LONDON: Pakistan has secured an early lead in the contest with India to grace London with the most prominent celebrations of the 70th anniversary of independence.

Having laid on a successful UK edition of the Karachi Literature Festival, Pakistan’s branding is now being driven around central London on some double-decker buses.

Under the overall theme of “Emerging Pakistan” the iconic public transport vehicles are resplendent with images far removed from the violence often depicted in mainstream media stories about Pakistan. Rather than turbaned, armed, violent militants, the Pakistani men shown on the buses are playing polo. And instead of burqa-clad females there are pictures of smiling women wearing colourful, traditional clothes.

Although there is an image of Quaid-i-Azam Mohammad Ali Jinnah and a Pakistani flag, there are few references to the religion that underpins Pakistan’s foundation — Islam.

The painted buses, which echo the highly decorated trucks seen on Pakistan’s roads, carry a number of other references to the country’s landscape, wildlife, ancient artefacts and rich architecture. They will remain on London’s streets for the next four weeks.

The city attracts millions of tourists each year, with most of them visiting in the summer.

The initiative to achieve a double blow of improving Pakistan’s image in the UK whilst also getting ahead of India’s soft diplomacy efforts has been organised by the Pakistan High Commission in London and sponsored by the wholesale chain, Bestway Group.

Syed Ibne Abbas, Pakistan High Commissioner to the UK, said: “This publicity campaign showcases the beauty of Pakistan, its culture, landscape and people, and will help promote tourism in Pakistan in the most effective way.”

Published in Dawn, July 2nd, 2017