PTCL and Ufone emerged as the standout performers at the Effie Awards Pakistan 2026, walking away with eight accolades and the coveted title of Effective Marketer of the Year 2025-26, the highest honour awarded to the top-performing marketing organisation across all industries in the country. Recognised globally as one of the most credible benchmarks of marketing effectiveness, the Effie Awards celebrate ideas that deliver measurable business results and are judged on strategy, execution, and impact. The sweep places PTCL and Ufone firmly at the top of Pakistan’s marketing landscape, with a haul that spanned creative categories from digital humour and cultural storytelling to sports partnerships and social impact.
The eight awards comprised three Gold, two Silver, and three Bronze. A key highlight came in the Internet and Telecom category, where PTCL and Ufone secured both Gold and Silver. Ufone’s flagship “Data Bohhaaat Hai” campaign won Gold, while the “Babar’s Phone Lost” execution also earned Gold in Social Media Services, along with Silver for the “Sohni Mahiwal” campaign. The results reflect how the company has leaned into culturally resonant, platform-native content to drive both engagement and measurable commercial outcomes, a combination that Effie’s judging criteria specifically rewards.
Additional honours included Gold in Passion for Pakistan for “Hockey Hai Pakistan Ki Shaan,” Silver in Positive Change — Social Good (Brands) for “Dil Se Ba-Ikhtiar,” Bronze in Seasonal Marketing for UPaisa, Bronze in Brand Integration and Entertainment Partnership for the Peshawar Zalmi and Ufone collaboration, and Bronze in Corporate Reputation for the “Dil Se” PTCL and Ufone Social Impact platform. Taken together, the wins span telecom services, digital platforms, sports, women’s economic inclusion, and corporate social responsibility, underscoring the breadth of the group’s marketing approach across its diverse product and brand portfolio. For a company that returned to profitability in the first quarter of 2026 with a Rs3.1 billion bottom line, the Effie sweep adds a marketing credential to what has already been a strong start to the year.
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