Zeeshan Shams

The challenge of my current assignment was to lead the launch of P&G’s global Paper category. Pampers and Always are known throughout the world as superior products, but were not yet on the market in Pakistan. "We chose Pampers as the first brand in the portfolio. It’s easy to be passionate about launching a world brand like Pampers in your own country. We are making life better for hundreds of thousands of babies! The launch is considered as an outstanding success. We not only captured 2/3rds of the market but also managed to grow the category three folds in just the first year of the launch! And we are well set to beat our launch target by more than double."

The Always launch followed six months after Pampers. "This assignment was even more challenging as Feminine Protection was a taboo subject in Pakistan and TV advertising was not allowed in Pakistan. To be able to market advertise the category, we did massive pre-launch groundwork via seminars, articles, etc. Always was launched nationally on February 7, 2001; early indicators are encouraging both in volume and value terms.