CLIENT
EBM
Aaminah Saeed, GM Marketing
Mughees Abid, Head of Marketing (Cakes)
Maimoona Batra, Brand Manager
Uzair Qureshi, Brand Manager
AGENCY
Naved Qureshi, Group Executive Director
Sumaira Mirza, Executive Creative Director
Zahra Ali, Director Planning
Wajahat Hassan, Production Assistant - Design
Rehan Rasheed, Senior Art Director
Umair Shams, Executive Director
Zain Khan, Associate Account Director
Asra Ashraf, Account Planner
Nasir Faiz, Head of Production - Production Department
Fahad Ahmed, Studio Manager - Design
Ogilvy Pakistan
Naved Qureshi, Group Executive Director
Sumaira Mirza, Executive Creative Director
Zahra Ali, Director Planning
Wajahat Hassan, Production Assistant - Design
Rehan Rasheed, Senior Art Director
Umair Shams, Executive Director
Zain Khan, Associate Account Director
Asra Ashraf, Account Planner
Nasir Faiz, Head of Production - Production Department
Fahad Ahmed, Studio Manager - Design
SUMMARY
Facing a historic price hike, Smile Donuts gambled on Pakistan youth's love for music. A viral TikTok BHC and authentic social engagement sparked a youth revolution. YouTube views doubled, Spotify buzzed, and a loyal online community blossomed. This campaign defied category norms, proving targeted youth marketing and cultural relevance can turn a risky move into a delicious success story as volume share increase and value growth reached 30% over last year.
