Kenwood | Khush Raho Series

The first ad campaign in Pakistan that followed a narrative style, Kenwood’s Khush Raho series played on the big idea of the perfection of machines and imperfections of people.

This series created a new direction for the industry at the time. The Khush Raho series wasn't just a collection of ads, it was a shift in the Pakistani creative landscape.

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Its impact was solidified when it took home the Campaign of the Year award at the PAS (Original Effies).

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Throwback to 2014 the series that started a new era not only for Arey Wah but the entire Advertisement Industry.

Kenwood’s Khush Raho Campaign is a case study in the possibilities you can explore when you are given a brand to build from scratch. The campaign tapped into the simple big idea  “Perfect machines and imperfection of life”

One of the few instances a brand didn’t rely on overpromising but stood for an insight that was not only true but a universal experience.

By leaning into human flaws and relatable humor, it shifted the entire Pakistani creative landscape by promising a consistent tone that set the brand apart while using local talent. 

It remains a masterclass in narrative storytelling and a proud moment for our industry, for winning four awards including Campaign of the Year at the PAS Awards (now known as the Effie Pakistan Awards). 

It didn’t just build a brand, it quietly raised the bar for the entire industry.

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