obtained recognition on a global scale from the 2023 Dragon of Asia Awards. The agency’s exceptional execution of Pepsi Cola International Pakistan’s impactful #RideForChange campaign won it the highest honor of a Gold Dragon in the category of “Best Event or Experiential Marketing Campaign.”
Brand Spectrum CEO Anwar Kabir said, “This award serves as a testament to our team’s diligent efforts to serve our clientele.” In today’s fiercely competitive market, it can be difficult to continually produce ads that are different from the typical and ordinary, but our extremely creative team has always been able to pull it off.
I sincerely appreciate Pepsi Cola International Pakistan’s confidence in us to carry out their kind initiative, which aims to empower Pakistani women and girls from all backgrounds. We congratulate all those involved and are overjoyed to receive this award.
The Dragon of Asia Awards honour outstanding creative work in Pakistan as well as other countries on the continent in the field of marketing communications. A panel of prominent industry figures evaluates each entry based on four criteria: strategic relevance, originality, creative execution, and effectiveness. Divided into several categories, a Gold Dragon is the highest honor. The winners of this year’s awards were revealed in October at a ceremony in Kuala Lumpur, Malaysia.
Recipient of the coveted Gold Dragon, Brand Spectrum trained 10,000 enrolled female students at universities and colleges in Lahore and Karachi to ride motorcycles in partnership with Pepsi Cola International Pakistan. The traffic authorities in these cities provided support to #RideForChange, which allowed all 10,000 female participants to receive learner driver permits. Under the dynamic leadership of Brand Spectrum, an inspiring campaign was conceived and implemented with the goal of resolving mobility issues that impede the professional and personal growth of numerous young women in Pakistan.
Pepsi Cola International Pakistan, a client of Brand Spectrum, inspired young women to take charge of their lives and achieve their goals with an activation campaign that questioned gender stereotypes and highlighted the freedom and independence connected with travel.
The innovative #RideForChange campaign received extensive print, digital, and television coverage and sparked a crucial discussion about women’s transportation access, gender equality issues, and women’s empowerment in Pakistan.
