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BBC World Service launches marketing campaign across Pakistan
UMBAI: BBC World Service has launched a major marketing campaign to grab the attention of its Urdu audiences across Pakistan. The aim is to promote BBC Urdu’s flagship programme, Sairbeen.
Throughout the month-long campaign called Sangat… Kahain Aap Sunain Hum (You Say, We Listen), the BBC Urdu team will visit 10 towns. The broadcaster will engage local communities in discussions about issues central to their lives, such as water shortages and women’s education.
The debates will be broadcast on BBC Urdu’s popular evening news and current affairs programmeSairbeen. The campaign editorial is supported with BBC Urdu TV commercials on Pakistan’s national and regional TV stations such as PTV, Ary One, Khyber TV, KTN and Indus Vision. There will also be print ads in the national and regional press, including Jang, Naw-i-Waqt, Khabrain, Mashriq and Express, as well as hoardings, banners, posters and leaflets.
The TV advertising was produced by Waqas Ahmed, a leading name in Pakistan’s TV commercial industry. Karachi-based Blitz DDB was appointed by BBC World Service marketing team to deliver the creative and audience participation events.
BBC Urdu acting director Mirza Waheed, is looking forward to the opportunities to interact with the audiences. He says, “The BBC Sangat campaign captures the essence of the BBC Urdu programming, which is for our audiences and about our audiences. It will bring us closer to the listeners in Pakistan and will directly channel their voices and their views to the millions of listeners across the region.”
BBC World Service marketing, communications and audiences controller Alan Booth says that the aim of the campaign is to further boost BBC Urdu listenership in Pakistan. “BBC Urdu performs exceptionally strongly in Pakistan, receiving higher ratings than other international broadcasters for trust, objectivity and relevance. However, as TV becomes an increasingly available and popular medium, we want to reinforce our listener base in Pakistan, connecting to them and engaging them in a dialogue on important issues.”
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Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
