Blue Band makes waves with new purpose led campaign

The last thing they need is sympathy

Who here is not inspired by Muniba Mazari? She is clearly one of those souls who only radiate good vibes. Her unlimited supply of positive energy travels across electronic media pretty easily too and just watching her can make anyone's day better. However, no human being is expected to exude positive vibes all day, every day. She is in fact, as human as the rest of us, she must have had bad days; days when she wanted to give up or when she just felt extra tired.

Disability can be by birth or unfortunate circumstances and can be either mental or physical. But all disabled people have something in common, and that is them not being considered a part of society anymore. Yes. That is the worst thing that comes with any kind of disability.

And that's why, today, we choose to talk about the inclusion of physically or mentally disabled in the society. Honestly, we don't like to use the term disabled. Each and every individual is capable in their own unique way. People can surprise you. The kid who can't read can be extraordinary at painting; and the person who has no arms can write in beautiful calligraphy using his feet.

In Pakistan, there are still less opportunities for those who are mentally or physically challenged. However, awareness and inclusion activities for the challenged individuals are being conducted and the latest among them is the Blue Band's TVC. It shows a group of boys practicing to play like their disabled friend so there is only fair play. Needless to say, the TVC is heart-melting and induces goosebumps.

It conveys the idea of being empathetic instead of being sympathetic. The physically or mentally challenged do not need our pity, they need our support. And it starts with us accepting them as useful cogs in the machine that is society. If everyone is taking part in an activity, involve the physically disabled; and if you cross paths with someone who is mentally challenged, show more patience and compassion. More individuals need to emulate Muniba Mazari and the key to doing it is to not give up on anyone.


Blue Band's TVC ends with a tagline that evokes the parents to focus on their children's character development as Blue Band is there to take care of their child's health. Kudos to Blue Band for revolving their latest ad around a much needed message while also aptly advertising the product.