Always is back with it inspirational ‘Always Karo Yaqeen’ program. The program aims to serve as an inspiration for young Pakistani women to believe in themselves and pursue their dreams and ambitions. With this year’s theme, Always has brought this initiative to life ever so strongly, by giving a lifetime opportunity to an aspiring, talented Pakistani female designer via the ‘Always Star Hunt’ to realize her dream of working for a leading fashion house. For this, Always has joined hands with Pakistan’s premier fashion house Bonanza to provide this young girl the opportunity to work for them and to launch her exclusive designer collection.
The story of this young designer will now be showcased as an inspiration for millions of young girls via a one-of-its kind mini-series, featuring the charismatic and accomplished TV actress Aamina Sheikh. This mini-series will hit the airwaves in March on all popular entertainment channels in Pakistan.
Always is committed to helping improve the lives of its consumers all over the world in meaningful ways; through superior product offerings and campaigns that touch and improve lives. With its ‘Always Karo Yaqeen’ platform, Always aims to bring this to life by becoming a leading change agent for women empowerment in Pakistan by truly giving them the confidence to meet the challenges of growing up.
Since its launch in Pakistan in February 2001 Always has strived to empower women by promoting health and hygiene education in the country through the Always School Education Program carried out in partnership with SOGP reaching over 7 million young girls to date across the country. Additionally in 2011, Always also launched the ‘Karo Yaqeen’ talent scholarships aimed at empowering young girls with education to pursue their ambitions. Through this program 150 girls have received scholarships to date.
“I am very excited to be part of this campaign once again. In a country like Pakistan where many women struggle every day to achieve success, Always Karo Yaqeen gives them the hope that anything is possible if they are confident and determined enough,” said the very accomplished and versatile television actress and model Aamina Sheikh. “Being a Pakistani woman, I feel it’s imperative to empower other women so that they can overcome the challenges they face in life with confidence,” she added.
Always has joined hands with Pakistan’s premier fashion house Bonanza to provide this young girl the opportunity to work for them and to launch her exclusive designer collection with its brand “Satrangi.” Inspired by Beauty, Satrangi translates in to seven colors with each color representing the seven values which the brand believes are found in the heart of every woman defining timeless style: dignity, elegance, intelligence, integrity, confidence, strength and passion.
Hanif Bilwani, CEO of Bonanza Garments said ‘We are really proud of being a part of a women empowerment initiative and providing a platform to an upcoming designer to show her true potential. In past we have collaborated with famous designers and give our consumers a feel of designer wear under the retail roof – this time we got an opportunity to bridge gap between an aspiration of a girl and make her achieve her dreams and simultaneously give our customers a message that everything is possible all we have to do is dream and have the passion to follow it – that’s the Satrangi brand’s message and that’s what Satrangi presents Always Karo Yaqeen collection and initiative stands for’
The young designer was selected via the Always Star Hunt that was launched on Facebook for aspiring female fashion designers. The contest ran from December 28, 2013 to January 11, 2014. Girls from across Pakistan participated in the contest after which the winner was selected. – PR