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02 Sep, 2022

Model Mushk Kaleem’s candle brand Musk by Mushk will be setting aside one-tenth of its profits to contribute to flood relief efforts.

Pakistan is faced with one of the most devastating natural disasters in its history. With damage to lives, homes and entire villages, it has overtaken the 2010 floods. Considering that there are particular areas that are affected, it is the duty of the rest of the nation to help out as much as they can.

On Thursday, Kaleem took to Instagram and shared a joint post with her business. “Doing our necessary part as our heart goes out to the thousands affected by the floods. If you wish to help/contribute, head to our website muskbymushk.com,” she wrote.

The post was split into two written parts along with photos of people affected by the floods. In the first part, there was a prayer for them. “The fatal floods in Pakistan have shocked the entire country. In our deepest, darkest moments, what really gets through is a prayer. May Allah help the families who have lost their homes and their belongings because of this flood disaster. Ameen.”

In the second, there were details about how the brand was going to go about the donation. “As a small contribution, Musk by Mushk will be donating 10 per cent of our profits of September 2022 to the victims with the support of trustworthy organisations. Let’s all come together in these testing times and help our nation rebuild their lives!”

There are more celebrities stepping up and using their influence to extend a hand to those affected by the catastrophe. The Indus Relief 2022, a relief initiative set up by author Fatima Bhutto, her brother and artist Zulfikar Ali Bhutto Jr and Menaal Munshey, is auctioning experiences to raise money for flood victims in Pakistan.

Among the many experiences being auctioned is a private screening of Jemima Khan’s new film What’s Love Got To Do With It and an hour in the studio with British musician and producer Nitin Sawhney.

Also up for auction is original artwork by Misha Japanwala, Zulfikar, Abdullah Qureshi, Hiba Schahbaz, Naizah Khan and couture by Shahmir Sanni. VIP tickets for Goodwood Revival, a motorcar race, and a horse race are also being offered.

Brands such as Esfir Jewels, Zayfied and B&B Derma are also contributing a portion of their proceeds to flood relief efforts.

Comments

K Sep 02, 2022 12:08pm
Oh shut up, 10% of one month's profits is peanuts compared to what the brand paid to get this published.
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Mahmood Sep 02, 2022 12:08pm
That's how to generate traffic and free publicity for your business.
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Dr. Salaria, Aamir Ahmad Sep 02, 2022 12:40pm
Great move and excellent news. United we stand, divided we fall.
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Hyra Sep 02, 2022 02:11pm
What a joke. They ripping of millions for ordinary products and donating 10% for cheap publicity that also from profit not assets
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Isthisreal Sep 02, 2022 02:28pm
Probably treble your sales in the process. Good initiative anyway
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It's me Sep 02, 2022 02:32pm
What a stupid initiative! Even this brand is using donation tactics to increase their sale. Why don't you just donate if you are that much interested in donation instead of using such tactics.
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It's me Sep 02, 2022 02:34pm
Why don't they just contribute 10 % of August profit instead of using such tactics to increase their sale. Shame on them!
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Ilovehelen Sep 02, 2022 05:05pm
Everything feels like a marketing tactic. I guess the current toxicity on social media has made everyone cynical but all this cruelty free make up being sold in a place where humans are treated worse is just hypocrisy.
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Ehsan Sep 02, 2022 06:08pm
Amazing to see everyone trying to do their part. Hope this catastrophe leads to a sea change in our thinking, planning and implementation of future goals
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Bunny Sep 02, 2022 07:31pm
there is no death of money in Pak . there is a dearth of dedicated managers and organisers .who will forget politics and work inwards at such times.
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Khurram Iqbal Sep 02, 2022 09:53pm
A shameless, insensitive and exploitative way to attract more sales. The idea is to increase what will be in the remaining 90%. If they really cared, why not donate your 10% profits in August instead to September? Why wait?
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A shah Sep 02, 2022 10:25pm
Does it make any money?
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A shah Sep 02, 2022 10:25pm
Cheap advertising
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A shah Sep 02, 2022 10:26pm
No one cares. Oic will give billions to Pakistan
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Loan seekers Sep 02, 2022 10:54pm
@Bunny then repay all IMF and CPEC oans
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Ahmad Sep 03, 2022 12:20am
At least mention that this is an advertisement.
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Ali Sep 03, 2022 05:09am
@Hyra More publicity, more sales, higher percentage. Nothing wrong with it.
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