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Coca-Cola partners with Sharmeen Obaid Chinoy to promote positivity

Karachi, 4 May 2012: Academy Award (Oscar) winner Sharmeen Obaid Chinoy and Coca-Cola Pakistan have partnered to bring out a series of six documentaries on inspirational Pakistanis, as part of Coca-Cola’s Reasons to Believe campaign. This campaign projects the many reasons to believe in Pakistan, despite all the negativity that presently exists in society. The premiere of the first documentary was held on Friday in Karachi and was attended by a cross-section of society that included corporate executives, professionals, students, people from the arts and entertainment industry and members of the Pakistani media.

The title of the documentaries series is ‘Ho Yaqeen’, with each of the six documentaries being a positive story relating to one individual from a different region of the country. The first documentary is the story of Sabina Khatri, a woman of great courage, working in the troubled low-income area of Lyari in Karachi. Sabina has made it her life’s mission to impart education to the under-privileged children in her community, fighting against huge odds to do so.

“Sharmeen’s documentaries are a natural fit with Coca-Cola’s campaign, as these highlight the stories of ‘uncelebrated heroes’ in Pakistan; people who have made selfless contributions to their communities and fellow human beings, without the expectation of any reward.” stated Rizwan U. Khan, General Manager of Coca-Cola for Pakistan and Afghanistan, while commenting on the partnership.

Also at the premier Academy Award (Oscar) winner Sharmeen Obaid Chinoy said “Ho Yaqeen brings forth astounding and remarkable stories from Kashmir to Karachi; our characters are ordinary citizens who have achieved extraordinary feats through a determined will and desire to change their country. I hope that their successes and struggles will resonate and inspire audiences and will make citizens all over the country drive to follow their example.”

The documentaries have been developed entirely by Sharmeen Obaid Chinoy and her team, employing the very creative genius that won her an Oscar for her documentary Saving Face earlier this year. Like Coca-Cola, she too firmly believes that when the message is clearly positive, people are encouraged to overcome their personal challenges and strive to spread positivity amongst others. By highlighting inspirational people who are the uncelebrated heroes of our society, the message is clear that change is possible when people come together and strive to better their country. Coca-Cola will be airing the documentaries on multiple television channels starting May 20, 2012.

The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day.

With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees.

For more information, please www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.


Sharmeen Obaid Chinoy is an Academy Award and Emmy Award winning documentary filmmaker. In 2012 Time Magazine named her as one of 100 “MOST INFLUENTIAL PEOPLE” around the world. Her films include SAVING FACE, TRANSGENDERS: PAKISTAN’S OPEN SECRET AND PAKISTAN’S TALIBAN GENERATION, which aired on PBS, Channel 4, CBC, SBS and Arte and was the recipient of the Alfred I Dupont Award as well as The Association for International Broadcasting award. Sharmeen has made over a dozen-multi award winning films in over 10 countries around the world and is the first non-American to be awarded the Livingston Award for best international reporting.

In 2007, Sharmeen was awarded the broadcast journalist of the year award in the UK by One World Media for her work in a series of documentary films for Channel 4, which included a film about xenophobia in South Africa THE NEW APARTHEID. Her other films have been awarded The Overseas Press Club Award, The American Women in Radio and Television Award, The Cine Golden Eagle award and the Banff Rockie Award.

Sharmeen’s work centers around human rights and women’s issues and she has worked with refugees and marginalized communities from Saudi Arabia to Syria and from Timor Leste to the Philippines.

Sharmeen was born and raised in Karachi, Pakistan and received a bachelors degree from Smith College and two masters degree from Stanford University.

For more information on SOC Films visit www.socfilms.com

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