SYED ARIF TAHA
Founder and CEO
Hashia Concepts
Lifebuoy Shampoo’s Beti Parhao, Mazboot Banao campaign is a refreshing and much-needed initiative tackling one of Pakistan’s biggest challenges: empowering women through education. Partnering with TCF, the campaign beautifully captures the unshakable bond between mothers and daughters, positioning education as the ultimate tool for strength and independence. For a shampoo brand, this is a bold move—it’s not just about glossy and beautiful hair anymore; it’s about igniting conversations that matter. Lifebuoy is showing that brands can be about more than just sales—they can educate and inspire. However, the campaign has room to grow. Imagine the impact of featuring real-life people instead of actors: a young single mother breaking barriers to do everything in her power for the education of her daughter. This campaign is relatable and powerful, helping audiences connect with the issue on a deeper level.
While it’s not the first time a brand has taken on a social cause, Lifebuoy has managed to align its message of Mazbooti unconventionally in a meaningful way.
SABIR SHAH
Associate Creative Director
Synite Digital
In recent times, a lot of brands have focussed on ‘education for all’ and rightfully so. Look around us, even after much awareness, many in the masses still conform to the old patriarchal mindset. The mindset girls don’t need an education because all they’ll have to do is take care of the family and the house. This concept reminds me of the quote by Birgham Young, “Educate a man, you educate an individual, educate a woman, you educate a generation”. Indeed! The concept talks about how education is important for a girl to become an invincible woman and shape society. While also beautifully placing an educated woman (the mother) as an enabler of this thought. Kudos to the writer of this concept because they connected such a strong thought with the essence of the brand, and still being thought-provoking for the audience. It’s about time that major players of the industry start taking meaningful CSR initiatives. And not just try to exhaust their CSR budgets on senseless advertising, staying true to the ‘Social Responsibility’ of CSR.
DANISH SAEED
Consultant – Business Development
TCM Group
Ads that promote social awareness are always a pleasure. This advert is certainly a great initiative by TCF and Lifebuoy. 6 years back, the same theme but with a different tagline, “Meri Beti Parhaygi, Mazboot Banegi” was released. Although the production company did not commercialise known faces of the industry, and focussed on the message directly. In my opinion, the advert would have no less of an impact than it did if an actress were not used. I would have loved to see an ordinary mother who was doing extraordinary things. Someone who had faced these challenges in real life would be a great option. This particular ad had all the factors that a great advert should have. Beautiful cinematography, heartfelt storyline, relatability and the wow factor. The wow factor came in the form of the surprise at the end, which almost brought tears to my eyes.