The package of activity will include television advertising across a raft of national and regional stations in Pakistan, poster campaigns and in leading newspapers across the country including Jang, Naw-i-Waqt, Khabrain and Express.
The BBC Urdu team will also be visiting ten towns across Pakistan to discuss issues related to its social and current affairs programming, such as its flagship item Sairbeen.
BBC Sangat…Kahain Aap Sunain Hum will feature on PTV, ARY One, Khyber TV and Indus Vision.
Mirza Waheed, acting head of BBC Urdu, said: “The BBC Sangat campaign captures the essence of the BBC Urdu programming, which is for our audiences and about our audiences.
“It will bring us closer to the listeners in Pakistan and will directly channel their voices and their views to the millions of listeners across the region.”
Alan Booth, controller of BBC World Service MC&A, added: “BBC Urdu performs exceptionally strongly in Pakistan, receiving higher ratings than other international broadcasters for trust, objectivity and relevance.
“However, as TV becomes an increasingly available and popular medium, we want to reinforce our listener base in Pakistan, connecting to them and engaging them in a dialogue on important issues.”
By Kevin May