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Surf Excel has launched a campaign for Ramazan, #EkNekiRozana, with a series of short ad films aired on TV. The brand is now taking things one step forward with an activity in Dolmen City Mall, Karachi.

With this initiative, Surf Excel encourages everyone to do at least one good deed every day and spread messages of hope, positivity and love all around.

To take the neki (good deed) vibe one step forward, Surf Excel has planted a Neki tree in the heart of Dolmen Mall Clifton, Karachi.

Here's what the campaign plans to do:

Pledge a Neki

The tree, seemingly barren and lifeless at the moment, awaits pledges from visitors of the mall to grow through Ramazan while attempting to encourage kindness and perseverance.

According to Surf Excel, the neki tree is a symbol of hope as people can help it grow from a barren state to a fully blossomed tree.

Plant a real tree

To dial down the tide of deforestation across the country, Surf Excel is also encouraging plantation of new trees as part of this campaign.

Every visitor of the Neki tree in Dolmen Mall will receive a bag of seeds which they can sow in hopes for a greener, better tomorrow.

To help Surf Excel bring the idea to life, visit Dolmen City Mall (Karachi) or send an SMS to 8833.

This content is produced in paid partnership with Surf Excel Pakistan.