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The experiential campaign to establish ‘squeezy’ (life karay easy) SKU in the target market. Nationwide sampling activity was held in malls and outside key-stores to educate consumers about squeezy and generate trial.

Brief: To find the simplest and most engaging way to communicate the easy-to-use top down format of new National ‘Squeeze Bottle’ tomato ketchup.

Challenge: Pre-dominantly the communication of ketchup had always focused on adults and via point of purchase communication in stores, super markets, etc. Other ketchup manufacturers had also now entered the market using the ‘simple, easy and taste’ space.

Insight: Kids can’t resist playing games and they love playing with their food. Mother’s, however, would never put glass bottles in their hands for fear of breakage.

Creative Execution: To illustrate the simplicity and ease of use of National Tomato Ketchup’s top bottle, we created an interactive and engaging character called ‘Squeezy’. The campaign showcased a fun and a novel approach towards targeting the highest volume users – kids. The campaign enticed the audience to interact with the character and the ads which were printed upside down in magazines and outdoors. The interactive ads clearly showed the benefit of the easy to use National’s Squeezy Tomato Ketchups top-down bottle.

Results: The campaign not only caught the attention of kids, but it also became an interactive fun product demonstration. The simple and engaging format helped the readers to understand the product benefit with ease.