Portfolio (2009-2013)
Challenge:
Orient Refrigerator, a challenger brand in the refrigerator segment was losing the battle on technical grounds. Consumers and the dealers network were skeptical about the product in comparison to other leading brands in the segment.
Answer:
Put the product at the heart of the brand communication. Switching from the song and dance communication, the following product based creative were developed to highlight features that were most desirable.
 Orient Refrigerators, JWT Pakistan 2012 Director: John Park Production House: Applebox Asia |
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Benefit: Food stays fresher for longer in an Orient Refrigerator.
Idea: Food loves Orient Refrigerators
 Orient Refrigerators, JWT Pakistan 2011 Director: John Park Production House: Applebox Asia (Malaysia) |
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Benefit: Orient Refrigerators can store a larger amount of food.
Idea: Orient Refrigerator- Surprisingly extra storage.
 Orient Refrigerators, JWT Pakistan 2011 Director: John Park Production House: Applebox Asia (Malaysia) |
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Benefit: Get ice cubes that aren’t watery or flaky- especially important when it’s 45 degrees plus.
Idea: Orient's solid freeze
Orient Entertainer- it's not a refrigerator
 Orient Refrigerators, JWT Pakistan 2013 Director: Umar Anwar Production House: 9.7 Flims |
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Fatima Fertilizer- it's not easy being a farmer
Challenge:
The fertilizer category has long been dominated by certain traditional products. In the last decade or so, thanks to technological advancements, modern ‘stage-based fertilizers’ were introduced but a majority of the farmers did not switch to these ‘modern’ alternatives. Fatima Fertilizers is the largest producer of these ‘modern’ stage-based fertilizers in Pakistan and the challenge was to bring about a behavioral change in the users.
Answer:
Take a rational approach in a branding heavy category. The product offer, stage-based fertilizer was tied with how being a farmer is not an easy task and it takes due diligence at every stage from sowing to harvest- which is why the brand offers stage-based fertilizers for every crop stage.
 Fatima Fertilizers, JWT Pakistan 2012 Director: Adam Strange Production House: Applebox Asia (Malaysia) |
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Bata- every step, everywhere
Challenge:
The brand serves a million customers each day across the globe and is the largest footwear brand in Pakistan. While facing stiff competition from private labels the brand wanted to reclaim its territory.
Answer:
Leverage on the brand’s history and immense presence. Every step, everywhere does this and it also links the brand with the various phase in life.
 Bata Footwear, JWT Pakistan 2012 Director: Umer Anwar Production House: 9.7 Films |
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B. first School Shoes- Breaking out the biggest Back2School promotion- one million rupees.
 B.first School Shoes, JWT Pakistan 2012 Director: Jamshed Mahood Production House: Azad Films |
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Roshan Telecom- Launching 3G internet service in Afghanistan
Challenge:
With the second in line to launch 3G internet after Etisalat, Roshan Telecom had more than just a fast connection on offer with VAS and a dedicated content portal. The task was to highlight this difference and maintain the brand’s premium standing.
Answer:
The service was named ‘3G Jahaan’ (roughly translates to 3G World) which helps highlight the full spectrum of services (VAS & content portal) as well as hints at the country entering a new era with the largest telecom operator now providing 3G services.
 Roshan Telecom Afghanistan Agency: Firebolt63, Dubai (2013) Production House: Vision Unlimited |
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 Advance Telecom- Distributor Nokia Mobiles Agency: JWT Pakistan (2011) Production House: Azad Films Director: Jamshed Mehmood |  Advance Telecom- Distributor Nokia Mobiles Agency: JWT Pakistan (2013) |  Samsung, JWT Pakstan 2010 Production House: Blue Bananna |
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 Weinbrenner Footwear, JWT Pakistan 2010 Director: Iftikhar Shah Production House: WAM Films |