Daily Times

For three consecutive years Peak Freans Sooper is celebrating Independence Day in a unique way and this time around, the brand celebrated the 71st Independence Day by re-uniting one of our country’s most beloved and celebrated rock band, Junoon. We talked to the Head of Marketing of EBM, Ayesha Janjua about the whole campaign, “Most recently, we launched the ‘SooperHai Pakistan ka Junoon’ campaign, and surprised the nation by bringing back the much-loved Junoon after a 13-year hiatus. A musical icon for most Pakistanis, Junoon has made several great contributions to Pakistani music over the course of its illustrious career. We thought if we have the opportunity to make our nation’s dream come true, then why not. It was not easy, but definitely worth all the effort.” Upon asking, why did the brand choose to bring Junoon – the band together, she further stated, “Even though it has been nearly 13 years since Junoon broke up, their music continues to live on in the hearts of every Junooni. Every Pakistani longs to feel the same passion and feeling of adrenaline whenever these three heavyweights of music would come together to perform, and as the nation’s most loved cookie brand, we felt we had the brand power to do so. Our decision to bring back Junoon onto one platform is part of this objective and it is something that they themselves have always been able to identify themselves with. If we look at the history of Junoon, the band has played an integral role in highlighting the sacrifices of our country as well as our many socio-political issues through songs like Talaash, Azaadi, Jazba-e-Junoon and Ehtisaab. They have and continue to be intensely patriotic. Therefore, this collaboration of Sooper with Junoon strongly endorses the idea of Pakistan first before all else.”

Published in Daily Times, September 28^th 2018.