Awards Night to Remember: Effie Awards Pakistan

PRESS RELEASE

It was the kind of evening you could feel in the air before even stepping inside — a quiet electricity, an energy that hinted something significant was about to unfold. On Saturday, April 26, 2025, I made my way to the Karachi Expo Centre to attend the 8th edition of the Effie Awards Pakistan. The venue had been transformed for the occasion, gleaming under ambient lights, its grand halls buzzing with over 800 of the brightest minds in marketing, advertising, and media.

As I walked in, I was struck by the layout: a stunning round stage placed right at the center of the hall. It immediately changed the dynamic — it felt personal, immersive. I wasn’t just an audience member, I was a part of the story.

The evening opened with a speech from Farheen Salman, Chairperson of the Pakistan Advertisers Society (PAS) and President BSPAN at Lipton Teas and Infusions. Poised and confident, she spoke of marketing as a driver of not just visibility, but tangible business growth. She paused to recognize Syed Ali Akbar, MD & CEO of Pakistan Tobacco, for his critical role as Jury Chair, and extended appreciation to the PAS council and the leadership team — particularly Executive Director Qamar Abbas and General Manager Afsheen Rizavi — for nurturing a collaborative, forward-looking marketing ecosystem.

A moment of remembrance was observed for two pillars of our industry whom we lost this year— Ibrahim Baloch and Shahid Bin Aziz. The stillness of that moment, in a space otherwise filled with light and sound, was striking. It was a brief, powerful tribute to those who came before and helped shape the path we walk today.

The numbers spoke for themselves: 531 campaign submissions had been received when entries opened in September 2024. Now, months later, 86 awards were set to be handed out — 32 Bronze, 36 Silver, and 18 Gold. As the lights dimmed and the first winner was announced, a wave of anticipation spread across the room.

There came a moment that shifted the tone from celebration to deep respect. Sarfaraz A. Rehman stepped on stage to accept the Lifetime Achievement Award. Having led institutions like Engro Fertilizers and PepsiCo Pakistan, his legacy is one of leadership, transformation, and integrity. The standing ovation he received was heartfelt and immediate — the kind of applause that comes not from obligation, but admiration.

The energy of the room was lifted as a group of four young, excited professionals stepped onto the stage. They were the winners of the Pakistan Young Lions Competition, those selected to represent Pakistan at the Cannes Lions Festival of Creativity — Muhammad Ibrahim, Pazirish Zehra, Mohsin Tariq, and Shafique Ahmed — invited to present awards alongside industry veterans.

The big wins were moments to remember. PMCL (Jazz) earned the title of The Most Effective Marketer of 2025 a recognition that resonated widely. Adcom Pvt. Ltd. was celebrated as Most Effective Agency Network of 2025, a triumph for agency known for both scale and substance. Then came the Effie Grand Prix — awarded to K-Electric for its campaign Fark Parta Hai. The room erupted with applause. It was a campaign that had sparked conversations far beyond the industry, and its win felt especially well-earned.

Alt Story, a rising independent agency, was named Most Effective Independent Agency, proving that creativity and impact don’t always need massive infrastructures — just vision and courage.
The evening’s host, Dino Ali, brought his signature charisma and professionalism to the stage, keeping the show flowing effortlessly. Later, a live performance by Maanu changed the pace, injecting a dose of celebration into the night. People clapped, laughed, mingled — the formality softened, giving way to joy and connection.

Behind the scenes, the event was a product of remarkable coordination and vision. During his address, Qamar Abbas acknowledged the many partners and sponsors who had made the night possible. Long-standing supporters like PepsiCo, EBM, Unilever, National Foods, Indus Motors, Tapal, Jubilee Life Insurance, Jafferjees, Foodpanda, Jang Media Group, and Media Idee were all recognized for their ongoing support. He also welcomed new sponsor Jack of Digital, who added a thoughtful touch with curated gift bags for attendees.

Qamar also gave a special nod to Keys Productions, who ensured the night flowed seamlessly, and to Shabnam Abdullah, who brought visual elegance to every detail. Of course, no event of this scale comes together without a committed team — and the PAS team, including Afsheen, Samreen, Abdullah, Moiz, Amna, and Gopal, delivered nothing short of excellence.

Supporting partners added further layers to the experience — from Tresemme and Ponds as style partners to National Foods providing delicious hors d’oeuvres. Media and event collaborators including Alkaram, Brandsynario, PSO, Symmetry Group, Synergizer, Nukta, and TikTok helped amplify the event’s impact well beyond the Expo Centre walls.

What stood out most was how every element – from the central stage to the curation of winners, the performances, the tributes, and the tone – felt intentional. It was a celebration of ideas, of strategy, of creative courage and commercial effectiveness. A celebration of the people behind the headlines and hashtags: the planners, the storytellers, the challengers.

As I left the venue that night, the conversations still echoed with laughter, congratulations, and reflections. The 2025 Effie Awards Pakistan had done more than recognize excellence in Marketing, it reminded us why we do what we do, and just how powerful & thoughtful well-executed ideas can be.