Amreli Steels launches campaign of ‘Resilience’

A defining attribute of great individuals as well as its product

Press Release April 17, 2018

KARACHI: Amreli Steels launched its new campaign over the weekend that celebrates the virtue of resilience, a defining attribute of great individuals as well as its product, steel bars. The advertisement is based on the story of two Pakistani individuals who are the literal embodiment of resilience. It features Younus Khan, the defiant cricketer who remained true to himself despite relentless criticism and today ranks as one of the best Pakistani cricketers of all times. Also featured is the aptly proclaimed “Iron Lady of Pakistan”, Muniba Mazari, the differently-abled UN ambassador who refused to let her condition define her and became the champion for women and the differently-abled worldwide. The story puts these great individuals’ personal journeys in the forefront to establish that lasting legacies are forged through iron will. It is this inherent resilience that is the true strength of one’s character.  

Published in The Express Tribune, April 17th, 2018.

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