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P&G Pakistan and Anwar Maqsood Launch Mission Taleem

Mission Taleem aims to touch and improve lives of Pakistanis by rewarding 100 children with education
scholarships via lucky draw

KARACHI May 5, 2011: Today P&G Pakistan marketers of leading household care products Pampers, Safeguard, Pantene and others joined hands with Anwar Maqsood renowned playwright and literary personality to launch Mission Taleem. The campaign aims to touch and improve lives of Pakistanis by rewarding 100 lucky children with educational scholarships over the next three months.

The ceremony took place at Park Towers where a loud school bell initiated the proceedings. Children wearing graduation gowns entered the venue and took a seat on the stage. Anwar Maqsood walked in following the children, talking in his signature charismatic manner about the importance of education and how P&G’s "Mission Taleem" campaign was contributing towards bringing about a positive change.

Addressing the audience, Anwar Maqsood said: "Today, families are feeling the pressure and find themselves cutting expenses, we see more and more children dropping out of school due to lack of their families’ ability to sustain their educational expenses. With great pleasure, I am here today to declare my partnership with Procter & Gamble Pakistan in its "Mission Taleem", with the heartwarming motto Parhay Ga Pakistan, Barhay Ga Pakistan".

Mission Taleem's underlying philosophy of "Parhay ga Pakistan, Barhay ga Pakistan" is fuelled by P&G’s purpose to touch and improve lives of more Pakistanis in more parts of the country, more completely. Building on the core purpose of the campaign, Faisal Sabzwari, Country Manager P&G Pakistan said: "P&G’s purpose has inspired us to serve the Pakistani consumers for two decades. Mission Taleem is a convergence of our corporate and brand programs that continue to consistently provide quality education."

Consumers can start participating in the campaign starting May 15, 2011. During the campaign, 100 scholarships will be announced via periodic lucky draws by Anwar Maqsood on leading TV channels. Consumers can participate in the lucky draws by purchasing any P&G or Gillette Pakistan brand and send in an empty wrapper / bottle with NIC copy and cell phone number at select PSO outlets or via PO box.

To view the terms & conditions of the Mission Taleem campaign, please click here.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

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