From Local Launch to Asian Stage
Starting as an ambitious local initiative in 2023, the Dragons of Pakistan quickly grew into a powerful force in results-focused marketing communications by 2026. The initial 2023 launch aimed to give Pakistan's marketing communications industry a dedicated platform to reward outstanding local work and open doors to broader Asian recognition.
Results surpassed initial expectations within three years. What began as a simple introduction to the Pakistani marketing community evolved into a respected awards programme. Entry numbers grew, work quality improved, and Pakistani agencies and brand owners strengthened their performance in Asia's elite marketing competition.
Pakistan's collective Dragons ranking points increased from 81 in 2023 to 140 in 2026, marking a rise of more than 70% over three years.
2023: Testing the Waters
The first Dragons of Pakistan tested local interest using five popular Dragons of Asia entry categories. For a single A$200 entry fee, participants competed nationally before judges assessed their work within the Dragons of Asia.
Saad Hashmi of Adstreet Industry Organisation provided strong support across traditional and digital media. An international judging group based outside Pakistan evaluated all entries independently from the beginning.
Pakistan won 15 Dragons in the 2023 Dragons of Asia, including 10 trophies and four Gold Dragons. Starcom Pakistan claimed the Blue Dragon for Best Campaign in Pakistan for easypaisa Pakistan with the easypaisa Savings campaign. Brainchild Pakistan won the Red Dragon for Network of the Year, marking a first for the country.
2024: Growth and Momentum
Management expanded entry categories from five to 10 in 2024, while planning the first live awards event in Karachi with Adstreet. Entries doubled, and the country secured 24 Dragons, including 11 trophies and six Gold Dragons.
Starcom Pakistan won the Best Campaign in Asia Red Dragon for the Audio Nikahnama campaign for easypaisa Pakistan. Brainchild Communications Pakistan earned the Red Dragon for Network of the Year for a second consecutive year. The Pearl Continental Hotel in Karachi hosted the sold-out awards event.
2025: Higher Standards and Broader Reach
The programme expanded to all 17 Dragons of Asia categories in 2025, and entries doubled again. Pakistan earned 26 Dragons, which included 13 trophies and five Gold Dragons.
New Red Dragons recognised leadership categories: DragonMaster: Agency, DragonMaster: Brand Owner, and Young DragonMaster. Following the event, organiser Mike Da Silva reviewed submissions to help entrants communicate campaign results more clearly to judges.
2026: Record-Breaking Results
Entrants submitted better-prepared entries in 2026 following the previous year's review. At the Pearl Continental Hotel ceremony, leadership Red Dragons were presented again, and Amir Paracha, Chairman and CEO of Unilever Pakistan, received the inaugural Dragons of Asia Hall of Fame Pakistan Red Dragon.
Amir Paracha stated: "The Dragons Award is far more than any Award platform. It plays a vital role in celebrating excellence and raising the standards of our profession and inspiring marketers to keep pushing the boundaries of creativity, and effectiveness. My very best wishes to the Dragons Awards as it continues to strengthen and inspire our profession, for years to come."
At the 26th Dragons of Asia Awards Event in Kuala Lumpur, Pakistan won 35 Dragons, including 15 trophies and six Gold Dragons. Adcom Leo Burnett Pakistan won the Red Dragon for Network of the Year and the Blue Dragon for Best Campaign in Pakistan for Split the Time Tax for Parco Gunvor Pakistan. Ogilvy Pakistan won a Red Dragon for Cadbury Dairy Milk Pakistan. Valentines for Mondelez International Pakistan in the new Artificial Intelligence entry category.
Measuring the Rise
Pakistan's collective Dragons ranking points show steady growth across the years:
- 2023: 81 points
- 2024: 104 points
- 2025: 115 points
- 2026: 140 points
This progression reflects a growing depth of competitive work and a stronger commitment to international judging standards across Pakistani agencies and brand owners.
