The corporate world went glitzy and glamorous on Friday night as the Pakistan Advertisers Society (PAS) Awards 2014 celebrated talent in the field of advertising. Suited and booted, a multitude of veteran and fresh advertisers revelled in the eventful night, to which the entertainment industry added zest with stellar performances.
The host of the show, Khalid Malik, who is a renowned radio show host, attempted to warm up audience members by asking them to shake their arms and legs — an exercise usually done in leadership workshops.
With his booming voice and amicable aura, he quipped and jested in the style of a Bollywood awards show host. Funnily enough, he questioned the audience, which comprised CEOs of multinational companies, if they brushed their teeth at night since a survey suggests that half the adults don’t.
Studded with stars, the night began with an engaging performance by singing legend Arif Lohar. After a few awards were distributed, actor Humaima Malik took centre stage with her sensational performance on Bollywood numbers. Artistes such as Sajjad Ali, Mathira, Ali Gul Pir, Adil Omar, Asim Azhar and Sara Loren also performed at the event.
The award presenters included corporate and showbiz heavyweights including Aftab Tapal, Aijaz Aslam, Aly Mustansir, Amber Saigol, Angeline Malick, Atiqa Odho, Mehwish Hayat, Moammar Rana, Shagufta Ejaz, Tapu Javeri and Yusuf Salahuddin.
Among the winners of the night were JWT Pakistan, IAL Saatchi & Saatchi and Farigh Four. In the Corporate Social Responsibility category, BBDO Pakistan won for its ‘Works that work for all’ campaign. Group M won an award for its ‘Walls Carte D’or’ campaign in the Ice-creams and Desserts category. For its ‘Hum Dosti Ko Bhulatay Nahin’ campaign, JWT won in the category of Telecom Hardware Manufacturer. National Foods for the award for its ‘National Recipe Masala’ campaign in the Confectionary and Snacks category.
Acknowledging the creativity and hard work that goes into making advertising campaigns, the PAS Awards, now in its fourth year, identified the most effective advertisements that surfaced last year. In his speech, PAS chairperson Jameel Ikram shared that the event aims at promoting impactful and responsible commercial communication.
With 200 entries and 34 categories, the number of entrants has gone up from 55 in 2011 to 200 this year. One of the jury members, Javed Jabbar, highlighted that advertising is an inherent, corrigible optimism that signals the best and brightest of Pakistan and that through advertisements we need to promote values that we hold close to ourselves.
Published in The Express Tribune, May 20th, 2014.
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