Sidra Salman

Sidra Salman

Creative Director at Synite Digital
Karachi, Pakistan

About me

Sidra Salman is a passionate advertising professional, a digital geek in spare time, a patriarchy buster in professional and social settings, and a yogi on most Sundays. She believes in utilising the collective power of her profession, her passion and her gender in creating meaningful narratives for the brands she works for.

With over 10 years of advertising experience, and a track record of creating effective integrated communications, she has embarked on a journey to engineer positive change in culture, behaviour and human lives.

Sidra has worked with some of the most prestigious ad networks like Saatchi & Saatchi, Mullen Lowe Group and Dentsu Aegis Network. She has handled a diverse portfolio of clients throughout her career, including but not limited to Unilever, Toyota, Procter & Gamble, Standard Chartered, Roche and Phillip Morris.

Sidra currently works at Synite Digital - an affiliate of Dentsu Aegis Network in Pakistan - as Creative Director. She started Synite’s Creative Department with a small portfolio of five brands, and a team of two. In 5 years, she has grown the portfolio to 32 brands and has now built a robust team of 25 extremely talented and diverse individuals.

She was amongst the 10 women selected for the Spikes’ See It Be It program in 2019, and was one of the Pitch Fanzine’s Superwomen in 2020. Sidra received Pakistan’s most prestigious advertising accolade, PAS Award, in 2015 and has a nomination in Effie Pakistan 2020. Recently, she has started an Instagram blog where she intends to inspire women in Pakistan in their fight for financial and social independence against the patriarchy bitten society.

In a nutshell, Sidra is a passionate creative with big dreams, some lost pieces of puzzle and a cause to die for.

Sidra's work can be reviewed at


Creative Director
Synite Digital
2015 - Present (5 years 9 months)
TitleCreative Director Oct 2019 – Present

Associate Creative Director Nov 2017 – Oct 2019
Portfolio: KFC | Suzuki | Roche | Faysal Bank Limited | Dominos | Jubilee General Insurance | Philip Morris International | Dvago | J. | AK Galleria

Creative Group Head Oct 2015 – Oct 2017
Key Brands: Olpers Milk & Cream | Tarang | Omore | Yamaha | Palmolive Naturals | EBM
Creative Group head
Karachi, Pakistan
2013 - 2015 (2 years)
Key Brands: EBM | Burger King | Jubilee Life Insurance | Vim | Close up | Wall’s | Clear | Pearl Dust | Lifebuoy Shampoo | Fair & Lovely
Creative Chaos
Creative Manager
Creative Chaos
2013 (1 year)
Key Brands: Jazz | WWF | Hilal | Sun Quick | Sun Top | Sufi Oil & Ghee
Creative Manager
Karachi, Pakistan
2012 - 2013 (1 year)
Key Brands: Head & Shoulders | Safeguard | Pampers | Samba Bank | Interwood
Graphic Designer
2010 - 2012 (2 years)
Key Brands : Indus Motor Company | Hilal Confectionery | First Microfinance Bank

Other professional activities

PHNX Tribute, Paris

Awards Jury Member

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