Shan Foods

1. Ushna Manzoor Khan - Brand Manager 2. Sheikh Adil Hussain - Director Marketing 3. Shoaib Shamim - Marketing Manager 4. Sikander Tiwana - CEO 5. Ramesha Mujeeb - Senior Executive Marketing

Ogilvy Karachi *Lead Agency

1. Hasan Jalil - Account Director 2. Naved Qureshi - Senior Executive Director 3. Tahir Yousuf - Director Operations 4. Asim Naqvi - CEO 5. Zahra Fatima Ali - Director Planning

This is a classic case of a large brand facing the challenge of either being relevant to all or taking sides and risking business. Shan Foods took the visionary route to future-proof its business. While women emancipation may be taken for granted in the world, having perfect culinary skills is still the only yardstick to measure a woman’s true worth in Pakistan. Shan, a culinary brand, risked its existence by challenging society to celebrate a woman’s worth outside the kitchen. Consequently it led volume share by +8% and lifted brand differentiation by +24%.