The third edition of Pepsi’s annual Liter of Light campaign has been launched with the hashtag #EyesClosedForLight. Celebrities including Fawad Khan, Mawra Hocane, Ayesha Omer, Sajal Aly, Wasim Akram, Imran Abbas, Mehreen Syed, Mehwish Hayat, Shahbaz Taseer, Mehreen Taseer, and Osman Khalid Butt participated in the campaign by uploading pictures of themselves with their eyes closed, followed by the hashtag #EyesClosedForLight, and for every picture posted, Pepsi helps light up someone’s life. The significance of people closing their eyes and taking a picture is to raise awareness regarding the issues faced by people living in off-grid areas, and to show how they live their lives in darkness. Aside from celebrities, socialites, bloggers and members of the general public posted their own pictures with the hashtag to show their support.
Through this campaign, Pepsi has been impacting millions of people by installing light sources in off grid areas all over Pakistan. In collaboration with ACE Welfare Foundation, Pepsi has succeeded in lighting up over 40 villages. The amount of investment being put in by Pepsi is directly proportional to their progress towards the hashtag milestone. Even if the number of hashtags exceeds their target, they will continue to work towards providing light to areas that need it.
“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,” The Marketing Director PepsiCo, Salman Butt, said regarding the reach of the campaign.
It’s good to see multinational companies operating in Pakistan fulfilling their social responsibilities, which is a lot more than we can say about most local lawn brands. Pakistan is a developing country with different needs, and due to a lack of resources, those needs cannot always be met, which is why Pepsi’s campaign has been positively impactful towards improving the quality of life for people in areas that are normally overlooked.
Team Kluchit
