Key Takeaways
- Ufone 5G won two awards at the Dragons of Asia Awards 2026, including a Gold Dragon in the 'Best in Media' category.
- The campaigns featured cricket legends and a fan favorite 'Babar Azam’s Lost Phone' promotion.
- Ufone’s success underscores its ability to create engaging and memorable marketing experiences.
Pak Telecom Mobile Limited (PTML) through its brand Ufone 5G, has achieved global recognition by winning two prestigious awards at the Dragons of Asia Awards 2026. The awards, which recognize excellence in marketing communications, were presented to Ufone for its innovative and impactful campaigns.
The 'Super 5' campaign, which won the Gold Dragon in the 'Best in Media' category, was built around Ufone’s Super 5 package, allowing customers to share data, calls, and SMS with four friends or family members. The campaign, launched in February 2026, brought together cricket legends Younis Khan, Shoaib Malik, Abdul Razzaq, and Saeed Ajmal, all members of Pakistan’s 2009 ICC T20 World Cup-winning squad, to create a buzz through teaser videos on social media.
The 'Babar Azam’s Lost Phone' campaign, which won the Black Dragon in the 'Marketing Discipline' category, was launched in February 2025. It involved 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 garnered over 10 million views and quickly became a fan favorite.
Both campaigns sparked instant, organic conversation on social media, with audiences speculating, reacting, and sharing. The 'Super 5' campaign, in particular, ran across Pakistani television channels and digital platforms, attracting extensive coverage from multiple digital media outlets.
Commenting on the achievement, Syed Atif Raza, Chief Commercial Officer of 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.'
The double win reflects Ufone’s continued focus on marketing excellence and on campaigns that are as creative as they are effective. It stands as a testament to the brand’s ability to translate consumer insights into compelling brand experiences that resonate with audiences.
Having this work recognized at the Dragons of Asia is a proud moment for Ufone, and it is encouraging to see locally developed ideas earn international recognition. It strengthens Ufone’s ambition to take its work beyond Pakistan’s borders.
The success of Ufone’s campaigns underscores the importance of creativity and cultural relevance in marketing. By understanding consumer behavior and challenging conventional thinking, Ufone has managed to create campaigns that not only engage audiences but also stand out in a competitive market.
We wanted our campaigns to be something people would talk about, not just watch.
Syed Atif Raza, Chief Commercial Officer, PTML
