In an industry cluttered with terms like share of voice, share of spend, big numbers and little social impact – a small team of professionals from Pakistan have made a massive dent at the core of how we establish brand Marcomms today.
For the first time in Pakistan’s advertising history – Salam Kissan, a campaign brought to life by Sarsabz Fertilizers and their SBP B.Digital, has participated and won 3x accords at the Drums Awards, London 2025 – bringing 2 silver and one bronze awards home to team green.
The team also won another silver award for Sustainability & Climate Action, in partnership with the United Nations Development Program (UNDP). The following categories were won in the endeavor:
1. User-Generated Content for Social Change – Salam Kissan (TikTok) [Silver]
2. Social Media for Good – Salam Kissan [Silver]
3. Sustainability & Climate Action – Leading Sustainable Change for Pakistan (in partnership with UNDP) [Silver]
4. Cause-Led Influencer Campaign – Salam Kissan [Bronze]
The Drum Awards bring together leading agencies, brands, and industry innovators from across the globe. Known for their rigorous judging standards and world-class jury panels, the awards recognize campaigns that not only stand out creatively but also shape culture, spark conversation, and deliver measurable business results. Winning at The Drum is widely regarded as a global benchmark of creative leadership and strategic excellence.
“It’s a big day for Brand Pakistan. Salam Kissan – in fact, all the campaigns we do with team Fatima have a positive element of giving back to society. We are proud of our 7 years association with the brand, and this international recognition by Drums London 2025 is a testament to Fatima Group’s commitment to our Agri-community.
We are both proud and humbled to be a part of this. We look forward to taking this cause to the next level internationally. Agriculture is our backbone and constitutes 38% of our labor. It’s time we acknowledged the shoulders that carry the burden of our food security as a nation.” – Mehvish Mumtaz, Chief of Operations – BDigital pvt. Ltd.
“When I first started working with Sarsabz / Fatima Fertilizer in 2019, I was told it was a low-involvement category with limited room for narrative building. Seven years later, with a long list of local and international awards, Salam Kissan has evolved into a national movement rooted in gratitude for our farmers, the very people who sustain Pakistan’s food security and drive the backbone of our economy. This journey has shown me that when purpose guides you and you put in the work, miracles happen.
Salam Kissan resonates because it reflects who we are as a nation, an agri-driven country powered by the resilience and dedication of our farming community.
My deepest thanks to Haris Khan (SBM, Fatima Group), Rabel Sadozai (Director Sales & Marketing), and the entire Fatima MarComms team. This win is a proud moment for Brand Pakistan and a milestone for our industry.” – Haider Jamil, Manager Operations & Strategy – BDigital Pvt. Ltd.
‘Salam Kissan, Sarsabz Pakistan’ is a homegrown campaign initiated by Sarsabz (Fatima Group) in 2019. 7 years in the making, this campaign commits itself to honoring the lives and efforts of our farming community, bringing to light their issues and their respective resolution. It has now become a platform, a voice for the community, recognized as a national day in Pakistan (18th December), wherein all stakeholders (public and private alike) join hands together to take agri-culture to new heights, year on year.
