A landmark achievement for Pakistan’s digital and social impact sectors was announced today as the “Salam Kissan” campaign by agency B-Digital and Fatima Fertilizer secured a remarkable four wins at The Drum Awards 2025 in London.
This victory, announced on Tuesday, November 25, 2025, places Pakistani creativity on a global pedestal, proving that local campaigns built on genuine social purpose can achieve the highest international benchmarks of excellence.
Why ‘Salam Kissan’ Resonated
The “Salam Kissan” (Salute to the Farmer) campaign is far more than a marketing strategy; it has evolved into a nationwide movement focused on empowering and recognizing Pakistan’s vital agricultural community.
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The initiative seeks to highlight the struggles and immense hard work of farmers, advocate for their issues, and elevate the national recognition of Kissan Day (December 18th).
The campaign successfully utilized digital platforms to bridge the gap between policymakers, the general public, and the agricultural sector, turning a commercial brand’s message into a genuine social dialogue. “This international recognition by The Drum London 2025 is a testament to the commitment to our Agri-community. It’s a big day for Brand Pakistan.”
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The Global Recognition: Four Wins, Four Milestones
The campaign’s success at The Drum Awards, one of the most prestigious global platforms for marketing and media, spanned categories that celebrate both creative excellence and societal contribution. The four awards secured demonstrate a mastery of leveraging digital channels for maximum positive effect:
Sustainability & Climate Action – Leading Sustainable Change for Pakistan Fatima Fertilizer in partnership with UNDP
User-Generated Content for Social Change Salam Kissan (ΤΙΚΤΟΚ)
Social Media for Good Salam Kissan
Cause-Led Influencer Campaign Salam Kissan
A Victory for ‘Brand Pakistan’
This achievement represents a monumental first for Pakistan’s creative industry. By securing multiple awards in the Social Purpose and Sustainability categories, the “Salam Kissan” campaign demonstrates that the world is ready to recognize Pakistani creativity when it is rooted in local, impactful, and purpose-driven narratives.
The B-Digital team rightly emphasized that these wins are a victory for the country’s collective creative industry, proving that local expertise can meet and beat global standards in ethical and responsible messaging.
https://www.thedrum.com/tv/video/the-drum-awards-festival-2025-social-purpose
