A woman with a vision, embarks on a mission!

• SAARC Women Chamber Of Commerce Vice President Ayesha Zaheer narrates her vision for promotion of softer image of Pakistan

LAHORE

STAFF REPORT

A few years ago when she thought of this plan, it seemed impractical at the least. Being the vice president of the SAARC Women Chamber Of Commerce, Ayesha Zaheer got a chance to meet various people from across South Asia.

In an interview with Pakistan Today, Ayesha said, “They had this very different perception of the country, like they thought the women are only confined to their homes and all wear burqas and such stuff. Even people from Nepal and Bhuttan used to raise eyebrows looking at a women entrepreneur.”

That was when she thought of changing the country’s perception and got a chance to present a “soft” image of the country, she said.

Interacting with the regional partners, she came across people from various fields. “The foremost thing I realised was that Pakistani entertainment on the TV channels of the regional countries was almost negligible. I felt a dire need for showing the world what our country is really about,” Ayesha said, adding that she talked with the Zee TV’s chairperson also and discussed the idea with the wife of the IPL’s director.

“It was then that I hit upon the idea that a production house can achieve a lot. It can achieve the aim of educating the women, creating awareness among the people at large and also portray a soft image of Pakistan,” she added.

Mian Ehsanul Haq Productions is the answer and actualisation of the once “impractical” idea, she said.

Ayesha has now done collaboration with established production houses such as Larachi and 26th Frame, both already having an established team of expert writers and directors.

“They have the expertise in the field while I have the vision of using it for educating women and creating awareness. Although the production house has yet to be launched but we have done the homework and getting in touch with as many partners as possible,” Ayesha said, adding that her four daughters are also the directors of the production house and all direct their efforts towards that single aim.

Ayesha, who is also heading a forum named violence against women and child, said her main focus is to educate “mother” which is tantamount to educating a family. Then it is intended to highlight the plight of the household workers, who get peanuts for their work, while the major chunk of profit goes to the middleman or agent, she said.

Ayesha said they will also share the plan with the USAID and other partners as well. “We might have to produce commercial plays to generate revenues in the beginning, but the basic aim will remain the same,” she said, adding that it could be anything from a TV serial to a short ad or a clip or even a music video to achieve the objective of the project. She also said support from the media is also very important because “the media in Pakistan is very strong”.