The iLMaTHON is a walk to rid Pakistan of illiteracy and ignorance. Every year the 3 km strip of Kh-e-Zulfiqar in DHA Phase 6, transforms from being a quiet street to one of excitement as more than 5,000 people come on the road from all segments of society for this cause. Walkers ranging from babies in push-chairs to students to supportive parents/grandparents show their solidarity for TCF. Every single one of them wants to help, as only by taking these concrete steps can a change be brought about. The event is organized by the Supporters of The Citizens Foundation (TCF) and money raised would be used for educating the 38,000 children studying in 344 TCF school units in 42 locations all over Pakistan. IMC being a responsible corporate citizen has always supported such noble causes by sponsoring these events. We participated in this event and showed our support under the theme “Concern Beyond Cars”