The devastating Covid-19 pandemic has cost thousands of precious lives globally. The ruthless virus has not only deleteriously affected the health of millions of people, but has also made billions lose their jobs, hence depriving them of some of the most basic day-to-day necessities. Each day we hear-heart wrenching stories about people who do not even have the means to feed their children two square meals. Although this was Pakistan’s unfortunate fate even before the crisis, but due to the lockdown, which rightly intends to protect the citizens from the highly contagious virus, negligence on the part of some higher authorities has made it worse for the poor who are helplessly starving, even during the blessed month of Ramazan.
The poverty is escalating at such an alarming rate that stumbling upon traumatic stories about parents being unable to provide food for their children seems to be the quotidian scenario. As much as it upsets us, we always manage to flip the page and move on with our lives. Well, Parveen Saeed, from Sarjani Town thinks differently. In 2002, when she heard about a helpless woman who had murdered her two children as she was incapable to feed them and could not bear to watch them starve to death, Parveen was keen to change the narrative.
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She deems that there is abundant food in Pakistan and no one needs to stay hungry. Thus, on this very belief she started Khana Ghar, a small dhaba that offers a full meal to anyone who wants to eat for only three rupees per plate. Her vision deserves a salute because this woman understands the phenomenon of providing essentials to the poor in a way that ensures no one sleeps hungry, but along with it, she also protects the integrity of the safaid posh people who can eat at a low cost rather than free.
While Pakistani’s are also known for their compassionate and generous philanthropy, oftentimes it is not enough to just donate money like most brands do. In such testing times, it's a breath of fresh air to see brands like Soya Supreme collaborating with real life altering causes such as ‘The Three Rupee Lady- Parveen Saeed's Khana Ghar’ amidst the Ramazan. Soya Supreme’s objective is not just to support the commendable woman who has been serving the Neiki Ki Recipe for so long, but also to promote her cause. Kudos to Soya Supreme for setting up a benchmark for other brands to follow
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Soya Supreme came up with a brilliant campaign ‘Neiki Ki Recipe’ last year, which was based on the concept of true altruism we witness in the blessed month of Ramazan. They not only observed that people love to indulge in new recipes every day at iftar, but also equally understood the importance of empathising with those who are less fortunate. This manifesto encouraged Soya Supreme to spread the message of kindness and humanity, and thus they began encouraging people to create a ‘Neiki’ ki recipe that benefits the poverty-stricken people.
Embracing this remarkable campaign, they last year sponsored iftar for innumerous people with Khana Ghar. Soya Supreme admirably spread awareness in regards to this noble cause of goodness via its social media platforms and invited volunteers to contribute their time and energy, thereby encouraging them to come forth and personally experience the essence of Ramazan. The brand provided Parveen with a Neiki Team that comprised of not only volunteers, but social media bloggers who took part in visiting Khana Ghar, abetting Parveen serve food and spread a positive word about her initiative on notable podiums. Finally, yet importantly, Neiki Team also distributed clothes, shoes, and other essentials among the needy.
This year yet again , Soya Supreme has stepped up to support the inspiring activist's virtuous cause by contributing and providing thousands of meals to the less privileged people of Pakistan. The brand like always, has been winning the hearts of the nation with its outstanding Ramazan initiative. Given the pandemic situation, it cannot ask the volunteers to gather in a large number, therefore the brand is promoting the cause of Khana Ghar by asking the audience to either contribute directly to the Khana Ghar account or to share the Soya Supreme social posts in order to spread the message of the Neiki team. Khana Ghar has also adapted its righteous cause, according to the situation and is currently working to not only fight hunger that has been caused by the lock down due to Covid-19 with three rupee meals, but is also offering ration bags to the less fortunate from their two centres in the city along with four pick-up points.
As foodies, we all loved their ‘Thora Aur Khao’ campaign because, well, it is highly relatable. The fact that Soya Supreme actually makes food extremely light and easy to digest means that we can easily afford to eat juuuuust a little bit more. However keeping in mind the current crisis situation, where displaying tables laden with delicious looking food seemed inappropriate, Soya Supreme has introduced an extension campaign ‘Thora Aur Khilao’ in an attempt to make us realise the dreadful consequences poor people have been facing. Through this campaign the brand wants us to shift our focus from feeding ourselves to feeding others as well.
Soya Supreme, one of the top Oil & Ghee brands of Pakistan, continues to carve a niche in the hearts of Pakistanis with its thought-provoking campaigns. So, this Ramazan, let’s be more socially responsible, play our part and discover our Neiki Ki Recipe with Soya Supreme to eradicate hunger, and spread kindness and happiness selflessly amongst the people of Pakistan.
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