Khaadi, Pakistan’s premier fashion brand in an unprecedented gesture, has committed to donate its Independence Day proceeds to building a better country. The proceeds would be divided equally between the Supreme Court’s Diamer Basha And Mohmand Dam Fund and a trust for the betterment of Pakistan. The announcement was made at the company’s 14th August celebration “As long as Khaadi exists, 14th August sales will go back to Pakistan” “said Khaadi’s founder and CEO, Shamoon Sultan. “We have no right to the money earned on this day, it belongs to Pakistan.” he added. Building on last year’s “#MeinBhiPakistnanHoon” tagline which celebrated the spirit of inclusiveness, the brand focused this year’s Independence Day Campaign on giving back to Pakistan, changing the hash tag to #HumBhiPakistanHain. Customers had the freedom to choose from 5 sectors crucial for national development, namely; water, health, education, sanitation, and environment through a poll. Results revealed water to be the most popular sector. Published in Daily Times, August 17th 2018.