Lifebuoy shampoo helps to boost gender inclusivity in Pakistani classrooms

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Updated 16 April 2022
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Lifebuoy shampoo helps to boost gender inclusivity in Pakistani classrooms

  • A new advertising campaign for the brand has resulted in a gender-balanced addition to the curriculum in more than 5,000 schools
  • As part of the campaign, a well-known poem by Jamiluddin Aali that features a male point of view was rewritten from a female perspective

DUBAI: Female representation in the school curriculum stands at a mere 7 percent in Pakistan. A new advertising campaign by Lifebuoy shampoo and its brand management agency, Grey Pakistan, aims to change this and is already helping to drive improved gender inclusivity in the country’s schools.

The campaign is called Mein Choti Si Aik Ladki Hoon, which translates as I am a Little Girl. It has already inspired policymakers to revise the school curriculum to be more gender-balanced, a first in Pakistan.

The advert shows a young girl reading a well-known poem by Jamiluddin Aali in front of her classmates. An established part of the national school syllabus, it is written from a male perspective. As a result, her fellow students laugh at her for reading a poem featuring male stereotypes and statements such as: “I am a young boy but I will do big things.”

She goes home upset but is comforted and encouraged by her mother to be strong. The girl is given a new version of the poem, written from a female viewpoint, which she then reads on stage.

 

 

Urdu poet and scriptwriter Zehra Nigah was tasked with rewriting the original version of the poem and her update has had a tangible effect in addressing the lack of female inclusivity in schools.

Asima Haq, director of beauty and personal care for Unilever Pakistan, said that Lifebuoy Shampoo has been working to “leverage education as a key enabler for females in Pakistan” since 2018.

“This campaign reaffirms our commitment to girl empowerment at the grassroots level, where the impact is felt and needed most,” she added. “We strongly believe that by educating a girl, you open up possibilities of a better future for her, her family and generations to come.”

As part of the campaign, Lifebuoy Shampoo has partnered with the Punjab government’s Ministry of Education, as a result of which the new, female-centric version of of the poem will become part of the national curriculum at more than 4,000 government-funded schools, in addition to more than 1,000 run by the non-profit Zindagi Trust. Comic books created by female artists are also being distributed to schools across the country.

Murad Raas, the minister for school education in Punjab, said that the province’s government is “actively working toward generating better education opportunities.”

He added: “We are acutely aware of the challenges faced by our girls and are working tirelessly to increase school attendance and retention rates and improve infrastructure facilities.”


To infinity and beyond: Grendizer’s 50 years of inspiring Arabs

Updated 27 December 2025
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To infinity and beyond: Grendizer’s 50 years of inspiring Arabs

  • ⁠ ⁠50 years after its creation, the Grendizer anime series continues to capture Arab imagination
  • ⁠ ⁠⁠Arab News Japan speaks to creator Go Nagai, Middle Eastern fans and retells the story behind the UFO Robot tasked with protecting our planet

LONDON: Few cultural imports have crossed borders as unexpectedly, or as powerfully, as Grendizer, the Japanese giant robot that half a century ago became a childhood hero across the Arab world, nowhere more so than in Saudi Arabia.

Created in Japan in the mid-1970s by manga artist Go Nagai, Grendizer was part of the “mecha” tradition of giant robots. The genre was shaped by Japan’s experience during the Second World War, and explored themes of invasion, resistance and loss through the medium of science fiction.

But while the series enjoyed moderate success in Japan, its true legacy was established thousands of kilometers away in the Middle East.

By the early 1980s, “Grendizer” had spread across the Middle East, inspiring fandoms in Saudi Arabia, Kuwait, Iraq and beyond. (Supplied)

The anime “UFO Robot Grendizer” arrived on television in the region in 1979, dubbed into Arabic and initially broadcast in Lebanon during the Lebanese civil war. The story it told of the heroic Duke Fleed, a displaced prince whose planet had been destroyed by alien invaders, struck a chord with children growing up amid regional conflict and occupation by Israel.

Its themes of defending one’s homeland, standing up to aggression and protecting the innocent were painfully relevant in the region, transforming the series from mere entertainment into a kind of emotional refuge.

Much of the show’s impact came from its successful Arabization. The powerful Arabic dubbing and emotionally charged voice-acting, especially by Lebanese actor Jihad El-Atrash as Duke Fleed, lent the show a moral gravity unmatched by other cartoons of the era.

While the series enjoyed moderate success in Japan, its true legacy was established thousands of kilometers away in the Middle East. (Supplied)

The theme song for the series, performed by Sami Clark, became an anthem that the Lebanese singer continued to perform at concerts and festivals right up until his death in 2022.

By the early 1980s, “Grendizer” had spread across the Middle East, inspiring fandoms in Saudi Arabia, Kuwait, Iraq and beyond. For many, it was not only their first exposure to anime, it also delivered lessons on values such as justice and honor.

Grendizer was so influential in the region that it became the subject of scholarly research, which in addition to recognizing the ways in which the plight of the show’s characters resonated with the audience in the Middle East, also linked the show’s popularity to generational memories of displacement, particularly the Palestinian Nakba.

By the early 1980s, “Grendizer” had spread across the Middle East, inspiring fandoms in Saudi Arabia, Kuwait, Iraq and beyond. (Supplied)

Half a century later, “Grendizer” remains culturally alive and relevant in the region. In Saudi Arabia, which embraced the original version of the show wholeheartedly, Manga Productions is now introducing a new generation of fans to a modernized version of the character, through a video game, The Feast of The Wolves, which is available in Arabic and eight other languages on platforms including PlayStation, Xbox and Nintendo Switch, and a new Arabic-language anime series, “Grendizer U,” which was broadcast last year.

Fifty years after the debut of the show, “Grendizer” is back — although to a generation of fans of the original series, their shelves still full of merchandise and memorabilia, it never really went away.

 

Grendizer at 50
The anime that conquered Arab hearts and minds
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