Tag Archives: Campaigns

Celebrating #IndependenceDay Responsibly

71st Independence day of Pakistan was celebrated on digital platforms by brands in very innovative and constructive way. This year the brands step up their digital game with actually quite valuable contributions. Personally, I love most of the campaigns but here I am listing some of the serious campaigns that contributed towards causes I believe in.

#RoshanHarQadam by Soneri Bank

This was the most underrated campaign but most valuable that encouraged people to actually go out of their way to help someone write & learn to sign. Very brand centric yet innovative & giving campaign.

#HumBhiPakistanHain by Khaadi

Through the extension of last years Mein bhi Pakistan hon campaign, Khaadi stepped up to be more inclusive with Hum bhi Pakistan hain campaign. Initially they announced to donate 50% of sales to a cause that Pakistanis will choose but later on Khaadi CEO Shamoon Sultan announced to give all the 14th day sale proceeds every year for Pakistan

Through online voting at Hbph.khaadi.com 59% Pakistanis chose water sector & that’s why Khaadi donated for Diamer Bhasha Dam fund. Kudos!!

#MeriPehchanPakistan by TCF

TCF is doing a phenomenal job in education sector & deserve every penny of your charitable wealth. Education is the key of our brighter future. Do help them either with your money or be a volunteer.

#HumMeinHaiPakistan by Adamjee

Amid all the plantation drives, this one encourages to plant with Azaadi reference. So good to see people realizing & participating in causes that will actually have benefits for us.

Kudos to all these brands & brains behind these campaigns. May Pakistan prosper & live long.



Ufone honors unsung heroes of Pakistan 

It was an inspiring experience to meet four shinning individuals of Pakistan featured in a TVC by Ufone last month. Ufone recently arranged a bloggers’ meet to create awareness about unsung heroes who are actively reshaping the society through their utmost efforts for humanity. Taking its primary message forward, ‘It’s all about U’, the company extends its support to consumers and people around, thus making them the core focus so as to serve them right. 

Ufone makes conscious efforts in recognising and highlighting people who are an outstanding role model and a personification of the very message ‘It is all about U’.  These are the people who, despite their challenges, have risen above and beyond them and made it big in life. These are the role models who people will look up to as an inspiration as their achievements send out a message that inspires others to do good in their own capacity. 

Four of these compassionate individuals were invited to share their inspirational stories and discuss about their endeavours in order to instill a higher sense of benevolence in people around. These included Muhammad Mohsin Ali, Shamim Akhtar, Saqib Ali Kazmi, and Sabia Abbat. Heroes in their respective areas, Ufone scouted them and picked them up to portray them as models of excellence to the society, so as to trigger the self-belief and inspiration needed to excel in life. Through TVCs and a comprehensive 360 degree campaign, the company has highlighted the life stories of these individuals, their struggles and their unparalleled achievements to inspire the nation and instill in them the belief that nothing is beyond their reach, provided they have the determination to make their dream come true. 

Shamim Akhtar Pakistani female truck driver
Shamim Akhtar, First Pakistani female truck driver

Shamim Akhtar one of these heroes, at 53 is Pakistan’s first female driver; she is one such example who decided to go against all odds to make both ends meet for her family and adapted to a role skewed toward gender based obstacles. She attributes her success to the Islamabad Traffic Police Training course that paved the way for her to show her the possibilities of being able to drive heavy vehicles as she had gained an excellent road sense and courage to defy all stereotypes associated with driving vehicles. Her untiring efforts later helped her gain a public service vehicle license, making her the first Pakistani woman licensed to drive trailers, tractors and trucks. 

Mohammed Mohsin, Graduation Gold Medalist
Mohammed Mohsin, Graduation Gold Medalist

Similarly, Muhammad Mohsin, son of a bread maker and resident of Hafizabad scored 688 points in his B.A exams through his uncanny efforts; thereby topping the list in B.A/B.Sc exams held by the Punjab University and made waves nationwide. Not being able to manage his college dues, he still had his motivation geared towards his goal of completing his graduation and therefore appeared for exams as a private candidate. Mohsin continued his quest for education while assisting his father to support his family and ensured that financial obstacles do not become the reason for a break in his education.

Sabia Abbat, National Cycling champion of Pakistan
Sabia Abbat, National Cycling champion of Pakistan

Sabia Abbat, on the other hand, is a 25 year old cyclist hailing from the village of Haripur and has also been handpicked by Ufone to brace its campaign. Within two years of her enthusiastic endeavors for sports, she became the national champion in Lahore; prior to this, she had been representing her college in regional events. She is now a professional cyclist and holds a bachelor’s degree in physical education.

Saqib Ali Kazmi, Entrepreneur and Waterman of Gharo
Saqib Ali Kazmi, Entrepreneur and Waterman of Gharo

Another flourishing example is of Saqib Ali Kazmi, an inspiring young entrepreneur and social worker from Karachi. From education to health, Kazmi works in the development sector to help the underprivileged of the society however he can. He started a project called “Mera Karachi Meri Zimmedari”. The name being self-explanatory focused on the role of each individual towards the society instead of relying on the politicians or ruling elites to facilitate people. Taking a leap forward, he worked in a small school and later with the help of his friends identified two areas of development in Interior Sindh, that is, water and education. To resolve the water crisis in the area, Saqib and his friends installed 320 hand pumps in different areas of Interior Sindh, particularly Gharo and Thatta. Saqib and the team also manage an educational venture in a village in Gharo. They provide books, free education, uniform and linguistic training to children to allow them to grow and prosper as well as make a difference. 

As part of Ufone’s brand philosophy, it also supported people and organisations not generally known to the public but who all have been doing extra ordinary work for the betterment of the society. These were small scale philanthropic initiatives started by individuals on a personal basis who later went an extra mile, thus impacting their surroundings magnanimously. These include Operation Eid Child, Deewar-e-Mehrbani, and Khaana Ghar. All 3 initiatives have been conceived and are conducted by individuals in their personal capacities. These are being highlighted by Ufone to inspire similar ventures and to invite participation in the on-going activities. Ufone showcased these initiatives through a large electronic media campaign to share the message of goodness with all Pakistanis. Parveen Saeed of Khana Ghar also graced the event with her presence and explained how she was encouraged to pursue her mission of feeding the underprivileged when she heard of a mother having killed her two children as she was unable to feed them. 

The discussion by these unsung heroes was followed by an interactive session with the bloggers whose keen interest in their endeavours revealed many more unsung heroes in the making!

Dowry — A burden or help? #RishtonMeinInnovation aaegi? 

Dowry/Jahaiz has often become a nightmare for parents in South East Asia, where it is a cultural norm. At the time of the wedding, bride’s parents are obliged to GIFT their daughter everything that a house needs, from appliances to furniture and even Gold jewelry. The custom of giving/accepting dowry is now so deep rooted that it is often hard to even take a stand against it, Incase you’re willing to. It is a complex issue as some call it helping the newly weds to start a new life together or giving parent’s blessings to their daughter in the form of things her house needs.

Dowry culture #RishtonMeinInnovation

It seems all fine and good if the bride’s parents are not being forced/pressurized to do so. I find giving things like beautiful clothes and handy appliances to your daughter is a beautiful gesture by parents but the problem arises when groom’s parents started asking for it.Dowry is definitely no security for a happy marriage but it has been turned into a feature that a marriage needs indispensably to happen. We need to end this thinking at least in our own capacity.

Is Dowry a help or is it a burden? The answer to this complex question is rather more complex. From social point of view one needs to encourage parents of boys to show some courage like the to-be-groom in Orient TV’s beautiful TVC did. Indeed a heroic act that hits our  TV screens for the first time and the message hits hard. Hopefully it is reaching the masses and exactly where it’s needed. Watch the end of this Orient TVC to know what I am talking about and being #RishtonMeinInnovation.

Such a beautiful way to deliver a bold message for the masses. I am so hoping that the next time a greedy groom’s parents ask for dowry, someone (if not the groom) step up &  have ethereal courage to say, “aap k Ghar ki cheezon k paisay hum kyun dain?” and then they all live happily ever after. Too much to ask for?

Since the Orient TVC launch, social media is all buzzing with the likes and Anti-dowry messages. It is a welcome change to see boys talking about this cultural evil too. There’s definitely hope that dowry’s evil is going to be beaten by the educated and socially aware new generation.

I might take stand for my daughter’s marriage too that I won’t be giving her the dowry our society seems appropriate as what best I can offer to her is to make her learn our values and providing her with good education. I hope that’s going to be enough for her happy married life. Ameen.

Say NO where you can & you should. Say No to Dowry and let the parents of girls live in the moment rather than spending their whole lives collecting things for their daughters and in laws tab hi tou aaegi #RishtonMeinInnovation.

#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.

#MyTicketHunt on Cheetos Claw Ride

Being a parent I am always looking for exciting activities happening around for kids. Physical activities are so limited for kids these days after the inception of smart gadgets Era but it is necessary for growing kids. It was a surprise to see Cheetos Pakistan coming up with a giant claw ride idea for Kid’s favorite movie Ice Age’s premier in Lahore earlier this month. 

It was a fun collaboration to gain kid’s interests and bang on marketing. My kids love Ocean safari cheetos and I am a fan too. So is the case with our Ice age obsession. So a thumbs up for the idea of collaboration.

At Lahore Fortress, Cheetos Giant claw ride gave the opportunity of grabbing as a many cheetos as you can along with Ice age movie tickets for the first time as Lahore hosted a star studded Ice age movie premier. 
Ek ticket main do mazay. No more pop corn munching while watching Iceage Han? Go grab your cheetos and enjoy the movie kinda scene. Loved it when it was all over social media and probably then Cheetos Pakistan decided to bring this fun activity in other cities too. 

Last week Cheetos Giant claw ride was setup at Atrium Mall Karachi. I visited it with my kids and they had so much fun hunting those ocean safari cheetos packs on the claw ride. The ride was jam packed with cheetos fans and kinda crazy too.  Bad luck that we didn’t get any Iceage tickets😭😭,  yet it was a fun experience. 

The claw ride is not resting and you can find it in Centaurus Mall Islamabad this weekend. Go grab your Cheesy cheetos and hunt Movies tickets Isloo. It’s all yours now.