Ali Gul Pir Exclusive Interview With Synergyzer
Ali Gul Pir has spent over a decade turning satire into a powerful tool for social commentary. From viral hits to brand collaborations, he has navigated the evolving digital landscape while staying true to his craft.
Synergyzer: How did you begin your journey as a content creator and what led you to this path?
Ali Gul Pir: Ever since I was a kid, I have enjoyed making other people laugh. Even before I could read, my mother would read out jokes from Akhbar-e-Jahan, and I would memorise them and tell them when we had guests over.
I was the class clown, and I enjoyed it so much, but I knew growing up that this possibly could not be a career. I was almost about to begin with my higher education when my brother pitched a Bachelor’s in Media and Filmmaking, which sounded intriguing to me, and one thing led to another, and I got into SZABIST.
But I truly realised my passion during a course called ‘acting.’ We were writing scripts and making short films, naturally, I was either writing the scripts or acting.
Soon enough, I was acting in every student’s short film – making me realise maybe this is something that I could really do. We learnt improv by Zeeshan Ali, and my group’s name was “Aisa Karogay Toh Kaun Aiga?” Asfar Ali from Maani Asfar, produced and hosted the show. We did it live in small cafes and restaurants with the staff making juices and coffees behind us. Some kid would be crying, we’d be doing comedy, no one’s laughing and we’re all embarrassed but we kept doing it. And we got better, more experienced from performing. It all snowballed from there.
Synergyzer: Do you think that the content for people in Pakistan and the consumption it has changed over the years?
Ali Gul Pir: Language changes, culture changes, and with that, art, expression and consumption have changed as well. When I began, rap and satire were unheard of – I had grown up with Chief Sahab by Sajjad Ali, Mr. Fraudiay by Awaz, Inqilab and Aitisaab by Junoon, these were my inspiration.
When I did Waderai Ka Beta, it went “viral” which was a hundred thousand views it was absolutely insane to me. But over the years, I evolved too. The Coronavirus hit, we were all locked in, no big productions, so I began these dubbing videos and comedy skits.
Light on the production, and heavy on the scripts, which I have continued to do even now. Everything evolves but as they say, it’s easier to make it, but it’s hard to maintain it. But to keep growing and learning is the challenge.
Synergyzer: Do you think the content in Pakistan is taking a turn for the better or worse?
Ali Gul Pir: Cringe content has its own charm—we all enjoy things that aren’t meant to be funny, and that’s okay. There’s no good or bad art; everything is being consumed. People in villages are making vlogs, a brick factory worker now earns through social media, it’s incredible.
We’re enabling creation over judgment, though judging is human nature. Some thrive on controversy just to stay relevant. When I made Tera Jism Meri Marzi, the backlash wasn’t about the message but about stirring outrage. Instead of discussing the issue, people attacked me, proving how quick we are to react rather than reflect.
Synergyzer: Waderai Ka Beta, became an instant cultural phenomenon. Do you think virality is a science or just luck?
Ali Gul Pir: The science behind virality, according to me, is to be true to yourself and to create something you feel passionate about. I don’t think you can ever be viral by copying. Of course, there’s an element of luck, but consistency is key.
What I do is see something on the news, if it’s funny to me, then I write a sketch, shoot it, and upload it the same day. I keep doing this, and it has been a hit with me. Although not every sketch does well, I’ll think this is going to be amazing, it’s going to go crazy and find it to have fewer views.
So, you never really know, all you can do is be honest and authentic to yourself and be consistent.Its luck, you never know which will succeed, and which won’t. Just keep at it.
Synergyzer: What’s the biggest misconception about content creation?
Ali Gul Pir: People think it’s easy. We’re always working—Eid, weekends, whenever. Life can feel like The Truman Show at times. It’s not just about trends; it’s a business. I’m not just a creative—I have to pay employees, run an office, and buy groceries. Some projects feed the soul, others pay the bills.
Sometimes it’s lucrative, sometimes it’s not. That’s why, two years ago, I founded The Third Act. We create digital content for brands and creators—shooting, editing, whatever they need.
Big brands wanted me to direct, produce, or act in TVCs, but as a freelancer, I had to hire a team, production, and manage everything myself. I thought, Why not set up an office and do it properly?
It was a big risk—freelancing has no office expenses or liabilities—but I took the leap. Started small, expanded, and now we have clients in the UAE and Pakistan, including foodpanda, 14th Street, Unilever, and Emirates Draw.
Synergyzer: Creators often find themselves torn between making content they love and content that ‘performs well.’ How do you deal with this dilemma?
Ali Gul Pir: Big difference between what creators love and what I love making. Best case? What I enjoy goes viral. Luckily, most of the time, I create what I like, but it’s always tied to what’s trending in Pakistan, what the awaam cares about. That’s my input. The spin I put on it? That’s my art.
For me, content creation is a partnership; you take inspiration from the people and add your own flavour. When it’s my own content, I do what I want. But when a brand pays me, I listen.
I’ll share my opinion if I think something can be better, but if they insist—even if it’s wrong—I’m not here to fight. It’s their money, their call. So yes, I’ll dance, monkey, dance, take my cheque and go home. As long as it’s nothing I fundamentally disagree with, we’re good.
Synergyzer: What’s one unconventional piece of advice for today’s youth?
Ali Gul Pir: Speak up when something feels wrong, no matter how small. Being a silent spectator or a keyboard warrior isn’t enough. For a more tolerant society, we must start with ourselves and those around us. If you see someone mocking an underprivileged person or minority, call it out. Kindness and empathy will make Pakistan better.