KARACIH: Amreli Steels, Pakistan’s Largest Selling Brand of Steel Bars, launched its new campaign over the weekend that celebrates the virtue of resilience which is a defining attribute of great individuals as well as its product, steel bars.
The advertisement is based on the story of two Pakistani individuals who are the literal embodiment of resilience. It features Younis Khan, the defiant cricketer who remained true to himself despite relentless criticism and today ranks as one of the best Pakistani cricketers of all time.
Also featured is the aptly proclaimed “Iron Lady of Pakistan”, Muniba Mazari, the differently-abled UN ambassador who refused to let her condition define her and became the champion for women and the differently-abled worldwide.
The story puts these great individuals’ personal journeys in the forefront to establish that lasting legacies are forged through iron will. It is this inherent resilience that is the true strength of one’s character.
Speaking about the campaign and the nature of steel industry, Mr. Hadi Akberali said “People associate ‘Strength’ with steel but strength is a very narrow perspective. Therefore, our corporate campaign was conceived with the objective of communicating a more holistic point of view on steel: Resilience. Since steel goes deep into the foundation of the very structures we stand on, it needs to be resilient to withstand everyday challenges, remain strong in the harshest of conditions and ultimately stand the test of time. We firmly believe that our steel embodies resilience as some of the most iconic structures across the nation have been built with Amreli Steels and are standing tall and strong till today. As such, the Pakistani people also think of themselves and the nation as resilient. The challenge was to communicate our point of view in an emotional way so as to resonate well with our target market. Bringing the aspect of resilience to light in human terms became a very interesting story telling opportunity while serving as a strong analogy to our company values and product attributes.”***
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