The Challenge

PSL was coming home for the first time in its entirety, after 4 years and as many editions, the challenge was how to communicate this landmark event to the local and global audiences.

 

The Solution

PSL-V was happening at a very historical time for Pakistan, just when the country was opening up to the world after a long spell of isolation and abandonment. Pakistan has been labelled the best adventure travel destination for 2020 and the calendar was starting with the biggest sporting event for the country i.e Pakistan Super League. The biggest question the world was asking, “Is Pakistan Ready for this?” after a long hiatus. Whereas every Pakistani wanted to tell the world we are Ready for the world to open up for us!

Drawing on this Insight, we created a chant Pakistanis fell in love with instantly – “Tayaar Hain” (We are Ready), an anthem that reflected the inner belief of every Pakistani, that they are prepared and ready to take on the world, its their time!

We took four of the most unique and popular vocalists in the country on-board for a powerful yet emotionally charged anthem.