## Hunter Group's VLCC Strategy Finally Delivers Massive Returns

Norwegian shipping company **Hunter Group** is positioned to generate substantial earnings from its chartered tankers as spot rates surge past **$150,000 per day**.

### The Charter-In Advantage

The company currently operates **two VLCCs (Very Large Crude Carriers)** under long-term charter-in contracts secured at a rate of **$51,750 per day**. This strategic move allows Hunter Group to capitalize on the current market spike while maintaining fixed lower costs.

![Hunter Group chief executive Erik Frydendal.](https://media.dngroup.com/image/eyJ3Ijo3NTAsImYiOiJ3ZWJwIiwiayI6IjVjMWIyNTYxOWUyMWM5YjZkYjQzMjVkYzgxMzE4MzcxIiwiY3JvcCI6WzAsNDQsMjQwMCwxNjAxXSwiciI6MS41LCJvIjoiZ2xvYmFsIn0)

*Photo: Hunter Group*

With current spot rates exceeding **$150,000 daily**, the company stands to benefit significantly from the spread between their fixed charter rates and prevailing market prices. This situation demonstrates how **strategic timing** and **long-term planning** in volatile markets can create exceptional profit opportunities.

Norwegian group is finally set to see major earnings from its chartered tankers

How Hunter Group's $150,000/Day Tanker Bet Is Paying Off Big Time

When two of Pakistan’s most bankable stars, **Fawad Khan** and **Mahira Khan**, reunited to promote their upcoming film **Neelofar**, the campaign felt less like typical movie promotions and more like a carefully staged, multi-layered marketing playbook.

Beyond the typical trailer launch, mall visits, and international appearances, **Neelofar’s promotions were inclusive and holistic**. The team mixed emotional storytelling, inclusive promotions, and grass-root fan access with diaspora outreach in ways that were a first for the Pakistani market.

Here’s why **Neelofar’s promotions were so different**.

## An Ode to Lahore via the Lahore Bus Tour

![Instagram Reel](https://www.instagram.com/reel/DRHPZDxDBFW/?igsh=MWVocWJudDN4eW84aA%3D%3D)

One of the campaign’s most talked-about moves was taking the **Neelofar promotions on a bus tour of Lahore**, complete with a group of influencers. Imagine meeting Pakistan’s biggest stars on a public bus!

Beyond the innovative concept of promotions on a bus, the guest list was also interesting — these weren’t the typical lifestyle influencers you’d expect to see at a movie promotion. From comic content creators like Abdul Rehman and Ansar to more lowkey ones, the bus tour was an ode to Lahore, which, [according to Fawad](https://images.dawn.com/news/1194462/neelofar-is-set-in-lahore-which-is-to-fawad-khan-the-quintessential-city-of-romance), the film is as well.

The videos that emerged from the bus tour were fun, witty and, above all, **viral**. That virality translated into attention from mainstream outlets, amplifying reach beyond the usual cinema-going audience.

## Meeting Gen Z Where They’re At – On Campus!

![Instagram Post](https://www.instagram.com/p/DRW5T1wDIvX/)

The **Neelofar promotions at universities**, such as LUMS and UCP in Lahore, were a smart, innovative move because they met Gen Z exactly where they are — on campuses, in their own social environments, and within a cultural space they trust. With many young Pakistanis feeling disconnected from mainstream local cinema, bringing Fawad and Mahira directly to universities helped reset that relationship.

This helped turn film promotions into an **experience rather than an ad**; students got proximity to the stars, organic conversation, and shareable moments that felt tailored to their generation. By treating university audiences as a core segment instead of an afterthought, **Neelofar’s team tapped into the power of youth-led social amplification** and reintroduced Pakistani cinema to a demographic that increasingly shapes online trends — and could push box office momentum.

Also, think big — one space and a huge audience that does **user-generated content** better than any other segment.

## Emotional Authenticity, Not Just Polished PR

This is perhaps where the stars need more credit than their marketing agency. Throughout the promotions, Mahira and Fawad both displayed emotions — whether it was Mahira talking about Karachi, her voice brimming with nostalgia, or Fawad talking about his support and friends through challenging times.

For Mahira, it may come more naturally but what took audiences by surprise was **Fawad opening up**, since he’s generally a far more reserved person. These candid and open moments felt earned rather than manufactured and produced extended media coverage and social conversation, helping the film feel culturally relevant rather than simply hyped.

Modern audiences love and reward **authenticity**. When celebrity promotions include vulnerability, it cuts through skepticism and creates stronger word of mouth.

Fawad also really opened up for the film promotions — for instance when he invited the team from a publication over for coffee at his place and brewed them a cuppa! Audiences are smart — they appreciate when stars go above and beyond.

## Taking Promotions on the Road — Literally

![YouTube Video](https://www.youtube.com/embed/3MA_PqtSxkI?enablejsapi=1&controls=1&modestbranding=1&rel=0)

Who would have thought that Pakistani film promotions would ever involve a car marketing platform such as **Pak Wheels** and its founder Suneel Munj? But that’s what made the promotions interesting and unique — they analysed spaces with huge influence and tapped into them.

Munj is known for his car reviews — sometimes with the owners of said cars driving or sitting in the passenger seat. In the video with Fawad and Mahira, he drove the vintage Mercedes featured in the film while Mahira and Fawad tagged along, talking a little about the car, a little about the film and themselves.

It certainly was an interesting way to promote a film, but one that made sense given that the car apparently plays an important role in **Neelofar**.

## Glam, Glam and More Glam

![Instagram Post](https://www.instagram.com/p/DRU-rpbDMG5/)

Last but not least is the release of **The Last Dance**, a very glamorous cover shoot for **Mashion** that starred Mahira and Fawad in their fanciest looks yet.

## The Bigger Lesson for Pakistani Film Marketing

**Neelofar’s promotional playbook is instructive** because it blends modern marketing principles with local cultural knowledge: use star power but share the stars widely; create authentic moments, but structure them to create repeatable content; and think beyond Karachi/Lahore premieres to regional and international touch-points. The result is a campaign that feels both intimate and large-scale. It’s a rare combination in Pakistan’s still-maturing film promotion ecosystem.

“We were very intentional about building a campaign that matched the spirit of the story itself,” Shireen Rehman, the mastermind behind **Neelofar’s promotions** told *Images*. “The film isn’t something Pakistan typically puts on screen. It’s fresh, it’s different, and it carries an old-world charm that still feels relatable across generations, from Gen Z to millennials to Gen X,” she explained.

She added that because this was the first time Fawad stepped into a full promotion cycle, they crafted a detailed strategy from the ground up — reaching students, malls, brands, and every place where audiences genuinely gather. “We didn’t want to speak to one class or one segment; the idea was to make the entire country feel included. That’s why the campaign stretched from public, mass-market moments to a cultural launch rooted in music.”

Hassaan Khalid, the executive producer of the film, echoed what Rehman’s sentiments and said the promotional strategy is anchored in **high-impact partnerships and targeted consumer engagement**. “Together, different initiatives form a focused, multi-channel rollout designed to maximise reach, drive conversions, and position **Neelofar** as one of the year’s most anticipated releases,” he said.

*Cover image via Hussain Mandviwala*

The rest of the industry should take notes!

How Neelofar's Marketing Campaign Became a Masterclass in Authentic Engagement

## B2B Isn't Boring: These Ads Prove It

This week, The Drum published **The B2B Agency Hotlist**, a definitive guide to the agencies making **B2B the most exciting place in marketing** right now. Now, creatives from some of those agencies share with us their all-time favorite B2B ads.

From clever print campaigns to cinematic viral hits, the sector has produced work that is both **smart and memorable**, combining creativity, humor and bold ideas in ways that rival the best consumer advertising.

Despite common perceptions that B2B is dry or purely functional, these campaigns show that it can be **inventive, emotionally resonant and culturally relevant**, sometimes even reaching audiences far beyond the business world.

As part of B2B Month, leading creatives from agencies including Stein, The Croc and Park & Battery (all three of which feature on The B2B Agency Hotlist, coincidentally) share their all-time favorite B2B ads, telling us why these campaigns stand out and continue to inspire.

### Mark Lesniak, Creative Director, Lesniak Swann

"This FedEx ad has all the ingredients of a great ad: **humor, character and story**. It also completely changed how the sector talked about itself, shifting messaging from functional claims ('we've got more trucks, planes, etc') to a more emotional truth."

<iframe src="https://www.youtube.com/embed/NeK5ZjtpO-M?enablejsapi=1&origin=https://www.thedrum.com" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen loading="lazy" referrerpolicy="strict-origin-when-cross-origin" title="Embedded media" aria-label="Embedded media"></iframe>

### Tanya Smith, Business Development Director at Gain

"In a world of efficiency, data, logistics and other boring stuff, we've forgotten how to entertain and how a **sense of humor can leapfrog the competition**. This is an old ad from the 80s by legendary director Joe Sedelmaier. He made tons of ads over the years for FedEx when they were essential for businesses getting stuff to clients. This one is particularly good, but many are great."

<iframe src="https://www.youtube.com/embed/2YBtspm8j8M?start=51&enablejsapi=1&origin=https://www.thedrum.com" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen loading="lazy" referrerpolicy="strict-origin-when-cross-origin" title="Embedded media" aria-label="Embedded media"></iframe>

### Chase Grammer, Creative Director, Agency X

"I will say if you ask me this again in a week, I'll have a totally different answer. However, I will say that I never choose ads that feature a big celebrity because I think even a weak idea can go far with that relatability. I really like ads that ride off being both **fun and clever** in the right amount. But, even more so, they need to have kahunas.

'This is a Generic Brand Video,' both because it's **ballsy to self-deprecate your own industry** even if it is very funny, but also because it is totally right on why people use them. Everyone else says that they don't feel like stock footage, until, of course, they become the norm and then obviously look like stock footage. For Dissolve to pull the opposite was perfect and hit that spot in our heads that makes us laugh and think it gets what it is about without all the pandering.

And as a creative who has spent the past decade having to do 80% of all creative on the stock budget, this ad is very refreshing. It's the inside joke we all have and they were not afraid to play off it. It's not the small budget that holds a business back; it's their **fear of trying something exciting**. A good ad can secure a client, but a great ad can get someone you don't even know to secure a client before they even know who you are."

<iframe src="https://www.youtube.com/embed/M7FIvfx5J10?enablejsapi=1&origin=https://www.thedrum.com" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen loading="lazy" referrerpolicy="strict-origin-when-cross-origin" title="Embedded media" aria-label="Embedded media"></iframe>

### Michael Ruby, Chief Creative Officer, Park & Battery

"Many people forget that one of the most famous videos in the history of the internet is a **B2B ad**! Volvo's 'Epic Split' is the rare kind of work that turns a razor-sharp value proposition into something unforgettable.

At its core, it's a product demo, intelligently showing off the precision and stability of Volvo's trucks. But it's also **audacious, cinematic and weirdly beautiful** – Jean-Claude Van Damme's improbable stoicism, Enya's ethereal soundtrack, a surreal ballet between man and machine.

It roots technical prowess in human drama, humor and culture – and in doing so, it becomes more than a stunt. It becomes **iconic**."

### Tamryn Kerr, Founder and Co-Chief Creative Officer, Hijinks

"I'm going with Volvo's 'Epic Split' because it's infinitely memorable, incredibly clever, perfectly crafted and epic in its execution. It was one of the first B2B ads (outside of Super Bowl spots) to cast celebrity talent and Jean-Claude Van Damme was such an inspired casting choice. I remember being jealous about it when it came out and I still am today."

<iframe src="https://www.youtube.com/embed/2HQ4kwCm8U4?enablejsapi=1&origin=https://www.thedrum.com" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen loading="lazy" referrerpolicy="strict-origin-when-cross-origin" title="Embedded media" aria-label="Embedded media"></iframe>

### Nick Watmough, Executive Creative Director, The Croc

"Choosing a favorite B2B ad is like choosing a favorite child – technically possible, emotionally chaotic. 'The Epic Split' deserves a standing ovation, but my heart goes to HP's 'The Wolf.' Only HP could make printer security feel like prestige TV.

Starring Christian Slater as a charm-soaked cybervillain, it turned network security into a slick, dystopian film noir. Smart, stylish and genuinely unsettling, it proved the point every marketer secretly knows: **enterprise doesn't have to be boring**. It can thrill. And it worked. The response was frighteningly impressive: HP's printer sales didn't just rise, they tripled the company's original target."

<iframe src="https://www.youtube.com/embed/ALeqLbnDHXE?enablejsapi=1&origin=https://www.thedrum.com" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen loading="lazy" referrerpolicy="strict-origin-when-cross-origin" title="Embedded media" aria-label="Embedded media"></iframe>

### Ellie Morton, Art Director, Stein

"The 'I Love You, Acrobat' campaign from a couple of years ago nails it for me because it treats B2B marketing like something people actually want to watch! It's smart, funny and relatable in a way most software ads aren't, tapping into those all-too-familiar pain points of office life with Hasan Minhaj bringing the perfect mix of humor and credibility to land the campaign.

Like most people in the industry, I'm in Acrobat every day and this playful, empowering take made me laugh. Honestly, who hasn't felt like taking a baseball bat to a stubborn printer?"

<iframe src="https://www.youtube.com/embed/--rj3G-zGDI?start=19&enablejsapi=1&origin=https://www.thedrum.com" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen loading="lazy" referrerpolicy="strict-origin-when-cross-origin" title="Embedded media" aria-label="Embedded media"></iframe>

### Yousuke Ozawa, Creative Director, UltraSuperNew Tokyo

"My favorite B2B campaigns are Volvo's 'The Epic Split' and Country Time's 'Legal-Ade.' What I love about them is that although they are aimed at businesses, they still managed to reach a much wider audience. Watching these ads made me realize something important: **business people are also consumers**. After hours and on weekends, they are just regular people with emotions, preferences and impulses. They are not robots making purely rational decisions. The difference is simply that instead of buying for themselves, they buy for their company's efficiency and success.

For a product to succeed, it needs three things. First, the audience must know the brand or at least have heard of it. Second, they need to understand what the product actually does. And finally (maybe the most crucial step), the brand has to be liked. Even if people recognize the brand and understand the offering, they will not buy it if they do not like it, especially when it comes to a big and high-stakes purchase. In the end, **decisions are made emotionally and justified rationally** afterwards. These two campaigns do exactly that. They check every element needed to make a B2B campaign truly successful."

![Classic B2B Print Ad](https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/1763793269730.jpg?width=1020&fit=crop&crop=faces,edges&auto=format&q=100&dpr=2)

### Reuben Webb, Independent Strategic Creative Consultant

"There are many modern contenders for all-time favorite B2B ad, but I'm going to eschew the epic split and rockstar wonders and choose this classic print ad by McGraw-Hill Publishing Co from 1958.

It's brilliantly terrifying. The message to B2B companies is very simple and still painfully relevant today: **neglect brand investment at your peril**. Many have still not learned that lesson.

Short-term, interruptive, lead-generation advertising is just the digital equivalent of the cold-calling salesman. My reaction to it is exactly the same as the man in the chair: how dare you walk into my digital browsing office unannounced?

For the fact that it's as relevant today as it was in 1958, and once seen, never forgotten, this ad gets my vote."

This week, The Drum published The B2B Agency Hotlist, a definitive guide to the agencies making B2B the most exciting place in marketing right now. Now, creatives from some of those agencies share with us their all-time favourite B2B ads.

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