There are hundreds and thousands of companies working in Pakistan. They have good business strategies and are making a lot of money through that. Much respect for what all these companies do. But are all these companies really concerned about Corporate Social Responsibility? I reckon, no.
PepsiCo, by far, has been the most CSR-conscious company, playing a beautiful role to create a good impact on the social lives of people. It has been a long time since they have been popping up new ways to re-create the living system and improve the lifestyles of the under-privileged people residing in not so luxurious areas of the country. PepsiCo is the company that truly values the rights of those who do not even know what to fight for.
This year, they planned the continuation of an idea that which started back in 2015 by the name of Lighting Up Lives. The concept behind this campaign was to light up the homes of people which have been in the dark for a lot of years. Electricity problem has improved in Elite areas but in villages and not-so-important-areas according to some authorities, the problem still resides. And I do not need to explain HOW MUCH electricity is important. It is that ingredient in the recipe of life that cannot be left un-used.
PepsiCo realized the importance and therefore, continued with the success that the last campaign held. This year in Ramazan, they won the hearts of all the viewers who watched the new Pepsi ad. The advertisement was a complete package that included innovation, thought, awareness and beauty- beauty for a lot of reasons, though. Firstly, what blew us away was the cast of the ad. Some very famous celebrities of our generation, Syra Shehroz, Hamza Ali Abbasi, Sanam Saeed and Azfar Rehman joined hands to play their part in inspiring their die-hard fans. The whole theme of the ad was itself so elegant. These humans gave it an extra credit. Then it was the concept of “lighting up” the houses of needy. Some things are just worth melting for. This advertisement had that something. Then ofcourse, Abida Parveen with her Suroor was the cherry on top. Abida Parveen is the finest in the area of Sufism. It was such a clever idea to bring her on the playback side and add amazingness to the show! We are so proud, PepsiCo!
