Serena Hotels hosted the inaugural ceremony of the 4th edition of the Pakistan International Mountain Film Festival (PIMFF) in its Kehkeshan Hall. The chief guest on the occasion was renowned mountaineer Colonel (r) M Sher Khan who holds the distinction of being the first Pakistani to have climbed Rakaposhi and Nanga Parbat, along with numerous other peaks. PIMFF Founder Wajahat Malik welcomed the guests to the ceremony and screening of ‘The Frozen Road’. Serena Hotels Chief Executive Officer Aziz Boolani said, “It is a great privilege for us to inaugurate the PIMFF 2018 which will continue for two days. We bring diverse experiences to our friends and community thereby adding value. Serena Hotel’s Adventure Diplomacy Initiative encourages human engagement with Nature in ways that test physical prowess, endurance and commitment, mountain activities being a core part of these activities.” ‘The Frozen Road’, one of the most extraordinary films in the programme, depicts an incredible month-long expedition through Canada’s remote and frozen Yukon Territory to the Arctic Sea. Ben Page began the three-year bike trip in 2014 and chronicles a single month in the riveting film. PIMFF screens short films, documentaries, features and animations related to mountain adventure sports, nature, environment, climate change, mountain tourism, mountain cultures and communities. Published in Daily Times, December 15th 2018.