PSO encourages women to #BreakTheBias with their latest DVC 'Mera Safar Mera Azam'

PSO drives innovation in the clutter of #WomensDay campaigns

 

Every year, the world unites to celebrate women on the 8^th of March. The day, labelled as International Women’s Day, witnesses an array of people standing up for equal rights for women. The struggles of women are highlighted in unique ways and demands are voiced for a world that treats all genders with equality.

Amongst the numerous campaigns and efforts that brands showcase on this day, there are some that stood out from the rest. Pakistan State Oil (PSO) recently rolled out a thought-provoking DVC as a part of their latest campaign "Mera Safar Mera Azam".

Here’s why the campaign’s title was as apt as the DVC!

The DVC hits all the right notes when it comes to celebrating women, with a much-needed message that encourages them to fight the challenges and biases they face when they step out to make their mark in a man's world. It gives us a glimpse of women from different spheres of life, including a female biker, a female boxer, a working mother, an intellectually driven female, and a female pump attendant.

A remarkable attempt to normalise showing women achieve success in different roles, the DVC plays a crucial role in building a refreshing image of a modern woman who can play diverse roles flawlessly.

PSO has been at the forefront of revolutionising the energy sector in various ways, especially is known for being a trendsetter in the energy sector, with its ground-breaking initiatives in technology and environmental sustainability. The brand is playing its part in leading the way when it comes to spreading awareness about the importance of being open-minded and showing support for women’s empowerment, progress, and gender equality.

By removing obstacles and creating opportunities for women and girls, the largest energy brand in Pakistan is helping women reach their full potential, advance their careers and gaining autonomy in their circles.

The national brand aligns itself with a culture that embeds inclusion as a core value by employing more women in technical roles and managerial positions across hierarchies and functions within the organisation.

We were also impressed to find out that the corporation's head office also has a full-fledged day care centre, state-of-the-art medical facilities and door-to-door pick and drop facility. Our research further revealed that along with equitable pay, travel policies and maternity leave system, the company’s facilities are comparable to global standards. An inspiring brand is one that not only offers ideas, but also sets an example for others to follow, and PSO is one such brand!

In this era of consumerism, brands taking laudable initiatives give us a glimpse of hope towards a progressive nation – one that’s adaptive, inclusive, and free from bias.

While the journey towards a gender-equal Pakistan is seemingly far-flung, this state-owned National Energy Corporation has paved the way for other brands to follow.