The world of advertising has evolved at the speed of light. Today, it’s almost impossible to compare old TV commercials, like Santa on a sleigh holding a soda, with modern campaigns, where storytelling has become multichannel, emotional, and deeply human. The brands get inside your head, give you goosebumps, and, for a moment, can take your breath away.
Creative strategist Khawaja Ahmed Wohaib understands this perfectly. After years of leading campaigns for PepsiCo and other major companies across Pakistan and the Middle East, he’s now living a new chapter in New York, where he’s on a mission to transform the way we think about marketing, shifting from sales to purpose and from product to empathy.
He began his career at BBDO Pakistan, one of South Asia’s most prestigious creative agencies. There, he learned that advertising isn’t just about slogans; it’s about building cultural conversations.
His work with PepsiCo marked a turning point. Campaigns like Remake The Boxer, featuring boxer Amir Khan, proved that an energy drink could tell a story of resilience, perseverance, and national pride. Meanwhile, DewVenture and Dew Action for Mountain Dew turned adrenaline into a shared narrative, an invitation to conquer one’s own limits and celebrate the fearless spirit of youth that defines the brand’s DNA.
Khawaja Ahmed Wohaib led 7UP’s #FoodiesWithoutBorders, a campaign that highlighted Pakistan’s vibrant food scene by bringing together street vendors and artists from multiple cities. The initiative celebrated the country’s diversity and showed how brands have the power to bring communities together through celebration rather than promotion.
Following this, Wohaib turned his focus to Nishat Dairy, where he managed the launch of the NAFL–SÜTAŞ partnership. The collaboration fused global innovation with local traditions, reinforcing Pakistan’s position as a producer of high-quality dairy.
Now based in New York, he works as a Brand & Marketing Architect at Lead & Mold Detectives, a company focused on environmental safety and urban sustainability. His current challenge carries the greater weight of protecting lives while rethinking communication through empathy.
Outside the office, Khawaja describes himself as an explorer of ideas. He finds inspiration in contemporary art, design, and the history of advertising. He’s fascinated by how museums, streets, and books mirror the cultural shifts that eventually shape brand strategies.
In the Big Apple, a place of endless possibilities and growing diversity, this marketing strategist moves within the perfect incubator for creation, where ideas are meant to connect, move, resonate, and find a home in both the minds and hearts of an ever-attentive audience.