NBP is the largest and strongest bank in Pakistan and it has been projecting its corporate image and products through various marketing activities. NBP has also been at the forefront in intiating various CSR activities. In this regards, NBP decided to project its soft image by publishing a print campaign targeting the youth and teaching them to respect their mothers in the backdrop of the Prophet (P.B.U.H) saying. The message is done after Mothers Day establishing the fact for the youth that everyday should be celebrated as Mothers day.