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Shan Recipe Mixes
Khushiyan Chakh Lo

RAN IN: Pakistan

CLIENT
Shan Foods Pvt Limited

Sheikh Adil Hussain, General Manager Marketing
Ushna Khan, Assistant Brand Manager
Sikander Tiwana, CEO
Shoaib Shamim, Category Head
Sidra Sheikh, Marketing Manager
Yousra Taj, Senior Brand Manager
Faisal Mukaddam, Brand Manager

AGENCY
Ogilvy Pakistan *Lead Agency

Naved Qureshi, Executive Director
Sadia Qutubuddin, Executive Creative Director
Rabiya Hamid, Associate Creative Director


AC Nielsen Pakistan



Team Reactivate



Kantar Millward Brown Pakistan Pakistan



MediaCom Pakistan



SUMMARY

Shan led the recipe mixes category for several years, until its biggest competitor National Foods repositioned on ‘tradition’ and stole the lead. Writing its challenger success story, Shan started closing the gap to reclaim leadership through a mix of thematic campaigns. Pressed for victory, Shan continued to invest in its emotional relevance and functional strengths. Once market leadership was back in its court, Shan protected it year-on-year.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: OOH,PR,RADIO,SALES PROMOTION,SAMPLING,SOCIAL MEDIA,TV

Audience: Young Women (20-35)

Objectives: Build brand equity

Type: Both Business to Business and Business to Consumer

Language: English