spirituality meets Pepsi


spirituality meets Pepsi

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This roundabout, called ‘Allah wali chowrangi’ has always intrigued me ever since Pepsi donated the money to have it cleaned up and put the fountain in working order. Its been the subject of a number of Nadeem F. Paracha articles too. Why did Pepsi have to plaster its name on the structure? Why did their act of social conscience have to be so completely ‘in your face?’

4 Comments so far

  1. Teeth Maestro (unregistered) on July 27th, 2005 @ 2:11 pm

    Marketing Marketing Marketing. In my opinion Pepsi has moeny to spend and honestly beggars can’t be choosers. They want the Tariq Road roundabout let them have it as long as its maintained.

    That said one would have to agree Pepsi might have been the wrong western company to take the burden of this specific roundabout, especially in the post 9/11 era. Where even the hint of religious radicalisation can label you a terrorist forever. Can we now label Pepsi Co Pakistan as funding Islamic Radicalism?


  2. Babar (unregistered) on July 28th, 2005 @ 11:15 am

    Is embracing the maintenance responsibilities of the Allah Waali Chowrangi considered ‘Islamic Radicalisation’? If the roundabout itself idolizes Radical Islamist ideals, then yes every company out there, including Pepsi, is wrong to fund this maintenance project. But I think this roundabout is more about portraying the name of God in an Islamic art form (calligraphic architecture). Allah is God, and God exists for many people from all faiths and belief backgrounds. As for Pakistani agnostics and atheists, well I suppose the roundabout is not so imposing or offesnive that it can deter them from their stands either (they are after all living in the Islamic Republic of Pakistan, I am sure they have a lot of other things to contend with).

    It’s just that I fail to recognize the ‘Islamic Radicalization’ part in this scenario (when all the company is doing is maintaining a roundabout that essentially says God). Maybe Pepsi is not supposed to make such political allegiances in its marketing campaigns, but in a country like Pakistan where its market is grossly Muslim-dominated….. I am sure Pepsico did not think twice about it.

    Where are the alternative Pakistani companies that could be sponsoring the upkeep of this roundabout….. Hamdard, Shezan, National Foods, Shaan, Engro, Gul Ahmed….where are the locals? Granted that Pepsi could probably outbid all the above local firms in a jiff (and maybe that is the sole reason why they grabbed that roundabout), but obviously they paid the handsome pricetag attached to it.

    Ever wondered….who has all that money gone to, has it been reinvested into improving our civic amenities? God knows. For the time being, let Pepsi call the shots, they can afford to, we can not. As simple as that. Like Teeth Maestro mentioned, ‘beggars can’t be choosers’. Well said boy.


  3. Faiza Adamjee (unregistered) on August 2nd, 2005 @ 12:48 am

    It is shameful isn’t it? And not only because it gives NFP (Nadeem Farooq Paracha) nightmares because usually most things in this world give him aches so he can keep practicing his sarcasm with.


  4. syed sohail ahmed (unregistered) on February 27th, 2006 @ 4:47 pm

    i v love



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