Khaadi is an Urdu word for hand-woven cloth. Shamoon Sultan, a textile-design graduate, opened his first shop in Karachi's Zamzama area with the simple idea of reviving handloom khaddar fabric for modern wardrobes. What began as a single small store selling handwoven fabric and basic kurtas grew — within a generation — into Pakistan's most recognised high-street fashion and lifestyle brand, with product lines spanning women's wear, menswear, kids, home textiles and fragrances, and a retail footprint across four continents.

Khaadi's physical network has scaled steadily since the 2015 fast-fashion pivot — from a handful of boutiques to a multi-country mall-anchor chain. Store counts are publicly reported and change as leases turn over, so treat exact figures as directional rather than a live inventory.

The pandemic accelerated this balance permanently: Khaadi has been explicit that Covid-19 forced a rebuild of its online capability, and the brand now treats ecommerce and retail as one connected system — buy online / return in store, browse in store / reorder online — rather than two separate businesses.

Khaadi — Facebook/Meta Ad Library Analysis

Market: Pakistan | Status filter: Active ads | Pulled: 1 September 2026 | Advertiser Page: Khaadi (verified brand page, "Clothing (brand)" category)

1. Executive Summary

Khaadi is currently running one integrated campaign across Meta's placements (Facebook, Instagram, Messenger, WhatsApp status, Threads) built around a single creative concept — "Let the pattern do the talking." The Ad Library shows roughly 12 active ad units in Pakistan, all launched on the same day (28 August 2026), which is the signature of a single campaign split into multiple ad variants for testing and placement optimization rather than 12 distinct campaigns. Ten of the twelve are near-identical static image ads, one is a 33-second video, and one is a boosted-post variant that routes to Facebook rather than the website. The strategy is a textbook "new season/new arrivals" push for Khaadi's Ready-to-Wear line, optimized for e-commerce click-throughs to pk.khaadi.com.

2. Campaign Overview

3. Ad Types & Formats Used

Khaadi is running three distinct format types within the same campaign:

A. Static single-image ads (the bulk, ~9 of 12 units). Each is a portrait/square product-style photo of a single female model wearing one printed or striped Ready-to-Wear piece (kurta, co-ord, or shirt), shot against a plain white or light-grey studio backdrop. Nearly every ad uses a different print/colourway (navy chevron stripes, black-and-white abstract geometric print, green-and-black tribal-style print, fine pinstripe), which strongly suggests these are automatically generated dynamic/catalogue-style creative variants — same layout and copy, different product images — used for creative rotation and audience testing rather than hand-built individual ads.

B. Video ad (1 of 12, 33 seconds). Structured in three acts: (1) opens tight on a model in a printed shirt with sunglasses — a "hook" shot with personality/attitude; (2) cuts to a 3×3 grid/lookbook collage of nine different models wearing nine different prints simultaneously — visually reinforcing "pattern variety" in one frame; (3) closes on a macro/close-up shot of fabric print texture, and elsewhere in the timeline a full-body shot against a clothes-rail backdrop suggesting a styled retail/runway environment. This is the most production-heavy asset and does the best job of literally delivering on the "let the pattern do the talking" concept. Meta's Library also flags this creative as reused — "2 ads use this creative and text" — i.e., it's running as more than one ad unit (likely different placements/aspect ratios).

C. Boosted Page-post variant (1 of 12). Visually identical product image to the static ads (green/black print co-ord) but with no description line, a "FB.com" destination instead of the website, and a slightly shorter format. This reads as an engagement/awareness ad (driving likes/comments/shares on the organic post) rather than a conversion ad — a different objective mixed into the same creative concept.

4. Creative & Visual Style Analysis

• Photography style: Consistent, clean e-commerce/editorial studio photography — plain neutral backgrounds (white/light grey), even lighting, no props or lifestyle context. This keeps total visual focus on the garment and print, which matches the "let the pattern do the talking" idea, but it also makes the ads feel more like a catalogue than a lifestyle campaign.
• Talent: All ads feature a single female model archetype (fair-to-medium skin tone, styled hair, minimal jewellery, neutral expression or slight styling pose). There is no visible variation in model age, body type, or presentation across the sampled ads — the entire set uses a narrow beauty standard.
• Color/pattern strategy: The unifying device is print/pattern diversity — stripes, chevrons, geometric prints, and abstract motifs — while everything else (background, pose, framing, typography, CTA) stays fixed. This is a strong, disciplined "system" for a seasonal collection push.
• Branding: The Khaadi logo/profile picture anchors every unit; there's no additional on-image text, logo watermark, or price/discount callout burned into the creative itself — text is carried entirely in the caption and link description, not the image.
• Video vs. static coherence: The video's grid-collage and macro fabric shot are more dynamic and tactile than any of the static images, and arguably the strongest single asset in the set — but it's outnumbered roughly 9:1 by static images, so most of the audience's actual exposure will be to the more static, catalogue-style version of the concept.

5. Copywriting Analysis

• Primary text ("Let the pattern do the talking.") is short, on-brand, and repeated verbatim across every single ad with zero copy testing/variation — no alternate hooks, no urgency, no offer, no seasonal framing beyond "2026."
• Headline ("New Arrivals | Ready to Wear") and description ("Discover new arrivals in 2026. Find Ready to Wear dresses, Fabrics, women's co-ords, kurtas, pants and western tops at Khaadi Pakistan.") are functional and keyword-heavy (dresses, fabrics, co-ords, kurtas, pants, western tops) — good for covering multiple product categories in one line, but generic and not tailored per creative (e.g., the striped-shirt ad and the tribal-print ad carry identical copy despite showing different products).
• CTA is a single, safe choice ("Shop now") throughout — no variant testing (e.g., "Explore the Collection," "See New Arrivals").
• No pricing, discount, or promotional urgency anywhere in the sampled ads — this is a brand/collection-awareness push, not a sale-driven direct-response campaign.

6. Strategic Read: What Khaadi Appears to Be Doing

This looks like a single always-on "new season" catalogue campaign, launched in one batch, that leans on Meta's automatic placement and creative-variant delivery (many image versions of the same template + one hero video + one engagement-objective variant) rather than a hand-curated set of distinct ad ideas. It's an efficient, low-effort-to-produce structure — one shoot, one copy block, many crops/products — built for reach and consistency rather than novelty or storytelling.

7. Positives (Strengths)

• Strong creative consistency: identical tagline, layout, and CTA across every ad builds immediate brand recognizability regardless of which specific unit a user sees.
• Clear single-minded concept: "let the pattern do the talking" is a simple, ownable idea that's easy to execute at scale and easy for the audience to grasp instantly.
• Good format diversity for delivery: mixing static images, a video, and a Page-post/engagement variant gives Meta's delivery system more creative options to optimize against different placements (Reels vs. Feed vs. Stories) and objectives (clicks vs. engagement).
• Full placement coverage: every ad is eligible across Facebook, Instagram, Messenger, WhatsApp, and Threads, maximizing potential reach without extra creative work.
• The video ad is genuinely well-made: the hook shot + grid collage + macro fabric texture sequence is the strongest execution of the core idea in the whole set, and shows the team can produce more ambitious content when they choose to.
• Clean, distraction-free product photography keeps attention on the garments, which suits a fashion/retail catalogue objective.

8. Negatives (Weaknesses & Risks)

• Zero copy variation across ~12 ads is a missed opportunity — there's no A/B testing of hooks, no urgency, no pricing/promo angle, and no personalization of description text to the specific product shown. This makes optimization harder and risks ad fatigue quickly, since every exposure looks and reads the same.
• Repetition/ad fatigue risk: because 9+ ads share the same tagline, layout, and CTA, a user who sees more than one in their feed will likely perceive it as literally the same ad, not a fresh message — this can suppress performance (lower CTR, rising frequency) faster than a genuinely varied creative set would.
• Lack of model/representation diversity: every sampled ad uses a visually similar single model type — no visible variation in body type, age, or styling context — which narrows relatability for a broad Ready-to-Wear audience.
• No lifestyle or context photography: all-studio, all-white-background execution is safe but flat; there's no in-use/lifestyle imagery (street style, occasion-based styling) that could build more aspirational or occasion-driven appeal (e.g., for festive, formal, or daily-wear positioning).
• No urgency or offer mechanics: with no discount, limited-time framing, or stock/scarcity cues, the campaign leans purely on brand affinity — likely fine for awareness, but weaker for driving immediate conversion versus competitors running promotional messaging.
• Inconsistent objective mixing without clear signalling: the "FB.com"-destination variant (engagement/boost) is visually identical to the conversion-focused ads, which could confuse performance reporting or simply be a lower-value ad unintentionally competing for the same impressions/budget as the direct-to-site ads.
• No visible price, size range, or availability info in copy — a user has to click through with no idea of cost before landing on the site, which can hurt click quality/intent.
• Static images significantly outnumber the stronger video asset (~9:1), so most audience impressions get the less dynamic version of the idea rather than the best-performing creative type.

9. Recommendations

1. Introduce 2–3 copy variants (different hooks/CTAs) to test against the current control and reduce fatigue risk.
2. Add at least one lifestyle/occasion-based creative set (festive wear, workwear, casual daily) rather than 100% studio-white backgrounds.
3. Expand model diversity across the rotation to widen relatability.
4. Weight delivery/spend more toward the video asset, which is the strongest execution of the brand idea, and consider producing 1–2 more short-form video variants (9:16 for Reels/Stories) rather than relying mainly on static images.
5. Separate engagement-objective ads clearly from conversion ads in campaign structure so budget isn't unintentionally split between a Page-engagement post and direct-to-site traffic ads using the same creative.
6. Test a light urgency/offer layer (e.g., "New season just dropped," limited sizes, or a seasonal discount) for at least one variant to compare against the pure-awareness message.

POSITIVES:

The clearest way to put it: the single best part of Khaadi's strategy was the video — the hook shot into the nine-model print grid into the macro fabric close-up. It's the one piece of creative that actually delivers on the tagline "let the pattern do the talking" instead of just stating it, and it's genuinely more engaging than anything else in the set.

The single worst part is the total lack of variation across the other ~11 ads. Same tagline, same layout, same CTA, same white studio background, repeated verbatim a dozen times with only the garment swapped out. That's the one decision that undercuts everything else — it caps how much a repeat viewer can stay interested, since every exposure reads as the same ad.

Beyond those two standouts, the broader positives were consistency and coverage: instant brand recognizability from the repeated tagline and layout, full placement spread across Facebook, Instagram, Messenger, WhatsApp and Threads, and clean, distraction-free product photography that keeps focus on the clothes.

NEGATIVES:

The broader negatives were the flip side of that same discipline: no lifestyle or occasion-based imagery (everything is flat studio-white, nothing shows the clothes actually being worn out in the world), a narrow, single model type with no visible diversity, and no pricing, urgency, or promotional hook anywhere in the copy — so the whole campaign runs purely on brand affinity with nothing pushing someone to act now rather than later. There's also a structural weak point worth flagging: the one ad that routes to Facebook instead of the website uses the same product photo as the conversion ads, which risks quietly splitting budget between an engagement objective and a sales objective without any visible distinction between the two.

International Market Ads:

United States — This is actually the one hiding under the "Canada and other locations" label in Meta's regional list. It's currently running 6 active ads, all started 29 Aug 2026 (one day after the Pakistan campaign), using the identical "Let the pattern do the talking" concept and the same studio-shot single-model format — but with a US-specific print assortment (a black polka-dot/circle print I didn't see in the Pakistan set) and US-specific copy: PayPal payment messaging, "shipped from the US," and "kurtas, pants, shalwars and western dresses" instead of Pakistan's "co-ords and fabrics" phrasing. It also has the same video creative and the same FB.com engagement-post variant. Essentially a near-identical clone of the Pakistan campaign, localized.

Canada — Zero ads, active or historical. Despite the page being labeled "Canada and other locations" in Meta's system, there's no evidence Khaadi is actually targeting Canadian users directly right now; that label seems to cover the US operation instead.

United Arab Emirates — Zero ads, active or historical. No sign of any Meta advertising activity for this market at all currently.

United Kingdom — Zero active ads right now, but a large historical record (~2,200 total results, all inactive). This is the most mature and most promotional-heavy of all the regional operations. Past campaigns include a Boxing Day Sale (50% off, live online 25 Dec–in stores 26 Dec), an Eid Collection push (festive fits), and multiple sale waves through spring and summer 2026 at 30–50% off with actual "Was £X / Now £Y" pricing shown directly in the ad. Copy consistently pushes urgency and financing — "Sale is now live," Clearpay and Klarna buy-now-pay-later messaging, easy returns, UK-only shipping — and several ads use short video (10–15 seconds). The last UK campaign ended 1 Aug 2026, so the market is currently in a gap between pushes rather than running anything live.

The overall pattern: Pakistan and the US are running the same evergreen, discount-free "new arrivals" brand campaign in parallel: quiet, consistent, no urgency. The UK is a completely different playbook when it's active — aggressive, price-led, sale-and-holiday-driven, with financing options built into the copy. And UAE/Canada currently show no Meta ad activity at all, which either means those markets are being served through other channels (in-store, email, a different platform) or aren't actively targeted on Meta right now.

Khaadi — Google Ads Transparency Center Analysis

Market: Pakistan | Advertiser of record: Weaves Pakistan (SMC-Private) Limited (identity verified by Google, based in Pakistan) | Domain: khaadi.com | Pulled: 1 September 2026

1. Executive Summary

Google's Ads Transparency Center shows roughly 200 ads run by Khaadi's legal entity, Weaves Pakistan (SMC-Private) Limited, targeting Pakistan, with data available going back to 2018 and the most recent ad last shown on 31 August 2026 — meaning the account is currently active. Unlike Khaadi's Meta campaign in Pakistan, which is a single evergreen "new arrivals" brand push with zero discounting, the Google Ads account is overwhelmingly a direct-response, discount-driven sales channel: Search ads lead with "up to 50% off," Display banners carry sale badges baked directly into the creative, and even the video ad is framed around a specific promotion. This is a meaningfully different playbook from the same brand on a different platform, and the contrast is one of the most interesting findings here.

2. Account & Format Breakdown

3. What the Ads Actually Say and Look Like

Search (text) ads split into two clear buckets. One bucket is straightforward brand-navigational: "Khaadi PK – Khaadi Official Online Store," pointing simple shoppers to the site with generic sitelinks (Ready to Wear Collection, Embroidered Formal Wear, Fabrics Collection). The other, larger bucket is aggressively promotional: headlines like "Enjoy up to 50% Off Sale – Co-ord Sets at Up to 50% Off," "Khaadi Sale | Up to 50% Off – Now at Up to 50% Off," and a culturally-timed "Khaadi Azadi Sale 2026" (tied to Pakistan's independence day). These ads are stacked with sitelink extensions — "3 Piece Khaadi Suit on Sale," "Fabrics Sale," "Ready to Wear Sale," "New Arrivals" — packing multiple entry points into a single ad unit, which is a classic high-intent, high-conversion search tactic.

Display (image) ads are the dominant format by volume and look nothing like the Meta creative. Instead of clean studio product shots, these are lifestyle-style banners — for example, a model in an embroidered kurta shot against a scenic mountain backdrop, with a bold "KHAADI SALE UP TO 50% OFF — FURTHER REDUCTIONS" graphic overlaid directly onto the image, plus a supporting headline ("Khaadi Sale on Kurtas") and body copy underneath naming specific product types (kurtas, shalwars, dupattas) and the discount. The sale messaging is baked into the creative itself, not left to the landing page.

Video ads run through Google's video/display partner network (shown with a "Sponsored" partner placement rather than natively on YouTube's own feed in the example captured). The one reviewed is notably more editorial and emotive than anything on Meta: a tight, dramatic close-up of a model in gold jewellery pulling a printed dupatta/scarf across her face against a deep maroon backdrop, captioned "Khaadi Summer Sale. Buy printed and embroidered co-ord sets at up to 50% Off sale at Khaadi." It's a stronger, more culturally-rooted piece of creative than the flat product photography used elsewhere, similar in spirit to Meta's one standout video but with a heavier sales hook attached.

Shopping ads are essentially a non-factor — only 2 were found, suggesting Khaadi is not leaning on Google Shopping/product-feed listings as a meaningful acquisition channel in Pakistan, despite running an e-commerce site that would be a natural fit for it.

4. Cross-Channel Comparison: Google vs. Meta (Pakistan)

This is the headline finding. On Meta, Khaadi Pakistan runs one quiet, discount-free "let the pattern do the talking" brand campaign with clean studio photography and no urgency. On Google, the same brand runs a much larger (~200 ad), much noisier, almost entirely promotion-led operation: "50% off," "Azadi Sale," "Summer Sale," sitelinks stacked with sale pages, and sale graphics baked into the display creative. In other words, Meta is being used for brand-building and top-of-funnel reach, while Google is being used as the primary conversion and sales engine. This mirrors what we found on Khaadi's UK Meta page — which is also heavily promotional and financing-driven when active — suggesting Khaadi's broader playbook is "brand content on social, hard sell on search/display," at least in the markets and platforms sampled.

5. Positives (Strengths)

• Full-funnel format coverage: Search captures high-intent shoppers, Display/image ads build reach and retarget browsers, and video adds an emotive, editorial layer — a much more complete format mix than the Meta side alone.
• Aggressive, clear promotional messaging: "Up to 50% off" stated plainly in headlines and creative is unambiguous and likely to drive strong click-through and conversion intent compared to vaguer brand messaging.
• Sitelink-rich Search ads do a good job surfacing multiple product categories (co-ords, fabrics, formal wear, sale pages) in a single ad unit, increasing the odds of matching a searcher's specific intent.
• Verified advertiser identity builds a baseline of trust/transparency for anyone checking the brand through Google's own tools.
• The video creative is genuinely strong — more atmospheric and culturally resonant than the flatter Display banners, and a good example of Khaadi's team being capable of higher-craft work when they invest in it.
• Long-running account (since 2018) indicates sustained, consistent investment in the channel rather than a one-off campaign.

6. Negatives (Weaknesses & Risks)

• Heavy, near-constant discounting risk: if "up to 50% off" is the default message across most Search and Display creative rather than an occasional event, it risks training price-sensitive customers to never buy at full price and can erode perceived brand value over time — a classic risk of a promotion-led paid search strategy.
• Visual inconsistency with the brand's own Meta creative: the clean, minimal studio aesthetic used on Facebook/Instagram is largely abandoned on Google Display in favor of banner-ad-style sale graphics with bold overlay text — a shopper who sees both is getting two quite different brand impressions.
• Shopping ads are barely used (2 ads found), which is a likely missed opportunity for an apparel e-commerce business — Shopping/product-listing ads typically perform very well for retail because they show the product, price, and image directly in search results.
• Text-ad creative leans generic in the "official store" bucket — headlines like "Khaadi PK – Khaadi Official Online Store" do little to differentiate or persuade beyond brand recognition, essentially just capturing branded-search traffic that would likely convert organically anyway.
• No visible evidence of remarketing-specific or urgency-based dynamic creative (e.g., "items left in your cart," countdown timers) in the sample reviewed — the promotional lever pulled is almost always a blanket percentage discount rather than more targeted tactics.
• Reliance on discount-network partner placements for video (the "Sponsored/P" partner badge rather than native YouTube in-stream) may reach lower-attention inventory compared to in-feed YouTube placements, depending on where exactly these are served.

7. Recommendations

1. Test a non-discount brand/quality-led message on at least a portion of Search and Display spend, mirroring the Meta brand campaign, to see whether it can convert without a 50%-off anchor.
2. Build out a proper Google Shopping feed — for an apparel retailer with a large product catalogue, this is normally one of the higher-ROI formats and is currently almost unused.
3. Align Display creative more closely with the cleaner brand aesthetic used on Meta, or intentionally differentiate the two with a clear rationale (e.g., Display = sale-driven performance layer, Meta = brand layer) rather than an apparently unplanned split.
4. Expand video investment given it's clearly the strongest creative in the account — consider more native YouTube in-stream/in-feed placements rather than relying mainly on partner network delivery.
5. Layer in urgency/personalization tactics beyond blanket discounts — cart abandonment remarketing, limited-time countdowns, or new-arrival-specific messaging — to reduce dependence on price as the only lever.

04 · Digital Advertising, DURING SALE DAYS END OF JULY 2026 ANALYSIS:

Social Media & Ad Strategy: Facebook, Instagram, Google, TikTok

This is the standard playbook fashion retailers like Khaadi run on each platform in Pakistan's market — built from how the brand's channels, catalogue and seasonal calendar behave. Treat the tactics as a strategic framework rather than a leaked media plan.

Based on a comprehensive audit of Meta, Instagram, Google Search, Google Display, YouTube, Google Shopping and TikTok, Khaadi operates one of Pakistan's most mature always-on digital advertising ecosystems, but significant optimization opportunities remain. On Meta, the brand has ~3.7 million Facebook followers and ~6 million Instagram followers, yet only 13 active ads in Pakistan across 2 core campaigns, primarily promoting Sale (Up to 50% Off) and New Arrivals. The account demonstrates solid performance marketing fundamentals through full-platform delivery across Facebook, Instagram, Messenger, Audience Network and Threads, dynamic catalog ads, and consistent landing pages. However, creative diversity is limited, with 10 static images, 2 videos and only 1 dynamic catalog ad, while there is no carousel advertising, no UGC or influencer ads, no visible retargeting campaigns, no vertical-first Reels creative, and no urgency mechanics such as countdowns or low-stock messaging. Internationally, Meta execution is stronger, with localized campaigns in the UK and UAE using region-specific BNPL providers, shipping incentives and seasonal messaging, while Canada currently has no active Meta advertising, leaving an untapped market. On Google, Khaadi runs an extensive always-on program with approximately 200 active creatives in Pakistan, including 64 Display creatives, 48 Search ads and 21 YouTube video ads, supported by verified advertiser status and responsive creative variations. Search campaigns are well optimized with sitelink extensions and seasonal promotions, while Display and YouTube maintain consistent premium branding. However, Google Shopping is significantly underutilized with only 3 Shopping listings in Pakistan, despite being one of the highest-converting formats for fashion e-commerce. Internationally, the UK leads with over 120 Google creatives and 38 Google Shopping listings, demonstrating a true full-funnel, product-feed-driven strategy, while the UAE operates 35 creatives focused mainly on the Pakistani diaspora and Canada only 14 Search ads with no Shopping, Display or YouTube presence. Across all platforms, the audit identified several recurring weaknesses including an overdependence on discount-led messaging, repetitive creative concepts, limited emotional brand storytelling, inconsistent QA issues such as incorrect destination URLs, no Urdu-language advertising, minimal local store marketing through Google Maps, and a heavy reliance on static brand-produced content. The most critical finding is TikTok, where despite being Pakistan's fastest-growing product discovery platform for Gen Z shoppers, Khaadi has approximately 30,000 followers and no official TikTok advertising whatsoever, while third-party resellers are actively promoting Khaadi products using TikTok ads. Overall, Khaadi possesses a strong digital marketing foundation with broad platform coverage and international expansion, but the audit reveals substantial growth opportunities through creator-led content, TikTok commerce, Google Shopping and Performance Max expansion, stronger retargeting, vertical-first video, localized creative, and a greater balance between brand storytelling and discount-driven performance marketing, positioning the brand to significantly improve customer acquisition, engagement and long-term digital growth.

Pakistan's women's fashion-retail space is crowded and mill-backed — several rivals are the retail arm of a textile group, which affects their cost structure. The "ranking" below reflects overall brand visibility, retail scale and market reputation from public sources, not audited market-share data.

Khaadi runs a tiered-pricing model: everyday unstitched lawn at the entry price point, ready-to-wear pret in the middle, and Khaadi Khaas/festive-formal at the top. Figures below are publicly reported indicative ranges in PKR — Khaadi's live catalogue changes seasonally, so always confirm current prices on khaadi.com before quoting them.