Campaigns
Work that was
talked about, responded to, remembered.
That foundation continues to shape how I approach communication, strategy, and leadership — through an understanding of people, ideas, and the narratives that influence decisions.
The Intent
Purpose · Insight · Outcome
That foundation continues to shape how I approach communication, strategy, and leadership — through an understanding of people, ideas, and the narratives that influence decisions.
IGI Travel Sure travel Insurance launch campaign
Traveling without Insurance can cost you an Arm and a Leg Seriously ! (Animated Ad part 1)
Traveling without Insurance can cost you an Arm and a Leg Seriously ! (Animated Ad part 2)
UBL Funds Retirement Plans
IGI Financial Services - Corporate Brand Campaign - Winning Partnerships
IGI Financial Services TVC - Winning Partnerships !
Faysal Bank Business Current Account Campaign - Relaunch
Faysal Bank Business First Current Account Ad 1
Faysal Bank Business First Current Account Ad 2
IGI Overall Campaigns
Video Case Studies of successful listed companies - Pakistan Stock Exchange PSX
Interloop Limited - Journey to Initial Public Offering IPO - Case Study
Systems Limited - Journey to Initial Public Offering and Listing - Case Study
PSX Documentary 2018 Launch of The Transformed Stock Exchange
Pakistan Stock Exchange Documentary - Why Invest on PSX (with proposed new logo)
History of Pakistan Stock Exchange Documentary
PSX Work on Financial Education snapshot
Roshan Equity Account Launch Ads
Faysal Bank New Website Layout WIP
Case Studies.
This video features Ms. Raeda Latif sharing the transformation journey of Cybernet, a company that aimed to turn internet access from a luxury into a daily commodity in Pakistan. The key initiative was the launch of the Cybernet Card (0:29), which required overcoming significant technical and logistical hurdles.
Key Transformation Milestones:
Product Development: The team had to innovate from scratch to create a user-friendly, scratch-off internet access card with secure credentials (0:58 – 2:02). Distribution Strategy: By leveraging the existing distribution networks of their parent company, Loxon Group (typically used for FMCG products), they made the internet cards available at small shops, tea stalls, and grocery stores (2:49 – 4:11). Pricing and Accessibility: They conducted in-depth research to set affordable pricing (e.g., 450 PKR) to ensure the service was accessible to a wider audience (4:18 – 5:26). Marketing and Visibility: Lacking the budget for expensive TV ads, they strategically utilized off-peak advertising slots previously held by tobacco companies, particularly during cricket matches (6:11 – 6:49). They also deployed teams to place posters and branding in physical retail shops (7:01 – 7:35). Value Proposition: They boosted adoption by offering free night surfing, which proved to be a massive success (7:40 – 8:05). The initiative ultimately redefined industry norms, leveraging technology to solve the ‘missing link’ in distribution that FMCG companies usually struggle with, as the company could accurately track active users through their login system (8:12 – 8:57).
Product Development: The team had to innovate from scratch to create a user-friendly, scratch-off internet access card with secure credentials (0:58 – 2:02). Distribution Strategy: By leveraging the existing distribution networks of their parent company, Loxon Group (typically used for FMCG products), they made the internet cards available at small shops, tea stalls, and grocery stores (2:49 – 4:11). Pricing and Accessibility: They conducted in-depth research to set affordable pricing (e.g., 450 PKR) to ensure the service was accessible to a wider audience (4:18 – 5:26). Marketing and Visibility: Lacking the budget for expensive TV ads, they strategically utilized off-peak advertising slots previously held by tobacco companies, particularly during cricket matches (6:11 – 6:49). They also deployed teams to place posters and branding in physical retail shops (7:01 – 7:35). Value Proposition: They boosted adoption by offering free night surfing, which proved to be a massive success (7:40 – 8:05). The initiative ultimately redefined industry norms, leveraging technology to solve the ‘missing link’ in distribution that FMCG companies usually struggle with, as the company could accurately track active users through their login system (8:12 – 8:57).