The Global Influencer Marketing Awards 2025 saw so many brilliant campaigns, but one definitely stood out in both trophy wins and social impact. Ogilvy Pakistan’s Message in a Mithai Box campaign created real, tangible impact in the lives of women who, until now, had been overlooked by the very systems meant to protect them.
Welcome back to SoFire’s Hot Campaigns, a series where I delve into the hottest campaigns on the internet right now.
We’ve had a great few weeks analysing controversial campaigns that weren’t very well received by the public, and it’s about time we spotlighted a truly admirable campaign.
Led by Aiza G Alam, Director PR, Influence & Social at Ogilvy Pakistan, the Message in a Mithai Box campaign was developed in partnership with Rahat Bakers & Sweets and the Centre for Human Rights. It has since garnered wide acclaim, not just for its creative brilliance, but for the real change it sparked across Pakistan.
The problem hidden in plain sight
At the centre of the campaign was the Nikkahnama – the Islamic marriage contract. Though rich with protective clauses designed to ensure the rights of women, in practice, the document remains largely misunderstood or ignored.
