KARACHI: Islamabad United, defending champions of the HBL Pakistan Super League (PSL), have partnered with Lahore University of Management Sciences (LUMS) to launch a campaign aimed at bringing about social change in Pakistan.
Partnering with United is Haleeb Foods nutritious flavored milk brand, Flava.Haleeb Foods, Head of Marketing, Sami Qahar has been the monolith driving force behind Flava and its campaigns.
According to Sami Qahar, partnering with ISLU has resonated perfectly with Flava’s core mission of seeking out opportunities that support and propagate sports. He expressed his pride over Flava being a part of the concerted efforts that have strengthened the nation’s image across the world and brought international cricket back to the country.
Apart from partnering with ISLU last year, the former women’s cricket team captain, Sana Mir was a part of last year’s Flava-sponsored “Asia Cup Ka Flava”, a web-based talk show discussing the Asia Cup happenings and developments. Furthermore, Flava partnered with Karishma Inayat, the founder of Gilgit-Baltistan Girls Football League to transform the lives of the girls as well as the communities in Gilgit-Baltistan. The arrangement not only made its mark in the development of football in Gilgit-Baltistan but it also made it a reality for the beautiful and amazing young girls to fully participate in any sphere of life they choose. Flava firmly believes in the empowerment of women in sports to tear down gender barriers and discrimination. Every time women clear a hurdle, smash the ball over a boundary, or kick a ball, demonstrating not only physical strength, but also leadership and strategic thinking, they take a step towards gender equality.
Mohtashim Naqeeb, Brand manager at HFL chimed in with his thoughts about Flava and its close affinity with sports. He said that cricket is not only the favorite sport in Pakistan but also a key platform for self-expression for the youth, connecting them beyond social and cultural boundaries. Flava and ISLU will collaborate towards actively promoting sports, health and wellness amongst the cricket-lovers of Pakistan.