EFU Life, the leading life insurance provider in Pakistan has launched a unique campaign 'Meri Shaan, Mera Pakistan'. The company is committed to serving the people of Pakistan and believes in giving back to the society through its various CSR initiatives.

On this Independence Day, EFU Life extends its support to neighbourhoods of Karachi through a beautification project aimed at reclaiming the walls of major public areas of the city and displaying patriotism through art. The campaign celebrates the spirit of patriotism, depicting the rich cultural heritage of Pakistan, the diversity of its people and ultimately the nation's flag, that brings all its people together.

Speaking at the occasion Mr. Taher G Sachak, MD and CEO EFU Life said 'there is a lot that we as Pakistani's need to be proud of, and it's important to bring forward the positive mind-set about our rich cultural heritage especially in the youth today. One of the ways is through street art and wall paintings in the public spaces of the city. The project is aimed at eradicating wall chalking and highlights not only the heritage & culture of Pakistan, but also encourages citizens to take responsibility for the city. What makes this campaign truly unique is the underlying message of patriotism, and the involvement of the youth, with active participation from the students of different universities to execute the project. I take this opportunity to thank Commissioner Karachi, Mr. Ejaz Ahmed Khan and his team for the support, guidance and commitment in making this project a success.'

The inauguration ceremony of 'Meri Shaan Mera Pakistan' took place at Ayesha Manzil (Shahrah-e-Pakistan) with the unveiling of the wall by Mr.Farid-ud-Din Mustafa, Deputy Commissioner Karachi-Central and the team of Commissioner Karachi Office. Along with this location, beautification at NCC (National Coaching Center) is also underway and will be completed by Independence Day. The company is further exploring avenues of executing such projects in other parts of the country.

EFU Life has partnered with 'Abdoz Arts' on this project, an organization which aims to reclaim the public spaces of Pakistan through fine arts