I’m Salman

Tresemme ‘Salon at Home’

Brief: The brand was all in on launching its Tres squad – a dynamic crew of influencers and a hair care expert ready to uplift Tresemme fans at every turn. The challenge? Create a campaign showcasing the squad's expertise while staying relevant in the pandemic.

Insight: Nailing down salon visits during uncertain times was like navigating a maze. We spotted the golden opportunity to own the hair game, empowering Tres girls while flaunting the product’s functional prowess.

Idea: Dropping "Salon at Home." A hair show featuring top influencers and a hair-care pro. We dished out four gems: a promo fashion film as the bait, followed by three tutorial webisodes perfectly tuned to the vibe of the moment.

Outcome: Hold tight – we snagged Effie Silver and Bronze, elevating the brand by a solid 7.5%. with a 79% View Through Rate, blowing past the industry's modest 20%. Setting trends, not just following them – we pioneered industry firsts like the Directors Mix, clocking a cool 36 million impressions. Oh, and 33 million viewers stuck around for the entire ad, no skipping allowed, and we racked up an impressive 133,000 clicks.

On Display Here: You can see the promo fashion film copy and the Effie winning case study.

Chaos at Home

Brief: Objective: Craft a communication to unveil the ‘Sync’ feature of the Dawlance HomeWhiz app.

Insight: The worry of being away from home is real. Is the kitchen a disaster? Did your son forget to turn off the air conditioner? It's chaos!

Idea: Introducing 'Chaos at Home,' a playful take on our everyday worries. With Dawlance Homewhiz app, now you can tame some of that chaos even when you're away.

Outcome: Three films that not only perfectly but also playfully showcase the Sync feature's benefits.

On Display: Here, enjoy all three films crafted for the campaign.

Oatsom Healthy is the New Tasty

Brief: Launch a totally new category of flavorful oats in the Pakistan market. Build brand positioning along with crafting key coms, including a tagline, product claims and RTBs, a key visual, and DVC copies.

Insight: Fitness enthusiasts often find themselves trapped in the diet dilemma, struggling with challenging meal preps and the downright unappetizing nature of healthy foods. It's like fitness and flavor are in a complicated relationship, and we're the ones caught in the middle.

Idea: Its almost as if tasty food flirts with you, constantly vying for your attention. It stares you down, practically teasing you to indulge. And let's be honest, we usually cave because the healthy alternative is just so bland. But Oatsom is here to shake things up because now, 'Healthy is the New Tasty.’

Outcome: A set of quirky and funny DVC copies, keeping you hooked from the first laugh to the last munch. Currently rocking YouTube and Meta, it turns the dull world of oats into a tasty sensation, proving that with Oatsom, healthy choices can be irresistibly delicious.

On Display Here: You will see both the copies written for the brand launch.

Cricket is a Shandaaar Game

Pitch: Come up with a winning idea that Spices Up the ICC Cricket World Cup 2023 with Shan Foods

Insight: Pakistan and India, the kings of banter, take their cricket rivalry to legendary levels during the ICC Cricket World Cup 2023. Digging into this banter-filled world, we found that foodie terms naturally lend themselves to the comedic fray. Roasting, grilling, spicing up the debate – it's a banquet of banter, and the possibilities are as endless as a buffet spread.

Thought: Picture this – a pair of top-notch comedians from both nations unexpectedly become neighbors in a foreign land. Their connection? A shared love for food and cricket. It's a recipe for laughter and bonding.

Outcome: Introducing a Pakistan-India collaboration series, a cricket-flavored comedy feast with 7 films strategically sprinkled throughout the World Cup. We cooked up multiple outcomes to keep things sizzling. The campaign just wrapped up with the World Cup, leaving a trail of high engagement rates on both YouTube and Meta. I guess we can say that we've bowled over the audience with this cricket-meets-cuisine series.

On Display Here: You can see 5 of the 7 films we made.

Cornetto Vanilla Caramel Disc

Brief: Launch the new Cornetto innovation in the market with a campaign that intercepts the youth at every touch point.

Thought: Let's turn Cornetto into the ultimate dream attraction. We'll sweeten things up with the tagline "Say it with Cornetto" and weave it seamlessly into the youth's passion points like music, cricket, memes, and whatever else tickles their taste buds. We took a full-on takeover of digital, on-ground events, and every other marketing platform to make our product look and sound as irresistible as a dessert cart rolling into the room. The case study shows all the creatives in depth.

Outcome: This project stands out as an Effie nominated campaign. From social media assets that stirred up online conversations to digital short films that captured hearts, interactive assets that engaged the audience, an unforgettable on-ground event, and billboards that winked at passersby – we crafted a multi-sensory experience.

On Display Here: Is an Effie nominated case study showcasing all the creative work.

Chocolaty Scene with Three Layers

Brief: Create a film to position Wall’s Feast as a Chocolaty treat with three layers.

Insight: Imagine Wall’s Feast as a Macho Johnny Bravo kind of a character who’s stolen all the chocolate in the town.

Idea: An interrogation scene where the thief Feast is interrogated by Inspector Jet Sport.

Outcome: Resulting in a film that garnered more than 6.8 million views on YouTube.

Showcased Here: The film for you to enjoy

Print Ads

Conceptualized all the shown key visuals with the help of an art director. Wrote the headlines, body copies and CTAs on display here. Some of this work is unpublished as it was developed for pitches.

Social CC

From the visual idea, the copy and the captions, I spearheaded multiple social media campaigns. Some of the good work coming out of those is on display here.

Accept Every Payment

Brief: Create a solid brand identity, a memorable tagline, and a captivating launch communication plan for Paymob, the Egyptian payment platform stepping into the Pakistan market.

Insight: We delved into the world of our users, identifying four key personas - online store owners, freelancers, home-based entrepreneurs, and traditional brick-and-mortar businesses. This strategic move helped us tailor Paymob's offerings to the specific needs of each business type.

Idea: Picture this - a balance between ease and hassle. If you're a business owner with Paymob, you could be comfortably managing your shop, maybe even enjoying a moment of relaxation, while your competitors grapple with payment challenges. We infused a touch of local business vernacular into our messaging for that extra touch of familiarity.

Outcome: The result? A series of impactful films positioning Paymob as the go-to payment solution for businesses, big and small.

On display here: Check out the launch copy I crafted and storyboarded.

Prince Adventure Series

Yes, I do love to pounce on opportunities that let my childlike wonder fly. I'm thrilled to have co-authored this animated episodic series in collaboration with Continental Biscuits Ltd (CBL Pakistan), Talisman Films, and Saatchi & Saatchi achieving an incredible milestone, amassing over 10 million views on YouTube.

On Display Here: You can watch both the animated episodes.

Tough on Stains, Soft on Clothes

Brief: Create films for Surf Excel’s new brand positioning ‘Tough on stain, soft on clothes’

Insight: We studied Surf Excel consumers on YouTube, studying their search trends, differentiating them into cohorts and tailored each film to a specific cohort.

Idea: Cheeky kids literally knocking on your screen, throwing riddles your way. It's a playful twist to the ordinary, making the laundry battle a bit more fun.

Outcome: Resulting in four films for the campaign, earning us an Effie nomination.

Showcased Here: All the 4 films that I conceptualized, wrote and storyboarded.