Lifebuoy Shampoo is one of the few brands of Pakistan that has been associated with the cause of girl child education and has made active efforts in that arena. The brand is pushed into action by the fact that every second girl child in the country is unable to go to school because offinancial or familial reasons. Lifebuoy Shampoo recognizes the mountain of potential in the country that will go unnoticed and unexplored if we don’t tackle this challenge. This is why the brand’s primary purpose is to inspire mothers to educate their daughters, so they can grow up to be stronger and more confident.
The main goal of the campaign which kicked off this past Women’s Day, is to inspire and motivate girls by providing them with education, and enable them to fulfill their dreams. The campaign is a collaboration between the School Education Department – Government of Punjab and Unilever Pakistan’s leading brand Lifebuoy Shampoo.
To keep the effort alive, Lifebuoy Shampoo has recently presented their new DVC aptly titled “Kaam Karungi Baray Baray.” Through the video, Lifebuoy Shampoo wants to inspire young girls to have hopes and dreams and to never stop until they have achieved them. In the DVC, a young girl stands in front of her school and reads the age-old kids poem but the words have been changed to “Kaam Karungi Baray Baray” as her mother and everyone cheer her on.
The signing of this MOU between the two bodies is the first crucial step to create an impact on girls’ education in Pakistan.
Shehzad Roy, the renowned singer, educationist, and founder of Zindagi Trust, has partnered with Lifebuoy Shampoo for the campaign and is also featured in the film. He said: “It gives me immense joy to join hands with Lifebuoy Shampoo for a cause that has such great potential to bring actual change. If we really want a better Pakistan for our children, it is essential to educate young girls and provide them every opportunity to build and sustain their future. Having worked in this sector for years, I have witnessed firsthand the difficulties and hardships faced by young girls in their quest for getting a good education. I know that this effort is fuelled by a passion to make a real difference and I have the utmost faith that this partnership will result in better opportunities for girls in Pakistan.”
The DVC kickstarted the campaign for Lifebuoy Shampoo and encourages the people of our country to raise awareness for the education of the girl child.
BetiParhaoMazbootBanao and #KaamKarungiBarayBaray are the official hashtags of the campaign.
Building on the campaign, the brand recently released another DVC. The #KaamKarungiBarayBaray anthem video shows little girls with big dreams of climbing mountains, treating animals, flying airplanes, and achieving great things. The anthem shines a light on how girls are talented and brilliant and all they need is education and the confidence to turn their dreams into reality.
The lyrics for the Kaam Karungi Baray Baray anthem have been written by the acclaimed author and poetess Zehra Nigah. The beautiful words of the nazam will make your eyes well up. It is also worth mentioning that 70% of the crew behind the anthem consisted of women.
Prominent celebrities shared their views about the anthem on their social media platforms. These included Bushra Ansari, Waseem Badami, Sana Mir, Aiman Khan, Anoushay Ashraf, Tara Mehmood, Sania Saeed, Eva B, Hajra Khan Nighat Dad and Mukhtara Mai among others.
Actress Sania Saeed shared on Instagram, “Adults think poems and stories for children are insignificant because they read them or hear them and then they forget them after a while. Wrong. What you tell them in the stories and poems stays with them long after they have forgotten the words.They grow up believing it. As someone who has been telling stories to children for a long time, @lifebuoyshampoo.pk’s #KaamKarungiBarayBaraymakes me very happy. If not personally, collectively women through education, culture and tradition are subliminally told there’s no place for them outside the archaic roles of their gender. Changing the stories and poems we tell them will change their perspective towards themselves and their roles relevant to their time. Good job Lifebuoy. This will motivate young girls to dream big so she can go on to do big things in life.#BetiParhaoMazbootBanao.
It has been truly heartwarming to see the outpour of love and encouragement the campaign has received on social and digital media, with people describing the anthem as uplifting and
emotionally powerful. Lifebuoy Shampoo is hopeful that the campaign and the anthem will
change the way people think and more girls will attend schools so that they are able to achieve their dreams.
