KARACHI: The Daily Times and ARY Digital Network, in collaboration with Brand Engage and the Sindh government, are taking the initiative to make this year’s celebrations of Independence Day remarkable, and have embarked on a new endeavour titled ‘Shukriya Pakistan’. In this regard, Daily Times Editor-in-Chief Mohsin J Baig has signed a memorandum of understanding (MoU) with ARY CEO Sahulat Asim Qureshi. At the signing ceremony, Mr Baig termed ‘Shukriya Pakistan’ a need of the hour and said, “Daily Times will fully support this campaign by giving complete coverage from the 25th of July to the 14th of August. The motive of the campaign in this regard will be advertised in the paper throughout the period of the celebrations.” Qureshi said that inclusion of a big newspaper like Daily Times is a great success for this campaign, and added that more organisations would be brought under the umbrella of ‘Shukriya Pakistan’. “We want to engage as many advertisers, brands and organisations as possible, as we want to lay the foundation for new and unique style Independence Day celebrations,” Qureshi added. Daily Times has become a print media partner of ARY Digital Network for this noble campaign and the paper will give full coverage to the activities and events to be held under ‘Shukriya Pakistan’. ‘Shukriya Pakistan’ will be a two-week-long event that will begin from August 1 and continue until August 14, with the aim to highlight and celebrate love and dedication for Pakistan. The campaign will also consist of concerts, events, special display of fireworks and other activities throughout the tenure. Meanwhile, the founder and president of ARY Digital Network, Salman Iqbal, signed an MoU with Brand Engage CEO Naseem Akhter, through which both parties would make efforts to decorate major landmarks around Karachi, including bridges, roundabouts, greenbelts and out-of-home (OOH) signage, in the theme of ‘Shukriya Pakistan’. The Sindh government will provide security to all events and activities of this campaign. Speaking at the signing ceremony, Iqbal said, “We at ARY have always been at the forefront when it comes to promoting a healthy and positive image of Pakistan. This time around, we want to give back to our country and its people, giving them the opportunity to rejoice and take pride in their homeland. A country that has given us so much despite our shortcomings deserves to be appreciated.” Akhter said, “It is truly a proud moment for us to celebrate our country, which has been our identity and our home since it came into existence in 1947. We want to create an opportunity to celebrate our rich culture, heritage and independence through this campaign.” “The two-week campaign will invite major advertisers, brands and organisations to come and join hands and collaboratively embark on this journey, to generate a positive hype and image of Pakistan. An image that we hope will leave a lasting impact on the hearts and minds of the entire nation this year and for many years to come.” Moreover, in order to bring more advertisers, brands and organisations on board, the ARY has signed four other MoUs with different organisations, including Port Grand, Boulevard Mall Hyderabad and Kings’ Mall Gujranwala. At the signing ceremony, Port Grand President Shahid Feroz said, “Time has come to express our love with Pakistan with full zeal and enthusiasm and in order to make this year’s celebration of independence memorable, the Port Grand will organise Azadi family festivals, special Azadi programmes and grand Azadi concert, starting from August 1.” Speaking on the occasion, Rufi Builders CEO Mehrose Rufi invited all sections of society to join this unique and humble campaign to make it a success. Meanwhile, Sindh Rangers Director General Major General Bilal Akbar has welcomed the ‘Shukriya Pakistan’ campaign.