With the start of Ramazan, the donation campaigns started for all the brands. I was waiting for my favorite one since last two years. Pepsi has been doing some really good work for those who need our help. This is the third year Pepsi launched this campaign and this year it was zara hut key.
So The Annual Liter of light campaign by Pepsi Pakistan, with the new initiative. This time they are going #EyesClosedForlight. Leading Names of the Film & Drama industry are taking part in this campaign with Pepsi. Not only this, but Pepsi has launched a book with the powerful images of Impacts from the Pepsi liter of Light campaign. The campaign is doing brilliantly this year as well as people across Pakistan are participating for this cause. Even I have purchased these bottles too for the entire Ramzan to support the cause because as they say na Charity begins from Home.
Pepsi Pakistan has launched the book already on 14th June,2017. A photo exhibition was held at Lahore on 14thJune, where Pepsi has portrayed some really good images of their powerful work they had been doing for years for the betterment of the society. With the photo exhibition, they have also launched their book. This book is a must see and read. It has the glimpses of all the difference Pepsi has been creating with the help of all the pepsi fans over the years in the life of people living in the off-grid areas.
This movement by Pepsi was backed by huge number of Pakistanis, who are participating in the #EyesClosedForLight campaign and nominating their loved ones to do this for a cause by posting their pictures with closed eyes and the hashtag on their social media platforms. Closing the eyes resembles to the experience those individuals who don’t have have access to light and they are spending life in darkness. Till date Pepsi has successfully covered 40 plus villages across Pakistan with their partners ACE welfare Foundation. This year through their digital campaign Pepsi is tracking their daily impressions and also aims to invest further into this cause if the number of hashtags increases more than their set target.
Close your eyes and feel the darkness that millions of Pakistanis live through every day. I lend my support to the #EyesClosedForLight movement as every time you upload your picture with the hashtag #EyesClosedForLight , Pepsi lights up one life in return. So spread the word and carry the message forward. #PepsiLiterofLight I nominate @anousheyashraf @khanahsanofficial & @aijazz to post the same.
When approached to the Marketing Director of Pepsi and he was asked about the campaign, he expresses his views about the campaign as “We started the campaign two years ago in a bid to bring a real difference to the lives of Pakistanis. Since the beginning of Ramadan this year, we started our campaign of installing lights with the aim to impact at least 30,000 lives or more just this year.”
Our goal is to pull Pakistani people out of darkness and improve their quality of life. In this effort so far we have installed a number of street and portable lights in the areas surrounding KPK, Gilgit Baltistan, Balochistan, Sindh and Punjab from June till October. We aim to do more through this campaign each year to make life easier for all”.
At the launch ceremony of the book, held at Lahore on 14th June, Amongst many celebrities and prominent personalities like Mehwish Hayat, Mehreen Syed, Atif Aslam, Hamza Ali Abbasi, Cybil Choudhry, Amna Babar, Mira Sethi, Adnan Siddiqui and Munib Nawaz and many more came together to support this initiative.