As a mass market financial brand in Pakistan, the objective of the Celebration campaign was to reinforce HBL’s positioning as a bank for the nation. Launched in July 2007 as a build up to Pakistan’s Independence Day celebrations on the 14th August, the campaign had a grand and festive feel. It showcased people from all parts of the country expressing joy and celebration in traditional ways using indigenous musical instruments and dances.

The reason to celebrate is the bank’s long history of ‘Enriching Life.’ Specific elements celebrated are heritage, life, partnership, success, rhythm, trust, harmony, expertise, devotion, hope, joy and passion.