Karachi, February 21, 2014: Based on its progressive vision embodying ‘Care’, Bank Alfalah has launched a Rising Talent – Discovering the Potential of Pakistan platform to motivate, inspire and recognize young, upcoming talent in the country. This is an endeavor to provide meaningful opportunities to deserving upcoming talent, showcase emerging stories of optimism and ingenuity and hence help enhance Pakistan’s image at both a local and global level.

As part of this initiative, the Bank is endorsing the Lahore Literary Festival, a platform which brings together a diverse range of talents under one ambit. True to its promise, Bank Alfalah has also introduced an innovative ‘Rising Talent Initiative’ at the Literary Festival this year. This is an opportunity for nascent writers and artists to express their imagination and flair through poetry, art, short stories and photography. Entries will be judged by an esteemed jury and winners will have their talents showcased by Bank Alfalah as ‘Emerging Artists of Pakistan.’

Bank Alfalah’s Chief Executive Officer, Atif Bajwa said “We are a young brand that has achieved success in a very short span of time. We are the sixth largest Bank in the country; the second largest Islamic Bank and the largest provider of Credit Cards in Pakistan today and hence have a natural affinity for nurturing emerging, promising talent. I would encourage young, aspiring writers and artists to actively participate in the Bank Alfalah Rising Talent Initiative and benefit from the prestigious platform of the Literary Festival.”

This latest initiative comes on the heels of the Bank’s support to PFDC; at the last PFDC Fashion Week, the Bank presented Nomi Ansari’s ‘Rang Mahal’ segment which included showcasing a distinctive credit card dress on the ramp.