Muhammad (Obaid) O.
Senior Creative Manager & Copywriter
Experience
Pakistan
Copywriting
JazzCash
- Wrote short-form copies for Mother’s Day that emotionally resonate and instantly click with audiences.
- Used everyday Minglish, the way we naturally talk, to create relatable, heartwarming lines that carry emotion, a clear CTA, and brand relevance.
- Executed a series of short, sweet, insight-led static posts crafted in conversational Minglish, blending emotional pull with purpose-driven messaging.
Pakistan
Copywriting, Tagline creation
JazzCash
- Created a catchy, ownable tagline for JazzCash’s Tap Pay feature that sticks and builds long-term recall.
- Made Tap Pay feel like a verb, the way Google means search. Kept it exclusive, conversational, and rhyming so it rolls off the tongue and stays in the mind.
- Delivered a crisp 5-word line with cheeky double usage: Tap Pay, Sirf JazzCash Pay. Simple, sticky, and made to be remembered.
Pakistan
Concept, Activation Ideation, Look & Feel Direction
Mashion Bazaar
- Created a space (Z-Street) that connects with digital-native youth and makes Zong feel like an effortless part of their lifestyle and tech identity.
- Designed a Z-Street corner at Mashion Bazaar: a high-energy, tech-meets-style zone that felt rich, hood, vibey, and unmistakably now.
- From VR gaming and smart mirrors to a confession wall and rapid-fire games, interactive touchpoints turned Zong into an experience, not just a service.
Pakistan
Ideation & Concept, Copy, Campaign Direction
Zong
- Launched a campaign TVC that positions Zong as the go-to choice for cricket fans and drive platform switch during the Champions Trophy.
- Tapped into the everyday frustrations of watching cricket on TV in Pakistan, power cuts, missed moments, and no control, to show how Zong solves them. The tagline was: Keep Calm and Subscribe to Zong.
- An AI-generated TVC led the campaign, supported by explainers, benefit-driven statics, and meme-led content tailored for digital cricket fans.
Pakistan
Ideation, Copy, Visual Direction
Zong
- Created relatable, emotional Eid ul Adha content without using the overdone 'bakra' trope.
- Focused on the little rituals that signal Eid is here, from fresh notes to family arrivals, building the campaign around the line: “You know it’s Eid when…”
- Executed a mix of static posts and animated reels that captured those everyday Eid moments, tapping into nostalgia and shared cultural cues.
Pakistan
Ideation, Copy, Visual Direction
Zong
- Increased brand recall through an emotional, empowering Mother’s Day campaign, limited to social media assets only.
- The idea was “The Warrior Behind the Warrior” — a tribute to the silent strength of mothers who stand behind every battle we fight, just like Zong stands by its users.
- Executed a mix of reels, animated posts, and statics capturing real-life moments of quiet strength and unwavering support.
Pakistan
Social Media Leg, Script & Copy, Visual Direction
Zong
- Promoted Zong’s 3-month Hattrick Bundles by tying them into the hype and momentum of the upcoming PSL season.
- Leveraged the cricket concept of a hat-trick to symbolize three powerful months in one bundle, turning a telecom offer into a cricket moment.
- Both copy and visuals were built around cricket, stadiums, and sports culture, creating a unified, PSL-charged experience across static posts and digital content.
Summary
I'm a dedicated Creative who values Adcom Leo Burnett collaboration and personal growth. I believe in pursuing ideas with passion and embracing challenges to drive success. I value coordination, team building, and personal growth, knowing that challenges are the key to development and success.
Languages
English
AdvancedUrdu
AdvancedEducation
Oct 2016 - Jun 2018
College of Tourism & Hotel Management
Graduate Diploma in Hotel Management and Tourism · Hotel Management and Tourism · Nicosia, Cyprus
Oct 2014 - Jun 2018
Lahore University of Management Sciences
Bachelor of Management Sciences · Management Sciences · Lahore, Pakistan
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