Scenes Kuch Aisay Hain with Irfan Junejo
Irfan Junejo doesn’t just make videos, he crafts experiences. With 1.45 million YouTube subscribers and over a million Instagram followers, he’s proof that good storytelling doesn’t need gimmicks, just a great eye. Whether he is breaking down the philosophy of the Karachi roll or filming a car review like it’s a Christopher Nolan trailer, Junejo has mastered the art of making the everyday feel extraordinary. Join us as we sit down with Irfan Junejo to get the scoop on his favourite adventures, his creative process, and what’s cooking (pun intended) in his world!
Synergyzer: Can you take us back to the beginning of your YouTube journey?
Irfan Junejo: My YouTube journey began with a passion for photography, which naturally evolved into an interest in cinematography. But what really sparked the idea to start creating content was my experience playing for a football club. I was responsible for creating social media videos and managing their Facebook page. When YouTube’s Partner Program launched in Pakistan in 2016, this was an opportunity to combine my interests and begin a YouTube channel. I wanted to document my life in a cinematic way, but at the time, I didn’t even know what ‘cinematic’ meant, but I was determined to produce high-quality content. With no reels to compete with, YouTube was my sole focus.
Synergyzer: What draws you to food as a subject?
Irfan Junejo: I stumbled into food content after a chat with Hamza Bhatti, but regular reviews never interested me. I cared about the stories—the struggles, traditions, and journeys behind the food. That’s why the Ramadan 2022 series happened. I don’t chase trends; I create what I’d watch. Thankfully, it works, and if it makes people appreciate food and its makers more, that’s a win.
Synergyzer: Your vlogs often highlight the heritage of Pakistan and other countries. Can you share a particularly memorable experience that stands out?
Irfan Junejo: While I’ve never consciously focused on promoting culture in my content, the few travel videos seem to have stuck with my audience. But they have become a part of my identity as a creator. One experience that stands out in my mind is a surreal encounter that still feels like a dream, just six months into my YouTube journey, when I met Ronaldinho. Growing up, I idolised him, and to meet him in person was an absolute dream. But what made it even more unforgettable was the context. I was covering the Pakistan Super League (PSL), and suddenly, I found myself on the same team bus as some of the biggest names in cricket – Waqar Younis, Andre Russell, Mohammad Sami, and Ruman Raees. It was a pinch-me moment, and I still can’t believe it happened.
Synergyzer: How do you discover hidden gems, and what’s the magic formula that makes a food spot worthy of a feature on your channel?
Irfan Junejo: I don’t have a specific recipe for uncovering the best of the culinary world. When I first started, I relied on my own experiences and favourite eateries. However, as my channel grew, so did the recommendations from my friends, family, and a network of food enthusiasts. I’ve developed a bit of a system over time, keeping an updated list of recommendations on my phone. This list is constantly evolving, thanks to contributions from my audience and peers.
Synergyzer: As an influencer, how do you choose which products or brands to partner with?
Irfan Junejo: When it comes to partnering with brands or promoting products, my primary criterion is simple: Would I use it myself? People often ask why I promote other phones when I use an iPhone. The thing is: It’s not about what I use; it’s about what I would use.
The truth is, I recognise that other phones are also top-notch, and my recommendation would depend on the individual. If someone asked me to suggest an Android phone, I’d recommend one I believe is worthy of considering within their budget. To ensure authenticity, I make it a point to try out the products myself before promoting them. I request the products to be delivered to me first, so I can use them for a short while and form a genuine opinion. This hands-on experience helps me evaluate the product’s quality, usability, and overall value. If I’m satisfied with the product, then I’m confident in recommending it to my audience.
Synergyzer: Can you share a successful marketing campaign or collaboration you’ve worked on, and what made it successful?
Irfan Junejo: I wanted to prove a point about marketing, so I experimented. A friend’s brand, KESHK, had great t-shirts, so I simply began wearing them. No tags, no captions, no forced promos. Just a good product, out in the world. And guess what? People noticed. KESHK took off, not because of some flashy campaign, but because the product spoke for itself. No need for hashtags and collaboration posts— if a product is exceptional, if it truly stands out, it will find its audience.
Synergyzer: How do you balance the demands of content creation, running a business, and maintaining a personal life?
Irfan Junejo: I’ve discovered that working in short bursts of intense productivity, followed by extended periods of relaxation, works best for me. I cram a lot of work in a short timeframe and then relax for about a month and a half. During this downtime, I disconnect from work-related tasks and focus on recharging. When I’m in work mode, I’m fully committed, even if it means sacrificing sleep. This rhythm has become essential to my productivity and well-being.
Synergyzer: As the digital landscape grows increasingly saturated with influencers, micro-creators, and branded content, how do you stay true to your unique voice and style?
Irfan Junejo: To be honest, I don’t have a specific strategy for staying true to my unique voice and style. From day one, my approach has been simple: I create content that I want to see. Whether it’s branded videos, food reviews, or car showcases, I focus on producing high-quality content that resonates with me. My goal is to improve continually and push myself creatively. Every two to three years, I reflect on my work and strive to see progress, not just in production quality but also in my acting, screen presence, and overall workflow. My strategy is merely to pursue excellence and have fun while creating content that I enjoy making and watching.
Synergyzer: How do you think the rise of AI-generated content will impact the food and travel vlogging space?
Irfan Junejo: To be honest, I haven’t given much thought to the potential impact of AI-generated content on the food and travel vlogging space. However, I do recognise that AI is already an integral part of my content creation process. People often associate AI with content generation, but its applications go far beyond that. For instance, AI has been a game-changer for me in terms of audio processing. With just one click, AI can remove background noise from my recordings, saving me hours of tedious editing. Similarly, AI-powered tools have streamlined my colour grading and tracking processes, especially when working with drones or gimbals. In reality, I’ve been leveraging AI in my content creation for quite some time now. While I’m aware that AI-generated content is on the rise, I’ll wait and see how it evolves before giving it much thought.
Synergyzer: Do you believe your voice influences experiences in Pakistan, and how do you ensure diverse perspectives are represented?
Irfan Junejo: As a male influencer with a large following, I acknowledge that my voice and perspective can influence both men’s and women’s choices and experiences in Pakistan. However, I’m also aware of the societal context in which I operate. When I’m out shooting on the streets of Karachi, I’m often surrounded by men, which is reflected in my content. When I do encounter women, they often prefer not to appear on camera, especially in family settings where they value their privacy. Out of respect, I proceed with caution and only include them in my content if they’re comfortable with it. For instance, if I’m filming at a street vendor with both men and women present, I’ll ask women about their experiences and only feature them in the video if they consent. Unfortunately, most of the time, they decline. While I strive to be inclusive, I recognise that my content is inherently subjective, reflecting my point of view and experiences. The channel and profile bear my name, and the stories I share are mine, including my struggles and adventures.
Synergyzer: What continues to inspire and motivate you to rise above the noise and create high-quality, meaningful content that resonates with your growing audience?
Irfan Junejo: The key to standing out in a crowded online space is to create content that I’m genuinely proud of. What inspires me is the joy of creating something enjoyable to watch. I don’t just do this for the money; I genuinely love the process. Creating something I’m proud of, I feel a sense of achievement and creative fulfillment. I also get bored quite quickly, so I’m always looking to try new things and push myself creatively. For example, our Ramadan series has been a highlight of my year, and I’m always looking for ways to improve it and make it more engaging for my audience this year and next. That’s what motivates me to keep creating high-quality, meaningful content.
Synergyzer: What are your future plans for expanding your content?
Irfan Junejo: My focus is to be more active on YouTube. I aim to give it the time and attention it deserves, and I have some ideas brewing for passion projects that I’d like to work on.
I’ve noticed that the Pakistani YouTube landscape has changed, and many prominent creators, including myself, have become less active. As a result, viewers don’t have many options. I believe that before we can criticise the current state of Pakistani YouTube, we need to provide better alternatives. My goal is to contribute to revitalising the platform by creating content that I’m passionate about. I don’t worry too much about long-term plans, as the digital landscape evolves rapidly. For now, my focus is on YouTube and producing quality content that resonates with my audience.
Synergyzer: What advice would you give to aspiring influencers or content creators looking to build their brand and establish themselves online?
Irfan Junejo: My advice to aspiring influencers or content creators is simple: don’t do it just for the money. If your sole focus is on financial gain, it will show in your work, and you’ll struggle to create anything truly impactful or meaningful. When your primary concern is going viral or chasing trends, you’ll end up producing content that’s indistinguishable from everyone else’s.
So, to make something unique, your process has to be inside out. From the inside out–“I wanted to make this, this should exist in the world” I think this process is more enjoyable and sustainable rather than outside in. Everyone is unique, you just have to own it, present it authentically rather than copying what everyone else is doing just because you think it might go viral.