PARCO Gunvor Limited (PGL) has become the first oil marketing company in Pakistan to win the Blue Dragon for Best Campaign of Pakistan at Dragons of Asia 2026. The company also secured a Gold Dragon in the Small Budget Category for its International Women’s Day campaign, #SplitTheTimeTax. The recognition highlights the campaign’s creative approach to a social issue and places PGL among the organisations receiving regional recognition for marketing communications. The campaign was also nominated for the Best Campaign in Asia category, extending its recognition beyond the national level.
Developed under PGL’s Bangles of Strength platform, #SplitTheTimeTax focuses on the often-unrecognised burden of unpaid and invisible work carried out by women. The campaign used the familiar sound of glass bangles as a creative symbol, drawing a connection between the sound and the ticking of a clock to represent the time and effort spent on responsibilities that frequently go unnoticed. By linking a cultural symbol associated with femininity to the broader issue of invisible labour, the campaign sought to encourage audiences to reconsider how domestic and other unpaid responsibilities are distributed within households and communities.
Beyond raising awareness, the campaign encouraged people to share responsibilities more fairly through its #SplitTheTimeTax call to action. The message focused on collective participation, highlighting that recognising women’s contributions requires more than public acknowledgement and can also involve practical changes in everyday routines. The campaign’s approach combined a culturally familiar visual and sound element with a social message designed to connect with audiences. Its recognition in both the Best Campaign of Pakistan and Small Budget categories reflects the campaign’s performance across different award distinctions. Dragons of Asia evaluates marketing communications campaigns on factors including strategic relevance, originality, creative execution and effectiveness, with awards recognising work across participating markets.
For PARCO Gunvor Limited, the awards add to its public-facing efforts around inclusion, sustainability and customer experience. The company operates in Pakistan’s energy and mobility sector, where communications campaigns are also used to build customer relationships and communicate broader corporate priorities. The recognition of #SplitTheTimeTax demonstrates how a campaign developed around a social issue can contribute to a company’s brand identity while bringing attention to a wider community concern. PGL has described its approach as focused on progress, innovation and creating value for communities. While the award recognises the campaign’s communication and creative work, its broader impact will depend on whether the message continues to encourage awareness and practical sharing of responsibilities beyond the campaign itself.
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