TikTok to host regional Ad Awards in Riyadh with Pakistan among contenders

The illustration shared by TikTok on August 25, 2025, shows an invitation for submission for Ad Awards in Riyadh. (TikTok)
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Updated 26 August 2025
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TikTok to host regional Ad Awards in Riyadh with Pakistan among contenders

  • Awards recognize innovative campaigns across nine categories, including budget-friendly, community-driven projects
  • Pakistan joins regional markets from the Middle East, Africa, Turkiye and South Asia in competing for honors

ISLAMABAD:  TikTok will host the second edition of its annual Ad Awards for the Middle East, Turkiye, Africa, Pakistan and South Asia region in Riyadh this December, the platform said on Monday. 

Launched last year, the awards celebrate leading advertising campaigns on TikTok and the brands and agencies behind them.

“After the incredible creativity we saw last year, we’re excited to bring the TikTok Ad Awards to Riyadh for 2025,” said Shadi Kandil, general manager of Global Business Solutions for the Middle East, Turkiye, Africa, Central and South Asia at TikTok.

“These awards are about celebrating the work that goes beyond advertising to create cultural moments, inspire joy, and drive tangible business results.”

This year’s program features nine award categories, such as “It’s the Creative for Me” and “Sound On Please.” These categories celebrate creativity, with the former focusing on campaigns based on ideas unique to TikTok, and the latter recognizing audio-centric campaigns.

The “Community Core” category highlights campaigns driven by creator and community collaborations, while “Bougie on a Budget” honors campaigns that delivered results on modest budgets.

Focused on different stages of the marketing funnel, categories such as “Full Funnel Flex,” “Big Branding Energy,” and “Goal Digger” recognize campaigns that span the entire marketing funnel, build brand awareness, and drive conversions and sales, respectively.

The awards ceremony will feature a live-voting segment, giving audiences the chance to select “The People’s Choice” award for best campaign.

The top honor, “The Greatest Of All Time,” will go to the best overall campaign that combines creativity, media performance, and proven effectiveness.

The awards are open to brands and agencies based in Saudi Arabia, the UAE, Qatar, Lebanon, Iraq, Egypt, Morocco, Kenya, Nigeria, South Africa, Turkiye, Kazakhstan, Azerbaijan, Cyprus, Pakistan, Bangladesh and Sri Lanka.

Submissions close on Oct. 31.


Pakistan engages Saudi Arabia, China in bid to ease surging Middle East tensions 

Updated 10 March 2026
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Pakistan engages Saudi Arabia, China in bid to ease surging Middle East tensions 

  • Pakistan’s foreign minister stresses need for de-escalation in conversations with Chinese, Saudi counterparts
  • Tensions in the Middle East continue to remain high as conflict between US, Israel and Iran intensifies

ISLAMABAD: Pakistan’s Deputy Prime Minister Ishaq Dar spoke to the foreign ministers of Saudi Arabia and China on Tuesday, stressing the importance of diplomatic engagement to de-escalate tensions in the Middle East as the Iran war intensifies. 

Pakistan has constantly engaged regional countries in efforts to broker a ceasefire in the Middle East, after the US and Isreal launched coordinated strikes against Iran on Feb. 28. 

Iran launched fresh attacks on Gulf countries on Tuesday morning, where it has targeted US military bases in recent weeks. In addition to firing missiles and drones at Israel and American bases in the region, Iran has also been targeting energy infrastructure which, combined with its stranglehold on the Strait of Hormuz, has sent oil prices soaring worldwide. 

Dar spoke to Saudi Foreign Minister Prince Faisal bin Farhan to discuss developments in the Middle East and ongoing deliberations at the UN Security Council, Pakistan’s foreign office said in a statement. 

“DPM/FM shared Pakistan’s perspective, underscoring the importance of continued coordination and diplomatic engagement to support de-escalation and promote peace and stability across the region and beyond,” the statement said. 

Dar, who also serves as Pakistan’s foreign minister, spoke to Chinese foreign minister Wang Yi over the telephone separately. The two discussed the evolving regional situation and broader global developments.

Dar underscored the need to ease tensions in the Middle East and the wider region during the conversation, the foreign office said. 

Yi appreciated Pakistan’s constructive efforts aimed at promoting de-escalation and stability in the region, it added. 

“The two leaders stressed the importance of de-escalation and emphasized the need to pursue dialogue and diplomacy in accordance with the principles of the UN Charter,” the foreign office’s statement said. 

The conflict in the Middle East has hit Pakistan hard as well, forcing Islamabad to hike petrol and diesel prices by Rs55 per liter last Friday. 

Pakistan’s government has also announced a set of austerity measures, which include closing schools and cutting down on government expenditures, as it evaluates petrol stocks and looks for alternative supply routes.