Brand Spectrum Wins 2023 Gold Dragon for Pepsi’s #RideForChange

12:32 PM | 14 Nov, 2023
Brand Spectrum Wins 2023 Gold Dragon for Pepsi’s #RideForChange

Brand Spectrum received international recognition from the Dragon of Asia Awards 2023. The
agency earned the topmost honor of a Gold Dragon in the category of ‘Best Event or Experiential Marketing Campaign’ for its outstanding execution of client Pepsi Cola International Pakistan’s impactful #RideForChange campaign.

“This award serves as a testament to our team’s diligent efforts to serve our clientele,” said Anwar Kabir, CEO of Brand Spectrum. “It can be a challenge to consistently deliver campaigns that stand apart from the expected and mundane in today’s brutally competitive market, but our highly enterprising team has always managed to do just that. I’m very grateful to Pepsi Cola International Pakistan for trusting us with their vision of empowering Pakistani women and girls from all walks of life through this generous initiative. We are thrilled to receive this award and congratulate everyone involved.”

The Dragon of Asia Awards recognizes exceptional creative work in the world of marketing
communications across the continent including here in Pakistan. All the entries received are judged by selection of industry leaders on the criteria of strategic relevance, originality, creative execution and effectiveness. Broken down into different categories, the highest honor is that of a Gold Dragon.

Winners of this year’s awards were announced at a ceremony held in Kuala Lumpur, Malaysia this past October.

Recipient of the prized Gold Dragon, Brand Spectrum worked in collaboration with Pepsi Cola
International Pakistan to train 10,000 enrolled female students of universities and colleges in Lahore and Karachi in riding motorcycles. #RideForChange benefitted from the support of traffic authorities in these cities, as a result of which all of the 10,000 females were issued learner driver permits. The inspirational campaign, conceptualized and executed under the dynamic leadership of Brand Spectrum, aimed at solving mobility issues that confront so many young women in Pakistan, hindering their professional and personal growth.

Through an activation campaign that challenged gender stereotypes and emphasized the freedom and independence associated with travel, Brand Spectrum client, Pepsi Cola International Pakistan motivated young women to assume control of their lives and accomplish their dreams.

The groundbreaking #RideForChange campaign witnessed significant media coverage with numerous print, digital, and television features, sparking an important conversation on women’s access to transport, the causes of gender equality and women empowerment in Pakistan.
“Winning this prestigious award demonstrates that brands can achieve so much more by generating goodwill in the general public and we will continue to further this in all our endeavors,” said Anwar Kabir, CEO of Brand Spectrum.

Daily Pakistan Global Web Desk


Pakistani rupee exchange rate against US dollar, Euro, Pound and Riyal – March 1, 2024

Pakistani rupee remains stable against US dollar in the open market on March 1, 2024 (Friday).

US Dollar rate in Pakistan

In the open market, the US dollar was being quoted at 279.32 for buying and 282.35 for selling.

Euro currently stands at 302 for buying and 305 for selling while British Pound rate stands at 353 for buying, and 356 for selling.

UAE Dirham AED hovers at 76.15 whereas the Saudi Riyal saw slight increase, with new rates at 74.4.

Today’s currency exchange rates in Pakistan – March 1, 2024

Source: Forex Association of Pakistan. (last update 09:00 AM)
Currency Symbol Buying Selling
US Dollar ‎USD 279.32 282.35
Euro EUR 302 305
UK Pound Sterling GBP 353 356
U.A.E Dirham AED 76.15 76.85
Saudi Riyal SAR 74.4 75.2
Australian Dollar AUD 181 183
Bahrain Dinar BHD 743.11 751.11
Canadian Dollar CAD 207 209.2
China Yuan CNY 38.82 39.22
Danish Krone DKK 40.69 41.09
Hong Kong Dollar HKD 35.7 36.05
Indian Rupee INR 3.37 3.48
Japanese Yen JPY 2.1 2.18
Kuwaiti Dinar KWD 907.32 916.32
Malaysian Ringgit MYR 58.49 59.09
New Zealand Dollar NZD 172.43 174.43
Norwegians Krone NOK 26.36 26.66
Omani Riyal OMR 725.68 733.68
Qatari Riyal ‎QAR 76.74 77.46
Singapore Dollar SGD 207 209
Swedish Korona SEK 27.13 27.43
Swiss Franc CHF 317.76 320.26
Thai Bhat THB 7.76 7.91


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