Premium Western wear Leisure Club introduced a proactive and patriotic platform – Made Of Pakistan at a press conference. Inspired by what it is to be Pakistani, Leisure Club’s Made of Pakistan is a direct call to galvanize the youth of Pakistan to rise to positive action.
Launched on the 20th of February 2013 at the Mall of Lahore, Made of Pakistan was introduced by Omar Zaman, brand manager Leisure Club and further discussed by renowned Pakistani personality and actor, Shaan Shahid, a supporter and staunch believer of the Made Of Pakistan initiative. Indeed the faces of the initiative are Shaan Shahid & brand ambassador Aamina Sheikh. Both Shaan and Aamina have been chosen by the Leisure Club team as they represent a Pakistan that is talented, ambitious, bold and progressive – all attributes that Made of Pakistan embraces and espouses.
Speaking at the launch platform, Shaan Shahid said “I am extremely happy to be a part of this project and feel proud to be able to contribute to such a nobel endeavour. I have always advocated positive change and this is truly the time when the educated youth of this country must go beyond words and step up to make a difference.”
The press conference was also attended by notable public figures such as Justice (R) Nasira Iqbal, Pakistan Women’s team captain Sana Mir, Managing Director SEFAM Hamid Zaman and Creative Director of Kayseria Waleed Zaman showing their support for the campaign.
The Made Of Pakistan launch event was also a springboard for the premiere of the audio and video of an original anthem by upcoming Pakistani band Quadrum featuring Punjabi rapper AK (Ali Kabeer). Composed by Quadrum and written by AK, the song is a first of its kind and uses only percussion, base, and vocals to deliver a strong and timely message. The lyrics were candid and ingeniously summed up the current public sentiment in Pakistan – which served as a call to action for the youth to embrace and own the statement: “Don’t tell us what’s wrong with Pakistan. Tell us what we’re going to do about it”
Speaking about the launch of the Made of Pakistan platform, General Manager of Leisure Club Omer Chaudry said “We have named the platform Made Of Pakistan because we want to emphasize that we are the sons and daughters of this soil. We are Pakistan and Pakistan is us. Any meaningful change in our country has to start from us. In keeping with this philosophy, Leisure Club has initiated specific calls to action which engage our youth and serve as a means to generate a positive change”.
Leisure Club’s first call to action is the ‘Clothing a million smiles’ drive, a project in collaboration with ‘Zimmedar Shehri’, SOS Children’s Villages of Pakistan, ASSET (Asghari and Sajjad Educational Trust and Radio 1 FM 91. The representatives from these organizations spoke about their contribution to the campaign and how this has been a combined effort. The aim of this drive is to use recycling of everyday items – especially clothing – to clothe 1 million underprivileged people in Pakistan and to create an independent and sustainable business model that can generate funds for development projects.