Islamabad United, the winners of the inaugural HBL PSL, have announced that Momina Mustehsan has been named as the Empowerment Champion for the franchise.
Mustehsan will appear across Islamabad United’s marketing and social channels, and will participate in select events and campaigns in the coming months.
Mustehsan came to prominence in the ninth season of Coke Studio Pakistan, particularly as part of a duet with Rahat Fateh Ali Khan on their rendition of ‘Afreen Afreen’ in the second episode of the season.
She followed that up by headlining ‘Tera Woh Pyaar’ alongside Asim Azhar. The videos for both these songs are amongst the four most watched videos ever on Coke Studio’s YouTube page, with the former song, in particular, taking Pakistani social media by storm. With more than 30 million views her performance of ‘Afreen Afreen’ is the second most viewed Pakistani video of all time on YouTube.
Yet more than her celebrity, it was her commitment to social issues in Pakistan that made her an ideal match for Islamabad United. In November 2016 she was among the public figures who came together for a campaign against domestic violence for UN Women Pakistan.
She was one of the featured artists in their “UNbeatable” campaign. In addition to this she has publicly expressed the desire to initiate an education program in rural Pakistan along with a campaign for polio eradication.
On the occasion Amna Naqvi, owner of Islamabad United, talked about Momina’s commitment to issues beyond the entertainment world, saying: “We decided to incorporate Momina into the Islamabad United family as our Empowerment Champion because we believe that it is our responsibility, as an institution with a platform that the whole of Pakistan follows, to foster more positive and progressive mindsets in our country.”
“The empowerment of women in Pakistan is something we feel strongly about, and is something that Momina can be the face of. She is someone who is a role model for young women in Pakistan; the grace with which she has conducted herself through her rapid rise, while maintaining her principles is exemplary.
“Her use of social media makes her accessible to a broad, varied audience. And the fact that she has used this platform to support societal change makes her an inspiration for the women of Pakistan. Finally the fact that she is a resident of Islamabad and a fan of our team is just the cherry on top of the cake for us.”
Regarding the partnership, Momina Mustehsan said: “I feel honoured and inspired by this opportunity to aid in advancing gender equality in Pakistan. The vision that Islamabad United have for social issues, particularly with their Empowerment Programs is something that I feel strongly about, and look forward to contributing to.”
“In addition to that, there are some surprises in store for everyone with our anthem campaign. Islamabad United have a high reach throughout the country, and the PSL is a chance for several industries – such as entertainment and social empowerment, among many others – to come together with cricket and create something that would aid in bringing the country together, and head Pakistan towards further progress.”
Momina is expected to contribute to the franchise’s campaign in the lead up to the second edition of the HBL PSL. In addition to this she is expected to headline Islamabad United’s Women Empowerment Program which is expected to begin in early 2017.
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