A Pakistani social impact initiative addressing the severe lack of clean drinking water in regions like Thar has received a top international honor, earning a Gold Dragon Award at the ‘Dragons of Asia’.

The “Dil Se” campaign by PTCL Group was recognized in the Digital Campaigns category for its purpose-driven efforts to provide accessible, safe water to communities where obtaining it is a daily, life-altering struggle, according to PTCL information today.

For more than two decades, the Dragons of Asia platform has acknowledged excellence in marketing and corporate social responsibility across the Asia-Pacific region, celebrating work that creates tangible change for communities.

The “Dil Se” initiative was developed from PTCL Group”s philosophy that its responsibility as a national telecom carrier extends beyond networks to giving back to the populace it serves. The platform has evolved to address disparities in service accessibility and opportunities for upward social mobility.

The award-winning campaign focuses on one of Pakistan’s most fundamental challenges: access to clean and safe drinking water. In water-scarce areas such as Thar, residents, particularly women and children, often trek for miles daily to fetch water, a burden that negatively impacts their health, education, and livelihood.

‘We are truly honored to receive this recognition at Asia level,’ said Syed Atif Raza, Group Chief Commercial Officer, PTCL and Ufone 4G. ‘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 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 its initial phase, executed in partnership with the Shifa Foundation, the program installed water pumps in Thar. This effort has already transformed the daily existence of nearly 15,000 individuals by providing them with reliable access to clean water, a first for many in the region.

The group is now scaling up its efforts significantly. PTCL Group has joined forces with the Pakistan Poverty Alleviation Fund (PPAF) for a second phase of the project. This expansion aims to benefit approximately 200,000 people across Southern Punjab and Thar, establishing it as one of the largest corporate-led clean water initiatives in Pakistan.