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Ariel kindles hope amongst thousands affected by floods

Karachi August 23, 2010: As the flood runs its disastrous course, Ariel, one of the leading detergent brands of Procter and Gamble Pakistan stands by the nation with its efforts through the Ariel Humwatan Humqadam campaign aiming to help make this tough time easier for the flood affected people by giving them a ‘clean start’.

As part of this campaign, Ariel has set up eleven Laundry Stations next to relief camps in the flood affected areas providing free laundry services to the displaced families. To further the cause, an Ariel Laundry Station has been set up at Metro Cash and Carry Karachi where consumers have donated clothes wholeheartedly.

Talking to media, Mr. Qaisar Shareef, Country Manager, P&G Pakistan said, “These are trying times for Pakistan; therefore we must stand united as a nation and try to do all that is possible to help those who have unfortunately been affected by the devastation. I visited Multan area last week to witness the operations of one of our Ariel Laundry Stations. The operations were eye-opening; this program has truly made a difference by providing the displaced people with clean clothes.” He further added, “Through the Ariel Humwatan Humqadam campaign we have successfully been able to wash over 120,000 clothes enabling us to touch and improve the lives of flood affected families.”

Sharing his thoughts on the occasion, Dr. Dirk Essmann, Director Offer Management, METRO Cash & Carry Pakistan said, “The flood disaster situation which Pakistan is in today is heart wrenching. The world has never seen such a disaster and it is much beyond anybody's imagination. From this platform I would like to urge everyone to come forward and provide all the help they can to save lives, remembering that every drop counts. In view of the further deteriorating situation and in addition to individual efforts done by both companies, METRO Cash & Carry and P&G Pakistan decided to come together for the relief efforts for the victims of these devastating floods.”

Describing the campaign, Mr. Khalid Farid, Brand Manager Ariel, P&G Pakistan said, “The Ariel Humwatan Humqadam campaign is the brand’s call to the Pakistani people to support their suffering countrymen in these tough times. Consumers can help Ariel in this cause by donating clothes at the Metro Store outlet in Karachi. He further added, “The Ariel Humwatan Humqadam program would not have been possible without the valuable cooperation and wholehearted support of our partners who have joined us in this cause including SuperAsia, Metro Cash and Carry, TCS and credible NGO partners, Read Foundation, HOPE (Health Oriented Preventive Education) and the Pakistan Medical Association (PMA).

P&G Pakistan employees have also played an integral part in the success of this campaign by donating clean clothes generously and also participating as volunteers at the Ariel Laundry Station.

About Ariel:
Ariel is one of the leading brands of detergents in Pakistan. It has been touching and improving lives of Pakistani consumers since its launch in 1997 through value product offerings and campaigns such as ‘Ariel Help the Needy’ and ‘Ariel Maa’.

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®.

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