VideoHafez Foods·2025·Karachi · Lahore · Islamabad
Launch campaign across five major cities
One shoot day. Seventeen deliverables. Twelve million impressions.
One shoot day. Seventeen deliverables. Twelve million impressions.
“The second production run wasn't planned. Then the shelves emptied.”
— Marketing Director, Hafez Foods
Hafez Foods came to Echo & Ember with a problem that a traditional TVC would have missed by a mile. As one of Pakistan's most respected FMCG names launching a premium line across Karachi, Lahore and Islamabad, they had shelf space, distribution, and a genuinely better product — but they had no cultural presence with the 25-to-40 urban audience they were actually buying against. That audience had abandoned linear television nearly two years earlier. A million-rupee TVC would have been seen by their parents. Echo & Ember, working out of London and Pakistan as one of the country's first fully-integrated ad film production and short-form video studios, treated the brief as a single problem with a single answer: shoot once, cut everywhere. We built a single anchor film across all three cities in one production day — sunrise in Karachi, a midday market scene in Lahore, blue-hour rooftop dinner in Islamabad — and edited it into seventeen distinct deliverables. A 60-second hero for YouTube pre-roll. Four fifteen-second vertical cutdowns for Instagram Reels and TikTok. Six vertical stills for Story ads. Localised Urdu, English and Punjabi audio mixes so the same footage read as local wherever it played. Paid ran on Meta and TikTok with tight audience segmentation; organic seeded through three carefully-picked creator partnerships that treated the product like a discovery, not a placement. Six weeks after the campaign went live, the numbers stopped looking like a launch and started looking like a category shift. Twelve million organic impressions. A 4.1% engagement rate on hero content when the FMCG category average sits at 0.9%. Shelf sell-through so strong that Hafez forced a second production run three weeks ahead of forecast. This is what a modern ad film production looks like from a Pakistan-and-London video studio that thinks about distribution before it thinks about the camera.
Hafez had shelf space but no cultural presence. The premium line's margin justified TV spend, but their target audience — 25-40, urban, dual-language — had abandoned linear TV two years earlier. A traditional TVC would have missed the audience it was buying against.
We shot a single anchor film in one day across Karachi, Lahore, and Islamabad, then cut it into seventeen deliverables: a 60-second hero for YouTube pre-roll, four 15-second cutdowns for Instagram Reels and TikTok, six vertical stills for Story ads, and localised Urdu/English/Punjabi audio mixes. Paid ran on Meta and TikTok; organic seeded across three creator partnerships.
12 million organic impressions in six weeks, a 4.1% engagement rate on hero content (category average: 0.9%), and shelf sell-through that forced a second production run three weeks ahead of forecast.
