The century-old legacy of Urdu poetry, once an inspiration and ideological beacon, was now endangered in Pakistan. Over the last three decades, Urdu poetry declined as emerging poets either shifted to English or struggled to find platforms. This shift undermined Urdu poetry and distanced readers. The Urdu poetry landscape took a nosedive as succeeding generations forgot the trailblazing poets, while emerging talents shifted to English. Grey partnered with Bakeri Nankhatai to revive the lost tradition and pay a tribute to these poets who once ruled the hearts of many and left many gems behind for the nation to cherish. 

Reviving Culture & Heritage, One Poem at a Time 

Famous

A one-of-a-kind packaging reveal showcased new brand aesthetics and highlighted the brand's philosophy of reviving classic cultural traditions. The campaign featured a hand-sketched illustration paying homage to classic poets who shaped the country's independence, culture and poetry landscape. Their iconic faces and verses adorned the new illustrated pack design. 

This campaign, orchestrated by Grey, was complemented by an offline PR event and a robust digital and mainstream PR push, gaining substantial earned media. Online discussions involved contemporary poets, ensuring ongoing relevance. Renowned literature figures like Anwer Maqsood further amplified the campaign's message of preserving and promoting Urdu literature. 

Effective

• Digital: 115M impressions, 26.9M reach, 5M engagement, and 14.7M video views 

• PR: 50M+ Reach, 44.9M social engagement