The pilot event to the celebration was held on April 28, 2005, this was followed by the event in Karachi. Events are now to be held in Lahore, Faisalabad, Gujranwala, Peshawar, Quetta and lastly Islamabad. The ceremony in all cities are being held in the local Instaphone offices, with the exception of Karachi, which being the largest market for Instaphone in Pakistan has the largest number of retail partners.

The high point of every ceremony includes a prize distribution based on the principal of a lucky draw scheme. The draw had some extremely high value prizes such as Motorcycles, televisions, DVD players e.t.c, and the much cherished Daihatsu Cuore Car! Retailers that have met their sales targets are eligible to participate after achieving a pre-set sales criterion. The ceremony was by invitation only and was open to retailers that were eligible to be part of the lucky draw.

Talking to representatives of the media at the ceremony, Adnan Ahmed, National Marketing Manager, Instaphone said, “we are proud to celebrate our success with our retail partners across Pakistan. As a company with a widespread network, our retailers act as the public face of the company with the consumer. It is the collective efforts of our brand team, sales team as well as our retailing partners that have helped us penetrate a large and diverse consumer base”.