Pak Telecom Mobile Limited (PTML), through its brand Ufone 5G, has won two awards at the Dragons of Asia Awards 2026, including a Gold Dragon in the hotly contested ‘Best in Media’ category for its ‘Super 5’ campaign, and a Black Dragon in the ‘Marketing Discipline’ category for ‘Babar Azam’s Lost Phone’ campaign. Ufone was the only telecom brand from Pakistan to win a Gold at the prestigious awards.
The Dragons of Asia recognize excellence in results-driven marketing communications across the region, and celebrate campaigns that combine strategic insight, creative thinking and effective execution. Ufone’s double win underscores its ability to translate consumer insights into compelling brand experiences that resonate with audiences.
Built around Ufone’s Super 5 package, which enables customers to share data, calls and SMS with four friends or family members, the Gold-winning campaign brought together comedian and television host Tabish Hashmi and former Pakistan cricket stars Younis Khan, Shoaib Malik, Abdul Razzaq and Saeed Ajmal, all members of Pakistan’s 2009 ICC T20 World Cup-winning squad.
Launched in February 2026, the campaign sparked public curiosity through teaser videos on social media in which the cricketing legends hinted at a mysterious “selection”, prompting speculation about a possible return to the game. The eventual reveal through the ad campaign turned the premise on its head by showing the players competing for a place in Tabish Hashmi’s own Super 5 group. The campaign ran across Pakistani television channels and digital platforms, attracted coverage from multiple digital media outlets, and garnered millions of views online.
The Black Dragon-winning ‘Babar Azam’s Lost Phone’ campaign promoted Ufone’s Weekly Grand Offer. Launched in February 2025, it began with cricketer Babar Azam announcing on social media that he had lost his phone and contacts. The reveal showed this to be part of a Ufone campaign, with Babar searching for his phone alongside fans before presenting the offer. The campaign immediately became a fan favorite, piqued international interest, and garnered over 10 million views. Both campaigns sparked instant, organic conversation on social media, as audiences speculated, reacted, and shared, giving each campaign momentum from the first day.
Commenting on the achievement, Syed Atif Raza, Chief Commercial Officer, PTML, said:
We wanted our campaigns to be something people would talk about, not just watch. Our approach is to understand consumer behavior, challenge conventional thinking and back ideas that stand out. Having this work recognized at the Dragons of Asia is a proud moment for us, and it is encouraging to see locally developed ideas earn international recognition. It strengthens our ambition to take our work beyond Pakistan’s borders. I commend the Brands and Media teams, and our agency partners, whose strategic thinking, creativity and execution brought these ideas to life.
The double win at Dragons of Asia Awards 2026 reflects continued focus of Ufone on marketing excellence and on campaigns that are as creative as they are effective, and stand to show how a clear consumer insight, told with humor and cultural relevance, can turn a product offer into a story audience choose to watch and share.
