‘Meri Shaan, Mera Pakistan’ launched

EFU Life inaugurates reclaimed wall at Ayesha Manzil

EFU Life, the leading life insurance provider in Pakistan, has launched a unique campaign 'Meri Shaan, Mera Pakistan'. The inauguration ceremony took place at Ayesha Manzil with the unveiling of the wall by commissioner Ejaz Ahmed Khan.

The company, in a statement, said is committed to serving the people of Pakistan and believes in giving back to the community through its various social initiatives.

On this Independence Day, EFU Life extends its support to the neighbourhoods of Karachi through a beautification project aimed at reclaiming the walls of major public areas and displaying patriotism through art, the statement explained. "The campaign celebrates the spirit of patriotism, depicting the rich cultural heritage of Pakistan, the diversity of its people and ultimately the nation's flag, that brings all of its people together," it said further.

Speaking at the launch, Taher Sachak, managing director and CEO of EFU Life, said, "There is a lot that we as Pakistanis need to be proud of and it's important to bring forward the positive mind-set about our rich cultural heritage especially among the youth. One of the ways is through street art and wall paintings in public spaces. The project aims at eradicating wall-chalking and highlights not only the heritage and culture of Pakistan but also encourages citizens to take responsibility for the city. What makes this campaign truly unique is the involvement of the youth." EFU Life has partnered with 'Abdoz Arts' on this project, an organisation which aims to reclaim the public spaces of Pakistan through arts.

Published in The Express Tribune, August 16^th, 2016.