Hamdard builds on its rich legacy of patriotism this Independence Day

Hamdard ropes in Sufi Qawwals Fareed Ayaz and Abu Muhammed for its Ishq Pakistan campaign

Over the past few years, Hamdard has brought people together from different walks of life under a unifying spirit of celebration. This year, it launched a digital campaign called "Ishq Pakistan" on Pakistan’s 71st Independence Day in order to revive the spirit of patriotism in Pakistanis across the globe.

The Ishq Pakistan campaign is running on electronic, print and social media with a focus to celebrate the nation’s deep-rooted love for its homeland.



The campaign starts off with a Qawwali video featuring the acclaimed Fareed Ayaz and Abu Muhammad Qawwal group who have received the exclusive Pride of Performance award.

Another video of Ishq Pakistan highlights the fascinating beauty of Pakistan. It showcases the hospitable people and picturesque locations of Pakistan in order to send out a message of peace, love and harmony.


Speaking of social media, Hamdard Pakistan's social media page followed suit by initiating "Shining Pakistan", a campaign that pays homage to the true heroes and distinguished personalities of Pakistan. These heroes have rendered innumerable services in the fields of medicine, philanthropy, social service, humanity and so forth.



Rooh Afza, with its commitment to stay close to its consumers, introduced Independence Day Facebook filter that users can frame around their profile pictures in order to express their love for Pakistan.

Collectively, the trending hashtags, #IshqPakistan and #ShiningPakistan display Hamdard’s remarkable branding strategy of uniting the nation under one slogan.