AIDs Day Ads (Speculative)

Superbrands - Better than the best

Superbrands Pakistan needed a new look. This print ad was one of the options that won the pitch.

Winning over the winners of advertising. Quite an accomplishment, wouldn't you say?

PIA 'I'll be there' print ads

Pakistan International Airlines (PIA) does not have a great impression in the minds of its consumer. This campaign was created to build their credibility, create an emotional connection and touch the hearts of those that had been hurt at some point by the national airline. This campaign was different from the usual corporate advertising PIA had been used to.

The Age of Matrimony - Printed article

 

For most women in Pakistan the rat race of life begins and ends during the “Age of Matrimony.” The time spent before and after are like pages from an autobiography that are usually left ignored. In fact, a woman can mingle in society almost wearing an invisible cloak unless she is living during this era. Then, the cloak is rudely lifted and passionately thrown aside and the woman is left naked and vulnerable to the scrutinizing eyes of eager mothers and the minds of opinionated, arrogant men.

This “Age of Matrimony” is a strange occurrence. It is an era that exists in the life of each woman in this strangely well knit country. It is a time some embrace with enthusiasm, butterflies fluttering in stomachs being sucked in, as they pose for that perfect picture. A picture that is passed around between prospects that draw perverse thrills at being in a position to judge, feeling like a coveted commodity.

These women are the pro-active hunters. They join the rat race, tearing through the barriers, eager to be put on a pedestal, convinced they will walk away with a prize. They spend hours and days, dreaming, planning, plotting, role playing, wanting… no yearning, to be scooped off the display shelf of the store comprised of untouched and untainted young women. Their attitudes slowly morph from sweet indifference to scripted coyness. Each day becomes an extended soap opera with all the actors working towards a single goal - a marriage that is executed within set timelines that are socially accepted.

Then there are the rest. They face this moment with dread, nervousness and apprehension. They are not sure as to how this battle for redemption will end. They worry they will not be considered valuable when pitted against a slew of worthy opponents. They wonder if this is really the apex of what life has to offer. Why must they always be the product, never the consumer? They yearn to go into hibernation and yank back the cloak that protects them before. They miss the times when they could go to gatherings and come back as much a stranger to others as others were to them. They wish for those days to return when life was carefree and love was considered a pleasant surprise, not a forced bond. I will call these the defensive worriers.

These women are those that turn their wrath for society towards working harder and longer, asserting their self worth, hoping the clocked hours will scream to the world that they truly are valuable. They dread the time spent alone because it will be drenched in questions and doubts. Perhaps a symptom of some deep-residing negativity as it hammers at a brain weary from pressure and overwork. Or maybe the insecurities of living in a society where talent seems useless and independent thought an added burden.

Living rooms become a much dreaded place in the home, potentially harbouring multiple surprises. They usually come in the form of a set of parents and one male suitor. Then begins the most excruciating half hour of this woman’s life. She must sit up straight, but not too straight so there is no nuance of eagerness. She shouldn’t slouch either. It might project her as a lazy and careless individual. Make up should be in between. Enough to appear natural yet giving off the air of being carefully sculpted on. Clothes should be modest, yet modern. Shoes should be heeled but not too high in case the man in question falls short of a ‘good height’. You would never want to let the poor man feel somehow inferior to a mere woman. That would be a slap on our so proper and righteous society.

So she sits staring at the clock. Waiting to be beckoned to perform the roles of server, conversationalist, coy bride and giggly girl at will. In all these roles and paradoxes, the exit from that room leaves one feeling lost, as if in all the role playing and the see-sawing of virtues, a part of you was lost. Swallowed by a black hole. Obviously unnoticed by others because the interested parties were much too focused in making sure she was ‘up to mark’ for their son, who is in most cases, quite below it. In fact, the mark might not have touched him even from a distance. Yet, it is she who must fit the bill. She must be that most worthy commodity that will one day stand on that wedding stage, the sacrificial altar that ends ones personal “Age of Matrimony” and tosses her to the dragons of the unknown into the “Era of Settlement.”

This Age of Matrimony creates issues within all households but mostly between relationships that could otherwise have flourished. Doubts and pressure are like a constant grey cloud hanging above the heads of two people. Lost in an abyss of confusion, ambivalent about their future but being pushed to make snap decisions. It makes you question what to do in a situation where the heart wants to pursue one thing but the head knows it needs to do something completely different.

It is then that you begin to doubt the intentions of all those around you because you don’t know who is caving to pressure, who just wants to see you settled, who is looking out for your happiness and who just needs a trophy to adorn their mantle.

Has our society become so caught up in numbers, obsessing about age that we have forgotten about the souls inside those bodies we so eagerly scrutinize and criticize? Have we forgotten the sacred union of marriage and converted the process of finding a soul mate into a fashion show where the girl becomes a trend only to be worn in one season, not the next? Do we not realize that in our eagerness of catching that train before it leaves the platform, we may be getting on the wrong train all together? Some don’t even get the chance to pick the platform. They are just conveniently transported to it, pushed into a cabin and then left to guess at which destination they will end up.

But what is the solution? That is where we all hold our heads in frustration and wonder about the eventual path to happiness? Should we all be left to our own devices, to figure out our destinies, wherever they may take us? Or do we all need a jolt, a push?

What then is this ‘Age of Matrimony’? No easy answers but definitely a lot of drama. No end and no escape. For years it will be met by some with pleasure, some with dread and others by numbness. But it will prevail. In each household. In each room. Right by the dressing table, adorned with devices to beautify and accessories to help her shine brightly. It will reside here because one day a girl will look at these objects and then up in the mirror at herself. She will prepare. She will arrange her face and her clothes and lift her head high as her spirit inside trembles with nervousness. She will plaster a smile. And she will realize. The Age will exist. And it will be all encompassing. The way she faces it is entirely her call. And she will open that door and walk out, a thousand thoughts floating in her head. Today, just maybe, it’s going to be a good day.

By:

Sarah B. Khan

(Printed in Health & Beauty)

Mother's Day ad (Speculative)

An impromptu print ad (done on a whim) to celebrate Mother's Day. I was feeling particularly grateful and the thought had come to mind as I struggled to find a T-shirt while yelling incessantly for my mother, who has an uncanny ability to find things I misplace and then am unable to relocate.

KESC energy conservation campaign

Karachi Electric Supply Company began an initiative to conserve energy. These are some of the print ads.

NIB Bank - 'I want'

NIB Bank wanted to target a variety of consumers and wanted a campaign that touched hearts and was unique. The whole idea behind this campaign is to show how each and every person wants something different, but NIB Bank can fulfil these wishes and be by their side.

Transcript:
FLS (Female lip sync): I want to live on my own terms. And you?
MLS (Male lip sync): I want my life savings to remain secure. And you?
FLS: I want a good today and a better tomorrow. And you?
MLS: I want a friend who is always by my side.
MVO: NIB bank, a subsidiary of Tamasek holding Singapore, with the highest paid up capital in Pakistan, with an extensive branch network and banking that you desire. So that you can have all you wish for.
NIB bank. Because you're special.

Mobilink Customer Care TVC - It's the little things that matter

The concept behind this ad was based on the insight that Mobilink is there, everytime you need a helping hand or to look out for you, in every which way. It plays on subtle ways that kindness can bring joy to the heart.

Mobilink is Pakistan's leading telecommunications company.

Aman Foundation - Ambulance service

Aman Foundation is a Pakistani organization that is run by patrons and donors and has launched its own hi-tech ambulance service which surpasses all others. This campaign was done by me to break the clutter and to gain the attention of the consumer, especially the Pakistani consumer, who is more apathetic than usual.

Ariel 'Celebrity' Radio spots

Ariel in Pakistan is keen on creating clutter breaking radio spots. Pakistan has quite a few unique celebrities that the average person recognizes and loves. We used actors with voices similar to them and created these radio spots. They have a humor aspect as well as entertainment quality.

One of these is 'Zeera', or Meera, a controversial actress who creates quite a few scandals.
Then there is 'Jiandad', a mockery of Javed Miandad, a cricketer to talks with a lisp (the poor man gets quite a bit of grief about that).
And last 'Multan Rahi', a parody of Sultan Rahi, a well known macho cinema hero.

They are all asked if Ariel can remove stains in cold water. In their unique way, they all appear dubious.

These were thoroughly appreciated by the brand team and consumers.

Mobilink Heroes Campaign

This was a great challenge! At 5 p.m. I was briefed by my CD to come up with a campaign that would call out to all Pakistanis who have achieved something brilliant in a variety of fields. This campaign had to go into print the next day which meant we needed to have it ready for release within 5 hours. We conceptualized, designed and got it approved (from an office in a different city) well within time and it went onto print.

Mobilink recieved thousands of responses and discovered multiple geniuses, all of whom were awarded.

Oh and we also designed the actual trophy.

Mobilink is Pakistan's leading telecommunications company.

Fashion Compassion

I was approached by this new company to design their identity and look and feel. We provided them with an identity that they loved and are using today. It reflects very well on their brand personality.

Head & Shoulders' Shahid Afridi Copy

This TVC featured Shahid Afridi, Pakistan Cricket team captain and world renowned bowler. He talks about how he gives his 100% out in the field, and that is why he expects 100% dandruff removal from his shampoo. This copy did well in reviews and Head & Shoulders gained share over Sunsilk that year.

Ariel 3-leg 'Budget' copies - Third TVC

The third copy (Less Electricity Consumption) discusses how a woman hangs her clothes out to dry in order to save electricity (less ironing and no dryer). She chooses Ariel because it removes stains in just one cycle.

Ariel 3 leg 'Budget' copies - Second TVC

The second copy (Less wastage) discusses how a women adds garlic to used cooking oil so she can use it again. She prefers Ariel because it removes stains using less powder, hence saving her money.

Ariel's 3 leg 'Budget' copies - First TVC

Ariel has always been the brand of an average consumer who is running a household and is a sensible spender. We did a series of 3 copies targeting Socio Economic Class (SEC) B & C. Our goal was to show normal everyday women who chose Ariel because they are wise in their budgeting.

The first copy (Less Gas Consumption) discusses how a woman cuts up vegetables into small pieces so they have extended utility and consume less gas while cooking.

Ariel Zubeida Tariq & Nadia Khan copy

After much research, we discovered, Nadia Khan, a leading talk show host and Zubieda Tariq, our brand ambassador and leading chef were ideal people for this copy. It was well received and Ariel sales benefitted well from it.

Safeguard's Mango 'snake eye' copy

The Mango copy scored well above normal in the ORS (or Proctor and Gamble's copy review system) and gave a huge boost to Safeguard sales in Pakistan. It was based on an interesting insight that I derived from research which is that people are aware of germs but do not realize their ubiquity in normal everyday actions such as picking fruit.

Total 4TMCO jingle and TVC

Motorcycles are a vehicle of choice in Pakistan (the choked streets and lack of financial resources are some of the reasons why). A variety of Pakistani's own one either for business or personal reasons. This jingle addresses how whether its a milkman, a family man or a couple out on a date, a motorcycle is what they use for transportation. Hence, they use only the finest motorcycle oil, Total 4TMCO, which keeps their engine clean and their ride smooth.

Total is the world's fourth largest oil and gas group.