Aurora Magazine

Promoting excellence in advertising

Building supreme cities

Updated 11 Aug, 2017 02:23pm
Amber Arshad
Diamond Foam launches the #SupremeCityInitiative with an aim to clean and beautify various cities of Pakistan.

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.

Diamond Group of Industries Diamond Supreme Foam SupremeCityInitiative Agha Alijan

Comments (9) Closed



shabbir Aug 11, 2017 03:22pm
Thank you Agha Alijan for trying to make our home a nicer place.
sYED Aug 11, 2017 06:44pm
Very happy to see someone taking the initiative...I would expect more companies to do the same and give something back to the cities and country where they make their money. It's not only ethical but also makes business sense. If we want to learn something from foreign countries, these are the type of acts we should follow. We don't need to beat our neighbors by making movies just as full of nudity and lewdness as they are.
SS Aug 11, 2017 11:52pm
I don't know where this is happening. I returned with a broken heart from Karachi last week, and did not see any such thing, ( maybe one or two side walks) other than mountains of garbage, bad traffic, sky full of electric wires, and no public transport. The failing and sorry condition of the buildings let alone the historic architecture, and the not so old buildings are looking equally shabby. What have the Sindh government done to my once beautiful city !!! The posh areas like Defense, especially its commercial areas looks so run down. I can't imagine the condition of the non posh or poor areas. Shame on Sindh government and the ones responsible for the sad demise of Karachi...
SangTarash Aug 12, 2017 09:27am
good initiative and how long this work sustains is more important.
IMRAN QURAISHI Aug 12, 2017 10:16am
Great initiative taken by this company. Now it is up to other companies to follow the same path and give some thing back to the city they have been neglecting.
Irfan uk Aug 12, 2017 02:19pm
Its amazing is it not that so far they have only cleaned 2 blocks and and managed to get all this advertising for free. I believe its an excellent idea and more companies should follow but it should not be only for advertising more and very little work. We should be able to see the difference in and around the cities and in the long term it really would be the best advertising for these companies. Keep it up.
SAQIB Aug 12, 2017 02:27pm
Great initiative hope they can see it through.
Ehsan Aug 12, 2017 08:33pm
That's exactly right, citizens have to take ownership of the cities, no city administration can keep a city a city clean if the citizen keep throwing trash around.
Willdoit Aug 14, 2017 11:17am
Great initiative Agha Sb. I will.be waiting for this in my area anxiously.