With scores of well-dressed men and women, Karachi Expo Centre’s Hall No 6 was full of celebrities on Friday night. Showbiz personalities, anchors, media barons, marketing professionals and advertisers – along with their clients, the national and multinational companies – had gathered to celebrate the most successful advertising campaigns of last year at the 2nd Pakistan Advertisers’ Society (PAS) Awards 2012.
Cracking jokes that could truly be appreciated perhaps by advertising professionals only, host Fasi Zaka called on stage celebrities to read out the nominations and announce names of the winners.
Pepsi won the award in the cold beverage category for its Ramazan’s promotional campaign. In the packaged foods category, Knorr beat its competitors for its soupy noodles ad campaign that featured Indian actress Kajol. Its ‘agency,’ as the host referred to the advertising partner of the winning companies, was Lowe & Rauf.
In the ice creams and desserts category, Walls grabbed the award for the Walls’ Paddle Pop advertisement. It beat Omore’s “Omore and Mr Bean” and Rafhan for its 50-year celebratory campaigns. Lowe & Rauf ran Walls’ advertising campaign.
The award in the banking and financial services category went to Easypaisa Mobile Account campaign, which was managed by Adcom, another prominent ad agency of Pakistan. It beat the ad campaigns of Habib Bank Limited, United Bank Limited and House Building Finance Company (HBFCL).
The award in the fabric-care category was grabbed by the launch campaign of the Sunlight washing powder. Run by Lowe & Rauf, it beat quite notably Brite Maximum Power, whose thematic jingle had become widely popular.
At the time of writing this report, winners in only 11 of about 40 categories had been announced.
Published in The Express Tribune, May 19th, 2012.