Café-style experience by convincing them on the trendy and youthful imagery, convenience and on-the-go consumption.
THE CAMPAIGN
We brought together all the elements that appeal to GenZ to create this launch campaign: Music, mood, chill vibes and a visually rich experience that made our TG "Turn Up Your Chill" with the most sensorial uplift.
NESCAFÉ Mythbusting Campaign
2024 Dragons of Asia Gold Winner
Best Innovative Idea
CONTEXT
Facing a seasonal decline in consumption has been an ongoing struggle for the coffee category in Pakistan. Our research showed that the belief, coffee is not meant for the summer spanned generations in local culture and that too without any scientific backing.
OBJECTIVE
Debunk cultural myths around coffee, particularly in the summer, by cleverly addressing their absurdity and ultimately increasing consumption across seasons.
EXECUTION IDEA
NESCAFÉ turned the age-old problem into a content series where two siblings are fighting over the last NESCAFÉ sachet. Trying to dissuade the other from having the last sachet the brother comes up with all sorts of myths and excuses why his sister shouldn't have coffee in the summer only to be responded by a savage clap-back.
Best Innovative Idea
CONTEXT
Facing a seasonal decline in consumption has been an ongoing struggle for the coffee category in Pakistan. Our research showed that the belief, coffee is not meant for the summer spanned generations in local culture and that too without any scientific backing.
OBJECTIVE
Debunk cultural myths around coffee, particularly in the summer, by cleverly addressing their absurdity and ultimately increasing consumption across seasons.
EXECUTION IDEA
NESCAFÉ turned the age-old problem into a content series where two siblings are fighting over the last NESCAFÉ sachet. Trying to dissuade the other from having the last sachet the brother comes up with all sorts of myths and excuses why his sister shouldn't have coffee in the summer only to be responded by a savage clap-back.
Milkpak Butter - Naturally Good!
BRIEF
Nestlé Milkpak butter needed to be launched in a highly saturated market, where product differentiation was lacking and established local players had a strong hold.
INSIGHT
Pakistani association with butter in homes, is in a very natural and wholesome dairy form. There is a strong local belief that natural foods lend for great taste, quality & health.
IDEA
The two thoughts were brought together to create differentiation for our butter’s narrative as: churned and sourced from all natural milk, for butter closest to its authentic farm roots and as natural as possible for an incomparable unique goodness.
EXECUTION
A sensorial campaign was used to bring to life the craft and natural dairy credentials of the new butter on the block, showcasing the unmatched and elevated experience of food with Nestlé Milkpak butter.
NESCAFÉ Election Campaign: Tea vs Coffee
Effie Bronze Winner 2018: David vs Goliath
CONTEXT
Pakistan is a predominantly tea drinking nation and one cup of coffee is consumed for every 500 cups of tea.
Tea consumption is a cultural habit, passed down from older generations. With 60% of the population now under the age of 30, NESCAFÉ the underdog, needed to breakthrough the hot beverage market and be seen as the cooler drink of the younger generation.
CHALLENGE
How do we gain share of throat from tea and hijack the morning consumption occasion, making NESCAFÉ the preferred, cooler hot beverage of the youth?
THE IDEA
Capitalizing on the election frenzy in the country at a historic time when the youth was coming out in great numbers for the first time, we decided to run a parallel satirical election campaign of tea vs coffee, making NESCAFÉ the revolutionary voice of the youth.
CONTEXT
Pakistan is a predominantly tea drinking nation and one cup of coffee is consumed for every 500 cups of tea.
Tea consumption is a cultural habit, passed down from older generations. With 60% of the population now under the age of 30, NESCAFÉ the underdog, needed to breakthrough the hot beverage market and be seen as the cooler drink of the younger generation.
CHALLENGE
How do we gain share of throat from tea and hijack the morning consumption occasion, making NESCAFÉ the preferred, cooler hot beverage of the youth?
THE IDEA
Capitalizing on the election frenzy in the country at a historic time when the youth was coming out in great numbers for the first time, we decided to run a parallel satirical election campaign of tea vs coffee, making NESCAFÉ the revolutionary voice of the youth.
Nestlé Pure Life #Champions4Water
2019 Cannes Facebook Award: Silver
OBJECTIVE
Increase consideration for water, rallying the country to adopt a behavioral change and encouraging people to drink more water.
IDEA
The unsung hero (water) that nurtures our future heroes (our children), now needs us to be heroes for its cause.
EXECUTION
We put children at the forefront and used them as the powerful voice to trigger a National Hydration Movement through a digital first platform called #Champions4Water. The campaign combined long-form, emotive water for good stories, bite-sized water reinforcing content and PR to rally people for the cause.
OBJECTIVE
Increase consideration for water, rallying the country to adopt a behavioral change and encouraging people to drink more water.
IDEA
The unsung hero (water) that nurtures our future heroes (our children), now needs us to be heroes for its cause.
EXECUTION
We put children at the forefront and used them as the powerful voice to trigger a National Hydration Movement through a digital first platform called #Champions4Water. The campaign combined long-form, emotive water for good stories, bite-sized water reinforcing content and PR to rally people for the cause.
Kashmir - Khaana Toh Bahana Hai
CONTEXT
Kashmir was perceived as a traditional and conventional brand with little differentiation, so it needed to break away from its existing brand perception and rebuild its association with young homemakers as a progressive and premium brand.
OBJECTIVE
Through a complete repositioning, differentiate from the competition with a more meaningful brand platform, which could resonate with young homemakers.
IDEA
The brand platform and direction, Khana Toh Bahana Hai (Food is an excuse), was developed to represent a new age philosophy for the brand, where food became a medium for much bigger and more meaningful conversations, connections, expression etc. in the minds, hearts of the audience.
The relaunch communication was kicked off with a powerful emotive film featuring the country's biggest stars, bringing to life the new brand platform.
NESCAFÉ - Ab Rukta Kaun Hai?
OBJECTIVE
Establish NESCAFÉ as a part of Gen Z's morning routine, which stimulates them to take on the day.
IDEA
Launch a new mantra "Ab Rukta Kaun Hai? (Who's stopping now?)" that compliments the unstoppable nature of the Gen Z, with unstoppable stimulation to keep them juggling their multiple ambitions in their daily grind.
EXECUTION
Developed a full 360 campaign designed around the specific affinities of the youth, with particular focus on music, content creation and social media.
Milkpak UHT - Har Din Khushi Se
CONTEXT
Nestlé MILKPAK is a key player of the packaged dairy category and has always held a very strong association with people as a traditionalist, heritage brand. However, with the evolution of the audience, it became imperative to rebuild brand relevance and appeal to the younger generation of homemakers.
OBJECTIVE
Regain and build brand equity and consideration with a new voice that resonated with young homemakers and declared the brand as their go-to choice for packaged dairy.
IDEA & EXECUTION
Har Din, Khushi Se (Every day is made of happiness) was introduced as the brand's new positioning and a full 360 campaign was developed to launch it.
The main film built on the philosophy that happiness is not a destination but a state of being and a journey, which manifests in the every day moments of young homemakers lives when they add a touch of something 'extra' to the ordinary.
NESCAFÉ - Jaagna Toh Parega
OBJECTIVE
Increase consideration and top of mind for coffee in a tea dominant market by building relevance with the TG and replacing their morning cup of tea with the more stimulating mug of NESCAFÉ.
IDEA
Fact: waking up in the morning is hard! A lot of us just get up and go through the motions without actually waking up. Culturally, the morning cup of tea was already on the breakfast table, which gave us the perfect opportunity to hijack the moment and build on the product's stronger stimulation credential.
Enter NESCAFÉ - as the ultimate replacement for morning stimulation that that leaves no choice but to awaken the mind and body.
EXECUTION
One of the country's biggest superstars was used in an entirely new light to cleverly launch the new brand direction Jagna Toh Parega using a catchy jingle, which reinforced that days simply don't start without NESCAFÉ in the mornings.
PEL Refrigerator - Ab Life Set Hai
CONTEXT
In a nation where power outages are a regular feature, especially in the summer months, the fluctuations wreak havoc on electronic appliances. So PEL developed a range of appliances that operate even on very low voltage.
OBJECTIVE
Launch and create awareness for a refrigerator series that operates on low voltage.
IDEA
A series was developed to showcase how a young couple navigate the daily disruptions in life, whether self created or external, with PEL on their side to cover the fluctuations no matter what. Because with PEL 'life set hai'!
NESCAFÉ Chilled Latte - Turn Up Your Chill 4Real
CAMPAIGN
The second extension of the Chilled Latte campaign saw the launch of 4 New Flavors.
Gen Z passion points were identified and used to build an affinity + intrinsic based campaign to introduce each flavor.
PEL AC- Lagao Aur Bhool Jao
OBJECTIVE
Introduce JumboDC Air Conditioner in the market by highlighting its key USPs and features.
IDEA & EXECUTION
To break through the seasonal sea of AC commercials, a witty series of digital films were developed featuring a young couple and their everyday banter; cleverly engaging the brand's audience of young homemakers, while integrating a product USP into each story.
PEL AC- Lagao Aur Bhool Jao
OBJECTIVE
Introduce JumboDC Air Conditioner in the market by highlighting its key USPs and features.
IDEA & EXECUTION
To break through the seasonal sea of AC commercials, a witty series of digital films were developed featuring a young couple and their everyday banter; cleverly engaging the brand's audience of young homemakers, while integrating a product USP into each story.
PEL AC- Lagao Aur Bhool Jao
OBJECTIVE
Introduce JumboDC Air Conditioner in the market by highlighting its key USPs and features.
IDEA & EXECUTION
To break through the seasonal sea of AC commercials, a witty series of digital films were developed featuring a young couple and their everyday banter; cleverly engaging the brand's audience of young homemakers, while integrating a product USP into each story.
Life Ke Har O! Ke Liye - Breeo Detergent
BRIEF
Launch and position a new local detergent brand in a highly saturated market dominated by big players like Surf Excel, Ariel, Brite etc.
OBJECTIVE
Create an own-able, memorable and differentiated direction for the brand.
IDEA
Since the brand was being launched from scratch, it was important to establish familiarity with the brand name Breeo, which was done via a catchy jingle that turned every O (detergent) moment into a Breeo moment, building relevance with the product and brand name.
Pepsi - Khana Banay Exciting
CAMPAIGN
Let's face it, every day meals are not always a culinary spectacle or elevated experience. But what if every experience of food on every table could be made more exciting? Pepsi had the pizzazz needed to do exactly that!
This was the first rendition of the flip your meals with Pepsi campaign in Pakistan.
PEL AC: Clean Air ka #SmartSolution
BRIEF
PEL needed to launch their Inverteron air conditioner series, which had a range of features that needed to be highlighted: such as better savings, self air cleaning, extra cooling etc.
IDEA
When it comes to our lives, 'smart thinking' is the need of the hour and people who live by this philosophy are the ones on top of their game.
Less effort, less hassle, less energy for better output is life's mantra... and when it comes to air conditioner's, it's no different!
So the campaign introduced the new range of air conditioners as the ultimate Smart Solution to every need our TG had.
EXECUTION
A series of ads featuring a young couple were used to grab attention through exaggerated situations where the characters were undertaking impractical and quirky solutions to the issues their air conditioners could solve in an instant, smartly.
PEL AC: Savings ka #SmartSolution
BRIEF
PEL needed to launch their Inverteron air conditioner series, which had a range of features that needed to be highlighted: such as better savings, self air cleaning, extra cooling etc.
IDEA
When it comes to our lives, 'smart thinking' is the need of the hour and people who live by this philosophy are the ones on top of their game.
Less effort, less hassle, less energy for better output is life's mantra... and when it comes to air conditioner's, it's no different!
So the campaign introduced the new range of air conditioners as the ultimate Smart Solution to every need our TG had.
EXECUTION
A series of ads featuring a young couple were used to grab attention through exaggerated situations where the characters were undertaking impractical and quirky solutions to the issues their air conditioners could solve in an instant, smartly.
Milkpak Cream - Achai Wohi Jo Kareeb Laye
CONTEXT
Ramadan is a key season for Cream in Pakistan. Suhoor meals are incomplete without the use of cream as a staple at the table.
OBJECTIVE
Milkpak Cream needed to increase trial during Ramadan at Suhoor time by showcasing how it enriches experiences around the table through the brand's own-able emotive pillar of 'togetherness.'
IDEA & EXECUTION
Emotive storytelling was used to capture the warm, festive and inclusive spirit of Ramadan, particularly around meal tables.
The 360 campaign launched with a film that followed the story of a young girl whose unusual Suhoor experience was made extra special with the taste of goodness that brings everyone together.
Nestlé Pure Life - Behtar Piyo, Barh ke Jiyo
BRIEF
Nestlé Pure Life needed to build its perception as the premium bottled water brand with a bigger purpose; creating a healthier today and tomorrow for families, the planet and future generations.
IDEA & EXECUTION
To engage progressive parents into building trust and affinity with the brand, the campaign was rooted in the idea that 'conversations that make tomorrow, start today' with the voice of the future: our children.
The launch film follows a thought provoking conversation between a child and his parents about what it takes to make the future better.
Silkbank Personal Loan - Apnon ke Liye Kuch Bhi
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