About 7Up:7Up, as a brand, has provided some of the most crucial moments of learning for me as a writer. A diverse brand,

7Up’s personality is more than just a drink that is made to be a companion for food.

Sometimes mixing with other foods to make something altogether new, yet still familiar, and sometimes just

showing up in unexpected places to provide a ‘fresh, new & refreshing’ outlook on things altogether, the subtle

messages behind 7Up’s ideology go beyond a food-and-drink relationship. Working with 7Up has been a pleasure and has helped me explore a lot of the lighter aspects of what are sometimes supposed to be very serious matter. After all, what’s more important and fun than food ka love

(the love of food)?

7Up Sample Post:

7Up likes to keep things witty and interesting all year round. This visual is a part of their #ManaLoFoodKaLove campaign which is a campaign that runs all year round. Sometimes, as you can see here, it’s not about glitzy images as much as it’s about word-play and getting the message across in a way that’s simple to understand and relatable to all of the targeted audience.

7Up Sample Post:

When thirsty days roll around, 7Up likes to step things up a notch. This image is a part of the campaign #7UpRamzanRefresh. This campaign centered around combining 7Up with the concept of mixology- i.e. creating new drinks with the central element as 7Up. Both videos as well as wallposts were a part of this campaign.

7Up Sample Post:

Sometimes, we say it best when we say nothing at all. Because when it comes to hard-hitting images, sometimes a copy isn’t needed. This is another image from #ManaLoFoodKaLove which was appreciated due to its simple concept that can resonate deep with any lover of food.

About Pepsi:Another major brand I’ve handled has been Pepsi. If there was one word one would use to describe Pepsi, it would

simply be: bold. Because when it comes to Pepsi, the brand is such that likes to send the message across in a

way that is loud and clear. Because what better way to say it simply and clearly than to #SayItWithPepsi? Working

with Pepsi, I got the opportunity to become a part of some of their most major campaigns of 2016, samples of which

you can see below.

Pepsi Sample Post:

Pepsi has always been a big supporter of Cricket and especially the Pakistan Cricket Team. In this image, the copy, if you can call it as such, was cleverly disguised as part of the artwork on the players’ bodies which helped take the #AbhiNaheenTohKabhiNaheen campaign to new heights.

Pepsi Sample Post:

For the second year running, Pepsi continued with its #LightingUpLives campaign that aimed to help people from far-off places gain access to a basic necessity-light. The digital side of this campaign helped it gain more popularity and reach more people.

Pepsi Sample Post:

Words not enough to say it all? #SayItWithPepsi. To say that this campaign speaks for itself would be an understatement. The campaign was about using emojis as a medium to communicate and was widely successful across all platforms.

About Sting:A brand as energetic as its name, Sting is a challenging brand for any content writer. With it’s demands for ever-

unique content, Sting has helped me push my own creative boundaries time and time again.

Sting Sample Post:

Sometimes, its best to take charge of a moment as it happens, when it happens. This image was made to celebrate the release of the new Star Wars movie in a way that was purely Sting.

Sting Sample Post:

When it comes to making content, why not play on something that anyone and everyone can relate to? Here, we turned an everyday post into something that was easy to understand for everyone for most of our audience.

Sting Sample Post:

Brands love to boast but they also like subtlety and there’s nothing quite as empowering as a visual that lets you brag in the most humble of ways. Hence, we went quite literally into the meaning of #EnergyKaJhatzzzka and just portrayed it how we saw it.

About Kashmir Banaspati & Cooking Oil:

Even though Kashmir is a cooking oil and hence seems typically easy to master, the reality is quite opposite of any

assumptions you might have about the brand. Even though their main message is one of togetherness, i.e, Mil Baant Ke Hai Jeenay Ka Maza, Kashmir doesn’t

take the typical route when exploring the avenues of togetherness. Instead, it goes out of its way to show

people how by helping eachother, we can help ourselves. And when the main essence of the brand so resonates

with the audience, their other campaigns about Patriotism, Health and Celebration just seem to fall into place very

neatly as well.

Kashmir Sample Post:

Kashmir loves to tell stories. Dastaan-E-Kashmir encapsulates the true essence of Kashmir’s appreciation for a good story. In Ramzan’s campaign, Kashmir teamed up with Rizq Foundation in a CSR initiative to help the needy break their fasts and to help unearth their stories, because, the more we share, the closer we are.

Kashmir Sample Post:

Kashmir is another brand that loves cricket and it appreciates the beauty of the special language of the game. And when we pair cricket with food, we get a way to celebrate our love for cricket in our own special way.

Kashmir Sample Post:

Food is an important part of our day and when indulging is a ritual we take part in 3 times a day, we like to explore our options because that is what Kashmir and ultimately #JeenayKaMaza is all about.

About Lahore University of Management Sciences:

LUMS is one brand out of the bunch that stands out for me for many reasons. Focusing mainly on education in

general and mainly on their own happenings inside the Institute, LUMS is very different from the other brands I

have worked with. Be it their diverse brands or their specific tone-of-voice, LUMS has been a brand that has

pushed me to explore all possible avenues while staying in their specified box, something that I am very grateful for.

LUMS Sample Post:

When it comes to Institutes, stories matter as much as the classes we make them in. This image is from a series of stories that featured the members of the #BeingLuminite family, as they call themselves. From teachers to students, everyone has a story and many of them were featured.

LUMS Sample Post:

LUMS is one of Pakistan’s biggest Universities. One of the biggest stereotypes about the Institute was that it only caters to people who come from a very strong financial background. Their Merit Matters campaign, an example of which you see here, was targeted at breaking this stereotype and about spreading the word that no matter what sort of financial background, LUMS helps all scholars who come up on merit, to achieve their dreams of studying at a world-class institute.

LUMS Sample Post:

LUMS is a university that invites students from all ethnicities and nationalities. This campaign was based around letting people know that since LUMS is a melting pot, anyone can come here and call this place their safe haven to study and learn even outside the classroom.

About Slice Mango: Slice Mango, as a product, has been in the market for a

couple of years now but it only emerged on social media this summer. This product is one that is near to my heart because I had the honor of working on it since day one

and also because of the nature of the brand. Sometimes playful and sometimes serious, Slice is a brand, the

personality of which, resonates with me as a young adult because of its light-hearted diversity.

Slice Sample Post:

Slice is a brand that has been in the market for a while but only recently started showing its presence on Social Media. I’m glad I was a part of the team that helped Slice start its virtual life. This image is a part of their generic campaign: #PurePleasure. No fancy visuals. Just a copy that resonates. The outcome? Appreciation across all boards.

Slice Sample Post:

Slice likes to have fun with its creativity. It’s sense-of-humor is tongue-in-cheek with a hint of very subtle sensuality as can be seen here as well.

Slice Sample Post:

When #PurePleasure is the topic, there’s little left to be said but to explore all the pleasurable aspects of something. So when it comes to a crazy sort of satisfaction, who delivers better than Slice?

Personal Work:

Meet me when we're olderLaughter comes easily to broken hearts,When memories make home in the bends of our backs and kindness is found in eyes clouded with years.Meet me when there's snow in our hairAnd time has wiped away these fears.Meet me at the end of the roadWhen everyone young is asleep at home.Meet me when we're too old to rememberwhy 'restless youths' never set out to roam.Meet me when our pockets are torn, too shabby and threadbare to hold these coinsMeet me when we're too old to be of useI'll write you songs, you can make me your muse.Meet me when I'm half asleepremind me why I called you dawn. Meet me before the sun comes upAnd we're young again and late for work.

As a writer, sometimes I like to test my own creativity by taking away all my briefs and directions. Here’s a sample of a poem I wrote.

Personal Work:

Similarly, here’s an essay-type piece.

When I was young, life was easy. The world was divided into black and white. There was good and evil and the good people let pedestrians pass and kept to the left side of the road when they drove.The first time I read a book, something changed and something broke. I started yearning for faraway places where the sky reflected the sea and my black and white world became tinged with blue.The first time a friend held my hand and told me about his hopes and dreams, my heart started longing for freedom too. We got an Atlas off the highest shelf in the school library and traced all the places we’d go. We’d wade in the blues and walk on the green and hence, I began to feel the tugs of a cool emerald of a life I had yet to live.The first time I fell in love, I felt something fracture inside me as blood, hot and red started pouring from every crack and crevice that every longing had left behind as I’d started saying goodbye to the dreams I couldn’t fulfill.The first time my friend told me he was running away from his home to live with the boy he loved, he gave me all the colors of the rainbow as he left me with the promise that it is always okay to be what we are, that the purpose of life isn’t to walk until you can’t do so anymore, it’s to walk with someone you love. He left me with the promise that the destination doesn’t matter as long as the journey is a happy one.When I was young, dawn was breaking over the horizon, white and pure but now I’m grown and it’s sunset and I’m bathed in colors that are as far from black and white as can be.And I find that though they are quite significant, black and white will never again be the only colours on my palette.

Personal Work:

Here’s a sample for a blogpost I wrote for 7Up at their recently held event, Foodies Without Borders. Read the full article here: http://bit.do/foodieswithoutborders