News Desk |
A strong wave of social activism has hit Pakistan through the upcoming generation. Coca-Cola’s Dasani is set to support unsung heroes through its spotlight campaign called, ‘Dasani and You’. Since the last few months, Lahore has been adorned with streamers and billboards of Coca-Cola Pakistan’s new water brand, Dasani. Almost all hoardings in Lahore have creatives of Dasani with punchline ‘Dasani & you’ / ‘Dasani & Me’.
This is a diverse campaign to support individuals and entities who work, for the care of the underprivileged and sidelined individuals in society, and the advancement of the younger community and majority areas that make up the society at large – with their emphasis on environmental, social, educational, economic and artistic faces.
We need to make this right into a nationwide motion to encourage extra real-life heroes with the final word aim of constructing our society extra humane and caring.
The campaign is being widely appreciated by the public who are also taking part in supporting the brand through their social media handles. The marketing strategy is not only inclusive but also smart as it brings together the struggling class of our community to give them the recognition that they wouldn’t be able to gather themselves, given the lack of platforms in Pakistan.
Such a movement can help reinforce motivation in our youth to work in their respective fields, regardless of their pace, and ultimately create a ripple effect for the welfare of the society. The CEO Coca-Cola Pakistan & Afghanistan, Rizwan Ullah Khan, acknowledged, “Motion comes from inspiration. By means of this marketing campaign, Dasani goals to encourage everybody by highlighting & celebrating tales of people who find themselves on a constructive journey. We need to make this right into a nationwide motion to encourage extra real-life heroes with the final word aim of constructing our society extra humane and caring.”
Coca-Cola itself is also working to raise awareness on saving water and plastic waste management all over the world. On January 19, 2018, The Coca-Cola Company announced a bold and ambitious goal: World Without Waste – to help bring back a bottle or can for each bottle it sells, by 2030.
The Pakistani extension of this striving initiative is being run by Dasani under the name, ‘Pakistan Without Waste’. Last month, the company had partnered with 021 Disrupt to seek out young brains in order to come up with inventive approaches to manage plastic wastes in Pakistan.
The Basic Supervisor of Coca-Cola Pakistan & Afghanistan, Rizwan Ullah Khan, acknowledged, “Motion comes from inspiration.
The conference, titled ‘Dasani Discovery Challenge’, was held in Karachi, at the Movenpick Hotel on the 12th of November, and maintained its core focus on challenging the participants to come up with cost-effective ideas for polyethylene terephthalate (PET) collection models and littering awareness strategies.
This was directed to sort Coca-Cola PET bottles out of the general plastic waste (shopping bags, wrappers, labels, food packaging etc.) and effectively recycle Coca-Cola PET packaged products in the future, as a general practice.
According to Coca-Cola journey’s website, Dasani has planned to achieve ‘Pakistan Without Waste’, through four major all-encompassing goals:
- Make recycling more accessible to achieve 100% collection and recycling by 2030
- Help people understand what, how, and where to recycle
- Continue to focus on making their packaging 100% recyclable
- Use more recycled content materials in their packaging
These efforts bring into light the positive impacts multi-national organizations can bring on a national and global level, by involving the common man. Dasani’s spotlight campaign to highlight diverging hidden talents and activists, along with its ‘Pakistan Without Waste’ initiative, is intended to not only bring about disciplined Pakistani youth into play but in the long run, sow seeds of social and patriotic responsibility in our nation.