PepsiCo Pakistan celebrates an evening ‘With Purpose’
What do you get when over 300 of Lahore’s socialites, influencers, corporate leaders, entrepreneurs, NGO representatives and media professionals come together to hear four remarkable youth heroes share their inspirational stories? An evening “With Purpose”! PepsiCo Pakistan organized a TED-style event titled ‘With Purpose’, where inspirational talks centered on the idea of leading lives with purpose by empowering others. The event concluded with PepsiCo announcing the launch of its youth skills program.
Kanwal Ahmed, Founder and Editor-in-Chief, Soul Sisters Pakistan, talked about her journey of self-awareness that led her to establish a social platform ‘for women, by women’. Benje Williams, Co-Founder, Amal Academy, narrated the story of his search for qualified talent leading him to starting a social enterprise that develops skills and competencies for university graduates. Amneh Shaikh-Farooqui, Co-Founder, Polly and Other Stories, shared her journey of setting up an enterprise that supports creative businesses and talented artisans across Pakistan to sell unique products based on local culture, aesthetics and crafts. Umair Jaliawala, Founder, Torque Corporation, spoke about how listening to his ‘calling’ at a very young age has led him to empower thousands of people.
The evening started with PepsiCo Pakistan unveiling its Pakistan corporate video produced by the AMENA sector communications team. The video establishes Pakistan CUs country footprint, highlights brands and the PwP agenda. At the event, Pakistan CU showcased its key initiatives driven by the Performance with Purpose agenda through a multi-panel installation placed at the center of the reception area. Guests were able to learn first-hand about the PwP agenda, and also engage with the multimedia content played on the screens. Some of the highlights included PepsiCo initiatives on developing farmers’ capabilities to improve yield and conserve water, tree plantation drives, providing green energy to under-served communities and initiatives supporting women and young girls. Furqan Ahmed Syed, General Manager and Vice President for PepsiCo Pakistan and Afghanistan, also narrated the PwP agenda during his closing comments. “It is the way we do business in PepsiCo, i.e. to focus on delivering sustainable long term growth while leaving a positive imprint on society and the environment,” he said.
A specially created Wall of Purpose encouraged guests to make personal pledges and post them on the wall. Between the talks, PepsiCo screened a video produced as part of PepsiCo Pakistan’s “Celebrating our Heroes” digital campaign. The video told the story of Sara Naeem, a 2016 Circle of Champions winner who works on global and sector sustainability initiatives, while based in Pakistan.
At the conclusion of the event, we shared our intent of launching a nation-wide youth skills program that will train thousands of graduates on professional skills so that they can enhance their opportunity of securing meaningful jobs. The announcement was made by Pakistan’s most beloved celebrity and youth icon, Fawad Khan. The program will be co-led by Amal Academy, a Lahore-based social enterprise that has extensive experience in the skills development space.
We are ecstatic about the social media buzz generated by the endeavor; we received over 11 million combined impressions for our pages on Facebook and Instagram. More than 400 content pieces were generated on various social media platforms. This content generated a high level of overall engagement – nearly 90,000 likes, comments and shares across all platforms.