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Always is back with it inspirational‘Always
KaroYaqeen’ 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 KaroYaqeen’
platform, Always aims to bring this to life by becoming a leading change
agent for women empowerment in Pakistan by truly givingthem the
confidence to meet the challenges of growing up.
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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 ‘KaroYaqeen’
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 KaroYaqeen 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 KaroYaqeen 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.
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