real talk. real growth.

With a career spanning multinational corporations and national businesses, I've gained diverse experience in building brands from the ground up and crafting global brands to achieve local market relevance and dominance.

Over the past eight years as part of executive leadership across three organizations, I’ve led strategy development and growth plans that have delivered exceptional results.

Crux & Notions is where I bring my unique expertise that blends strategy and creativity to help businesses reach their milestones.

Ayesha Janjua

Founder & Consultant

mARKETING LEADERSHIP EXPERTISE ACROSS

20

YEARS

12

CATEGORIES

30+

BRANDS

500+

MM USD TURNOVER

AREAS OF CONSULTATION

BRAND

CONSUMER INSIGHT MINING

POSITIONING / REPOSITIONING

PORTFOLIO STRATEGY

BRAND OR LINE EXTENSIONS

BRAND TRANSFORMATION

BRAND PURPOSE MARKETING

INTEGRATED MARKETING COMMUNICATIONS

BRAND IDENTITY & DESIGN

PEOPLE

BUILDING TEAMS AND TALENT

CAMPAIGN CONSULTATION

MASTER CLASS

EMPLOYER BRANDING

GROWTH

ACTIONABLE DATA INSIGHTS

OPPORTUNITY IDENTIFICATION

NEW MARKET / CATEGORY ENTRY

STRATEGIC BUSINESS PLAN

NEW PROPOSITION DEVELOPMENT

INNOVATION DEVELOPMENTEVOPMEN

LAUNCH / RELAUNCH

In a complex ever-changing business environment, the best approach is tailored to the business challenge or opportunity.

Schedule a customized consultation connect.

WORK

CONSUMER INSIGHT MINING | ACTIONABLE DATA INSIGHTS | POSITIONING/REPOSITIONING | BRAND TRANSFORMATION | INTEGRATED MARKETING COMMUNICATION | BRAND IDENTITY & DESIGN

Pepsi-Cola Pakistan had been facing declining market share and a loss of brand relevance and equity, signaling the need for a bold transformation.

Through a revamped product with a stronger, fizzier taste and a resonant new positioning targeting Gen-Z audiences, the brand's appeal and consideration were reignited, generating massive trial.

This comprehensive brand relaunch marked a breakthrough, delivering share growth for Pepsi for the first time in 15 years.

The scalable "Why Not Meri Jaan" equity campaign resonated deeply within popular culture, alongside the "Stronger Pepsi" trial campaign, setting the brand on a sustained growth path, exemplifying the power of bold brand revitalization.

NEW MARKET / CATEGORY ENTRY | STRATEGIC BUSINESS PLAN | CONSUMER INSIGHT MINING | POSITIONING | INTEGRATED MARKETING COMMUNICATION

CONSUMER INSIGHT MINING | BRAND TRANSFORMATION POSITIONING / REPOSITIONING | INTEGRATED MARKETING COMMUNICATION

Shan, a recipe mixes brand, already known for delivering high-quality, traditional taste faced the challenge to position the brand as more than just a product, seeking to deepen its emotional connection with consumers and elevating its brand equity.

The brand’s messaging, encapsulated in Khushiyan Chakh Lo (Taste Happiness), invited consumers to find happiness in everyday sharing of food.

Launched in 2015, this positioning became instantly iconic, with the campaign being dubbed as one of the most viral and best advertisements of its time. Since then, the brand positioning has sustained its relevance and emotional resonance till date through various creative manifestations, continuing to drive engagement and aggressively growing the brand year on year.

CONSUMER INSIGHT MINING | BRAND TRANSFORMATION POSITIONING / REPOSITIONING | PORTFOLIO STRATEGY | INTEGRATED MARKETING COMMUNICATION

Mountain Dew has long dominated the adventure space in the Carbonated Soft Drink (CSD) category but faced the challenge of losing relevance and, consequently, market share.

To address this, the brand reframed its narrative, evolving from an adrenaline-fueled drink for extreme sports. Grounded in the insight that young adults embrace challenges most confidently with their close-knit crew, Mountain Dew positioned itself with the new tagline “Yaar Hain Toh Paar Hain”.

By broadening the concept of adventure to include everyday courage and aligning with Gen Z values of inclusivity and connection with friends, the brand reinforced its cultural resonance. This delivered transformative results, reversing year on year sales declines and establishing Mountain Dew as the largest and fastest-growing brand within PepsiCo Beverages.

Pepsi Pakistan leveraged its "Why Not Meri Jaan" slogan to challenge stereotypes and inspire cultural change. The TV-led #RideForChange campaign, addressed the taboo of women riding bikes—a significant social barrier in Pakistan.

The initiative included Pakistan’s largest female biker rally and a partnership with the city traffic police to provide bike training and learner’s permits to over 5,000 university-going women, removing barriers to transportation independence.

The campaign generated over $0.6MM in earned PR, 31MM+ engagements, and measurable societal impact, aligning with the UN's Sustainable Development Goal of Gender Equality.

By fostering meaningful change and strengthening its connection with female consumers, Pepsi not only drove brand love but also achieved significant growth in its share of the segment.

OPPORTUNITY IDENTIFICATION | BRAND PURPOSE MARKETING | CONSUMER INSIGHT MARKETING | INTEGRATED MARKETING COMMUNICATION

The repositioning of Sooper centered on celebrating life’s simple joys, transforming it from Pakistan’s most beloved biscuit brand into a broader snacking icon. With a purpose to enhance everyday life through wholesome pleasures, Sooper aimed to maintain biscuit leadership while expanding its portfolio.

The journey began with Sooper Classic Chocolate, the first successful innovation in 15 years, followed by the launch of Sooper Plain Cake, which expanded the brand’s footprint into the cakes category. These extensions reflected Sooper’s essence and emotional benefit while leveraging its strong equity to appeal to a broader audience

By diversifying its offerings beyond biscuits, Sooper marked itself as a leading food-between-meals brand and achieved aggressive growth, widening its leadership position in the market.

The “Sooper Hai Pakistan Ka Junoon” campaign demonstrated how a brand can forge deep, emotional connections by aligning its message with the passions of a nation. Sooper united the nation through shared pride in cricket, music, and patriotism.

The year long campaign’s moments, such as the reunion of the iconic music band Junoon after 13 years and the Sooper Junoon Concert, solidified Sooper’s place at the heart of the national conversation, inspiring pride and loyalty in the target audience.

The results were profound: 64% of non-users tried Sooper, while 24% of existing users increased consumption. With “Celebrates the Spirit of Pakistan” as a key attribute, the campaign elevated Sooper’s brand love and perception, reinforcing its role as a proud, optimistic, and truly Pakistani icon.

CONSUMER INSIGHT MINING | BRAND/LINE EXTENTION | REPOSITIONING | INNOVATION DEVELOPMENT | INTEGRATED MARKETING COMMUNICATION

BRAND PURPOSE MARKETING | INTEGRATED MARKETING COMMUNICATION

Launching BYD in Pakistan ignited the Electric Vehicle revolution in a market dominated by Internal Combustion Engines, establishing the brand as a pioneer in sustainable mobility.

A long-term strategic plan has been crafted to drive market penetration through a tailored product portfolio and comprehensive marketing approach.

Through an impactful brand and product launch, BYD successfully entered this white-space market, setting new benchmarks in the automotive industry and surpassing sales projections within the first month.

With a focus on sustained consumer education and building market relevance, BYD is well-positioned to lead the transition towards cleaner mobility solutions in the years ahead.

tESTIMONIALS

"I had the pleasure of working with Ayesha in her role as the CMO for our Pakistan Beverages Business.

During this assignment, Ayesha not only delivered strong results but also significantly raised the bar on how we understand and interact with our consumers. In particular, the work she delivered on Brand Pepsi with the “Why Not Meri Jaan” campaign. She is a creative and resilient change-maker.”

Eugene Willemsen

CEO - PepsiCo Africa, Middle East, South Asia (AMESA) & International Beverages

“...a creative and resilient change-maker.”

"Ayesha shines bright as a world class marketer who really understands what it takes to drive successful brands in today’s world. She is an accomplished leader who is able to think and do to get results from her teams and agencies whilst bringing a strong sense of joy and purpose to the work itself. “

“...a world class marketer who really understands what it takes…”

Jonny Westcar

Managing Director - Phoenix Studios, UK.

Real talk starts here

Schedule a personalized consultation connect by filling in the contact form or send us an email at: info@cruxnotions.com