Diamond Supreme Foam recently launched an initiative called ‘Supreme Cities’ which aims to clean and beautify neighbourhoods across Pakistan.
The initiative, according to Agha Alijan, Head of Marketing, Diamond Group of Industries, is in line with the brand’s philosophy which is to provide ‘araam’ (comfort) to consumers, which is not only limited to mattresses, but also includes cleanliness within one’s household or neighbourhood. “Our signature tagline is ‘araam ka hai naam, Diamond Supreme Foam’,” says Alijan.
Currently operational in Karachi, #SupremeCityInitiative involves identifying areas that need immediate attention (slums or areas where there is no proper garbage collection or disposal system), obtaining permission from specific government departments such as the District Municipal Corporation (DMC), eliminating garbage, and then beautifying it. The beautifying process constitutes painting walls, installing benches, cementing footpaths and planting flowers.
“Ultimately it is about taking ownership; if people want their cities to be ‘supreme’, they need to collectively make an effort and take responsibility to ensure that their neighbourhood stays clean and beautiful.”
Agha Alijan, Head of Marketing, Diamond Group of Industries
The majority of the people on the initiative are Diamond Supreme Foam employees, and the brand hopes to attract and encourage volunteers from the areas they are focusing on.
“Ultimately it is about taking ownership; if people want their cities to be ‘supreme’, they need to collectively make an effort and take responsibility to ensure that their neighbourhood stays clean and beautiful,” says Alijan, and adds that a brand can only help create awareness about the importance of hygiene.
So far, the Diamond Supreme Foam team has cleaned up two blocks (15 and 16) in Gulistan-e-Jauhar, Karachi, and plan to clean up more neighbourhoods in other cities in Pakistan.
“Due to our strong presence across Pakistan, we have offices in most cities and towns so mobilising resources will not be a problem for us,” says Alijan, and adds that the initiative has primarily been publicised on social media.