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#SooperHaiAzadi with Rhythm of Freedom 

“Sabse agay sabse ooper peak Freans Sooper peak Freans sooper” has become the identity of Pakistan’s number 1 selling brand, Peek Freans Sooper biscuits in recent times. That’s why I find it daring to completely turn towards instrumental ad this time & not copying a filmy tune. Thumbs up. 

Umair Jaliawala, Jibran Nasir, Shehzad Roy, Jahangir Khan at #SooperHaiAzadi event

To celebrate the occasion of Independence Day and launch the ‘Sooper Hai Azadi’ campaign, Peak Freans organized an event on Tuesday, August 9, 2016. The theme of the event was ‘Rhythm of Freedom’ that depicts how the people of Pakistan seek joy because of the freedom they have been blessed with. 

The ad features tune of Main bhi Pakistan hon on various folk instruments. Soothing audio with scenic visuals. Just an overdose of brand cor(red) that keeps you reminding of another brand (if you can guess that) but over a beautiful ad and it has been launched by a thoughtful event. 

Pakistani Squash legend Jahangir Khan at #SooperHaiAzadi event
Pakistani Squash legend Jahangir Khan at #SooperHaiAzadi event

Adnan Bajawa, Brand Manager for Peek Freans Sooper, the flagship brand of English Biscuit Manufacturers (Pvt.) Limited, regarding the campaign stated,

“In the “Sooper Hai Azadi” campaign, we have acknowledged the everyday sounds that people make, and we have combined them to produce an instrumental as a dedication to Pakistan’s workforce, who contribute to the development of this country with everything that they do. At the same time, this campaign is also a reminder of the greatest thing this country has given us, which is Azadi. It is because of Azadi that we love what we do, because we have the freedom to choose for ourselves. We as Pakistanis seek happiness and joy from the work that we do and Azadi gives each of us something to contribute to, something to hold on to and something to fight for.”

The launch of the campaign was followed by a panel discussion moderated by Umair Jaliawala lasting approximately an hour. The panelists included Jahangir Khan, Shehzad Roy, Jibran Nasir and Saba Gul. The diverse panel talked their perception of freedom and how they have used their own personal freedom to project Pakistan in a positive light. Each of them had an interesting story to tell of how they believed they could use their work to contribute to freedom or vice versa, and how to use the freedom this country has given us to make a difference. 

It was certainly an evening of reflection and gratitude which ended with a discussion on those heroes who have contributed with their heart and soul to the success of our panelists. From their parents to their office boys, everyone deserved to be appreciated and the panel discussion did exactly that. 

Further legs of the campaign include digital and on ground activations. Numerous competitions are running across Facebook where individuals can send in their entries with the Independence Day packs of Sooper to win exclusive goodie bags.  To further ignite patriotism on Independence Day, Peek Freans Sooper has also organized market activations where markets will be decorated with Sooper Hai Azadi buntings and Pakistan’s badges will be distributed across market areas. 

In the spirit of Azadi, and following the theme of Rhythm of Freedom, Peek Freans Sooper team will also be travelling across Pakistan to Karachi, Lahore, Islamabad, Quetta, Peshawar, Rawalpindi, Faisalabad, Multan, Sukkur and Hub (Balochistan) among other where they will acknowledge over 20,000 individuals for their services to Pakistan by giving them Sooper Salam and presenting Sooper gift boxes from August 11 to August 14.  Sooper believes these people spend their lives contributing to our country and together they all make Pakistan what it is today.

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