Fatima Fertilizer has received significant international recognition by winning four major awards at The Drum Awards 2025 in London reflecting impactful purpose-led communication for the Salam Kissan campaign and the company’s strategic partnership with UNDP.
The Silver award won for ‘Sustainability & Climate Action – Leading Sustainable Change for Pakistan’ recognized Fatima Fertilizer’s partnership with UNDP. Fatima Fertilizer has become the first company in Pakistan to adopt the SDGs Impact Framework, a commitment under which the company has mapped 8 impact areas to 15 SDGs and 49 targets to deliver measurable, people-oriented sustainability outcomes.
Salam Kissan, a flagship campaign that pays tribute to the farmers of Pakistan, secured three awards: a Silver award for ‘User-Generated Content for Social Change (TikTok)’; a Silver award for ‘Social Media for Good’; and a Bronze award for ‘Cause-Led Influencer Campaign’. The success of the campaign was driven by meaningful communication and the brand’s commitment to driving real change in farmers’ lives.
Salam Kissan, over the past six years, has been transformed into a powerful movement, leveraging authentic voices and relatable stories. Sarsabz pioneered Pakistan’s first-ever Kissan Day on 18th December 2019, adding it to the national calendar, which has inspired many brands to follow in the celebration.
The award-winning User Generated Content initiative by Sarsabz invited audiences on TikTok to create content paying tribute to the unsung heroes of Pakistan using the Salam Kissan anthem. Hundreds of reels poured in from rural and urban communities, including farmers themselves, making it a nationwide expression of gratitude.
The influencer-led communication for the same campaign spanned multiple genres, encompassing fashion, lifestyle, food influencers and celebrities who paid tribute to farmers which the heartfelt gesture of a salute. Music influencers released their own renditions of the campaign anthem and comedy creators produced content that resonated with wider audiences, helping register the greater cause and making the tribute culturally engaging.
Rabel Sadozai, Director Marketing and Sales at Fatima Fertilizer, while expressing her pride in the achievement stated, “These awards are a testament to the power of purpose-led communication and the authenticity of our mission. Farmers are the backbone of Pakistan, and our campaigns aim not just to highlight their contributions but to give them the national recognition they deserve. Winning four global awards at The Drum 2025 (UK) reinforces our belief that meaningful storytelling, rooted in respect for the people who feed the nation, can inspire real change at home and admiration abroad.”
Continued global recognition for Fatima Fertilizer highlights its commitment to elevating the agricultural community of Pakistan, shaping positive narratives and leading sustainable change in the country.
