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Aamina Sheikh, Zeb & Haniya partner with Always Karo Yaqeen to empower Pakistani women

Karachi - Feb 28th 2013: : Always, Pakistan's leading brand in feminine hygiene announced its partnership with leading TV Actress Aamina Sheikh and singers Zeb & Haniya at the launch of 'Always Karo Yaqeen' platform in Pakistan. Through this platform, Always aims to provide young Pakistani girls an opportunity to openly express themselves, and instill in them the confidence to pursue their ambitions.

Women in Pakistan today are faced with more challenges than ever before. With one of the lowest literacy rates amongst women in the region at 42% and a high dropout rate from schools, it is becoming increasingly difficult for women to rise up to modern day challenges and make a mark for themselves. The Always Karo Yaqeen team strongly believes that education is the key to empowering women in Pakistan.

Together with Aamina Sheikh and Zeb & Haniya, the team will be visiting thousands of young girls in schools across Pakistan, to talk to them about embracing womanhood with confidence and boldly facing the challenges that come along the way.

The Always Karo YaThe Always Karo Yaqeen will be a complete program where team will also be spreading its message via print advertorials as well as an inspirational mini series featuring Aamina Sheikh, targeted specially at young females.The Karo Yaqeen platform will also give female students across Pakistan an opportunity to share their personal stories of ambition with the team, and the top 100 students will be awarded with scholarships that will enable them to build a bright future for themselves align="justify">Celebrities Aamina Sheikh and Zeb & Haniya expressed their delight at being part of this initiative. It was heartwarming to hear these iconic celebrities share excerpts from their personal lives on how they overcame challenging situations to achieve stellar success. These highly accomplished ladies are a source of inspiration to women everywhere.

Sharing their thoughts on the initiative, the Always Karo Yaqeen team said:

Maheen Hassan - Brand Manager, Always

"The Always Karo Yaqeen platform is a means for us to bring our brand's purpose of helping women embrace womanhood with confidence to life. We are thrilled to have partners like Aamina Sheikh and Zeb & Haniya on-board. These ladies radiate inner strength and are a true embodiment of the 'Always Karo Yaqeen' spirit. We are confident that together with them, we will be able to build meaningful connections with the young girls across Pakistan".

Aamina Sheikh - Actress / Model

"It feels wonderful to be a part of this inspirational campaign. In a country like Pakistan where most women are still struggling for success and recognition, Always Karo Yaqeen campaign is a breath of fresh air. As a Pakistani woman I strongly believe we need to empower women especially young girls so that they have the confidence to overcome challenges in the face of adversity and achieve success in their personal as well as professional lives"

Zeb & Haniya - Musicians

"It is absolutely heartwarming to see Always playing such a positive role for women empowerment in Pakistan. When we started our career as musicians in Pakistan we had to struggle a lot to reach where we are today. Always Karo Yaqeen is giving us a rare opportunity to connect with millions of young girls out there and share our experiences with them. We are very excited to be a part of this initiative and hope that via this partnership we are able to help young women carve out a better future for themselves"

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.