Ideas & Insights
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Creative Testing Isn’t Really Testing
Most brands run the same message in different colours and call it a test. Real creative testing means isolating variables and building a hypothesis.
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Lost Half Moon …
Reflections on strategy, identity and what it means to find your brand’s true north when the market keeps shifting beneath your feet.
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Ghost of Two Worlds
What happens when a brand tries to speak to two audiences at once — and ends up reaching neither. The danger of being caught between two worlds.
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Remit Choice Launches ‘Right on Time’ Campaign
Remit Choice launched its multicultural campaign featuring celebrities from Pakistan, India, Bangladesh and Sri Lanka — the “Remit Choice Squad.”
Read →Brands & Case Studies
Brand deep dives
SVB Fall — Quick Inside
SVB’s business model was straightforward: deposit cash, loan to others, invest in securities. As Silicon Valley grew, deposits rose from $76B to $190B in 18 months.
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Lemon Max Bar
Lemon Max Bar is a quality washing bar and leader in Pakistan’s dish wash segment. A Colgate Palmolive product launched in 1982 with the iconic scourer embedded tagline.
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Capri Soap
Pakistan’s soap market is a battleground for MNCs and local brands. A brand strategy deep dive into how Capri carved and defended its position in this crowded segment.
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Honda Accord – The Cog
In 2003 Honda was struggling to shake a ‘reliable but boring’ image. The response was the legendary Cog ad — one of the most complex and expensive ever made.
Read →Ufone Shukria (thanks) Pakistan
A look at Ufone’s ‘Shukria Pakistan’ campaign — how a telecom brand used national pride and emotional resonance to deepen loyalty at scale.
Read →Bonus Tri-Star
Pakistan’s detergent market began in 1981 when Lever Brothers launched Surf. Colgate Palmolive saw the opportunity and entered with Bonus Tri-Star to compete.
Read →Back in Competition — Yes It Top Pops
In 2009 the global savoury snacks market was worth $74.7bn. This analysis unpacks how brands re-enter competitive snack categories and reclaim market share.
Read →Bharti Airtel — Capturing the Telecom Market
In early 2008 Bharti Airtel dominated India’s telecom market and ranked among the world’s top ten. A case study in scale, differentiation and brand-led growth.
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Sooper
EBM was established in 1965 as Pakistan’s first branded biscuit company. Sooper became a household staple through consistent messaging and nationwide distribution.
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Chilli Milli
Ismail Industries — under the Candyland brand — is Pakistan’s largest confectionery manufacturer. Chilli Milli punched above its weight in a fiercely competitive snack market.
Read →Marketing Insight (Lays Chips)
Frito Lays entered Pakistan in 2006 and captured about 70% of the snacks market by 2009 — by targeting youth and outcompeting Super Crisp, Kurleez and Slanty.
Read →Olper’s Milk
Engro Foods launched Olper’s Milk after years of consumer research. Within three years of launch it had disrupted the packed milk market with premium branding and a modern supply chain.
Read →Industry & General
Analysis & perspectives
Toy Industry of Pakistan
Pakistan’s toy industry is divided between organised and unorganised sectors with no national-level manufacturer. A sector analysis of market dynamics and opportunities.
Read →Structure of Retail Industry
Pakistan’s retail sector evolved from Kiranas in the 1980s. Following modernisation, companies like Macro and Metro entered — reshaping organised and unorganised retail.
Read →Pakistan Oral Care Market
Toothpaste is one of the most dynamic segments of oral care. Continuous product launches and growing hygiene awareness drive evolution in this competitive market.
Read →Google Extra Potential
Searching on Google is simple: type what comes to mind and hit Enter. But the platform’s real potential — every word matters and the results are only as good as the query.
Read →Currency Devaluations, Hidden Truth!
The writing on a currency note says “bearer will pay on demand” — meaning the government is obliged to pay gold equivalent. But only 20% of notes can actually be backed.
Read →Russia and Ukraine War Inside Story
Do you think Russia and Ukraine is just a conflict over Donbas and Crimea? The answer is no. It’s a power shift game of the big three controlling the region.
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Get well soon! ❤️ — Pakistan
The total loss in international remittances this fiscal year is over $4 billion — far more than the IMF bailout Pakistan is trying to secure.
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Reshaping Biscuit
Biscuits in Pakistan have assumed the role of ‘food between meals’ in nearly every household — a complementary item at tea, large parties and small gatherings alike.
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