August is the month of independence for Pakistan. To celebrate the occasion of Independence Day, Pakistan’s number 1 selling brand, Peek Freens Sooper, launched a campaign called ‘Sooper Hai Azadi‘. The launching event took place on August 9, 2016, at The Business Executive Center, Clifton, Karachi. The theme of the event revolved around the ‘Rhythm of Freedom‘ that portrayed how the people of Pakistan seek joy because of the freedom they have been blessed with.
Based on the theme of Rhythm of Freedom, the campaign is a combination of different sounds that people of Pakistan produce in their daily lives. It aims to acknowledge all the individuals who contribute to the country and are constantly making an effort to make a difference.
“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.” Adnan Bajawa, Brand Manager for Peek Freans Sooper, the flagship brand of English Biscuit Manufacturers (Pvt.) Limited.
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 included digital and on ground activations. Numerous competitions ran across Facebook where individuals sent 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 also organized market activations where markets were decorated with Sooper Hai Azadi buntings and Pakistan’s badges were distributed across market areas.
In the spirit of Azadi, and following the theme of Rhythm of Freedom, Peek Freans Sooper team traveled across Pakistan to Karachi, Lahore, Islamabad, Quetta, Peshawar, Rawalpindi, Faisalabad, Multan, Sukkur and Hub (Balochistan) among other where they acknowledged 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 spent their lives contributing to our country and together they all make Pakistan what it is today.