P&G (

Khurram Kidwai, Commercial Director – Household Care
Jaffar Hashim, Brand Director - Fabric Care
Tania Bhurgri, Brand Manager - Fabric Care
Syed Mohammad Ashraf, Senior Brand Manager
Muhammad Osama, Brand Manager
Jahanzeb Khalid, Media director
Rabia Nabeel, Analytics and Insights Director

Adcom Pvt. Ltd. *Lead Agency

Muhammad Sami, Account Director
Mujtaba Mirza, Senior Account Manager
Sarah Moquim, Executive creative director
Yasser Shah, Creative Director
Faraz Shamshad, Associate creative director
shayan moin, Senior Manager - Digital
Ali Malik, Associate Director Strategy
Ayesha Farid, Head Of Strategy

Starcom Media Vest

Sameet Jivani, Senior Media Planner

Symmetry Group

Uzair Ahmed, CEO
Urooj Vohra, Manager Strategy & Planning

Ariel mission was to develop a product that could surpass Surf Excel’s performance. Risking decades of Ariel’s association with the color green, Ariel introduced increased cleaning & brightening efficacy through a new product formula represented by a blue powder. The brand was successful in developing a product far superior (60% blind preference over Surf Excel) and also successfully communicating the big change, driving positive business results. Sales growth 2x vs target, stains equity +50% (5X vs the target), share gap reduction from >4 to 1.5, TOM+13%