ZUBAIR QURESHI
ISLAMABAD Pakistan’s leading brand, English Biscuit Manufacturers (EBM) is moving off the airwaves and heading into people’s lives. The decision was announced in a bid to stop investing money on TV campaigns and reaching out and providing relief to the victims of the virus. The biscuit manufacturing company according to a statement would now work hand in hand with the federal, provincial governments and the NGOs leading the fight against COVID-19. “Whether we do that by distributing our biscuits or by allocating rations, we’re doing our part to help ease the situation by redirecting and repurposing our advertising budget towards COVID-19 relief and response efforts — right alongside the Provincial Governments, the NGOs, and all the men and women fighting the disease on the frontlines for our collective safety and sanity,” further said the statement. “This is to say that if you don’t see us on TV, please remember our budgets are going to those who may have lost theirs,” it further says. By allocating their resources to helping people forced to live in isolation centers, camps, or clinics, EBM is empowering and assisting the government in keeping everyone safe and secure. The onus at this moment has to be on our collective goal. Not since World War II, the world has seen such a grave challenge. EBM’s strategy to get off television for a while and focus on delivering nourishment to the most vulnerable in society can be a watershed moment. Being one of the leaders of the industry and a trendsetter in many ways, we might see this snowballing into a movement, the statement said.
