ENGLISH BISCUIT MANUFACTURERS

AYESHA JANJUA, DGM MARKETING DIRECTOR
SANA JAMIL, CATEGORY HEAD
ABDUL HAYE, BRAND MANAGER
MAIMOONA BATRA, ASSOCIATE BRAND MANAGER

MADNEST *Lead Agency

SHAHERYAR GHAYAS, CHIEF CREATIVE
SHAHERYAR GHAYAS, CHIEF CREATIVE
KHALID NAWAZ, ART DIRECTOR

Group M Pakistan *Lead Agency

ICE ANIMATIONS

MOHAMMAD BILAL, GENERAL MANAGER
ALI AKBER, ACCOUNT DIRECTOR

VIRAL EDGE

RIZWAN AHMAD, FOUNDER

DIGITAL INVASION

FAISAL DURRANI, PRODUCER

RIO is the country’s largest cream-biscuit brand. Despite years of communication for rallying the brand under the ‘fun’ banner, fun remained strongly associated with the rival cream-biscuit brand. Changing RIO’s story from fun to something else would be too risky. So we kept the story; changed the storytellers. An entire species of playfully mischievous characters was developed to captivate the attention of kids. This outlines a clear fact: it’s not just the story, but also the storytelling that can have huge impacts on brand metrics.