Best CSR Campaign Award 

Campaign name is Tohfa e ramdaan, by PSO. Agency Convex interactive

The winner of the Pakistan Digital Awards 2025 in the Best CSR Campaign category was PSO for its impactful initiative Tohfa-e-Ramadan. At a time when brands typically compete with offers and promotions, PSO chose a more meaningful approach by encouraging acts of generosity and community spirit during the holy month. Through symbolic iftar gift boxes — one to keep and one to share — the campaign transformed kindness into a tangible and shareable experience.

The creative expression highlighted real-life stories of compassion, inclusivity, and unity, portraying diverse scenarios that resonated with audiences across Pakistan. By using emotional storytelling and relatable influencer content, PSO was able to inspire individuals to go beyond transactional giving and embrace a more heartfelt connection rooted in shared humanity. The campaign engaged people across digital platforms, retail outlets, and communities, reinforcing PSO’s positioning as more than just a fuel provider — but as a socially responsible brand.

Tohfa-e-Ramadan successfully fostered a ripple effect of kindness, creating lasting goodwill among consumers and partners. Beyond short-term visibility, the initiative set the foundation for a long-term CSR framework that can be adapted for future community-driven campaigns such as Eid or national days. By putting compassion at the heart of its communication, PSO redefined Ramadan marketing and emerged as a symbol of inclusion, empathy, and collective impact.