Marketing with Purpose: Pink Ribbon Pakistan CEO Inspires Students with Cause-Related Marketing Insights

On Monday, 14 July 2025, undergraduate students in the Principles of Marketing class received an opportunity to learn from one of Pakistan's health advocates when Mr. Omer Aftab, CEO of Pink Ribbon Pakistan, visited the campus as a guest speaker. The session, hosted by Dr. Mehroz Sajjad, visiting assistant professor at SDSB, provided students with insights into the intersection of marketing strategy and social impact.
 

Mr. Aftab, who has led Pink Ribbon Pakistan to become one of the country's most recognisable and effective health awareness campaigns, delivered a presentation on cause-related marketing. Drawing from years of experience, he demonstrated how purpose-driven branding can transcend traditional commercial objectives to create meaningful social transformation.
 

"Marketing is not just about selling products or services," Mr. Aftab emphasised during his talk. "When done with purpose and conviction, it becomes a powerful tool for addressing society's most pressing challenges."
 

The CEO shared practical examples of how Pink Ribbon Pakistan has navigated the complex landscape of health communication in Pakistan, building awareness around breast cancer while breaking cultural barriers and challenging social stigmas. His presentation highlighted the strategic considerations unique to cause-related marketing, including stakeholder engagement, message sensitivity, and the importance of authentic storytelling.
 

Beyond the technical aspects of campaign development, Mr. Aftab offered students a personal perspective on leadership in the nonprofit sector. The interactive session allowed students to explore various dimensions of cause-related marketing, from brand positioning and audience segmentation to partnership development and crisis communication. 
 

Dr. Mehroz Sajjad noted the value of exposing students to leaders who have applied marketing principles beyond commercial contexts. The presentation concluded with Mr. Aftab encouraging students to consider how their future careers might contribute to social impact, inspiring them to view marketing as a discipline with broader applications.
 

The guest speaker sessions continue to be part of SDSB’s commitment to connecting classroom learning with practical applications, providing students with exposure to professionals from various sectors and industries.