EBM sponsors Pakistan’s First Ever Animated Movie ‘3-Bahadur’

Tuesday, December 23, 2014 Hiba Moeen 0 Comments

Pakistan’s leading biscuit manufacturing company, English Biscuit Manufacturers (Pvt.) Limited (EBM), is the lead sponsor of Pakistan’s first-ever feature length animated film, ‘3-Bahadur’. It has been produced by Waadi Animations and endorsed by Peek Freans Gluco, awaiting Summer 2015, it's ready to make us all proud.

EBM believes in empowering and motivating children at an early stage so that they grow up to become contributing members of the society. And when it comes to having their dreams come true, the sky should be the limit. This concept being in close association with the pioneering movie is what makes the sponsorship strong and worthwhile. 

'3-Bahadur' promotes the concept of 'edutainment', the combination of education and entertainment which are the foundations of healthy growth in children. The story itself revolves around three young superheroes who are active and ready to shun the evil in the society in order to bring about a positive change.

EBM will be introducing theme based and exhilarating activities in line with the movie, for example, a '3-Bahadur' web based interactive activity by RIO and movie branded packaging for Gluco. 

“We are proud to be associated with this project. The movie brings out a powerful message for children, that, each one of them has unique abilities and strengths through which they can make a positive contribution to the society and that EBM’s brands communicate as well,” said Zulfiqar Ali Ansari, Head of Marketing at EBM.

Sharmeen Obaid Chinoy, CEO of Waadi Animations, said: Almost 3 years ago, I had an intense desire to create an animated feature in Pakistan which would appeal to both children and adults alike. I have to admit, venturing into the realm of animation was unchartered territory for my team and I, but everyone quickly warmed up to the idea and we began learning the ropes and assembling a team of some of the best animators in the country to work with us. We are proud to announce and share the fruit of our hard work and efforts; Pakistan's first animated feature film!”

About EBM: English Biscuit Manufacturers (Pvt.) Limited was established in 1967 as the first manufacturer of wholesome, hygienic packaged biscuits in Pakistan. For over 45 years, EBM has been a symbol of trust and confidence for consumers, making it the leading biscuit manufacturer of Pakistan. EBM has an extremely diverse corporate social responsibility (CSR) portfolio, driven by a commitment to improving lives. With one of the largest CSR budgets amongst national and multi-national companies, EBM has made significant contributions in areas as diverse as health, education, community welfare, and sports related causes.


Wasim Akram meets Fans at Accu-Chek’s Mall Activation

Thursday, November 20, 2014 Hiba Moeen 1 Comments

Wasim Akram along with his wife, Shaniera Akram endorsed Accu-Chek’s recent mall activation at Dolmen Mall Clifton through a public appearance to meet fans and well-wishers. The excited crowd gathered to welcome their national hero as the floor flickered with camera and cell phone flash.

Akram in his pursuit to create awareness about living a disciplined life despite suffering from diabetes shared his own lifestyle patterns and spoke about routine activities. Acquiring diabetes at a young age of 29, he persistently maintained his athletic vigor and charm, something that might not have been easy for the faint hearted. As part of their effort to shed light on the World Diabetics Day, Accu-Check and the husband and wife duet came forward to educate the masses about this disease before it’s too late.

Maintaining an interactive session, the brand placed a kiosk for a free diabetes check where people could come and have their blood glucose levels tested. With some new cases identified, it was a means of teaching the audience about the ultimate need of taking care of themselves and being responsible about their diets and daily

To further their cause, Accu-Chek had also invited doctors and dieticians for free health consultation and tips to educate people about the safety precautions they should be taking.
“I do sometimes feel like having junk every day but I know that it’s not in the best of my interests that’s why even after retiring from cricket I maintain the same routine due to which I can proudly say that I control Diabetes while it does not control me,” said Akram “Getting Diabetes is not the end of the world.” 

Working as a brand ambassador of Accu-Chek since 2001, Wasim Akram has helped acquaint the target audience with this blood glucose level monitoring device by Roche Pharmaceuticals. The company has a workforce of over 80,000 employees in more than 150 countries striving to improve the lives of patients around the world, it is with the help of Roche Diabetes Care (RDC) that blood glucose monitoring systems are innovated to enable diabetics to manage differing levels of this condition more effectively. 

Some Facts and Figures about Diabetes:

·         7.1million Pakistanis are diabetic

·         Pakistan is ranked 9th out of 188 countries in terms of obesity

·         88,000 people die due to Diabetes related complications

·         Diabetes projected to become the 7th most leading cause of death by 2030

·         4 out of 5 people with Diabetes live in low and middle income countries

·         Diabetes is a leading cause of blindness and kidney failure

·         Diabetes kills one person every 10 seconds around the world


The Wildlife Experience Center, A Trip to Remember …

Thursday, October 02, 2014 Hiba Moeen 7 Comments

From Left to Right: Me, Hina, Mr. Atif Imtiaz (President of TWEC), Syed Umer Iftikhar Ahmed (Education Director, TWEC), Afnan, Jeet

We recently had the privilege to visit a petting zoo, The Wildlife Experience Centre (TWEC) which is an on-ground project of The Wildlife Welfare Society.  Located inside Zeeshan Azeem Haider Shaheed Park in Nazimabad Block 1, Karachi, this vicinity serves as a perfect spot to entice pet lovers.

Ever since I got to know about this heaven in Karachi I had been dying to visit it so that I could pet the furry balls. Finally getting a chance to visit it with a friend (Hina, an internationally acclaimed author of Equinox) and then again with family I’m still like that hungry kid who hasn’t yet had her hands full with candies, any supply is insufficient hence making me a glutton for pets.

Invited by TWEC’s Education Director, Syed Umer Iftikhar Ahmed, we were given VIP treatment by the pets, especially the birds as all they wanted was to hug and cuddle with you. As we entered, we were welcomed by Mr. Atif Imtiaz, one of the initiators and the dedicated President of the NGO and then by a Gold Macaw rightly named as ‘Blossom’ by a little volunteer (Afnan).

I being a parrot freak couldn’t wait to play with Blossom after which I had to count my fingers; its beak seemed bigger than the size of my wrist and the tail length added to the beauty of it’s entire existence. As the bird playfully chewed my fingers and munched on my nose I knew I had found a feathered soul-mate: P … as it’s claws tightened their grip to walk around the territory of my shoulders we knew it was a cheerful yet demanding bird. “Macaws like Sun Conures have to stay busy with some activity or the other owing to their restless curiosity” explained Mr. Atif. Later on, we did realize that Blossom is the gentlest bird TWEC has while the cockatoos follow suit.

Being a bird person I didn’t show much interest in the reptiles, however, the innocuous pythons were one of their kind, when touched they seemed quite a lot like plastic and surprisingly they weren’t scary at all, one would rather be more scared of domestic lizards.

We were also invited to inaugurate the marine tank that was recently setup for two of their newly acquired clown fish introduced other than the resplendent fish collection they already have. Children and even adults relate it as ‘Nemo’ … there we found Nemo. TWEC is planning to keep a “Finding Nemo” themed collection in that aquarium.


It’s a wonder that people do not realize the true worth of the rare Black Swans …eh … ever heard of the Black Swan event? It’s called such due to the rarity of occurrence. Well TWEC also had these along with a beautiful Mandarin Duck. Another wonderful thing was the 80 year old turtle present as a symbol of calm and peacefulness in a not so peaceful city.

Moving ahead, we were greeted by their Fisher Cat which was not in the very best of moods as that’s how it’s like we were told. Being about to feed my hand to it I was cautioned by the hosts not to get too close to that beauty which friends likened as a cheetah. “Aray in kay pass shair bhi hai,’ (Oh they have a cheetah too?) A few of them asked. Rest assured it wasn’t a simple domestic cat.

The pairs of the Amazon Parrots, Grey Parrots and the Electuses were an eye candy. Ever seen a Turaco in any of our zoos? No? Well TWEC accommodates this species that are as quick as a flash.


Female Electus


 Rainbow Lorikeet (Baby)

    Black Swans

   A Bunch of Conures

A separate room constructed as an aviary was more like a fantasy come true. With a vast variety of conures, it serves as a teaching ground with bird specifics. There they had the soft and loving cockatoos, softer of which was the gala cockatoo while the umbrella cockatoos were absolute acrobats. It was great to be with all of them hand tamed birds, however, with bird freakiness comes a word of caution, ‘BIRDS ARE MOODY PEOPLE … YES! PEOPLE!” please don’t mess with them or try to force them to be petted, though they are extremely friendly … and kindly don’t feed them nonsense. The TWEC admin has bird food that they give to people interested in hand feeding the birds.

Almost all the hand tamed parrots were mentioning the signature word, ‘Atif’ and one of the rainbow lorikeets even exclaimed ‘stupid’ when irritated. 

Photo by Umer
 Overall, it’s a great and a must go place for animal lovers, especially for those who want to interact with them, however, the general timings are 5 pm onwards during which all animals are kept inside their cages to ensure their safety when surrounded by the not so tame humans; one has to take special permission and arrange for an appointment to be privileged to visit at a time when he/she can touch the birdies. 

 Ever since I flaunted off our visit on social media through pictures, especially while posing with blossom I have been repeatedly asked by friends about TWEC. Well, below is the map for folks who want to visit it. 

Contact Details:
Mobile Number: 0300-8237997 (Mr. Atif)
                          0322-2392226 (Syed Umr)

Also, since TWEC aims at creating awareness at large for handling animal species, it has initiated an internship program under the name ‘TWEC Warriors’ for students who are interested to participate as it could no doubt be a value addition with respect to Corporate Social Responsibility (CSR) for their resumes.
Volunteers are always welcome. :)

 Umer with Blossom

  Mr. Atif while showing the 14 ft python


‘Sooper’ creates National History by reaching Rs. 11 Billion Sales Mark

Wednesday, October 01, 2014 Hiba Moeen 1 Comments

 Peek Freans Sooper, the number one selling biscuit brand of  Pakistan, creates history by becoming the first biscuit brand with  sales over the unprecedented Rs. 11 billion mark. The coveted  milestone is another achievement of the brand that not only has  the biggest market share in the plain sweet segment at 37 percent,  according to the AC Nielsen retail audit, but also is  the highest  contributing brand of English Biscuit Manufacturers (Pvt)  Limited (EBM), the country’s leading biscuit manufacturer. 
 Commenting on achieving this milestone, Zulfiqar Ali Ansari,  Head of Marketing at EBM said, “It is a moment of pride for  EBM to be the parent company of Pakistan’s number one selling  biscuit. The secret of Sooper’s success is the continuous  innovation and adherence to strict quality standards maintained at  EBM. Almost every company has tried replicating Sooper to  climb on its success bandwagon, but has been unable to match the  same taste and quality. At present, Sooper is exported to 13  countries and we plan on increasing that number soon.”

 Launched in 1996, Sooper was the first Egg & Milk cookie,  and since then there has been no turning back. Developed after  intensive research, it is a plain sweet biscuit with a unique texture  that delivers a melt-in-the-mouth feeling.  In 2013, a new flavour,  Peek Freans Sooper Elaichi (cardamon) was introduced. This too was very well received by consumers and since its launch, the new flavour has contributed significantly towards the Sooper portfolio’s overall growth.

Peek Freans Sooper enjoys a universal taste appeal and is consumed by all cross-sections of society. It has been ascertained that almost 20 million Sooper cookies are consumed on a daily basis and 430 million family packs were sold last year. Sooper was also elected the 2nd most favourite brand during the Brand Elections conducted by MEMRB Research agency across Pakistan.

English Biscuit Manufacturers (Private) Limited, the maker of Peek Freans biscuits, was established in 1967 as the first manufacturer of wholesome, hygienic packaged biscuits in Pakistan. For over 45 years, EBM has been a symbol of trust and confidence for consumers, making it the leading biscuit manufacturer of Pakistan. EBM is the first biscuit company in Pakistan to have achieved ISO 14001, ISO 9001 and HACCP certifications. The Peek Freans brand also enjoys the internationally acclaimed Superbrands status.


Beauty as it should be than what it is defined as by Society …

Sunday, September 14, 2014 Hiba Moeen 0 Comments

When you ask people the definition of the word, ‘beautiful’, almost everyone would have different responses, however, if they are asked to define a beautiful woman, there is no doubt that their responses would be quite universal. From fairness creams to beauty soaps and various other beauty products, the image of a beautiful woman is quite over stated, with fanatics defining what she should actually look like.

Thanks to local opinion leaders on television launching their own products who also indirectly claim that fairness is the acceptable norm or is portrayed as the declaration of a woman’s beauty. Such a mindset hinders societies from progressing and drags them towards decadence each step at a time. No matter how dark skinned the endorser or the brand owner is himself/herself, Photoshop is always the best friend in such circumstances considering an appeal to emotion. Why would anyone who is dark herself want to project the sign of beauty as being fair skinned? Instead that person should shun such thoughts and endorse the darker tone of skin as the reflection of a beautiful woman. Being brainy is what constitutes being attractive but invain.

India, for instance, witnessed one such brave transformation where the organization, ‘Women of Worth’ launched a campaign titling it, ‘Stay Unfair, Stay Beautiful’ with actress Nandita Das being the face of it. “In a country where 90% of people are dark, it is sad that we grow up with such an inferiority complex about it,” says Das.

Therefore, beauty is a woman’s confidence, it’s her mind and soul, and something radiated when she is happy from within, rather than being an appearance or gadget defined through the lens of societal pressure. In a study carried out by Dove in 2010, it was revealed that only 4% of women globally would define themselves as beautiful, the brand thus embarked on a worldwide journey to uncover their beauty potential and make them realize their own true worth, thus empowering them altogether.

In what became the Viral Campaign of the Year, Dove invited a group of women and an FBI sketch artist to participate in a study of the image of women’s actual self versus the perceived self. When the same women were asked to describe themselves so that the sketch artist could draw their portraits, their own verbal descriptions revealed their insecurities and an understatement of their own images which were projected as being less attractive. However, based on the observation of a stranger, when the same portraits were drawn, the difference was quite notable with the stranger descriptions being comparatively better and vibrant.

This concluded that women are usually overly critical of their appearance and do not realize how good looking they actually are. The video was translated in 25 different languages and uploaded on 33 of Dove’s Youtube channels with almost 135 million views from 110 countries.

With the world progressing with such creative ideas to explore the real meaning of being beautiful why are we still living in a shell that still has outdated meanings and synonyms to define women? One of the first few steps towards empowering women is by making the same gender realize the concept of beauty and how women should be perceived as attractive than being judged according to what they should look like.

For all the aapa’s and baji’s out there who are promoting their products based on obsolete marketing tactics for the ideal Kaali mai to become gori, gori to make their dreams come true, please do realize that you are selling self-loathing nightmares to undermine their image.

Beauty is what lies within; in the form of confidence, education, determination and strength and not something that can be judged based on the first impression regarding looks and appearance.


16th MAP (Management Association of Pakistan) 2014

Monday, September 08, 2014 Hiba Moeen 0 Comments

The 16th MAP Convention hosted a thought provoking session for managers and thought leaders representing various sectors. It was organised by MAP Convention while the founding partner was EBM, the theme of the convention was ‘Re-think Management’. It aimed at reinforcing management practices and leader styles for the success of businesses in the long run.

Organizations carving their journey through evolutionary business patterns have always been at the forefront of business success stories as a result of which they eventually make it to the Fortune 500 companies, be it adapting to the rapidly changing business environment or fostering employees through empowerment, inculcating the sense of ownership in every individual is what results to accomplishments in the long run. Shedding light on such matters, the MAP convention contributed towards a positive day.

Management Association of Pakistan is a 50 year old body created to assist the business community as their think tank of ideas so that the best management practices could be implemented for generating productivity and future growth. Each year this convention gathers businesspersons and from across the country and executes a thought provoking session thus inviting local as well as international speakers.

Following a welcome address by Mr. Masood Hashmi, Vice President MAP and a speech by Wajahat Hussain, President and CEO of UBL, the day commenced with an engaging session by Tony Buzan, the inventor of Mind Maps. Not only did he make the audience realize the dull norms of performing our daily tasks but also the need to innovate our thinking style. He emphasized upon the use of colour in our daily lives despite us being adults and the need of daydreaming, the lack of which limits new business ideas and blurs creativity.

As people age, their creativity depletes which Buzan explained by giving an example of children who are 95% creative all the way to adults whose creativity reduces to just 10%, what’s in between is the gradual decline in one’s creative thinking. “This is why the world is getting depressed, the average creativity is growing down and average life expectancy is growing up”, he said while explaining the concept of this decline being considered ‘normal’ because if this is normal then it’s not natural and hence a depressing concept. In a nutshell, not day dreaming is not natural and oddly enough our brain’s utility is less than 1%.

The relationship of creativity with age is therefore something as follows:

KG Children: 95% +, Primary: 75%, Senior School 50%, University: 25%, Adults: 10%, and it has been going down …

Discussing further, Buzan explained the evolution of mind, the journey of which started with the Agrarian era almost 10,000 years back and is now leading to the Age of Intelligence, a time period swamped with information. Stressing upon the need of organizing through mind mapping he said: “Mind mappers are taking democracy to the next stage, the former president of Mexico mind mapped everything and facilitated a positive change in the first time in 70 years.”

Later the CMO of PTCL, Furqan Qureshi presented the gradual technological advance and it’s impact of society talking of which the need to be equipped in terms of the right technology for communication was talked about.

The panel discussion based on ‘Leadership through Leading Minds’ comprised of Nadeem Naqvi (MD, KSE), Dr. Zeelaf Munir (EBM), Sirajuddin Aziz (President and CEO, HMBL), Kimilhide Ando (CEO, Pakistan Mitsubishi Corp), Ali Hasnain (Head – Retail Banking UBL), and Asif Juma (CEO, ICI Pakistan Ltd). Each individual shared their opinions based on their experience and expertise the conclusion of which rested on the notion that a leader is s person who is able to observe the best capabilities in his/her employees and creates avenues of growth of them.

“Transformational leadership is about making the employees think and believe they can do the inconceivable,” voiced Ali Hasnain while Dr. Zeelaf supported the discussion by adding, “One should be mindful of the rapid development and should be able to recognize the emerging patterns of change. We, therefore, need to identify as to who it is that we will be leading. The rising generation, must focus on creating change that is sustainable, devising new ways to live and work that fit with the needs of this world.” “Research shows that companies having high representation of women perform better. One such recent study reports that fortune 500 companies with the highest representation of women board directors attained significantly higher financial performance, on average, than those with the lowest representation of women board directors,” said she highlighting the prominence and importance of women’s significance in corporations.

 “There are no textbook solutions; a leader should be good at combining the employees’ strong competencies and should lead those who are professionally better than him,” elaborated Kimilhide Ando while detailing the role of a leader.

The day was further made interesting amidst the host, Dr. S. A. Rub’s enthralling poetic outbursts, not only did he entertain everyone by reading out some verses but also made the audience repeat after him.

One of the best presentations was given by Lucy Cornell (http://youtu.be/55NwZv2hmbo), 1the Chief Inspirational Officer of Voice Coach. Capturing the audience with her excellent training capabilities she made two way communication very evident. Discussing the historic speech by Martin Luther King of Stone Mountain Georgia, she guided the audience about the inflection and charisma in order to create a visceral connection, “You need to have commitment, courage and energy. Your voice follows your intention; you can still be inspiring without yelling and simply connect to the feeling of it,” she elaborated, “If it’s all emotional then it’s noise.”

The next panel discussion focused on HR management and concluded that those in the organization are not mere employees but people who need to be valued and publicly given credit for contributing towards the organisation’s goals. Sharing their expertise for this discussion were

Etsko Schuitema (founder and leading partner, Schuitema Associates), Naila Kassim (Engro Corp.)

Pouru Sidhwa (Director HR, GSK) and Lucy Cornell.

The productive day was later concluded with a session worth exercises by

Dr. Zsuzsanna Fajcsak, (Founder and Director, Alive International) and  Naeem Zamindar (Chairperson

and Founding Volunteer Teacher, Art of Living Foundation).

Following were the sponsors of the MAP Convention:

Platinum Partner: UBL

Founding Partner: EBM

Gold Partner: Jubilee Insurance

Silver Partner: EFU Life

Associate Partners: Ptcl, Central Depository Company, ORIX, TCS, NAFA (NBP Fullerton Asset Management Ltd, SICPA, Habib Metropolitan Bank Ltd

Academic Partner: IOBM

Media Partner: Jang Media Group


Dunya News reveals Imran Khan’s Rebellious Secret

Friday, September 05, 2014 Hiba Moeen 2 Comments

Dunya News took the courage to step ahead of the media clutter to reveal Mr. Khan’s secret once and for all. It wasn’t until today that the nation got to know his reality, thanks to the reporting team and the highly alert studios awaiting this perfect moment to trap the culprits.

Pervaiz Khattak and Jehangir Tareen were caught red handed on camera while smuggling breakfast to Imran Khan’s container; the TV channel’s BREAKING NEWS increased ratings as the entire nation stayed glued to their TV sets, gawking at the unbelievably shocking lines being flashed, the translation of which is as follows:

“Included in Imran Khan’s breakfast were omelette, milk, bread, butter, jam, and mangoes etcetera.”

However, it’s still somewhat unclear as to what they meant by a deadly combination of ‘jaam aur aam’ while accusing the politicians and signaling two meanings as the word ‘jaam’ could either mean jam or even a politician’s choice of the much needed energy drink. It was very inhumane of Imran Khan and his team to not to offer Dunya New's outdoor team some breakfast as it kept drooling at the sight of this extremely ELITE menu. “Who eats eggs, bread and butter in this golden democratic era of PMLN’s democrazy!?” questioned the reporter.

Meanwhile, PMLN has planned a nationwide protest as a result of this breakfast while fearing the cannibalization of their branded breakfast menu inclusive of Nihari Paey. “We are tigers with Nihari flowing in our veins,” said Mr. Sharif, “and therefore, breakfast should remain democratic, we will go to any extent possible to protect the identity of our Khoon League!”

Maulana Diesel on the other hand was found to have tampered with cooking oil by providing diesel to fry the eggs in (as told by eyewitnesses) while the bread was purchased from Mamnoon Hussain’s stall who sells dahi baray at a nearby Azadi camp in the evening. The green and red stall embellished with a crescent and star has got ‘future historic’ words printed in bold typography (Sans Serif), “GO NAWAZ GO”.

Dunya News' news casters were surprised to notice crockery being used for this special breakfast as it appeared to be against the decorum of a political gathering, provided they use their bare hands as plates, both news casters voiced their concerns at the use of crockery. Watch the breaking news.

It cannot be ignored that the omellette being served was prepared from eggs laid by special chickens of Bani Gala; this uniquely spectacular breed of corporate branded chickens have green and red plumage, PTI’s corporate colours and the eggs that they lay are also of the same colour combination. “These eggs have a hard shell like our opponent’s head but it’s very soft from inside like his brains,” mentioned an emotional supporter, although these words were censored considering the next level insult, Dunya News didn’t let go of this information either.

The number of eggs laid is directly proportional to the rate of ‘GO NAWAZ GO’ being jeered; rumour has it that the Azadi Poultry Farm is a conspiracy to attack the opposition with eggs one day. Using Princess Diana’s example to avenge people, PTI workers will be aiming opponents’ vehicles with Naya Pakistan eggs and sprinkling flour following which the climate will play it’s role (trust me, Princess Diana’s avenging style is real but it was at a time when she was just a teenager). Some have likened it to Zubaida Aapa’s ‘rebellious tips for an undemocratic democracy’.

The poultry farm that is abode to these favourite chickens has been breeding rebellious chicks, a collection of which could serve as a ticking time bomb as they have a transparent approach towards undomesticated politics.

Imran Khan has refused to consume any other type of egg as he insists on having PTI branded eggs only and prefers bread sold by the president as revenues of sasti roti (cheap bread) contribute to a certain province. However, the situation is expected to aggravate as the Supreme Court has taken suo moto notice of having breakfast.

Please! Oh please stay with Dunya News for more intellectually breaking news! It’s attempt at competing with the most watched sitcom, Bulbulay might have failed miserably but there's always a second chance.

'Naashta aa nahi raha ... Naashta aa chukaa hai! :)