Shan Doctor Bahu
The most digitally viewed ad in Shan Foods' history.
The brief
Shan Foods' #OathForHer campaign, created by agency BBDO Pakistan, set out to move the brand away from the image of the perfect housewife and toward the women who actually cook, work and lead in Pakistani homes. The film picked one familiar stereotype, the doctor bahu.
The approach
A short film built around a progressive mother who backs her daughter-in-law's medical career, told with warmth rather than a lecture, and carried by a song that lets the feeling land before the message does. Khana Badosh wrote the lyrics.
The result
Over 12 million views in the first days, then the most digitally viewed ad in Shan Foods' history. Viewers wrote that it was the first time the doctor bahu had been shown honestly, and one post called it an actual depiction of her.
Recognition
Pakistan's official entry, Cannes Lions 2022. Winner, MAD 2022. Winner, Effies Gold and Silver 2023.
