Sooper depicts Freedom through its Sooper Hai Azadi Campaign
Oxford dictionary describes freedom as the power or right to act, speak, or think as one wants. Similarly, freedom comes in varying forms, such as the freedom of accepting and assimilating with diversity or even the freedom of being able to say ‘No’, not many people are given this right and are forced to perform their daily chores a certain way, often being used a certain way. For instance, being taken for granted is also synonymous with not being free. The questions to ask ourselves are, ‘Are we free?’, and ‘Are we letting the people around us rightly practice their freedom?’
|Saadia Naveed, Deputy Managing Director, EBM talking about what freedom means to her|
English Biscuit Manufacturers (Pvt.) Ltd. recently invited us for a bloggers meet-up for their campaign launch of ‘Sooper hai Azadi’ which is a depiction of the hard working people of the country. The theme is ‘Rhythm of Freedom’ that shows how Pakistanis associate themselves with freedom that they have been blessed with.
This particular campaign is based on a combination of different sounds associated with various professions that often go unnoticed and is therefore a tribute to those unsung heroes of our country who play a significant role in the development of the Pakistan on a daily basis. From tea sellers to cordwainers, to domestic staff and office boys of our offices and institutes; these are the people without whom we wouldn’t have been able to perform our daily chores with ease or would have required more effort in doing so. Sooper Hai Azadi has thus acknowledged the daily sounds that we hear and made a catchy instrumental out of it. One simply can’t get enough of it, considering the fact that it has been ‘Made by Pakistanis, for Pakistanis’. It struck the audience in awe of its superior quality and well thought out concept together which instilled a sense of pride in us.
The instrumental based on the evergreen national song, ‘Mein bhi Pakistan hoon, too bhi Pakistan hai’ which was sung by Muhammad Ali Shehki back in the 80s struck an aura of nostalgia for the time when Pakistan witnessed some quality national songs which still remain unmatched, nothing beats the quality in terms of composition, lyrics, and those beautiful voices. Here’s the song that speaks for itself and Sooper rightly picked a wonderful tune:
If you have existed in the 90s or remember that wonderful time period you would realise that something produced along the same lines of the Sooper campaign used to grace our TV screens during festive occasions, such as Eid. Yes, The Morven Gold ‘Rhythm of Unity’, Sooper Hai Azadi is a sweet reminder of this well synchronised combination of people who depicted what unity is. It's been after such a long time and something this great has been created. Watch for yourselves and travel back in time:
|Legendary Squash Champion, Jahangir Khan at the Campaign Launch|
Saba Gul, on the other hand, with her two MIT degrees and a promising career in the US had decided to call quits one fine day, all she had was a big idea! Now owner and CEO of PopinJay, an accessories brand, she empowers skilled artisan women in villages. Based on non-profit model, her business is backed by a social cause that gives these women their rightly deserved share of income through the business they help run which has spread internationally. 'Let’s just say there is more to Punjab than bhangra!' is a great depiction and speaks a thousand words for what PopinJay has to portray Saba inspired and undoubtedly woke the entrepreneur inside most of us, for her, her big idea was her freedom that got her happiness through the happiness of others she helps get employment through her business. And according to Saba, her hero has been her office boy who throughout this time has ensured that deadlines are met and product deliveries are made on time.
Jibran Nasir has been a true celebrity with his leadership skills and the ability to wake people up from their slumber. He started off by shedding light on the Quetta blast and how we have lost an entire generation of lawyers, he also spoke about what freedom is and what’s in store for us in the coming years as Pakistanis. With his down-to-earth personality and the charisma to do good for the society, Jibran continues to inspire people around and make them question their freedom. He means what he says and is definitely a man of action as has been proven till date.
I was only able to record a little part of his discussion, sorry for the bad video quality but his words are worth listening to:
From Left to Right: Umair Jaliawala, Jahangir Khan, Shahzad Roy, Jibran Nasir, Saba Gul