ISLAMABAD: The Metropolitan Corporation Islamabad (MCI) on Monday has said that for Pakistan Day celebrations, 40pc of the capital’s branding was executed through digital screens, marking a significant shift towards modern, paperless communication.

“All branding within the Red Zone was made completely paperless, with MCI/CDA moving towards phasing out conventional paper streamers citywide,” says a press release issued by MCI.

It said under the leadership of Chief Commissioner Mohammad Ali Randhawa, the MCI/CDA is transitioning towards a zero-waste, sustainable branding model, in line with the prime minister’s vision of a smart capital.

Chief Officer MCI Dr Anam Fatima said this model of digital screens enabled instant, city-wide public messaging at zero cost to MCI/CDA.

“Contracts with advertisers managing these digital assets have been structured to ensure that all national campaigns are displayed free of charge,” she said.

“In addition to promoting environmentally responsible practices, the digital infrastructure also serves as a significant revenue stream for CDA. At present, 909 small digital streamers and 13 digital billboards are operational across Islamabad. Auctions of digital screen rights alone this year have generated approximately Rs280 million in revenue, reflecting the strong commercial potential of this model,” the chief officer said.

Dr Fatima said this initiative reflects the MCI/CDA’s commitment to sustainable urban governance, leveraging technology to enhance public communication while reducing environmental impact.

Published in Dawn, March 24th, 2026