One of the largest and most prestigious advertising congresses in Asia, the AdAsia conference has been organised on a biannual basis since 1958 by the Asian Federation of Advertising Associations (AFAA). This year, the three-day event opened at the Alhamra Arts Council, Lahore, on Tuesday, 3rd December 2019, thus marking its 31st session.
This year’s conference also marks the second time Pakistan has gotten the opportunity to host this eminent event; the first time being all the way back in 1989. The theme for this year’s AdAsia congress was ‘Celebrasian: A Celebration of Advertising and Creativity in Asia’. The promotional and communicational material for the event had been carefully designed while keeping local culture and exclusively Pakistani design elements in mind.
A prominent personality, who also played a pivotal role in the orchestration of the AdAsia conference held in 1989, was none other than the Chairman of English Biscuit Manufacturers (EBM) – Khawar Masood Butt. To date, Mr Khawar continues to nurture strong bonds with the global and local business community, particularly the country’s advertising & marketing sectors using his brands’ vision and positioning. He is also credited with being one of the first few advertisers for television as well as for assisting in the growth of some of Pakistan’s earliest TV channels.
As a way to acknowledge his efforts, the AFAA awarded him with its prestigious ‘Leadership Award’ at the conference. The award was given not only for recognising his tremendous contributions to the marketing and advertising industry of Pakistan but also his vision and good governance which has resulted in the growth of EBM, considered to be Pakistan’s most successful business venture. The CEO and MD of EBM, Dr Zeelaf Munir, received the award on his behalf.
It would not be a stretch to say that this distinguished event has turned into a platform for global leaders to impart valuable knowledge on their business practices and strengths. Much of what Mr Khawar as well as Dr Zeelaf Munir have done for the advertising sector in Pakistan is due to their strong belief in the enormous power that advertising holds when it comes to spreading socio-political awareness amongst the masses while simultaneously also ensuring that the economy becomes more sustainable.
At the conference, a panel discussion on the importance of women empowerment was also held of which Dr Zeelaf Munir was a part. She was encouraged to share her vision, ambitions and journey of persistence with other women who could take inspiration from her experiences and gain the courage to overcome any impediments that could potentially slow them down. She, along with two other female corporate powerhouses, Frieha Altaf and Seema Jaffer, motivated women to chart their own paths, excel in their chosen fields and stand as reminders of what one can achieve if they just put their mind to it.
Speaking to the audience, Dr Zeelaf Munir talked about her personal journey and how it affected EBM’s work environment, decisions and success. She elaborated on the various glass ceilings that had to be broken including societal pressure and expectations. She went down the memory lane to introduce us to Zeelaf Munir, who was a mother of three when she decided to go to the US to pursue her specialisation. She was able to achieve milestones, one at a time, due to her husband and family’s complete support. However, pushing through the family’s legacy and socio-cultural stigmas that are associated with a woman, is a tough entity to achieve.
So, how did she achieve it all? Well, her motto has always been to preserve legacy while leading change and that says it all. When EBM was going through an anxious phase in life, she managed to cultivate an environment which encouraged the team to think and present solutions. Learning was made essential and a pace was determined for changes and communication. However, the higher purpose of the company was also needed to be identified and the pace had to be aligned with the overall goal that the company anticipated to achieve.
Dr Zeelaf Munir elaborated as to how diversity is a crucial element for any work place. According to her, if you don’t identify the untapped talent, your business will not be able to reach new heights. She believes that in order for the GDP to rise, it is equally important for both men and women to contribute simultaneously.
Moreover, it is important to address the unconscious biases that prevent women from flourishing. However, essential traits like collaboration, integrity, morality, being able to inspire and multitask are beyond genders, and are more vital for the success of the business. She further stated that women should be motivated by their peers to take charge and be able to envision future complexities that a business can incur. She encouraged women to evolve with time and fearlessly tackle any obstacle that life throws at them.
She urged women to treat their daughters and sons the same way because if we want a better tomorrow we should start from our very own homes; women should know that boys and girls must be given the same freedom to grow. The purpose of EBM has always been to nourish lives, hearts and communities, and keeping in line with the brand’s legacy, Dr Zeelaf Munir became a powerhouse of inspiration for Pakistani women.
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