Coca-Cola partners with Sharmeen Obaid Chinoy to promote positivity

Karachi: Academy Award (Oscar) winner Sharmeen Obaid Chinoy and Coca-Cola Pakistan have partnered to bring out a series of six documentaries on inspirational Pakistanis, as part of Coca-Cola’s Reasons to Believe campaign. This campaign projects the many reasons to believe in Pakistan, despite all the negativity that presently exists in society.

The premiere of the first documentary was held on Friday in Karachi and was attended by a cross-section of society that included corporate executives, professionals, students, people from the arts and entertainment industry and members of the Pakistani media.

The title of the documentaries series is ‘Ho Yaqeen’, with each of the six documentaries being a positive story relating to one individual from a different region of the country. The first documentary is the story of Sabina Khatri, a woman of great courage, working in the troubled low- income area of Lyari in Karachi. Sabina has made it her life’s mission to impart education to the under-privileged children in her community, fighting against huge odds to do so.

“Sharmeen’s documentaries are a natural fit with Coca-Cola’s campaign, as these highlight the stories of ‘uncelebrated heroes’ in Pakistan; people who have made selfless contributions to their communities and fellow human beings, without the expectation of any reward.” stated Rizwan U. Khan, General Manager of Coca-Cola for Pakistan and Afghanistan, while commenting on the partnership.

Also at the premier Academy Award (Oscar) winner Sharmeen Obaid Chinoy said “Ho Yaqeen brings forth astounding and remarkable stories from Kashmir to Karachi; our characters are ordinary citizens who have achieved extraordinary feats through a determined will and desire to change their country. I hope that their successes and struggles will resonate and inspire audiences and will make citizens all over the country drive to follow their example.”

The documentaries have been developed entirely by Sharmeen Obaid Chinoy and her team, employing the very creative genius that won her an Oscar for her documentary Saving Face earlier this year. Like Coca-Cola, she too firmly believes that when the message is clearly positive, people are encouraged to overcome their personal challenges and strive to spread positivity amongst others.

By highlighting inspirational people who are the uncelebrated heroes of our society, the message is clear that change is possible when people come together and strive to better their country. Coca-Cola will be airing the documentaries on multiple television channels starting May 20, 2012.

For more information, contact:
Afsar Khan
Asst. Media Manager
Asiatic Public Relations Network Pvt. Ltd.
T. +9221 3583 7674, +9221 3586 7576
Fax: +9221 3586 7103
Cell: +92346 223 1281

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