The PAS Awards, organized by the Pakistan Advertisers Society, and one of the most recognized and prestigious award programme of the marketing and advertising industry, awarded jubilant winners at a star-studded gala awards function held at the Expo Centre in Karachi on April 30, 2016.
Presented by Tarang in association with Nestle Fruita Vitals and Filmazia entertainment, this year, apart from the 12 regular categories, Pakistan Advertisers’ Society introduced 9 special categories and 3 special awards that honoured the most innovative marketing and advertising efforts of 2015. The PAS Lifetime Achievement Award was given to Tariq Ikram and the honourable Senator Pervez Rashid, Minister of Information and Broadcasting presented this prestigious award.
The host for the award ceremony was Ahmed Ali Butt, Vasay Chaudhry, Rubya Chaudhry while the show featured entertaining performances by Sound of Kolachi, Ali Azmat, Sammi Brothers and Kaif Ghaznaiv, Love Me Again fame Girl Band and Mind Reader Mentalist.
In strategic partnership with ESP Group M and Urdu1, the show was directed by Yasra Rizvi. The Red carpet was hosted by Sadar Xin Khan and Hira Hussain and celebrities and presenters were managed by Moiz Kazmi.
Apart from these star-studded performances the show also featured a glittering line up of award presenters both from the advertising and the entertainment industry like Shazia Syed, Amna Ilyas. Sheheryar Humayun, Sarmad Ali, Zhalay Sarhady, Mujahid Hamid, Sarfaraz Rehman, Salman Butt, Khurram Koraishy, Abrar Hasan, Babur Sultan, George Skaff, Usman Dilawaiz, Asif Aziz, Nadeem Hussain, Atiqa Odho, Sohai Ali, Gia Ali, Fia Khan, Mantahaa Tareen, Sarwat Gillani and Fahad Mirza.
The regular categories spanning across various segments had an overwhelming response this year from the agencies and brands across Pakistan in the running to win the PAS Awards 2016.
Other partners of PAS Awards include Mobilink Jazz, which were the official communication partner, Pepsico, the Beverage lounge sponsor and. Shell, Dunya TV, Jang Media Group, Telenor, Olpers, HBL, Arrows, GSK, APlus, Connect Ads,Bank Al Falah, and Advertyze Networks as category and co-sponsors of the event.
THE WINNERS
| S. NO. | CATEGORY | BRAND | CAMPAIGN TITLE | COMPANY | AGENCY |
| 1 | Banking & Financial Services | Al Habib Asan | Arey Bohat Asaan Hai | Bank Al Habib | Bond Advertising |
| 2 | Beverages – Cold | Coca Cola | Coca Cola Music 2015 | Coca Cola Export Corporation | Soho Sq, Starcom Pakistan, Kinetic |
| 3 | Food and Dairy | Tarang | Tarang Baaz | Engro Food Limited | Adcom Leo Burnett, Starcom Pakistan |
| 4 | Confectionery and Snacks | Kolson Snackers | Sharing Ka No Scene | Lotte Kolson | Ogilvy & Mather, Orientedgeum |
| 5 | Cosmetics and Personal Care (Men, Women and Children) | Lifebuoy Soap | Lifebuoy Time Before Iftar ( Breaking Fast) Time! | Unilever Pakistan Limited | Mindshare, MulenLowe Rauf, The Missing Link |
| 6 | Culinary | Engro Onaaj Chakki Ata | Bismillah Launch campaign 2015 | Engro Eximp Agri Products | Adcom Leo Burnett, Arrows ,Starcom,Spark Communications,Convex Interactive |
| 7 | Hospitals, Healthcare and Hygiene | Shaukat Khanum Memorial Cancer Hospital and Research Centre | Sab Kuch Wapis Aa Sakta hey … Siwaye Zindagi key | Shaukat Khanum Memorial Trust | Farig Four |
| 8 | Ice Creams and Desserts | Omore Funsticks | Fun Ka Endless Maza | Engro Foods Limited | Adcom Leo Burnett, Starcom Pakistan, Synite , Seeme Productions |
| 9 | Media | Ten Sports | Wake Up Pakistan | Ten Sports Pakistan | N/A |
| 10 | Telecommunication Hardware and Consumer Electronics | Samsung Galaxy Grand Prime | Selfies Ban Jaye Grandfies | Samsung Mobiles Limited | Adcom Leo Burnett, Stimulus Productions |
| 11 | Telecommunication Service Providers | Mobilink | Call Drop | PMCL Mobilink | IAL Saatchi & Saatchi Islamabad |
| 12 | Textile, Fashion and Accessories | Borjan | Walk The Fashion | Borjan Shoes | Adcom Leo Burnett, Zenith Optimedia, 9.8 Films |
| 13 | Best in Digital | Garnier Skin Naturals | #Losethepimplenotyourmind | L’Oreal Pakistan | Adcom Leo Burnett, Zenith Optimedia, Red Publicis & Mooro |
| 14 | Easy Paisa | Black Friday | Telenor Pakistan | Adcom Leo Burnett, Starcom Mediavest Group, Xdynamics Media | |
| 15 | Passion for Pakistan | HBL | Enabling Dreams, Samina Baig Campaign | Habib Bank Limited | J.Walter Thompson |
| 16 | Best in BTL | 7up | Melting Vending Machine | PepsiCO | BBDO Pakistan, TML Activations |
| 17 | Media Innovation | Fair & Lovely | Fair & Lovely Ka Jalwa | Unilever Pakistan | GroupM, MulenLowe Rauf, PHD Omnicom Media Group, Six Sigma Productions, ARY Films |
| 18 | Best in TV | Homage Inverter | Jiyo Normal Zindagi… Non Stop | R&I Electric Aplliances (Pvt.) Ltd. | AreyWah |
| 19 | Best in Print | Lifebuoy Soap | Lifebuoy Time Before Iftar | Unilever Pakistan | MulenLowe Rauf, Mindshare |
| 20 | Best in Outdoor | 7UP | Asal Foodies – Mana lo Food ka Love | Pepsico | Core Media |
| 21 | Mountain Dew | Neon is Here | Pepsico | Core Media | |
| 22 | Seasons Special | Shan Recipe Mixes | Khushiyan Chak Lo | Shan Foods Pvt Ltd | Ogilvy & Mather |
| 23 | Best in PR | Pepsi | Lighting Up Lives | PepsiCO | J.Walter Thompson, BBDO, Mindshare |
| 25 | Best Nationally originated Campaign | Samsung Galaxy Grand Prime | Selfies Ban Jaye Grandfies | Samsung Mobiles Limited | Adcom Leo Burnett, Stimulus Productions |
| 26 | Campaign of the year | Samsung Galaxy Grand Prime | Selfies Ban Jaye Grandfies | Samsung Mobiles Limited | Adcom Leo Burnett, Stimulus Productions |
| 24 | Top Brand 2015 | Coca Cola | The Coca-Cola Company | Soho Sq, Starcom Pakistan, Kinetic Pakistan, Digitz |
