Creative Transformation & Perception Reshaping

Dabang Hai Mera Yaar

A Powerful Ideal Companion

How do you compete against cheaper imports to build up your brand in the most challenging segment of Rural Pakistan and do it effectively?

That was the challenge faced by Al-Ghazi, New Holland Tractors, which for years had ruled the roost as one of the bestselling tractors in Pakistan but had slowly been losing market shares and growth to its cheaper imported competitors.


Brand Strategy

Brand Positioning Statement

Brand ID & Seed

Communication Strategy


Creative Platform

Ideation & Storytelling

TV Concept & Storyboard

Copy & Content Writing

Key Visuals

Print Ads & OOH

Production Management

Ad Film Production

On-Boarding Filmmaking Teams

Director Board & Treatment Note

Production Design & Plan

Celebrity & Talent Management

Singer & Music

Still Photography

Shoot & Post Production

Dabang Hai Mera Yaar

Humanizing The Brand


Agency took upon this challenge to bring its leadership profile back to the price-conscious rural market. Part of Al Futtaim, UAE group, the brand needed a modern outlook and was required to communicate the values of durability, growth, flexibility, and most importantly, long-term savings promised by its machines.

When it comes to brand strategy & storytelling, humanizing the brand and building a solid relationship by positioning Al-Ghazi Tractor as an ideal powerful companion/friend of farmers who is always there to help them in all needs from agriculture cultivation to transportation and brings the real prosperity in their life.

Considering the target audience from rural Pakistan, we unearthed the insight that a ‘FILMI’ Culture showing our product as the Hero would resonate with the audience, genuinely making the product and brand stand out. Roping in the No. 1 legend film star of Punjabi Films (the core target audience), Mustafa Qureshi was chosen as the brand ambassador to promote the product’s efficacy.

Shot in rural Pakistan, capturing the rural lifestyle, a mix of narration & jingle based storytelling endorsing Al-Ghazi Tractor as “Dubang Hai Mera Yaar” (My Friend / Companion is so Powerful) by Mustafa Qureshi to build a captivating story of inspiring imagery around the brand and this was the first-ever communications of any tractor brand in the industry.

Dabang Hai Mera Yaar


Al-Ghazi Tractor, truly, propelling it back firmly into the leading & best-selling brand and posting a massive 62% increase in profits during 2017 besides achieving the highest ever sales in the history of AGTL in the last 35 years.




Road Shows
60 Towns
Sindh, Punjab & KPK

Rural Experiential Activation

Kon Banay Ga Dabung



Road Shows
60 Towns
Sindh, Punjab & KPK

Who Wants To Be A Hero!



The core objective of our activations was to create brand experiential and awareness among farmers, tractors mechanics and landlords and educate them about the new Dabang Tractor in rural areas and semi urban towns to highlight its special features.

Enhance brand image and communicate the core essence of the brand to motivate potential users to do a test trial and eventually buy our Dabang Tractors.

Convince farmers that Dabung Tractor is an ideal companion, a high quality tractor, designed to meet expectations in a cost effective manner.

Bring communication to life “Dabang Hai Mera Yaar” through airing of Al-Ghazi Tractor Thematic & Testimonial series of TVCs to built the brand imagery & brand purpose among TA.

Reaching out 60 Towns in Rural & Semi Urban Towns of Sindh, Punjab & KPK.


Strategy & Ideation

Activation Strategy

Activation Platform

Activation Ideation

On-Ground Activation

Planning & Execution

Supervision & Reporting

Consumer Briefing & Engagement

Show Invitation & Badging

Towns & Venue Permissions

Town & Shop Merchandising

Venue & Vehicles Branding

Transportation & Food


KBC Style Quiz Software Development

Equipment’s & Hardware Management

Creative & Design

Activation Theme

KBC Style Quiz

3D Float & Stage Design

Float, Van & Stall Branding

Copy & Content

POS & Merchandising

Collateral Material

Sales Team Kit

Interactive Consumer Shows

Show Content & Segments

Show Team Management

Show Host & Music Band Management

Audience & Participants Management

Stage & Stall Management

Venue Branding Management

Briefing & Training Sessions

Activation Team

Brand Ambassadors

Host & IT Quiz Team

Dealers & Sales Teams

Logistic Management

Float & Stall Fabrication

Branding Placements & Installation

Music, Sound & Lights

Seating & Decoration

Team Boarding & Lodging

Giveaways & Gifts Management

Transportation & Generator

Refreshment & Lunch

Security & Protocol

Creative Platform


  • Brand Capsule:
    • Dabung Hai Mera Yaar
  • Experiential Ideation:
    • Kon Banay Ga Dabung Road Shows

Kon Banay Ga Dabung Quiz Software

Special software developed for “Kon Banay Ga Dabung” on Quiz Format, where random questions thrown by the computer to the participants from the data base and multiple choices for answers will be given.

Quiz questions are from agricultural & cultivations backgrounds, Al-Ghazi Dabung Tractor Key Features and the imagery communications of master brand Al-Ghazi Tractor by New Holland.

Kon Banay Ga Dabung Road Shows

  • Welcome & Briefing Session
  • Warm up Session
  • Khon Banay Ga Dabung Quiz Competition
  • Prize Distributions

Experiential Activation Impact

Al-Ghazi Tractors Limited (AGTL) reported earnings of Rs 718 million in the second quarter that ended on June 30, up 53% compared to Rs 674 million in the same period last year.

The company recorded sales of Rs 5.6 billion, up by 18% from Rs 4.55 billion in the 2nd quarter.

The company has a technical collaboration with CNHI – Case New Holland to manufacturing Holland (Fiat) tractors in Pakistan. Al- Ghazi sold 6951 units, up 67% during the second quarter as compared to 5907 units in the same period last year.

Top line surged by 24% YoY during Q2CY18 on the back of 18% YoY volumetric growth in tractor sales.

Along with the 2nd quarter result, half year result was also announced where the company reported a profit of Rs 1.8 billion, up by 13.21% from Rs 1.59 billion in the same period last year.