First time in around a decade Qarshi Johar Joshanda’s sales were on a slump rather than on a surge. I conducted consumer research consisted of Focus Group Discussions (FGDs) with various age groups and found the youngsters in general did not much like to be associated with the brand taking it as old-fashioned. So I proposed to develop a brand TVC starring Junaid Jamshed in order rejuvenate the brand by adding an aura of youthfulness and energy to the brand personality. Why him? Because he was popular among young to old age segments and thus the advertising would not alienate any consumer age group. And don’t forget that Qarshi Johar Joshanda’s all about clear throats which are even more essential to singers than other people. A market research was also conducted in which a major finding emerged that shopkeepers for higher margins were pushing generic “Johar Joshandas” even when their customers actually came to them for “Qarshi Johar Joshanda”. Hence I included in the TVC Concept the part in which Junaid Jamshed asks for “Qarshi Johar Joshanda” rather than just “Johar Joshanda”. I was the Creative person on the project and Waqas and Asad were the TVC directors. This advertising resulted in bringing the sales back on the sales growth track which lasted for many years.