Peek Freans Pik Releases ‘Banao Har Lamha Khaas’ by Zeb Bangash

Pakistan’s leading biscuit manufacturer ‘English Biscuit Manufacturer’ (EBM), through its brand Peek Freans Pik, has launched a new song ‘Banao Har Lamha Khaas’, in collaboration with Pakistani singer and songwriter Zeb Bangash.

The initiative is a continuation of the ‘Banao Har Lamha Khaas’ campaign and aims to highlight the significance of making each and every moment special  – no matter how big or small – it holds in a person’s life.

With the release of the single, Peek Freans Pik targets young adults who often forget to celebrate ordinary everyday moments on a daily basis, merely due to their hectic and demanding routines.

The film, illustrated by artist Gulbeen Gulraiz, focuses on various situations where the protagonist goes out of the way to make various ordinary moments special (case in point: When the main character is stuck in a traffic jam with their loved one and instantly chooses to make the ordinary moment memorable).

Ultimately, with ‘Banao Har Lamha Khaas’, Peek Freans Pik celebrates these simple moments and aims to inspire its customers to incorporate them into their everyday lives.  

The song has released on all platforms and can be viewed on the following link: 

Nation’s favorite cookie Peek Freans Sooper gets a fresh look.

Peek Freans Sooper, Pakistan’s best-selling biscuit brand, manufactured by English Biscuits Manufacturers (Pvt.) Limited, recently launched its new and iconic packaging under the tagline “Seedhi Sadhi Khushi ka Maza”, its first packaging change in 16 years.

From the time of its launch, Peek Freans Sooper has been known as the best in its industry and is thus much loved across the nation. The new design of the packaging takes inspiration from the iconic stripes seen on the brand’s freshly baked cookies and bears the descriptor “The Nation’s Favorite”, which is a testament to the love that Pakistanis have for the brand. The packaging is meant to promote the signature egg and milk taste that Sooper has always been known for as well as its reputation as the most loved and favorite biscuit of Pakistan.

The DGM Marketing of EBM, Aaminah Saeed said; “celebrating simple moments of joy has always been Sooper’s hallmark. All of Pakistan has always cherished and celebrated moments of joy and happiness with the brand. Therefore, the new packaging celebrates the journey of Sooper and the love that consumers have for Sooper with their new television commercial (TVC) “Hamesha Wala Pyar”

The “Hamesha Wala Pyar” campaign revolves around the idea of our search for everlasting love, which in actuality exists in the simple relationships that we often take for granted. Sooper celebrates the small moments of everyday happiness and invites us to also share that special bond with the cookie itself, with its unique taste signified by Sooper’s ability to bring people together.

YLC brings Umair Jaliawala to encourage youngsters to level-up their game!

With strict adherence to the standard operating procedures, the Young Leaders Conference took an early start to their day. The fourth day was champed by a youth leader himself, Mr. Umair Jaliawala. Umair Jaliawala made sure to level up the participant’s day by inspiring, encouraging, and adding a breath to the participant’s life.

The day was sponsored by English Biscuit Manufacturers (EBM), who have been partners with the Young Leaders Conference for more than 18 years and have been successfully executing YLC as one. The day was all about LEVELING UP!

In the midst of challenges, EBM with its brand choco allowed the participants to get rid of their inner fears that the year has brought upon them and instead will divert their minds towards being optimistic and positive.

Under strict precautionary measures and following the SOPs, the fourth day of the conference was all about ‘Levelling up’ – whether it’s your education, job, or a start-up. The day was meant to encourage and motivate young minds to go above and beyond; as the youth today radiates with optimism despite all hurdles they face, they have even found new means to stay connected in times that have hampered them from doing so. The keynote speakers from the day included Qaiser Abbas, S. Akbar Zaidi, Shabbar Zaidi, Ahmed Essa Rauf, Shahbaz Islam, Arif Pyar Ali, Junaid Ahsan, Dr. Sara Saeed, and others who conducted sessions on Economy, Education, Entrepreneurship, Tech, and Social Media.

The day began with the mandatory SOPs check that has been significant at this year’s YLC. The conference is being held under strict conditions – with careful observations of the venue, participants, and the SOPs. The event has been organized with thorough preparations on the part of the organizing committee, in light of the safety and health concerns of all present.

The event has been sponsored and partnered by YLC’s Founding Partner English Biscuit Manufacturers and Cause Partners FNF, as well as KIA Motors, British Council, Marie Stopes Society, KFC, Viper, Hubco, IBEX. The Jang Group is the official media partner, Suno FM 89.4, the Official Radio Partner for the conference, while Double Click Pvt Ltd. is serving as the PR partner.

About YLC: Young Leaders Conference (YLC) is a residential program that brings together 300 diverse individuals from all over Pakistan. YLC, to date, has worked directly with over 5,000 young people of Pakistan. YLC takes young people on a 6-day, 5-night leadership expedition. Honoured by the country’s best minds, artists, entrepreneurs, practitioners & activists every year.

Peek Freans Gluco launches ‘Gluco Juniors’ – animal-shaped biscuits for kids!

Peek Freans Gluco, an energy-filled biscuit that is a favorite amongst mothers and children alike, has now launched an exciting new “Animal Kingdom” collection in the market. Introducing, Gluco Juniors, animal-shaped biscuits packed with nourishment for growing juniors!

Gluco Juniors is made with wheat flour, fresh butter and milk for a delicious bite that children would love! As a brand, Gluco’s philosophy stems out of the belief that optimal childhood growth lies not only in wholesome nourishment but also in enabling children to learn through play as well.

This is why the new “Animal Kingdom” collection is developed for a younger consumer, preschoolers aged 3 to 6 years old, and is packed with the goodness of wheat, butter and milk. It also has the added boost of Calcium and Prebiotics to help grow strong bones and improve gut immunity. The added Calcium has been designed to meet 21% of our preschoolers’ Recommended Dietary Allowance for Calcium for every 100g of Gluco Juniors, all to ensure proper growth and nourishment for those important growing years!

The new “Animal Kingdom” collection has been launched in eight exciting animal shapes and is therefore perfect as finger food for young children. The exciting animal shapes allow parents to teach kids all about animals while they enjoy eating these delicious biscuits. Gluco Juniors has also been crafted with utmost care to ensure that children can enjoy it on its own, while dipping it in milk or having it as a cereal. All of this is to ensure children consume our biscuits in a way that is engaging for them and they can continue their journey of growing up with the right nutrition in their food.

Gluco Juniors has also launched a fun new television commercial (TVC) that delivers the message that children learn best through play while receiving wholesome nourishment. The new “Animal Kingdom” collection is now available in markets around the country and the new TVC campaign has been launched on all relevant communication channels.

Pakistan’s favourite cream biscuit ‘Rio’ takes a magical new spin with an exciting new flavor – ‘Blueberry Magic’.

Peek Freans is back with an exciting new flavor from Pakistan’s favorite cream biscuit brand ‘Rio’ – Blueberry Magic Limited Edition. The new flavor has been launched recently with a fun and lively television commercial (TVC) featuring the adorable mischief-making Obos, Liya and Studee, showing them play magic tricks and discovering their new favourite indulgence.

True to its commitment to propose innovations in addition to offering more flavors to its consumers, the new edition offers blueberry flavoured creme sandwiched between two classic crunchy RIO biscuits. The sweetness and goodness of blueberries inside the classic, crunchy Rio biscuit make it the perfect sweet and tangy treat. With RIO’s brand placement as a mischievous, exciting, and fun treat for the kids, it has been actively seeking newer and richer flavors that would appeal to their customers.

The launch of the brand’s Blueberry Magic Limited Edition will be supported by a 360-degree communications strategy which aims to add a refreshing new twist to ‘fun-time’ with RIO’s trio of crunch, cream, and flavor.

Peek Freans continues to spread joy across Pakistan with Covid-19 relief efforts.

In response to the global health crisis caused by COVID-19, Peek Freans, Pakistan’s leading manufacturers of branded biscuits, has leveraged the power of its national footprint and executed a multifaceted CSR initiative to reach out to millions of Pakistanis. Titled ‘Spread the Joy,’ the innovative TVC aims at building a positive connection with its audience, all while keeping in line with its 50-year legacy of spreading joy.

The 65 second television commercial (TVC) portrays a heartwarming narrative of joy and happiness when people’s lives are touched in a meaningful way. The onslaught that the pandemic brought with its resulting challenges has gripped the nation in difficult times. Through the objective of sharing joy, the campaign shows people the joy of enjoying the simple pleasures of life and give them a respite from the trials at hand. It reiterates the brand’s values and commitments and encourages people to step forward and play their part in spreading the spirit of hope and positivity.

To date, English Biscuit Manufacturers (EBM), under its brand name Peek Freans, has donated PKR 350 Million in the form of direct monetary donations, medical equipment as well as ration and relief drives for communities most impacted by the pandemic.

While speaking about the company’s efforts, Director Business Development EBM, Shahzain Munir said; “for over 50 years, our baking artistry coupled with our love for spreading joy among our people has led us to great heights. We believe that this spirit of solidarity enables us to conquer every challenge and helps us to come out stronger, together.”

Ever since the spread of the virus, EBM continued its donations, in cash and kind, for the PM’s Fund and other notable charities. In April, the organization decided to move off the airwaves and instead redirect their budgets towards providing relief to the victims of the virus. To instill a sense of hope and positivity among the masses, the brand had also launched a Public Service Message urging people to continue exercising caution in order to protect themselves and their loved ones from the virus.

Pakistan’s biggest rock band JUNOON’s reunion concert creates history as the most iconic live-act ever seen in Pakistan.

On 25^th December 2018, Karachiites were treated to the most awaited concert of the year featuring Pakistan’s biggest sufi-rock band Junoon and they were re-uniting after a period of 13 years. This event was organized by Pakistan leading biscuit manufacturer Peek Freans through their most sought after brand ‘Sooper’ to celebrate nations passion for its country on the birth anniversary of Quaid-e-Azam as well as to commemorate nearly 30 years of Junoon’s music.

This reunion concert by Pakistan’s biggest rock band Junoon was declared a roaring success as it not only kept the audience singing along to the nostalgic tunes loud and proud, but also proved to be an awe inducing showcase of live effects and animation.

Although there have been countless large-scale concerts throughout Pakistan’s history, a recent lull in the frequency of such events threatened to derail and completely submerge its live entertainment scene. The Sooper Junoon’s reunion concert proved to be the impetus needed to jumpstart that trend once again.

ABOUT THE EVENT: The event was a star-studded one with popular celebrities such as Wasim Akram, Zohaib Hassan along with an army of other celebrities and personalities in attendance. The much talked-about Ladies Only Pink Circle, which even Ali Azmat acknowledged on-stage as a first, was the crowning glory of the event while other enclosures were packed with people of all ages, all of whom had come together to see Junoon’s reunion after a long halt of 13 years.

ABOUT OTHER ACTS: Show started off immediately after namaz-e-maghrib at around 06:00 pm with only 20% of concert arena filled to capacity. With a massive stage set for the Sufi-Rock Kings, the host for the evening, Faizan Haque, kick-started the event with Pakistan’s top DJ, Faisal Baig, whose classic rock music set helped build the mood for what was to come later.  First musical act on the evening was ‘Lyari Underground’, who despite sound related issued did well to entertain the crowd. Their unique Balochi accents felt very pleasant and most of their songs catchy. ‘Khumaariyan’ from Peshwar was up next with sounds and tunes of Khyber PukhtoonKhwa. They had brought with them instruments like sitaar and rubab and they brilliantly presented rock version of folk-music of Khyber PukhtoonKhwa. ‘Khumaariyan’ did succeed in bringing the crowd to its feet.  Tamasha performed pretty ordinarily as the standards were set high by their predecessors coupled with high expectations from the crowd present. Last in was Sounds of Kolachi with only one chore at their hand and that was to warm-up the crowd for next and the biggest act of the evening which was to come later.

BUILD-UP TO JUNOON: With the appearance of each live act, the anticipation of the crowd for Junoon’s first live act in years grew, eventually getting to a point where it seemed like they just couldn’t take any more. However, once Junoon took to the stage, the evening took a turn from absolutely amazing to dream-like spectacular. With an incredible light show that was accompanied by L.E.D graphics and animations playing on three humongous screens which in their entirety spanned more than 200 feet in length, the audience was completely swept away by the entry. “Wow! Look at all these people!” was the band’s first words on stage after 13 years when they saw the more than 10,000 in attendance.

ABOUT JUNOON’S LINE-UP: Ali Azmat was totally in-charge of vocal section with Salman Ahmed taking charge for one song dil dil Pakistan which was his tribute to his late friend Junaid Jamshed. Guitars section was led by Salman Ahmed on lead-guitars, Brain-o-Connell on bass-guitars, Kashan Admani on 12 strings acoustic guitars and Omran Shafique on 6 strings acoustic guitars. The percussion side was handled well by Taylor Simpson on drums, legendary ustad Ashiq Ali Mir on tabla and Kashif Ashiq Ali also on tabla.

ABOUT REUNION: Junoon arrived on stage at around 08:15 pm with junoon say aur ishq say millti hay azaadi, followed by zamanay kay andaaz badlay gaiay. These two back-to-back songs did succeed in setting the tempo of what was about to come. Next came khudhi ko kar buland itna and sajna and by this time some sound related issues creeped up again, prompting Samina Ahmed to interfere with the sound guys and her interference did help in sound improvement.

Junoon’s iconic song neend aati nahi is my most favourite Junooni song and had all those lovely elements like emotions, nostalgia etc etc. as it reminds me my school/college time. This song along with khuwaab were the only songs of the night from Junoon’s first self-titled album ‘Junoon’.

After two slow songs nee heer ae charged up the crowd once again and at this imran Ismail also showed up among the crowd to cheer Junoon and Junoon’s alike, saiyyoonee and bulleyaaa carried the mood that was set up by powerful performance by Junoon comprising of Ali Azmat and Salman Ahmed. Massive crowd was all in with Junoon from the very first song and till the last word uttered by Ali Azmat.

Next song neeli neeli ankhoon and saaien were both very well done and kept the rhythm and nostalgic feel alive and kicking. Then came the first cover of the night, when Junoon performed Ustaad Nusrat Fateh Ali Khan’s o-lal meri pat, with Salman Ahmed sharing details of his first meeting with Ustaad Ustaad Nusrat Fateh Ali Khan and also of his consent his song.

Salman Ahmed took centre stage and spoke highly of his college-time friend Junaid Jamshed, although both were studying different subjects with Salman Ahmed on medical side and his friend Junaid Jamshed studying engineering but they got close due to music which limited to few individuals at that time. Salman Ahmed in an emotional speech paid tribute to his old friend Junaid Jamshed as the most positive person he had ever seen and according to Salman Ahmed, it was Junaid’s wish to see Junaid re-union. To complete the tribute Salman Ahmed sang Junaid Jamshed’s most iconic number dil dil Pakistan. This song took nostalgia to next level. Salman Ahmed’s performance was very heart-warming and filled the atmosphere with great emotions and nostalgia all around. Almost all of the massive crowd was seen singing along with Salman Ahmed.

Immediately after his emotional tirade Salman Ahmed introduced a new band Irteassh which consist of four very young and talented girls from Karachi Sajar, Emaan, Ayesha, Simal. It was big break-through for this teen band consisting of singers only, although they felt more like an interruption / distraction from the real stuff.

Ali Azmat once again came to rescue the concert from earlier interruption with his first ever song that he sang in 1989 almost 30 years ago yaaro yahi dosti hay and succeeded in reviving the mood of the crowd back to where it. From here he took-it to yaar bina level which at that time felt like next level music.

Perhaps the most memorable moment of the concert was when Salman and Ali veered away from the script to sit down on the stairs of the stage and do an impromptu performance of the legendary hit, ‘wish you were here’; their way of paying tribute to global icons, Pink Floyd.  From there they entered their classic hit chalay thay saath saath from their second album Talash and the moment they started singing chalay thay saath saath all the crowd present started singing along with them and pretty soon, one could hardly hear Ali Azmat’s voice which was dwarfed by immense noise created by crowds singing along. Even with such a fantastic presentation of raw sentiment and emotion through the power of music and lyrics, nothing could prepare the massive crowd more than what was already in for them. Salman Ahmed sang produced this song as a nineteen year boy and never misses to sing this one during any of Junoon’s concerts.

jazba-e-junoon was the band’s last song of the evening and jazba-e-junoon created a nostalgic patriotic feel to ambiance all around. Final performance of the evening was Pakistan’s national anthem played instrumentally by Salman Ahmed and other members of Junoon (minus Ali Azmat).

After Junoon’s outstanding performance the audience was treated with the most brilliant and breath taking firework show with everyone gasping and cheering in awe as massive green fireworks appeared.

ABOUT ORGANIZERS: English Biscuits Manufacturer (aka EBM) has been baking delights for Pakistani consumers under the brand name Peek Freans since 1966. As one of the pioneers of the industry, and a dominating market leader, EBM continues to innovate on each front: product, quality, and communication. Peek Freans Sooper captures the pulse of the Pakistani consumer’s preference. Being the No.1 biscuit brand, Sooper is nationally loved and admired. With the highest brand equity in the category, Sooper is one of the most iconic brands in Pakistan. It is widely available and penetrates across demographics and geographies. Sooper today is the first choice of the business executive, just as much as it is to the labourer.

It is no doubt that Peek Freans has, once again, exceeded expectations with the Sooper Junoon Concert and given the people of Karachi an evening where they were left both dazzled and awed by legends and newcomers alike. One hopes that EBM – the makers of Peek Freans – are able to come up with even greater initiatives for the future and thus make good on their promise of promoting all that is great about Pakistan. apart from concert arena other aspects of this event were also spot on, ample parking spaces all around, excellent management from the first entry point to last entry point, stage, crowd handling, refreshment area where Peek Freans Café stood out from the rest offering their produce complimentary to such massive crowd that had come, the venue and last but not the least the excellent team of Walnut for hosting us in such a splendid manner.

Only sound could have been a bit better and apart from sound rest all of the event was the most memorable event of the year 2018.