KARACHI: The fourth annual Pakistan Advertising Society (PAS) Awards saw top agencies, brands and media groups fight it out for excellence in advertising on Saturday at the Karachi Expo Centre.

Initiated in 2011, the PAS awards has come to be recognised by agencies and clients as Pakistan’s most respected advertising awards. The awards continue to showcase and honour the campaigns that display a compelling strategic premise, a creative and innovative idea, excellence in execution and strong results.

The awards were hosted by successful radio and television host Khalid Malik who created quite a stir with his entrance in boxer’s attire and amusing antics throughout the night.

The event also featured performances by Arif Lohar, Humaima Malik, Mathira, Ali Gul Pir and Sajjad Ali.

The top agencies of the night included JWT Pakistan, IAL Saatchi & Saatchi and Farigh Four.

Among the winning campaigns of PAS Awards 2014 were Group M, which won an award for their "Walls Carte Dor" campaign in the Ice-creams and Dessert category, while BBDO Pakistan was felicitated for its “Works that works for all” campaign in the Corporate Social Responsibility category.

Renowned advertising agency JWT won an award for its “Hum Dosty Ko Bhultay Nahin” campaign in the Telecom Hardware Manufacturer category.

Household name National Foods also received an award for its “National Recipe Masala” campaign in the BTL activation category while Ogilvy and Mather bagged an award for the “Naya Andaz Kuch Meetha Hojaye” award in the confectionery and snacks category.

The Dawn Media Group was also recognized for its Preserving Traditions Campaign in the Media category.

A partial list of winners is below.

• Beverages (Cold) Pepsi SMASH Walter Pakistan, Bramerz Pvt. Ltd

• Beverages (Hot) Tapal Signature IAL Saatchi & Saatch

• Breakfast and Dairy Olpers JWT Pakistan

• Cosmetic & Hygiene Vaseline JWT Pakistan

• CSR BBDO BBDO Pakistan Pvt. Ltd

• Real Estate Gulberg Greens Manhill Advertising and Marketing Pvt Ltd

• Culinary National Recipe Masala Mix IAL Saatchi & Saatchi

• Fabric Care Brite Maximum Power Spectrum Communications Pvt. Ltd.

• Hair Care Sunsilk PFDC Fashion Edition JWT Pakistan

• Hospitals/Healthcare Shaukat Khanum Hospital Farigh Four

• Household Vim Lowe & Rauf, GroupM/ESP/Mindshare, Genesis Group

• Media DAWN: Preserving Tradition – Spearheading Change Creative Unit

• Political advertising PTI Farigh Four

• Public awareness Vote for Pakistan (Made of Pakistan) – Leisure Club R-Vision

• Telco Hardware Advance Telecom JWT Pakistan

• Telco Service Provider Mobilink Rebrand The D’Hamidi Partnership

• Textile & Fashion Srevis Red Communication Arts

• Lawrencepur Man Manhattan International (Pvt) Ltd / The Vision Factory

• BTL National Recipe Masala IAL Saatchi & Saatchi

• Media Innovation Nescafe Basement MAXUS Pakistan, Groupm ESP

• Electronics Orient Electronics Corporate (“Hide And Seek”) Campaign 2013 JWT Pakistan

• Banking & Finance Bank Al Habib Ltd. Bond Advertising

• Ice cream and Desserts Walls Carte D’or Mindshare, GroupM ESP, Kinetic WorldwideWorldwide

• Confectionery Cadbury Ogilvy & Mather

• Fast food & Hotels McDonalds MEC Pakistan