In today’s world social media is king. After all, chances are you’re reading this through your Facebook or Twitter on your mobile device while walking to the nearby cafe. As soon as a trend pops up or a celebrity tweets something funny, everyone jumps on the bandwagon immediately. If you’ve been on social media lately, you must have noticed Fawad Khan and the rest of your favorite celebrities taking selfies of themselves with their eyes closed. And that had us wondering, ye ho kya raha hai?

In case you haven’t, here you go: 

Hi Muniba <3

Take a moment and feel what millions of people in Pakistan go through everyday, without access to light and electricity. Join #PepsiLiterofLight and donate to the initiative with every picture you post. Let us light up lives of those in need. #eyesclosedforlight ?

A post shared by Muniba Mazari (@munibamazari.official) on Jun 3, 2017 at 6:24am PDT

Eyes closed and still stunning – OK Mehreen

Today I close my eyes so someone somewhere in Pakistan can have a brighter life. Join the #EyesClosedforLight movement and tag your friends to do the same because with every picture you post, Pepsi will light up the life of someone in need. I name @athershahzadofficial , @umarsayeedcoutureofficial & @hassanhsy to post a picture in support of #PepsiLiterofLight.

A post shared by Mehreen Syed (@imehreensyed) on Jun 3, 2017 at 9:17am PDT

And hello Tipu, how’s it goin’

Close your eyes. See the darkness? This is the story of millions of people in Pakistan living without electricity and light even today. With Pepsi’s Liter of Light initiative, you can light up lives as Pepsi will donate to the cause for every picture you post! Spread the word by tagging your friends to post a picture too. I tag @dperwani , @hassanhsy & @zhalay to post a picture and join the movement #EyesClosedForLight #eyesclosedforlight #pepsiliteroflight

A post shared by Tapu Javeri (@tapujaveri) on Jun 3, 2017 at 5:44am PDT

Not sure why you’re asking to do this but whatever you say Fawad…love you.

It turns out the images are part of a bigger picture (see what I did there?). In addition to UN Ambassador Muniba Mazari, the campaign also features,

Oscar-winning documentary maker Sharmeen Obaid-Chinoy.

Our the golden boy Fawad Khan.

And cricket legend Wasim Bhai.

It’s nice to see everyone coming together for a cause like no other.

The new initiative powered by Pepsi is designed to bring light to villages all across Pakistan that have no electricity.

The “Liter of Light” campaign uses a plastic Pepsi bottle and solar panels, to provide electricity in a very cost-effective way in areas all around Pakistan which is so very cool.

It’s actually pretty lit.

It’s good to be reminded of what really matters in Ramazan and a cause like this one is the perfect way to shed some light on what that really is.

Have you seen the ad? What did you think? Think you could make a light with a bottle? Let us know in the comments below!

This post was sponsored by Pepsi.