Pakistani social impact initiative, ‘Dil Se’ wins Gold at ‘Dragons of Asia’

PTCL Group (PTCL & Ufone 4G)’s flagship social impact initiative, ‘Dil Se’, has earned the prestigious Gold Dragon Award at the ‘Dragons of Asia’ in the Digital Campaigns category. This recognition is more than just a win as it reflects how powerful vision, and purpose can be when driven by empathy.
The Dragons of Asia platform has celebrated marketing and CSR excellence across Asia Pacific for over two decades, recognizing work that drives real change. 
‘Dil Se’- PTCL’s group social impact platform stems from the Group’s belief that as Pakistan’s national telecom carrier, its responsibility goes beyond networks and digital services and that it should give back to the communities it serves. Dil se has continued to grow and evolve over the years to respond to unevenness in services accessibility and opportunities for upward social mobility.
The campaign in focus addresses one of the most fundamental needs of life: clean water. One of the most pressing challenges in Pakistan is access to clean and safe drinking water, especially in water-scarce regions like Thar in Southern Pakistan. Communities, especially women and children, walk miles every day just to fetch water. As a result, health, education, and livelihoods all suffer.
‘Dil Se’ set out to change that.
Speaking about this accolade, Syed Atif Raza, Group Chief Commercial Officer, PTCL & Ufone 4G, said, “We are truly honored to receive this recognition at Asia level. Winning the Gold Dragon is not just an achievement for PTCL Group, but for Pakistan as well. This platform represents our heartfelt commitment, just like its name, ‘Dil Se’. We’re proud of the difference it has made so far, but our journey doesn’t end here. We are expanding this initiative in Thar, Southern Punjab, and other water-stressed areas of the country, ensuring that access to clean water becomes a reality for all.”
In the first phase, PTCL Group installed water pumps in Thar, in collaboration with Shifa Foundation. This effort has transformed daily life for nearly 15,000 people by giving them reliable access to clean and safe drinking water, many for the first time in their lives. The campaign highlights the critical importance of access to safe drinking water, which most of us take for granted. 
This compassion has already changed thousands of lives in the desert region, and across the country. But PTCL Group isn’t stopping there. Its underway to expand this initiative to various water scarce regions of the country aiming to benefit around 200,000 people.
PTCL Group has joined forces with the Pakistan Poverty Alleviation Fund (PPAF) to expand the water project to Phase Two, which will benefit around 200,000 people across Southern Punjab and Thar. It will be one of the largest corporate-led clean water initiatives of Pakistan. PTCL Group believes access to clean water is a basic human need and is committed to fulfilling it for the underserved communities with sustainable water solutions.