Following a review that began in 2017, Pakistani fashion brand Khaadi has appointed a new creative agency.

J. Walter Thompson Pakistan was awarded creative work within the strategic planning and creative scope, undertaking portfolio including consumer marketing and corporate marketing. This marks the first time Khaadi is migrating away from in-house ideation and execution.

According to Sara Koraishy, the general manager of J. Walter Thompson Pakistan, Khaadi awarded work for Khaadi Pret, Khaadi Kids and Accessories, Khaadi Motherbrand and for HR and employer branding.

With a global reach that spans the Middle East and Europe, Khaadi is considered one of the largest fashion retail brands in South Asia, mixing ancient handloom with contemporary clothing.

"The speed of Khaadi’s expansion has been admired and much talked about in Pakistan," said Koraishy. "Having started very niche, it grew rapidly almost setting the trend and leading the burst of the fashion retail industry. The brand felt that in this sudden cluttered environment, it was being challenged to remain relevant and current."

In 2017, J. Walter Thompson Pakistan also won the creative accounts for Ufone and Mayfair Group of Companies.