Ismail Industries Limited

Ehtisham Khan, GM Marketing and sales candyland
Zaid Habib, Group Brand Manager
Umber Javed, Media Manager
Tazeen Hassan, ABM
Salman Rafiq, Senior Manager Brand Activations
Abdul Haseeb Vayani, Assistant Manager – Brand Activation
Muhammad Durrani, SBM
Saad ullah, Head of Trade Marketing

Manhattan Communications (Pvt) Ltd *Lead Agency

Think Tank Digital

Ali Kanch, Head of Strategy and Planning

Stimulus Productions Co

Idrees Hussain, Producer
Sami Qahar, ceo

OMD Pakistan

Mazan Salahuddin, Business director

Candy category is high-heat in terms of innovation and variety. It’s a challenge to maintain quality, price-point and keep consumers loyal. Inflation led to reduction in size and quality as the price barrier of Re 1 is highly inelastic/difficult to break. In this competitive scenario Candyland re-introduce Butter Scotch, earlier discontinued due to lack of profit margins. We launched @premium price-point of RS. 2 with legendary high quality and characteristic tone of communication. Resonating with consumers, results were break-through sales, our candy category increased by 17% against target of 10%.