PEL Marketing (Private) LTD

Hassan Sherwani, Head of Marketing
nayab hanif, Brand Communication Specialist

RED Communication Arts (Pvt) Ltd *Lead Agency

Fahad Babur, General Manager
Zareen Rathor, Creative Director
SAK Lodhi, Business Director
Zahra Ahmad, Senior Account Manager
Umar Saeed, Account Manager
Minhaj Rafi , Art Director
Qaseem Imran, Creative Group Head

Starcom Brainchild Communications

Rija Miabhoy, Lead Corporate Planner

PEL is one of Pakistan’s major electronics brands. But as an entrant in the LED TV category, it was essentially a David competing against established Goliaths. Economic regression, gray market influx and cheap alternatives from Chinese players led to stiff competition in an already flat category. LED TV advertising in Pakistan primarily consists of feature-based product stories. PEL changed this narrative with RUNG JAMA KE DEKH, a campaign that highlights the TV viewing experience by celebrating the importance of color in life and conjoining it with the Pakistani culture.