campaign designclient: johnny and jugnu2021The launch of Johnny & Jugnu’s Bahria Town Lahore branch brought an opportunity - and a challenge. While the restaurant was ready to serve the community, delivery orders from nearby neighbourhoods were slower than expected.
Traditional flyer distribution was the obvious solution, but there was one problem: people had learned to ignore flyers. Most were thrown away before they had the chance to communicate anything.
We needed a way to make people stop, engage, and understand that Johnny & Jugnu was now part of their neighbourhood.
The Challenge
People don’t ignore information. They ignore information that feels like advertising.
Instead of asking how we could design a better pamphlet, we asked a different question: What would people actually pick up and spend time reading?
The Insight
We created a newspaper.
Not a promotional leaflet disguised as one, but a newspaper that genuinely felt worth reading.
Inspired by traditional community newspapers, it featured playful headlines, witty stories, product highlights, offers, neighbourhood references, and brand-led editorial content all presented through an engaging layout that rewarded curiosity.
One of its most useful features was a custom illustrated map of Bahria Town Lahore. Instead of listing delivery locations in small text, we transformed the information into an easy-to-read visual guide that clearly highlighted delivery zones, helping residents instantly understand whether Johnny & Jugnu delivered to their sector. The map turned practical information into an engaging part of the reading experience.
Every element had a purpose. Information wasn’t simply placed on the page - it was designed to be discovered.
The Concept
Hundreds of newspapers were printed and distributed door-to-door across Bahria Town Lahore, arriving in homes the same way local newspapers always had.
The editorial layout balanced entertainment with utility. Humorous copy sat alongside menu highlights, delivery information, and carefully designed visuals, allowing readers to explore the newspaper naturally rather than feeling like they were being sold to. By combining storytelling with genuinely useful information, the newspaper became more than a promotional piece; it became a neighbourhood introduction.
The Execution
The campaign successfully launched the new branch to the Bahria Town community while making delivery information instantly accessible.
More than generating awareness, it reflected Johnny & Jugnu’s personality; unconventional, playful, and thoughtfully designed.
Rather than interrupting people’s day with another advertisement, the brand gave them something interesting enough to read, useful enough to keep and gave the consumer a launch they had been asking for!
The Outcome
Project by Mudasir Kharal