By Our Correspondent
LAHORE: Marketing, at its core, is not just about selling products—it’s about shaping perceptions, telling meaningful stories, and creating lasting value. Speaking with Tribune International, Dr. Saleha Waqar Butt, a distinguished academic and corporate strategist, emphasized her long-held belief that marketing carries a deeper responsibility: to reflect and promote the very soul of a nation. This belief found renewed strength during a recent seminar organized by the Integrated Marketing Committee of the Lahore Chamber of Commerce & Industry (LCCI), where she serves as Co-Convenor.
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Under the visionary leadership of Mr. Muhammad Tariq Asmat, Convenor of committee and a man known for his forward-thinking approach, the seminar titled “The PAF on RED ALERT: Rising Beyond Limits – Dominating the Skies & Redefining Modern Warfare” was conceptualized not just as an event but as a national statement. Tariq Asmat continuously emphasizes that marketing must go beyond business—it must educate, inspire, and unify. This seminar was a direct reflection of that mindset, curated to engage citizens in a conversation that merges strategy, patriotism, and national strength.
The centerpiece of the event was the remarkable keynote delivered by Air Commodore (R) Khalid Chishti, whose words held the weight of experience and the energy of inspiration. His storytelling was more than captivating, it was transformational. He took us deep into the realities of modern warfare, Pakistan’s aerial capabilities, and the strategic foresight of the Pakistan Air Force. But perhaps most importantly, he made it relevant to us as professionals, as leaders, and as Pakistanis.
What struck a deep chord with the audience was how effortlessly he connected the battlefield to the boardroom, demonstrating how values like discipline, precision, and innovation are as crucial in defense as they are in business. In that moment, marketing, leadership, and patriotism found a shared language.
This was not just another seminar. It was a timely and powerful reminder that Pakistan is not only prepared for the challenges of today, it is actively defining the possibilities of tomorrow. In a region rife with volatility, the PAF’s modernized approach and strategic dominance reflect a nation that has matured, evolved, and emerged stronger in the face of adversity.
Special thanks to our committed committee members: Dr. Shahid A. Zia, Imran Amjad Khan, Ambreen Askari, Imran Haider, Shahid Sohail Rana, and Bilal Amjad, whose collaborative efforts made this impactful session possible. Their dedication reflects the spirit of what our committee stands for: fostering purposeful conversations that bridge sectors, generations, and visions.
On behalf of the Integrated Marketing Committee, Dr. Saleha Waqar Butt extend heartfelt gratitude to Air Commodore (R) Khalid Chishti for enriching this platform with his profound insights and strategic depth. His presence didn’t just inform, it transformed the way we think about leadership, resilience, and the role of marketing in nation-building. As we move forward, let us remember: marketing is not merely a commercial tool. It is a national voice—one that carries our values, projects our strength, and unites us in purpose. And today, that voice proudly echoed: Pakistan is rising. Pakistan is ready. And Pakistan is ours to honor.— Dr. Saleha Waqar Butt
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