CLIENT
Paracha Textile Mills
Alamgir Janjua, Marketing Director; Campaign custodian
Sami Ur Rehman , Sr. Brand Manager ; Campaign driver and custodian of IMC
Moiz Ahsan, Assistant Brand Manager ; Campaign driver and custodian of IMC
AGENCY
Awais Dhakan, ECD; Worked on ideation and concept development
Mohsin Zaidi, Art Director; Design Development execution
Hibah Kamal, ACD; Worked on ideation and concept development along with IMC finalization
Hammad Hasan, Group Head Design; Design execution
Zeeshan Jilani, CD; Copy and concept development
Owais Raees, Graphic Designer; Design Execution
Ayesha Farid Zain, Strategy Director; Big idea and road map of the campaign
Ali Malik, Associate Strategy Director; Big idea and road map of the campaign
Ibrahim Baloch, Business Director; Campaign custodian to ensure smooth process flow
Muhammad Sami, Sr. Account Manager ; Campaign custodian to ensure smooth process flow
Seeme Production
GroupM
SUMMARY
The Edible oils category in Pakistan is driven by emotion-heavy communication, revolving around Pakistanis’ relationship with home-cooked food.
Mezan broke the clutter by picking a cliché in the culinary category, motherhood, and, flipping it on its head, reached out to not just mothers, but all women in our families who are “mothers-at-heart”.
Mezan was not only able to organically influence the social-media conversation on the depiction of motherhood in mainstream communication, but also reaped considerable growth in sales, compared to previous years, for its main brands Cooking oil and Banaspati.
