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Shan Foods Takes #OathForHer

Shan Foods launched their campaign #OathForHer in February to highlight the importance of choice for women – so that they are given the space and support they need to choose and pursue a career, be a housewife, or both. The campaign also sheds light on a prevalent issue in Pakistan: The obsession with doctor daughters-in-law.

According to Humayun Shaikh, Director Marketing, Shan Foods, at the heart of the campaign lies a commitment to change the narrative around women in our society and develop a space of encouragement and support so women are empowered with the freedom of pursuing their dreams. The brand aims to change the status quo and become a woman’s best ally and “the message is not just restricted to a certain part of the society, but for all woman and their families across the nation, because to follow their dreams, it is important for them to have a helping hand so that they can balance their personal and professional lives. This is our way of appreciating females in our lives,” he says.

“The brand wanted to create an impactful campaign that highlights the role of the brand in their everyday life as well as touch upon their #MoreThanJustACook theme that they have established in the last few years, that cooking is a shared responsibility and not just the wife or daughter-in-law’s job,” explains Atiya Zaidi, Managing Director and Executive Creative Director, BBDO Pakistan (Shan Foods’ creative agency) and adds that the agency wanted to amplify this ideology with a real and meaningful purpose.

Keeping the above in mind, the agency came up with the idea to highlight the issue of decreasing female doctors from the field in the TVC and craft it in such a way that it ties in with the brand message. Zaidi adds here that though in the campaign, they could have focused on all working women or any other field such as engineering or arts, there was a strong reason for going with female doctors. “If you take a look at the academics of Pakistan, girls outshine boys by a mile and when it comes to medical schools, naturally girls get more admissions on merit than boys, so much so that around 70% of the students in all medical colleges around Pakistan are girls,” she says.

Furthermore, out of all the girls who graduate, only 23% practice in the field and 77% do not (source: Pakistan Medical Association), and this is a big number considering the resources and hard work that goes into becoming a doctor.

Here’s the ad:

She says the primary reason for this brain drain is that these women are married off as soon as they complete their education. Either they become doctors to get good husbands from good households or they are not allowed to practice medicine as the job requires long hours; they are told by their in-laws to stay home and focus instead on the household chores and raising their children.

“Ironically, when the same women go to hospitals for any treatment, they ask for lady doctors, but where are they? With one of the highest numbers of maternal deaths, infant mortality and breast cancer rates in Asia, Pakistan needs its doctors.”

“Since the data and statistics about female doctors not practicing was staggering, and the insight has become on that impacts not only our female doctors, but the women in the health care system in Pakistan, we decided to focus on this issue,” Shaikh adds here, seconding Zaidi’s statement.

They both agree that they are in no way negating women in other fields and their struggles, but “we really need female doctors to be practicing and not just thinking about what to cook for dinner.”

According to the agency, casting the right actors was critical for the film because it was important to convey all the messaging via emotions and very few words, and for this, there was a rigorous auditioning process for the roles. “Ultimately, we were happy and satisfied with the ones we selected.”

The primary target audience for the campaign is progressive, evolving females between 18-24 years, from SEC A, B, C and D, who are aware of their worth and who seek convenience and are accepting towards change. The secondary audience is traditional females from the same SEC background, between 30-34-year-old experienced housewives who still believe in their own masala mixes.

“Overall our aim was also to target mothers-in-law and mothers to convince them to change their thinking and how they view their daughters-in-law,” says Zaidi.

Since this is a purpose-driven campaign and not a thematic one, the brand is looking to go beyond TV and digital for this for more than a year. “Given how approximately 77% of female doctors are unable to practice medicine after graduation, we felt it was crucial to spread our message far and wide in hopes of making a difference. The first step was to create awareness through our PR leg, where we had key opinion leaders from various backgrounds shed light on the issue at hand,” says Shaikh.

Once the conversation was initiated, the brand unveiled their communication on TV to show how Shan Foods, as a brand, can be an enabler of change when it comes to the ‘DoctorBahu’ phenomenon. The brand is now encouraging people to take #OathForHer on digital and is currently working on activating multiple touchpoints as well to play an active role in creating a meaningful impact in the lives of women.

“The responses the brand has received so far have been phenomenal”, says Sheikh. “So many women have told their stories about how they were supported by their families and in-laws to go after their passions and thousands of people are taking an #OathForHer to support the women around them.”

Going forward, he says there are multiple things in the pipeline in line with the brand’s overall communication strategy to celebrate the ever-evolving role of women and their contribution to our society.

“Our vision remains to be an iconic culinary brand enjoyed on every table, every day across the world. Shan Foods has always stood for people coming together over authentic taste and the convenience of cooking great food. Over time, as the company has grown, our vision has translated into a greater purpose – to be a catalyst of change with regard to how we view women’s role in the South-Asian society,” Shaikh concludes.

(Shan Foods today, is the leader in recipe mixes in Pakistan, with over 60 variants available in the market.)

Samsung’s Special Galaxy A Event: Here’s What To Expect

Samsung is hosting a special Galaxy A Event to show off its “awesome new Galaxy A series devices,” and a new Galaxy A73 and A53 with 5G is in the cards.

The Galaxy A Event will take place on March 17, and the new devices headlining the show are “designed to provide the fully-loaded experience that people want from a smartphone,” according to Samsung. Rumor has it the Galaxy 73 and Galaxy A53 will be announced, with one of the updates being 5G connectivity.

“Galaxy A series is Samsung Electronics’ most popular smartphone category, leading the democratization of Galaxy innovations that is giving people the power to create, connect and thrive,” says the company in its invite.

Read More: Samsung Lowers Price Of Phones Assembled In Pakistan

What To Expect From The Event 

Samsung is expected to launch new Galaxy A-series phones at the event. The A-series is the company’s mid-range series. Samsung is likely to announce Galaxy A73 and A53 phones at the event.

Last year, Samsung announced the Galaxy A72 and A52 at an Unpacked event at the same time. Samsung launched two A-series smartphones – Galaxy A13 and Galaxy A23 at an event in Europe last week. The smartphones were launched along with the company’s new M-series phones, Galaxy M33 and Galaxy M23.

Galaxy A73 and A53 expected specifications

Samsung hasn’t announced any official details about the two upcoming smartphones, but a few of the specifications of these handsets have been tipped online. The Samsung Galaxy A73 is expected to be powered by a Snapdragon 750G chipset, whereas the Galaxy A53 may sport the Samsung Exynos 1200 SoC.

Image source: nextpit.com

Rumors suggest Samsung Galaxy A73 may feature a design that is very similar to its predecessor, Galaxy A72. The new phone may also sport a 6.7-inch display with a 90Hz refresh rate and an in-display fingerprint scanner.

Read More: New SOPs Released For Mobile Sale & Purchase In Karachi

Apart from the new chip, other new changes can also be expected from the new phone. The upcoming Samsung Galaxy A73 is also expected to house a new 108MP primary camera sensor. This smartphone may even pack a 5,000mAh battery with 33W fast charging, along with IP67 water and dust-resistant rating. The new phone may also get three years of system updates and four years of security updates.

Stay tuned to Brandsynario for the latest news and updates.

Omayr Waqar Claps Back At Sana Javed, Makes Netizens Happy

Omayr Waqar has striked back on Sana Javed, and needless to say that his response has made people happy.

Omayr Waqar’s Legal Notice 

In a recent series of events, Omayr Waqar has sent a legal notice to Sana Javed. The maestro shared the news on his social media account with a fierce caption.

“Be humble in heart and wise in response.”

Take a look at his post below.

After the Sana Javed fiasco went viral on social media, makeup artist Omayr Waqar also made sure to take notice and share his reviews regarding the actress. He further mentioned that it comes as no surprise since he has been through the same.

Last year, Omayr Waqar was in the limelight after complaining about the famous television actress’s rude behavior. At that time, no one paid heed to his complaint, and the matter was resolved.

Now, after Sana Javed has broken the silence and filed a lawsuit against the model Manal Saleem who essentially started this whole chain, Omayr is taking one step forward while taking his action.

Read More: Celebrities Call Out Sana Javed Over Her ‘Entitled Attitude’

Omayr Waqar Receives Support From Industry

Many industry fellows have lent a helping hand and showed support to the makeup artist. Many took to his social media to share their views about how the actress deserves all that’s coming her way.

“All of you should file a case against her for harassing and bullying on multiple occasions.” One user wrote. 

Many people came forwards sharing their own experiences with the actress on multiple occasions.

“More power to you! I have faced her demeaning and disrespectful attitude during the promotion of her movie ‘mehrunisa we love you’, and there isn’t a single person who can deny how disrespectful she is.” One user wrote.

Take a look at some of the comments from the post below.

Image source: Instagram.com

Image source: Instagram.com

Read More: Plagiarism Or Inspiration? Beechtree Gets Trolled For Its Art Collection

Now the cat is out of the bag; it is only a matter of time till more people come forward with their complaints. Meanwhile, we can only wait for more developments to come.

Stay tuned to Brandsynario for the latest news and updates.

Tecno To Launch Its New Spark Phone In Pakistan Soon

Lahore –Monday, March 14, 2021: After massive success in the Pakistani Mobile market, TECNO is rumored to be preparing for a new addition to its Spark series. The globally eminent smartphone brand TECNO has been working tirelessly in Pakistan for quite some time now. The brand has brought forward some great phones over the years with advanced technologies, pocket-friendly prices, and stylish designs.

Spark is TECNO’s famous mid-range series, bringing you quality devices at lower prices. Spark 8C is an entry mobile that is expected to be around PKR 19,499 to PKR 22,999. The price is not confirmed yet but we are expecting it around this segment. The phone is going to be a stunner in this range with Stylish Design and great Battery.

According to sources, Spark 8C will be equipped with better memory and memory fusion features than any other phone in this range. Memory Fusion Technology is specially designed to channel RAM operations by using unused read-only memory (ROM). This means it can expand the memory of 4+128GB to 7+128GB and that of 3+64GB into 6+64GB maximum. The RAM can be updated or expanded from 3GB to 6GB and 4GB to 7GB depending on the variant. If this is true, then Spark 8C shall be the only smartphone to provide such an amazing feature with 128GB in such an affordable price range.

Moreover, the phone is anticipated to provide efficient performance with a powerful processor and big battery. The 90Hz refresh rate, great display, and handy body design will make it a user-friendly device. The phone is expected to launch somewhere in mid-March 2022. Furthermore, the phone is being assembled in Pakistan to make it economical and pocket-friendly for the local consumers.

So, fingers crossed for this new Spark device to be soon launched in Pakistan. Stay tuned for more updates and much more about tech!

Free Fire Has launched Its ‘Darzi Ki Marzi’ Challenge To Celebrate Pakistan Day

Free Fire has launched its Darzi Ki Marzi Challenge to celebrate Pakistan Day – “Youm-e-Pakistan”. It is a shout-out to all the creative minds out there to participate in a costume design competition. Anyone can participate in this competition by drawing, sketching, or creating digital art of Free Fire Costume. It must be inspired by “Youm-e-Pakistan”. This means that it should have elements from Pakistan Day’s significance.

You can win some amazing prizes like tablets, mobile phones, speakers, and 20K in-game diamonds. All you have to do is go on Free Fire’s Official Facebook page and submit your entry. First, you have to design the costume. Then, you will have to post it on your social media account publicly. Now all you have to do is share the link in the comment section of the Darzi Ki Marzi Challenge post. Don’t forget to add these hashtags: #FreeFireHumAikHain #FreeFire #DarziKiMarzi in your post.

Join Darzi Ki Marzi Challenge: 

The competition started on 1st March 2022 and will end on 23rd March 2022. Shortlisted entries will be posted on Free Fire’s Facebook page for voting. The winner will get a tablet followed by three winners getting mobile phones. The last five winners will get Bluetooth speakers. Not only this but Free Fire players will also be rewarded with 20,000 in-game diamonds divided into 10 selected lucky winners.

To participate in the ‘Darzi Ki Marzi Challenge’ you all need to do is follow 6 Simple Rules:

Rules:

  • The Costumes must have an element related to Pakistan Day.
  • Post your picture on social media and it must be on Public Setting
  • Must use hashtags (#FreeFire #DarziKiMarzi #FreeFireHumAikHain)
  • You must give your entry under the comment section of FreeFire’s Facebook Post
  • The person caught doing auto-like on his post or using someone’s else art (Copy Infringement) would get their submission automatically disqualified from this competition
  • The decision of the organizers will be final

Send in your entries now and be creative with your own free will because ‘Ab Chalegi Darzi Ki Marzi’. Design a beautiful outfit for yourself inspired by 23rd of March (Pakistan Day). So what are you waiting for! Participate in this exclusive and fascinating challenge and get a chance to win these amazing gifts:

  • 1 Samsung Tablet
  • 3 Infinix 11,
  • 5 JBL Wireless Speakers
  • 20K In-game diamonds!!

Pakistanis In Utter Disappointment After Seeing Ayeza Khan’s Latest Ad

ayeza khan ad
Image Source: Brandsynario

Ayeza Khan is one of the most renowned actresses of the Pakistan entertainment industry as of now. However, the star always finds herself in the most awkward positions because of her publicity team perhaps? There is no check and balance on what projects she chooses or which ads she does. Whose fault could that be? While we don’t know that yet, this latest disaster involving Ayeza Khan has stirred netizens.

Read more: Netizens Shocked To See Ayeza Khan’s Recent Look At A Birthday Party

What Is The Latest?

The latest news is that Ayeza Khan did a hair colour ad that has backfired in her face. The ad for ‘Eazi colour’ has put everyone in an uncomfortable position. Ayeza Khan is shown choosing different hair colours from the shade cards in the ad and then she dons those looks. Only the issue is that those hair colours look absolutely horrendous on her Pakistani skin tone and even vibe.

ayeza khan ad
Image Source: Brandsynario

We can’t blame her for not looking good in those hair colours. However, she can be blamed for taking on this horrendous ad? 

What Are People Saying?

This ad is posted by ‘Eazi colour’ on all their social media pages. Have a look at it here:

 

 

View this post on Instagram

 

A post shared by Eazicolor Professional (@eazicolor)

 We warn you though! You can not unsee it!

People are confused about why there is a white woman in the ad, to begin with. What is her role? This is simply the colonial hangover that makes us want to include white people in our ads somehow. In addition to that, people are disgusted by the mixing of western hair colours such as grey with a matha patti and a desi look. What in the name of fusion? Have a look at the comments here:

ayeza khan ad
Image Source: Brandsynario
ayeza khan ad
Image Source: Brandsynario

There’s more:

ayeza khan ad
Image Source: Brandsynario

What Was Eazi Colour Trying To Achieve?

It is unclear what Eazi Colour was trying to achieve with this ad. If they are marketing their brand to the Pakistani audience, why not go with colours that are common for them? Who amongst us gets grey or red hair? 

ayeza khan ad
Image Source: Brandsynario

Read more: Featuring Ayeza Khan, New TVC By Airlift Express Is Award-Worthy

Ayeza Khan Needs A Better Team

First that part in the ad where she threatens an innocent man with harassment and now this ad. Celebrities who are this affluent as it is should maintain their reputation by picking and choosing which products they work on and which they don’t. So what is the rush for Ayeza Khan? The answer is beyond us!

Stay tuned to Brandsynario for the latest news and updates.

Spotify Pakistan Releases Adorable Ads To Celebrate Its One Year

latest spotify ad
Image Source: Facebook

Spotify took over the world since it came into existence. It has been ruling the music industry as all users and streamers turn to the app to enjoy their favorite music. Ever since Spotify was launched in Pakistan, it has also given recognition to new and emerging talents that have today, become, the face of Pakistani music. In order to celebrate its one year in Pakistan, the app has released the funniest and most adorable ad that captures everybody’s feelings and behavior as of late. Don’t miss out on it:

Read more: Rap Music To Thrive In Pakistan, Thanks To Pepsi

What Is The Ad About?

The ad shows a grandfather sitting and listening to “Young Stunners”. There goes the irony as you see someone in their late 60s sitting with the ‘young’ rockstars of the music industry. However, what’s even better is the very song ‘dada’ is listening to. dada is listening to ‘Afsanay’ which is Young Stunners’ most famous and loved song to date. The song is their classic one with brilliant lyrics and a voice that transports you elsewhere.

latest spotify ad
Image Source: Facebook

In the ad, dada is seen fully vibing to the song. That is when the grandson comes in shocked and asks upon seeing his dada, “Since when have you been listening to the songs I listen to?”. To this, dada responds by saying, “Since Spotify came a year ago!”. 

What Is At The Heart Of This Ad?

At the core of the ad is the idea that Spotify unites all ages for the love of music. It is one platform where music from all over the world is featured and can be heard by everyone. As the ad shows, dada and grandson both get to bond over their love for Young Stunners through Spotify. 

Check this out!

And here’s another one!

This is also evidenced by the fact that Ali Sethi and Shae Gill’s recent Coke Studio production, “Pasoori” has made it to a global chart of Spotify. The song is number 3 on “Global Top 50” signifying that the song is being heard all over the world courtesy of the app.

 

View this post on Instagram

 

A post shared by Ali Sethi (@alisethiofficial)

The Rise of Pakistani Music

In the past few years alone, Pakistani music has risen to heights we never could have imagined. Young and new artists like Young Stunners, Maanu, Hassan Raheem, Danny Zee, Taha G and Salor have captured the hearts and minds of young and old alike.

Read more: Spotify Reveals Data On Pakistani Music’s Borderless Reach

Let’s also not forget Shamoon Ismail who got us all grooving to Punjabi before AP Dhillon did.

Stay tuned to Brandsynario for the latest news and updates.

Twitter’s Experimental Feature ‘Twitter Shop’ Is Changing Things Up

twitter experimental feature shops
Image Source: Engadget

Twitter might be changing your perception of itself by introducing this experimental feature. And by that, we definitely mean you’re going to love the app more. Twitter has brought to its users a new feature that – drumroll please – lets you shop on the app. Now you can shop and subtweet about people at the same time. Intrigued enough yet? Keep reading:

Read more: Lahore Smog Takes Over City & Memes Take Over Twitter

What Is This About?

Twitter actually rolled out this feature last summer. This new experimental feature is called “Twitter Shops” and its initial rollout allowed brands and businesses to showcase only a handful of products. However, almost a year later, the app has stepped up the game. It now allows more brands and businesses to feature up to 50 products on their profile. This is what a Twitter shop looks like:

twitter experimental feature shops
Image Source: Search Engine

How Can You Purchase and Who Can?

Once shops enable the ‘shop’ button, the users of the app can see the button of ‘View Shop’ on the profile when they click. Twitter users can buy after selecting their favorite item via an in-app browser from the merchant’s website. This feature is currently only available to a select few US merchants and managed partners in the States too. For now, Twitter also is not charging to open a shop.

twitter experimental feature shops
Image Source: Twitter

Before you get too excited know that there’s another layer of accessibility in this feature. As of now, only iPhone users can view and interact with the shops. So, if you’re an Android person, you are going to have to wait before you can shop on Twitter.

Why Did Twitter Start This?

According to Twitter, people are already talking about products on the app. The mission of the app was for Twitter Shops to become a new home for the said merchants. The management wants to make Twitter a place where businesses can intentionally make a catalog of products for their Twitter audience. The larger idea is also how conversation—central to Twitter—becomes a point of action for a purchase. 

twitter experimental feature shops
Image Source: Marketing Interactive

Provided that Twitter shops and also the Facebook marketplace have been such a success, Twitter has hope. Twitter Shops might gain the attention of its millions of users also because of the ease this offers.

Read more: Will Her PhD Cook Your Biryani? Twitter Thread Sparks Debate

Stay tuned to Brandsynario for the latest news and updates.

Samsung Lowers Price Of Phones Assembled In Pakistan

Samsung has started producing mobile phones in Pakistan, and the Galaxy S21 FE is the first among the family. The efforts of the Korean company to eye the local market have finally paid off. The cell phone is available in Pakistan with a price difference of Rs 12000.

Samsung S21 FE Made In Pakistan 

The Galaxy S21 FE is priced at Rs 138,500, while Samsung’s official pricing for the international market at Rs 126,568. The Rs 12000 margin is still there. However, it is relatively better compared to other generation flagships, like the Galaxy S21.

The Vanilla S21 costs around Rs 176,500, which is relatively higher than the international launch price of Rs 144,649. Meanwhile, the international price has dropped quite recently, almost to $500 – $600, but the same cannot be said for Pakistan.

Read More: New SOPs Released For Mobile Sale & Purchase In Karachi

Manufactured In Pakistan

While the box shows the tag ‘made in Pakistan’, it doesn’t stand true. The term is quite misleading because the phones are only assembled in Pakistan. Specialized equipment is shipped from abroad because of the lack of production facilities available in plants later assembled here.

Image source: techjuice.pk

Setting up high-tech equipment will be required for the production to start entirely in Pakistan, and the process is quite demanding.

The Quality Of Phones

The response for locally assembled phones is quite excellent so far—the same stands true for real me and Infinix cellphones which also started production locally. Very few reviews came in as unfavorable, but the number is avoidable.

With the production of significant smartphone companies in Pakistan, the future is looking bright, and the prices are expected to drop even further.

Read More: Temporary Mobile Registration System: All You Need To Know

With more and more brands hopping on the bandwagon, it seems like Apple is next in line. It is rumored that Apple will be the next company to establish its manufacturing plant in Pakistan, and discussions are underway.

The move is expected to reduce the pricing and bring in more potential customers.

Stay tuned to Brandsynario for the latest news and updates.

School Education Department Punjab And Lifebuoy Shampoo Join Hands To Support Girl Child Education

Lahore, March 14, 2022 – Lifebuoy Shampoo and the Ministry of School Education Punjab announced a partnership to promote girl-child education. This collaboration builds on the shared ambition of the partners to raise stronger daughters through education and help girls fulfill their potential through inclusive school experiences.

As part of its social mission, Lifebuoy Shampoo has built a longstanding commitment to the cause of girl child education to address the challenges of girls’ dropout and barriers to entry. Motivated by the immense potential which can be unlocked by addressing this challenge, the partnership aims to secure a better future for girls in Punjab through positive public-private engagement.

The School Education Department, Government of Punjab, has successfully mobilized large-scale engagement from multi-sector stakeholders for the uplift of education in the province. Through this collaboration with Lifebuoy Shampoo, the Government of Punjab aims to further strengthen its efforts of enabling inclusive learning spaces to promote girls’ education.

The signing of this MOU between the two parties is the first step in the direction of making a bigger impact for girl child education.

Murad Raas, Honourable Minister for School Education Punjab, shared his views on the partnership, saying “The Punjab government is actively working towards generating better education opportunities for our children. We are acutely aware of the challenges faced by our girls and are working tirelessly to increase school attendance and retention rates and improve infrastructure facilities. We welcome this partnership with Lifebuoy Shampoo and believe that it will aid in our joint efforts to overcome the multi-pronged challenges faced by our young female students. Punjab has made strides in enabling opportunities for girls’ education, our Gender Parity Index for girls’ enrollment in public schools is approximately 1; we want to further our efforts to promote chances of inclusive education for our future generations”.

As part of this effort, Lifebuoy Shampoo has also launched its new campaign “Kaam Karungi Baray Baray” which revisits Jameeludin Aali’s iconic poem. Rewritten by Zehra Nigah through the female lens the iconic poem now aims to inspire young girls to dream big. Asima Haq, Director – Beauty and Personal Care, Unilever Pakistan, also expressed her commitment to the cause, saying, “For years, Lifebuoy Shampoo has been inspiring Pakistani mothers to raise strong daughters. In 2018, we embarked on a journey to leverage education as a key enabler for raising stronger daughters. This year, we are committed to making a bigger impact by triggering a movement by joining hands with the government and working alongside strong advocates of girls’ education. We strongly believe that by educating a girl you open up possibilities of a better future not only for her but also her family and generations to come”.

Shehzad Roy, a famous singer, musician, and renowned educationist and founder of Zindagi Trust, who is also partnering with Lifebuoy Shampoo in their new campaign said, “I am inspired to be partnering for a cause that has tremendous potential to bring about actual change. to build a Pakistan for our children, it is essential to educate our girls and empower them with every opportunity to build a better future for themselves and our future generations. In my own experience with education over the years, I have witnessed firsthand, the difficulties and hardships faced by young girls in their quest for getting a good education. I know that this effort is fueled by a passion to make a real difference from all partners, and I have faith that it will result in better opportunities for girls in Pakistan”.

This alliance between the Department of School Education, the Government of the Punjab, and Lifebuoy Shampoo will contribute to the government’s mission to provide equal access to quality education and lay the foundation of continued efforts to provide promote girls’ education.

Jazz Appoints Atyab Tahir As CEO JazzCash

Islamabad, 14 March 2022 – Jazz, Pakistan’s leading digital operator (part of VEON Group NASDAQ: VEON, Euronext Amsterdam: VEON), announces the appointment of Atyab Tahir as the CEO of JazzCash effective May 1 2022.

Atyab, currently serving as Country Manager MasterCard Pakistan & Afghanistan, has over two decades of international experience in banking and consulting. Atyab has also held senior positions at Fidelity Investments, HBL, Telenor Bank and easypaisa. He holds a BA from Dartmouth College and an MBA from Babson College.

Commenting on Atyab’s appointment Aamir Ibrahim, CEO, Jazz said: “While mobile phones and payment solutions have accelerated financial inclusion in the country, a significant portion of Pakistan’s adult population remains unbanked. I am confident that under Atyab’s dynamic leadership JazzCash will help boost financial inclusion across the board through innovative and customer-centric products.”

“JazzCash is at the forefront of Pakistan’s digital revolution processing more than 5 million transactions every day and accounting for almost 7% of Pakistan’s GDP. Our aim is to build a world-class fintech serving every single Pakistani, from youth, SMEs, freelancers, with a very strong focus on the unbanked and the underbanked. I look forward to joining the Jazz family and collaborating with our partners in the telecommunications and financial services sector to unlock the true potential of Digital Pakistan”, said Atyab.

A division of Jazz, JazzCash has grown rapidly to become a leader in the country’s marketplace for digital financial services. As shown in VEON Group’s FY21 results that were released on 28 February 2022, JazzCash has 15.2 million monthly active users (+24.9% YoY) and 130,800 monthly active merchants (up by 2.3 times YoY).

‘Zalim Samaj’ Is Dead

Image Source: Brandsynario

Until the 1950s, most Bollywood films used to have three main characters – the hero, the heroine, and the Zalim Samaj – the heartless society. The conflict in the story arose when the Zalim Samaj tried to come between the two lovers.

This Zalim Samaj – often symbolized as a father – used to arrogantly dismiss the union of lovers over a dinner simply because the girl was of a different caste. Then, the hero, say Devdas, didn’t even have the guts to look in the face of society and say that it had ruined his life. Devdas could only protest in a roundabout manner by choosing the path of self-destruction. However, even his tragic life and death could not move the heartless society.

mage Source: Pinterest

In the case of Pakeezah – a film that was also started in the 50s but released after a long delay in 1972, the first hero (a role played by Ashok Kumar) couldn’t even launch a roundabout protest against the Zalim Samaj while the latter was not even slightly shaken by the tragedy it had caused.

However, something happened between the 50s and the 60s and while the crows and kites that had feasted on the abandoned dead body of Devdas were probably still alive, the Mughal-e-Azam arrived. The 1960s epic movie came with a bang and left the audience speechless and intrigued by the newly found grit of the hero and the heroine in the face of an all-powerful society.

Now, people saw the rare scene of the hero, Shahzada Salim, looking into the eyes of the Zalim Samaj – the Mughal-e-Azam, in an act of defiance and the heroine telling the oppressive society that she had only loved someone and not committed any sin – Pyar Kiya Koi Chori Nahi Ki.

This spirit of rebellion, which was something novel at that time, continued to grow through the 60s into the 70s when the hero, becoming a complete rebel, learned even to jeer at the third member of the trinity.

The Zalim Samaj might frame him in a crime he had not committed and get him jailed. However, the hero could break the prison and constantly deal a blow to it while also melodiously singing Le Jayenge Le Jayenge Dilwale Dulhania Le Jayenge – The true lovers will carry along the bride.

Image Source: Wallpaper Access

In 1974, movie Chor Machaye Shor, the Zalim Samaj – represented by the heroine’s father (Kamal Kapoor) and his friend (Madan Puri) – ultimately had to give in because of the hero’s resourcefulness, tenacity, and perseverance.

In the 1980s and the 1990s, the Zalim Samaj continued to lose its territories – slowly but surely. It was still very powerful but had passed its heyday and the other two members of the trinity had now become habitual of staging successful rebellions against it.

The Zalim Samaj still tried its best to separate the lovers but they always put up a fight while warbling: Wada Raha Sanam, Hongay Juda Na Hum Chahay Na Chahay Zamana – it is a promise, we won’t separate whether people like it or not.

At one point, it seemed that the story would go on like this forever but this didn’t happen and by the early 2000s, the Zalim Samaj began to die. However, before its death, it accepted its defeat in 1995, in the movie Dilwale Dulhania Le Jayenge.

In this movie, the Zalim Samaj – once again symbolized as a father (Amresh Puri) – gives in to the lovers and formally allows them to live a life of their choice: Ja Simran Ja, Jelay Apni Zindagi – Simran, you are free. Live your life!

The lovers were overjoyed when society finally surrendered. Once the union between a rich girl and a poor man was almost impossible; but now no one was there to object even to live-in partnerships, inter-faith marriages, and even gay or lesbian relationships. Sometimes some close relatives of the deceased Zalim Samaj did turn up but instead of acting like an overbearing father, they behaved like a peevish aunt who could only criticize the lovers or turn up her nose at them. However, such visitors also became increasingly rare. When the third character of the trinity died, the conflict of the story also ended. No one was now interested in coming between two lovers and all external hurdles had been removed.

This was a problem for the filmmakers who wanted to tell a love story in the new millennium and the filmmakers dealt with this problem by creating a new set of “internal hurdles”. One of the first examples of this new love story was Tum Bin (2001) in which nobody is stopping the heroine from marrying the protagonist. However, the heroine has to turn around the business of her deceased fiancé. The hero is also hesitant as he is the one who accidentally killed the heroine’s betrothed.

Image Source: Facebook

Now, the conflict is inner. The remaining two characters of the former trinity will now have to realize their love for each other and jump over their internal hurdles. These internal hurdles took on new proportions in the film Tamasha (2015). The hero and the heroine meet on the island of Corsica and the hero introduces himself as “Don” – a character famously pursued by the police of 11 countries. Taking a cue from this weird introduction, the heroine also assumes the role “Mona Darling” – a stock character from the 1970’s Indian movies.

Both of them behave in a funny, non-serious, and sometimes wild and carefree manner, interacting with each other through famous dialogues of popular movies and constantly finding occasions to sing, dance, and frolic on the beautiful French overseas territory.
Interestingly, they never tell each other their real names or antecedents, as, according to the filmmaker, the characters are interacting with each other after taking off their masks.
The heroine leaves the island abruptly without saying goodbye to the hero but on reaching India, Tara – that was the real name of the heroine – realizes that she has actually fallen in love with the protagonist.

After a long search, she ultimately finds him in a café. They immediately start dating but when Ved proposes to her, Tara tells him that he is not the person she was looking for. She was looking for the flamboyant Don of Corsica but had met Ved, a mediocre product manager who lives a mundane life in the modern part of New Delhi. This is a massive shock for Ved and he starts losing his mind. However, this shock ultimately results in dealing a blow to the “shell” that is hiding the protagonist’s “true self” and the flamboyant Don finally manages to break free of the shell. The film ends on a happy note.

Image Source: The Hollywood Reporter

However, while Imtiaz Ali – the director of Tamasha – was insisting on finding love stories even after the death of the Zalim Samaj, the life of the remaining two characters of the former trinity was becoming mundane. The passion that once drove them had started to subside and even disappear. When the life of this couple became too boring for the commercial cinema, directors started looking for new subjects. As the number of films based on love stories started to progressively decline, love songs also started to disappear.

Ironically, the death of the Zalim Samaj – the nosey, intrusive, ruthless society – had also brought an end to love stories. Loveless, Bollywood had finally come of age.

“Ample Sports Strengthen Youth’s Mental And Physical Ability, Isphanyar Bhandara”

Sports build character and personality in young people and strengthen their mental abilities.

Chairman Murree Brewery Company Isphanyar Bhandara says that sports help in developing the mental and physical abilities of the youth. This builds their character along with improving patience and courage in their personalities because self-confidence in a person can play an important role in the country’s development. He added that the players are assets of the nation and play an important role in promoting sports for the formation of a healthy society. He expressed his views while talking to reporters after distributing prizes in the successful team at the 118th MP Bhandara Memorial Polo Cup Final in Rawalpindi. Six teams that participated in the pilot event were:

In the final FC, KPK Team scored 9 goals to beat the PAF team by 5 goals. Ambassador of Czech Republic H.E. Tomas Swetanka was the Chief Guest of this event. He appreciated the efforts of the Murree Brewery team for the promotion sports event went on to say that the inaugural M.P. Bhandara Memorial Polo tournament was held in 1904.

Celebrate Women’s Day With Super Habib Oil

Women, the most undervalued creation in the eye of the world, yet the most powerful human being that possesses the potential to conquer everything that comes their way. These delightful souls have the ability to make everyone’s life better just by being in it. Whether she is a housewife, a sister, a working woman, or a full-time mother; she is making a significant contribution to our lives and for that, she needs to be cherished.

This International Women’s Day, Habib Oil is honoring all women on their special occasion with a message of love and appreciation. Their recent campaign is focused on all the superwomen “Jo har zimmaydari bakhoobi nibhati hai. Isilie kehte hain harr kamyabi k peche aik aurat ka hath hota hai.” Just a little gesture of love and appreciation goes a long way especially for the women.

HOM’s message this year is profound as always. It is crucial to take care of these selfless ladies with Habib’s pure and double refined cooking oil, made with 100% natural ingredients and Vitamins A, D, and E which help in building stronger bones and teeth formation just like the bond we all share with our special ladies. Grab a bottle from a wide range of Habib cooking oil with convenient and easy-to-pour packaging, show your love and culinary skills through food, appreciate their presence in your life that sometimes we take for granted.

This year, let us all commit to acknowledging, appreciating, and supporting women every day. Anything we do for them must come from the heart because they deserve nothing less. Akhir, ye dil ka mamla hai.

New SOPs Released For Mobile Sale & Purchase In Karachi

According to the details, the Karachi Electronic Dealers Association has come up with a big decision. The measure will help to stop the sale of snatched mobile phones. As a result, no one will be able to sell mobile phones except the citizens of Karachi.

Karachi Electronics Dealers Association has adopted new SOPs. The SOPs were formulated after consultation with Karachi Police and Citizen-Police Liaison Committee, says KEDA President Rizwan Irfan.

The SOPs effectively mean that citizens need a Karachi CNIC to sell a used phone on the markets.

Mobile Sale And Purchase In Karachi 

According to the directives, the shopkeeper will take a copy of the Karachi resident’s ID when they are buying a mobile phone. Meanwhile, the CPLC will clear the mobile phone by checking its number on 1102. If the mobile phone is found blocked, the shopkeeper will hand it over to law enforcers.

This policy will be the same for new and used phones. A copy of the ID card of a citizen will be required for unlocking the mobile phone and its software.

“The new SOPs have been devised in consultation with the police and the CPLC in order to control the rising cases of mobile theft”, said Rizwan Irfan.

Read More: Temporary Mobile Registration System: All You Need To Know

The SOPs further say that it is mandatory for the shopkeeper to ask for a copy of the CNIC of the buyer or the seller. The CNIC will help them to get the customer’s active cellphone number. Further, a record of the buying and selling of cell phones with complete details of transactions will be checked.

Image source: gizbot.com

Moreover, if any shopkeeper ignores the SOP, does not gather the required information, and purchases cellphones without verification, then the shopkeeper will have to face the law, an FIR will be lodged against him under sections 411 and 412 of the Pakistan Penal Code and he will be arrested.

Read More: Is Samsung Working On An L-Shaped Phone?

The SOPs also requires courier companies involved in transporting cell phones from other cities of the country to ask for the IMEI numbers of the cell phones before confirming the order.

Stay tuned to Brandsynario for the latest news and updates.

‘Escape From The Office’ – Apple’s Latest Ad Is Awkwardly Brilliant

Image Source: Youtube

Apple’s schlubby, downtrodden underdogs are back, and this time they are trying to escape from the clutches of their demanding boss Vivienne in office.

‘Escape From the Office’ sees the scrappy team of four daydreaming about starting a company of their own, but first they require a product that they can successfully take to market. Taking inspiration from a double-bagged box of donuts, they devise a plan to make a reusable reinforced bag.

Throughout the nine-minute spot, viewers see the misfits conduct frantic meetings, hire a 14-year-old software developer and move into their new office space – which sadly comes with a bit of a nasty smell. As the company grows, their old boss Vivienne finally comes crawling back and tries to buy the successful startup.

‘The Great Resignation’ Video 

The ad serves to showcase just how useful Apple devices can be to businesses big or small. It’s a continuation of the ‘Apple at Work’ series, with the first video being released back in 2019 and a further lockdown edition dropping last year.

Read More: Sony’s Latest Campaign Turns Building In To A Car Vending Machine

In addition to showing some of the things Apple devices are capable of, like sharing Wi-Fi passwords over AirDrop, group FaceTime, hands-free Siri, and advanced AR, the video also promotes the new Apple Business Essentials platform which combines device management, 24/7 support, and business iCloud storage for businesses of up to 500 employees.

Take a look at the video below

The previous video drew nearly 33 million views on YouTube. This is supposedly the last video of the series.  According to sources, Apple should consider turning it into a sitcom for Apple TV+. The cast is likable. While the videos released thus far have been self-serving ads for Apple devices, they have become quite popular.

Read More: All You Need To Know From Apple’s First Event This Year

Last November in the US, the number of people leaving their jobs reached a record high of 4.53 million, with restaurants and healthcare being the industries hit hardest.

Stay tuned to Brandsynario for the latest news and updates.

KHI Awards 2 Empowers Women, Change And Inclusion

The KHI Awards 2 took place on the eve of 11th March 2022. The idea and purpose of the event were to honor, highlight, reward and support 13 categories of causes and issues that strive and work for the betterment of the city of Karachi and the country as a whole through the vast fields of social development and change, community uplifting, educational advancement, and several other key aspects. The KHI Awards platform addresses this problem by providing an equitable and impartial avenue through which winners are awarded grants of PKR 40 million in the form of rebates on electricity bills.

The event was initiated by children from the Kiran Foundation who sang the National Anthem of Pakistan. The show was hosted by the Actor and RJ Khalid Malik who was accompanied by Sidra Iqbal. The hosts kicked off with their speech centered around KE revitalizing Karachi. A brief introduction and welcome were then pertained by welcoming The CEO of KE, Mr. Moonis Alvi, who was brought on stage to introduce to the audiences the initiatives, the ideation and the significance of Corporate Social Responsibility (CSR) at KE.

On the importance of CSR projects and activities, Moonis Alvi furthered the conversation on how creating a sustainable environment was necessary in KE’s various departments as a change in the structure that can lead the organization and the country forward. The CEO emphasized the core values of the Awards and the whole of KE in believing and striving for diversity while highlighting the inclusion and contribution of women in the workforce in departments such as Grid Operation and Meter Reading. The Roshni Baji Program, for which KE was awarded the S&P Global Energy Awards – the Oscar of the Energy Sector- was also briefed about alongside mentioning KE’s core belief and initiative, namely ‘Breaking the Bias,’ which aims to empower women.

The event, as a whole, spoke volumes about the beliefs and values KE has implemented within the organization and its public image. After the heartwarming speech given by the living legend Anwar Maqsood, Chief Marketing and Communication Officer, Sadia Dada was called upon the stage, who took the step to mention how equality is being celebrated and said, “What better month is there to celebrate equality than March” referring to Women’s Day.

The winners of the awards belonged to 13 categories which included Empowering Women, Education, Digital Accessibility and Financial Inclusion, Heritage and Culture, Public Health (Primary Sector), Public Health (Secondary and Tertiary Sector), Safety, Sports, Inclusion, Lively Hoods and Vocational Training, Social Service, Sustainability and Environment and Uplifting Communities. The complete winners’ list can be extracted from www.ke.com.pk

Muhammad Azfar Ahsan, Minister of State & Chairman BOI during his address at the event said, “We must appreciate K-Electric as it honors those organizations today which are playing a critical role in bringing betterment to the city and remain committed to making it more livable and sustainable. Karachi being the economic hub of the country has tremendous potential to attract further foreign investment, improved state of the city however, remains a pre-requisite. Therefore, we need to make collective efforts to address this city’s challenges and prioritize its progress on every front.”

Towards the end of the event, Chairman of NEPRA, Tauseef Farooqi made his ending speech and said, “It is commendable to see that KE is finding innovative ways to take ownership of the communities it serves. We have to understand that creating meaningful relationships with customers and the environment is necessary to drive sustainable progress.”

KE is truly leading the way and making our city a better place.
To check for complete list of winners at the KHI Awards 2, please click here: www.ke.com.pk/khiawardswinners2022/

Here’s Why The ‘Kaaf Se Kahani’ Event At KLF Was An Absolute Hit

gluco karachi literature festival
Image Source: Peek Freans

Peak Freans Gluco is finding itself at the center of a cultural reviving movement. Have you noticed how children today are not attuned to Urdu as much as they are with other languages? That is precisely what Gluco is trying to counter with its new campaign, “Gluco Kahani” which did a lot at Karachi Literary Festival.

What’s Gluco Kahani?

Gluco Kahani is what Gluco is doing to revive Urdu. The campaign focuses on originally composed, written, and sung rhymes in partnership with Bilal Maqsood. The entire motive is to instill this sense of learning and appreciation of Urdu in children.

‘Kaaf Se Kahani’

The 3-day Karachi Literature Festival kick-started on the 5th of March where Peek Freans Gluco hosted an interactive session called “Kaaf Se Kahani”. Renowned educators and artists like Rumana Hussain, Bilal Maqsood, Beenish Umer, and Peek Freans Gluco’s Senior Brand Manager Hataf Shahab led the session, moderated by Sarwat Gillani.

Exciting Activities

This talk was not all that Gluco did at the Karachi Literature Festival. After all, something had to be done to engage and incorporate the very age group this campaign is for! The Gluco Kahani stall had some fun activities planned for the little visitors at the festival and they all had a blast!

gluco karachi literature festival
Image Source: Peak Freans

They can be seen making vividly colorful drawings whilst playing with each other. Our favorite part has to be how Sarwat Gillani even accompanied these little artists for the day and was enjoying herself to the fullest. 

gluco karachi literature festival
Image Source: Peek Freans

There were animal cutouts in which one could stand and take pictures. There was also hand-painting or face-painting service for the little ones because that’s what they love most! This interactive and artistic involvement hosted by Gluco Kahani captures how engaging with children is the best way for them to learn.

gluco karachi literature festival
Image Source: Peek Freans

The Rhymes Are So Relatable

The rhymes that Gluco Kahani brings to the table are also brilliant. For instance, our favourite has to be the elephant one in which “aik dou teen hathi nikle mere school ke chhote baste se”. This takes us back to those school days when our bags used to break outbacks. The elders in the home would always talk about how this is simply unfair!

Check it out:

Bilal Maqsood Educates Us

Bilal Maqsood also took the stage to give his two cents on how Urdu should be taught within homes. He spoke about several rhymes to add how they use Urdu, especially with relatable concepts so children can get hooked on them. Bilal Maqsood made a strong point indeed because home is where learning starts for children!

gluco karachi literature festival
Image Source: Peek Freans

What are your thoughts about this great initiative by Peek Freans Gluco? Let us know in the comments below.

Stay tuned to Brandsynario for the latest news and updates.

Transform Your Child’s Learning Experience By Purchasing Uniforms From The Innovative Online Platform ‘Youniform’

A good educational experience is an important part of any child’s life which is why parents always aim for the best when it comes to their child’s education. Every parent always wants the best for their child and nothing less.

There are many different factors that contribute to a good learning experience but the most vital part has to be the uniform. A uniform sets you apart while you still feel a sense of belonging.

A child wears their uniform for about 8 hours a day which is why it’s important to make sure that they feel comfortable while they’re in it. If someone doesn’t feel at ease in what they’re wearing it can affect the way that they experience the world around them and an uncomfortable uniform can disrupt a child’s learning while also affecting their self-esteem.

At the time when schools are about to start, parents usually find it very troublesome to go out and purchase uniforms along with the many other things that their child requires for school.

Youniform is Pakistan’s first online uniform store. The brand aims to provide ‘quality uniforms for the leaders of tomorrow’. Youniform is an innovative, one-of-a-kind online platform in Pakistan that offers parents an easy way of purchasing uniforms for their children through their website and IOS and Android apps.

Youniform provides comfort and eases to its users as they can purchase high-quality uniforms from the comfort of their homes. The platform has made the purchase of high-quality, durable, and comfortable uniforms all the more easier for its users.

Youniform is your one-stop uniform solution. The brand has not only made purchasing uniforms easy but it also offers the option of customized size. With the experts at Youniform, you can now purchase uniforms that fit your child perfectly well, ensuring that the child feels comfortable.

They have transformed your daily uniform experience with their easy to use platform. They not only offer quality and comfort but they have also made sure to have easy payment options. Youniform has different payment options such as cash on delivery and credit/debit cards, unionPay, and easypaisa suiting the needs of different customers.

Their accessories are also Oeko Tex certified, meaning that the uniforms are chemical-free, reassuring parents that their children are safe.  With quality, comfort, and convenience as their core values, Youniform wants to meet the uniform demands of people across the nation.

They are currently shipping in Karachi and Hyderabad. Their typical standard delivery takes around 3-5 business days, however, they’ve got an express delivery option which takes around 1-2 business days which is great if you wish to avoid any last-minute emergency.

Youniform is a brand that promises to provide a smooth learning experience for children all over Pakistan.

Is There An Official Drink Of The Metaverse?

Another day, another development in the Metaverse. With every brand bringing in their horse to participate in the Metaverse race, the competition is cut-throat. New applications are always coming for patents and trademarks in the Metaverse every day.

With virtual food already being a thing, it’s only evident for beverages to hop in on this race. Brands like McDonald’s, Chipotle, etc. coming up in the Metaverse and serving delicious food. It is only a matter of time since brands start lining up to serve in the metaverse.

Read More: Should Brands In Pakistan Be Excited About Metaverse?

The Official Drink Of Metaverse

Grabbing this opportunity, Almond Breeze has now expressed its desire to become “the official drink of the Metaverse.” With the “Ape” NFTs already purchased by several businesses and people, Almond Breeze wants to build up and take advantage of its success.

Almond Breeze’s motive and goal are to quench the thirst of these Apes. The brand is launching a new drink called “ApeFuel” in the Metaverse.

Fuel For The Apes

Almond Breeze is planning to launch a total of 1k NFTs. These NFTs will feature an artistic ape hand holding an Almond Breeze beverage made with a real bananas carton.

This beverage range will include three randomly picked NFTs, which will further accompany the offer of a free one-year supply of Almond Breeze Blended with Real Bananas. Talk about good marketing!

Talk about being generous! Almond Breeze also plans to donate five percent of each resale of its NFT to the “Future Farmers of America.”

Read More: Bareeze’s ‘Metaverse’ Campaign Backfires & Netizens Are Not Having It

The artwork of these NFTs was created by TBWA/Chiat/Day LA. According to Almond Breeze it was inspired by “the popular styles and techniques of ape NFTs.”

“Almond Breeze Blended with Real Bananas is the most beloved product among our online community, and we look forward to making it available as art. These digital apes need fuel. Meanwhile, we’re here to quench their thirst.” Says Micah Keith, the group marketing manager at Blue Diamond Growers for Almond Breeze.

Stay tuned to Brandsynario for the latest news and updates.