Abwaab

A leading EdTech platform needed to break through to Gen-Z students across the Middle East and South Asia. We cast two of social media's biggest names — Zaid Ali T and Shahveer Jaffery — wrote their scripts, directed the films, and delivered 60 million impressions and 3 million landing page signups.

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THE CHALLENGE

Abwaab is one of the leading EdTech platforms in the Middle East and South Asia — a genuine product with real educational value. The problem wasn't quality. It was visibility. Launching across multiple markets, the brand was competing for the attention of Gen-Z students who scroll past traditional advertising without a second thought. Banner ads and product descriptions weren't going to work. This audience needed to discover Abwaab the same way they discover everything else — through the people they already trust, on the platforms they already live on.

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THE INSIGHT

The most trusted voices for this audience weren't brands. They were creators. Specifically, Zaid Ali T and Shahveer Jaffery — two of South Asia's most beloved comedic voices, with tens of millions of followers between them. Both had built their platforms on relatable, funny content about exactly the everyday student experiences Abwaab was designed to solve.

The insight was simple: don't explain the product. Let the culture explain it. If the two creators could make Abwaab feel like a natural part of their world — funny, honest, real — the audience would follow.

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THE WORK

• 2 long-form digital films — narrative-driven and creator-led, each built around specific comedic scenarios connecting student life to the platform
• 4 short-form reels adapted for TikTok and social platforms
• Scripts written by Add Hype, developed collaboratively with both creators to maintain authentic voice
• Full talent management — negotiations, briefings, shoot coordination
• End-to-end production: casting, shooting, post-production, final KV outputs
• Directed by Add Hype CEO Ubaid Ullah Ahmed

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THE OUTCOME

The campaign transformed Abwaab from an unknown name in new markets into a platform students were actively seeking out. By trusting two of the internet's most genuine voices to tell the story, the brand achieved the kind of reach that no paid media strategy alone could have generated.

• 60M+  Impressions across TikTok and social platforms
• 3M  Students visited the landing page to sign up

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