Adcom picked up the highest number of awards- 3 Gold, 7 Silver and 2 Bronze Effies, before being crowned the Agency Network of the Year.
The wins go beyond numbers, making a significant impact in multiple categories like tech, fashion, agriculture and telecom as well as across various touch-points.
From driving innovation with Samsung, evolving a unique fashion narrative for Alkaram, to celebrating local talent with PTCL, they focussed on creating work that resonates.
Imran Syed, CEO of Adcom, says these are vulnerable, ever-evolving times which require work to be more impactful than ever.
“We’re here to help brands show up with purpose — authentic, valuable, and in tune with what matters today.” Syed is confident his team and clients share this vision. “All 235 of us are already focussed on the next Effie Pakistan,” he added.
Content creation has become the cornerstone of communication, entertainment, and marketing in a rapidly digital world. From nostalgic print to the infinite scroll of social media, the content journey is one of constant evolution. This series delves into the multifaceted world of modern media, exploring its opportunities, challenges, and impact on society.
Ah, the good old days – when ‘content creation’ was just a fancy term for ‘writing stuff’ and hoping people would read it. I mean, who needs AI-powered tools and social media algorithms when you’ve got a trusty fountain pen, paper, and a healthy dose of curiosity? (And of course the dream to become super famous…and rich…and… you get my point.)
Picture this: it’s the middle of the night, and a ridiculously enthusiastic teenager (yours truly, circa 1997) is hunched over a journal, scribbling furiously with a pen that’s seen better days. The outfit? Baggy jeans and an oversized Titanic T-shirt that could’ve fit the entire family (we won’t judge).
The desk? Cluttered with school books, stationery, and enough pens to start a small pen museum. And, of course, there’s the trusty Nikon camera – a gift from Dad, alongside an imported car (because, priorities?). Celine Dion’s ‘My Heart Will Go On’ plays in the background, and I’m completely absorbed in the world of words. One final sentence, a dramatic flourish, and with the crescendo of the song, a full stop… the nib of my fountain pen snaps off in a glorious display of writerly angst. That’s me, folks – the original clueless genius of the dying ‘90s, now masquerading as a content–creator extraordinaire.
I started my journey as a wide-eyed 14-year-old, armed with a camera that didn’t even have autofocus (gasp!). I wrote articles, took pictures, and actually had to get up from my desk to research stuff in books (the horror!). And when we ‘borrowed’ images from our archives or external sources, we made sure to give credit where credit was due–because, you know, plagiarism was (and still is) a major no-no. I was a legitimate entertainment journalist who created engaging content! (Talk about fancy terms, right!).
Fast-forward to 2025, and ‘content creator’ has become a legit profession (yay, resume-worthy skills!).
I remember when boundaries were clear-cut. Producers produced, consumers consumed, and never the twain shall meet. Today, it’s like the Wild West out here! Consumers are producing, producers are consuming, and suddenly everyone’s a content creator!
I mean, seriously, 26 years in the making, and I’m still figuring things out. Meanwhile, the new kid on the block can whip out their smartphone, cook up a storm (or just eat popcorn while yapping about the latest blockbuster), and–voilà! – They’re an overnight sensation!
And what about me, you ask? Hey, being a relic from the prehistoric era of content creation has its perks – I’ve got the battle scars, the war stories, and a whole lot of nostalgia to share!
Okay, I admit it – my previous rant was a tad harsh; I mean, you all know I’m still the coolest! So, let’s be real, it’s pretty amazing to live in an era where everyone’s got a voice. Gone are the days when word of mouth was the only form of advertising (compete with that Gen Z-ers), but in all seriousness, while we may have lost some of those old-school oratory skills, we’ve gained something far more valuable – the ability to connect with each other, sans filter. We don’t need to be special or have a title (or a fountain pen) to share our thoughts, passions, or expertise. Want to share your favourite writing tips or beauty hacks? Boom! The world is your stage (or, you know, your Instagram feed).
Let’s take a step back and marvel at how far we’ve come – from cinema and radio to TV, theater, and dramas. Then, BAM! Computers, mobiles, DSLRs, Facebook, YouTube, and now… reels! (Confession: I’m kinda killing it on Instagram). And just when we thought that was it, shorts burst onto the scene.
So, what do we call this wild ride? One minute you’re making chai at a tea stall, the next, you’re a viral sensation. You bust a move at a wedding to a totally unrelated song, and voilà! You’re a morning show star, and your neighbour’s cousin’s dog in another country knows your name.
Post a video showcasing your, ahem, ‘creative’ language skills, and – ta-da! You’re a superstar! Meanwhile, a guy who was broke just a few years ago now owns a restaurant empire and a personal brand.
What. Is. Happening?
So, who is the real content creator here? Are there any rules? When did this rollercoaster ride begin, and who’s behind the wheel? Are we genuinely creative, or just jumping on the latest viral challenge bandwagon?
I am Afifa J. Maniar, the Editor for Synergyzer and a content creator, and I’m thrilled to take you with me on this exploratory journey where ‘content’ becomes ‘creative’ and ‘creative’ becomes ‘content.’
At the heart of content creation and journalism lies a burning passion – to spin a yarn, to share your truth, and to become the master narrator of your own story. No longer just a character in someone else’s tale, you get to take centre stage.
As Roger C. Schank, a cognitive psychologist, so aptly puts it, humans aren’t wired to grasp logic, but we’re naturally adept at understanding stories.
Pakistan, a land of ancient storytellers, where Qissa Khwani Bazaar’s oral traditions still enchant. For centuries, our storytellers have woven mesmerising tales, echoing our rich literary heritage. From Mughal masterpieces to Urdu classics and iconic Pakistani films, our passion for storytelling remains constant, despite the shift from traditional to digital innovation.
As we journey through this transformation, we’ll explore how Pakistan’s content ecosystem has undergone a seismic shift, driven by changing audience preferences, tech advancements, and a new generation of creators, transforming the country’s societal, cultural, and economic landscape.
Let’s face it, Pakistan’s got a serious storytelling legacy! We’re talking Dastangoi, Qisse, and poetic traditions that are essentially the classic forms of entertainment. Our stories, folklore, and literature have been educating, informing, and shaping our values for centuries. And the best part? These traditional tales have not only reflected our society but also influenced its evolution. Fast-forward to today, and you can see how this legacy has inspired a whole new generation of content creators, from filmmakers to social media influencers. It’s a pretty cool continuum.
Our Great Grandad: Theatre has been the unsung hero of Pakistan’s content creation scene, long before we even became a nation. It was the ultimate platform for storytelling, entertainment, and social commentary – a mirror reflecting our societal norms, values, and struggles. Theatre has given us a sneak peek into our history, culture, and identity, and has been a powerful megaphone for political critique and commentary. Playwrights and performers have used this stage to express dissent, highlight issues, and spark conversations about governance, corruption, and public policy. The OG of influential content!
Today, Pakistan’s theatre scene has undergone a major makeover. With new media platforms and tech, storytelling has evolved big time! Contemporary theatre is adapting, incorporating fresh themes, styles, and tech to stay relevant. But here’s the thing: despite all the changes, theatre’s core magic remains the same – a powerful medium for storytelling, social commentary, and cultural expression.
The Daddy of content creation: Radio – the original storytelling medium in Pakistan; yes, you heard it! (pun intended). Who needed Netflix when you’ve got Radio Pakistan, right? But seriously, from its dominance to the rise of private FM stations like FM100, radio has come a long way. Today, FM radio is like the cool cousin who’s got all the latest gossip, music, and news. And with smartphones and car decks making it easier to tune in, you can’t escape the drama… err, we mean, the entertainment!
Well, with the internet taking over the world, we can expect even more exciting formats and programming styles to emerge. Think podcasts on steroids, live streaming, and who knows, maybe even radio shows in virtual reality! The possibilities are endless, and we can’t wait to see what Pakistani content creators come up with next!
Our Mommy Dear: Lollywood has made quite a journey of creating solid content since 1947! From being Bollywood’s cool cousin to finding its own unique vibe, Pakistani cinema has evolved into a powerhouse of storytelling. And let’s be real, the past few years have been a game-changer! With fancy tech, better production values, and fresh faces, Lollywood is killing it, and Pakistani storytellers are serving up some serious magic on the big screen.
Pakistani filmmakers are experimenting with different genres and themes, staying true to their cultural roots while keeping it fresh and modern. It’s like Tandoori Pizza- traditional taste with a modern twist! And the best part? Pakistani cinema is tackling tough societal norms and encouraging viewers to think critically. Films like “Zindagi Tamasha” are breaking taboos, while documentaries like “Saving Face” and “Girl in the River” are shining a light on real-life issues and earning international accolades, including Oscars! The impact has been huge: cinema is a powerful cultural ambassador now, showcasing the country’s talent, diversity, and storytelling.
The Rogue Daughter: Pakistani dramas – the ultimate guilty pleasure! But seriously, they’ve come a long way! From reflecting the country’s growth to tackling changing societal norms and tech advancements, these dramas are the real MVPs. With private channels on the scene, fresh faces and innovative storylines emerged, shifting the focus to more contemporary issues. Today, Pakistani dramas are like a mirror to society – they’re real, they’re relatable, and they’re sparking much-needed conversations! They’re shaping societal norms, influencing trends, and inspiring dialogue on important issues. And let’s be real, who doesn’t love a good drama that reflects the complexities of life and makes us all go, ‘hmm, same…’
The digital age has further taken Pakistani dramas to the next level. They’re no longer simply a living room staple, but a cultural phenomenon. And honestly, who needs biscuits with tea when you’ve got an 8-9 pm serial? But seriously, Pakistani dramas continue to inspire, educate, and entertain audiences, solidifying their spot as a vital part of Pakistan’s cultural DNA…when they’re not showing saas-bahu power matches and love triangles.
Digital age, who this? Pakistan’s media landscape just got a major facelift, courtesy of the digital age and truckloads of thanks to the internet! Suddenly, everyone’s a content creator, and social media’s the new newspaper (but, you know, with more memes). News travels faster than your khala’s gossip, and everyone’s got an opinion (whether you asked for it or not). The game has changed, and interactivity is the name of the game. Media houses are scrambling to keep up with our binge-watching, podcast-loving habits. Podcasts, web series, and independent creators are busting the monopoly of traditional media. But with great power comes great responsibility. Creators, take note: authenticity and quality matter. Don’t even think about serving us bland content – our thumbs are ready to swipe left!
Talk about a plot twist (and grand-children)! Pakistan’s media landscape has gone from being an exclusive club of TV channels and newspapers to a free-for-all party where anyone with a smartphone is invited! Thanks to short-form platforms like TikTok, Instagram Reels, and YouTube Shorts, everyone’s a broadcaster, influencer, or just a general noise-maker. Who needs a news desk when you can simply pull out your phone and share your two cents with the world? Moreover, Pakistan’s media market is expected to explode this year, reaching a whopping $3 billion, with TV and video streaming taking centre stage.
In Pakistan, TikTok is the undisputed champion, with a whopping 25% of Pakistanis using the app. Yes, it is the most downloaded social media app in the country!
TikTok’s taken over the influencer marketing world, leaving Instagram in the dust! With 55.50% of influencer marketing campaigns, TikTok is the clear winner. And in Pakistan, it’s got a whopping 40+ million users!
Meanwhile, Snapchat’s got a special spot in Pakistani hearts, thanks to its focus on privacy and ephemeral content. With 18.8 million users in Pakistan, it’s a force to be reckoned with!
And then there’s SnackVideo, the second-largest short video platform globally, making waves in Pakistan with its bite-sized videos. With approximately 16 million millennial and Gen Z users in Pakistan, it’s the perfect spot for creators to showcase their talents and skills. Plus, it’s got some amazing features for both creators and brands to grow and collaborate.
YouTube’s 2024 list of Pakistan’s top content creators is out, and let’s just say it’s a mixed bag of awesome! Family vloggers are killing the game, sharing their lives, and making us all feel like we’re part of the fam. Meanwhile, other creators are serving up lifestyle, health, and educational content that’s actually making us smarter (no, really!). And the cherry on top? A whopping 25% more creators are raking in over 10 million rupees annually – talk about turning your passion into a paycheck!
YouTube Shorts is the ultimate underdog story! This platform has single-handedly democratised video creation in Pakistan, giving small-time creators a giant megaphone to showcase their skills. No more struggling to get discovered – with YouTube Shorts, anyone can go from zero to hero (or at least, zero to a decent follower count).
Okay, we get it – bite-sized content is all the rage, but what about those of us who crave something a little more substantial? Enter: podcasts! The Prodigal son, Pakistan’s podcast scene is blowing up, and we’re not just talking about your run-of-the-mill true crime podcasts (although, let’s be real, those are pretty great too). From news and politics to comedy and personal stories, there’s a podcast out there for every Pakistani’s unique interests. And the best part? You can indulge in uninterrupted, on-demand audio goodness whenever, wherever!
Now, now, hold on to your ski poles! An AI-triggered avalanche of content is barreling down the mountain, and we’re all along for the ride! Generative AI has revolutionised the content creation game, making it easier for creators to produce top-notch work (and making the rest of us wonder if we’ll be replaced by robots). But instead of fighting it, let’s just roll with it (pun intended). AI can create personalised content that’s tailored to individual tastes, making it a game-changer for businesses. And with AI venturing into VR, video generation, and editing tools, the possibilities are endless!
Warning: if you’re a content creator and you don’t have generative AI in your toolkit, you’re basically bringing a knife to a laser gun fight! In all seriousness, AI is no longer a nice-to-have; it’s a must-have.
While YouTube’s the big cheese, niche platforms like Patari, Taazi, and Patreon are serving up specialised vibes for creators and audiences alike. And let’s not forget the local OTT players – Tapmad, Tamasha, Urduflix, Vidly.tv, mjunoon.tv, SHOQ, and the big guns like Zee5, Zindagi, Eros, and even Amazon Prime and Netflix! It’s a digital smorgasbord, and we’re here for it!
But, and it’s a major but with capital ‘B’: Party pooper alert! Amidst all the excitement, Pakistani media has got a major buzzkill: censorship. It’s like the fun police showed up and said, ‘Hold up, folks! We need to shut down the free speech disco!’ Content creators and media outlets are stuck navigating a crazy complex web of rules and regulations, all while trying to avoid getting cancelled. It’s a tough crowd!
Another ‘But’ is social media monetisation programs: where the money’s at! But, guess what? Pakistan’s often left out of the party. YouTube, Facebook, and Twitch – they all have their own monetisation programs, but with geographical restrictions that leave Pakistani creators out in the cold. Talk about a major buzzkill! It’s like, create all you want, but good luck getting paid for it.
Another challenge, Pakistani content writers, we feel you! The struggle is real: churn out a ton of content, but don’t you dare sacrifice quality! It’s like walking a tightrope between meeting deadlines and maintaining those professional standards. Talk about a high-pressure job!
Democratisation’s dark side: information overload and misinformation galore! When anyone can be a content creator, all hell breaks loose! AI-powered deepfakes and bite-sized fake news snippets will drown out the good stuff. Bye, bye comprehensive explainers; hello, confusion!
Then what’s ‘The future of digital content creation in Pakistan’? It’s looking bright, bold, and beautifully chaotic! Get ready for a dynamic, distinct, and democratised digital landscape that’s all about creativity, innovation, and the Pakistani flair!
Pakistani audiences are getting a taste of international content, but let’s be real, local flavour is where it’s at! There’s a growing demand for fresh, innovative content that screams ‘Pakistan’! Digital creators are stepping up, blending traditional storytelling with modern vibes, and tackling taboo topics like gender roles and mental health. Web series are pushing boundaries, and we’re here for it! Get ready for bolder, innovative storytelling as digital content takes centre stage.
Get ready for VR experiences that’ll blow your mind and AI-generated narratives that’ll make you wonder if a human even wrote it! The future of entertainment is all about personalised, interactive, and totally immersive experiences.
More monetisation opportunities, more brand partnerships, and more ways to build a lasting career. Brands are finally catching on to the influencer game, and e-commerce is making it easier for creators to sell exclusive goodies to their superfans. Cha-ching! The future is bright for Pakistan’s digital creators.
Democratisation is shaking things up in Pakistan’s entertainment scene! The internet’s opened doors for women, minorities, and marginalised communities to share their stories and perspectives. No more being silenced or side-lined! Digital platforms are giving a voice to the voiceless, and it’s a total game-changer. Get ready for a more inclusive, more diverse, and more representative Pakistani entertainment scene – to tell you the truth, it’s about time!
But whoa! Let’s not get ahead of ourselves! There are some major speed bumps to address, like protecting creators’ rights (hello, intellectual property!) and bridging that pesky digital divide between urban and rural areas. But if we get it right, Pakistan could be the next big thing in global entertainment! Imagine showcasing our amazing culture, talent, and creativity to the world. The possibilities are endless; who knows, maybe the next Squid Game is brewing in Lahore or Karachi? Stranger Things have happened!
Pakistan’s content creation scene has been on quite the wild ride – from humble beginnings to digital stardom! And, honestly, it’s been a bit of a rollercoaster. But here’s the thing: we’ve made it through the tough times, and now it’s time to shape the future. As creators, consumers, and stakeholders, let’s stay woke and engaged, supporting a content landscape that’s all about diverse voices, innovative storytelling, and authenticity.
As we navigate this crazy, ever-changing content creation landscape, it’s up to us to stay sharp, engaged, and demanding of the best! We’re on the cusp of a revolution of creative expression that’s reshaping culture, challenging norms, and pushing boundaries. Pakistani content creators are at the forefront, blending tradition and innovation, and ushering in a new era where every story, every voice, and every perspective counts. Let’s stay committed to sparking vital conversations, ensuring Pakistan’s evolving content creation narrative is one of hope, inclusivity, and awesomeness!
Now, keep flipping the pages to get the inside scoop on Pakistan’s content creation scene – straight from the mouths of the masters themselves!
This May, Hasan Raheem almost broke the internet. Hasan Raheem posted a photo in a white shalwarkameez sitting next to a woman in bridal wear, captioned: “Kept it lowkey; it was a big day.” Cue the nationwide “OH MY GOD HASAN GOT MARRIED???” meltdown as well as the “nahiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii”
Except… he didn’t. The “bride” was a model, the wedding was entirely staged, and the real announcement was his new music video. It wasn’t a wedding. It was a marketing campaign, and well, it worked.
Everything is Fair in Love and Advertising
The Joona singer didn’t just announce a song; he created an event. By playing the Pakistani obsession with shaadis and shaadi gossip, he turned a single Instagram post into a nationwide conversation. From celebrity pages to your phuppo’s WhatsApp group, everyone was talking about it. That’s the genius of it. He sold us a story, not a song. And in an age where attention is currency, Hasan walked away loaded.
Instagram was flooded with congratulations, confusion, and a whole lot of mourning. X formerly Twitter swung between betrayal, admiration, and memes. Some cried, “emotional manipulation.” While others called it the rollout of the year. Either way, everyone watched the video, and everyone heard the song.
Hasan Raheem Memories
Why Did This Work So Well?
In Pakistan, a celebrity nikkah is a full-blown public event. Hasan didn’t just post about one, he staged one. And he did it without the usual fanfare. No hashtags, no tags, no glossy PR packaging. Just a blurry picture and a request not to share any photos. It wasn’t a hard launch. It was a whisper, but with a microphone.
And that’s exactly why it worked. It was the strategy. In a digital culture wired for hot takes and instant reactions, the lack of answers triggered a frenzy. Was it real? Who’s the bride? When did he get a girlfriend? So, he wasn’t going out with her? Suddenly, everyone had a theory. And just like that, we were all complicit in the content roll-out. We were the roll-out.
It also didn’t hurt that the campaign tapped into our most reliable national obsession: shaadis. Weddings here aren’t private affairs, they’re content goldmines. Hasan understood that and leaned in hard. He didn’t just mimic real life; he mimicked the kind of wedding content we’re trained to scroll, like, and dissect. And for weeks, he let it stew, let the illusion breathe. No clarifications. No wink to the camera. Just enough time for the story to settle in, for people to be emotionally invested in, to care. So, when the actual reveal dropped, it wasn’t just another ad on your feed or a song on your YouTube, it was the twist ending to a story you’d already internalised. And if you wanted closure and the answers to your questions, you’ll have to watch the video.
hasan raheem
The Wedding Was Fake, But the Engagement Was Real
Hasan Raheem didn’t just promote a song, he orchestrated a spectacle. He played us like a dhol at a mehndi, and we didn’t just fall for it, we danced along. In a sea of basic trailer releases and recycled teaser tropes, this one hit different. It was clever, chaotic, and culturally pitch-perfect. No hashtags. No press release. Just one awfully blurry, vague picture and the internet did the rest. Hasan Raheem didn’t get married. But he did pull off one of the most iconic clickbait headlines. Pakistani music marketing has seen in recent years. He turned a staged nikkah into national speculation, and a song drop into a storyline. And that, dear reader, is how you turn a lie into a launch strategy, with just the right amount of mischief.
The Editor knows a thing or two about wellness—both in marketing and in life. Dive into her witty take on self-care ads that’ll make you rethink life and consumerism.
Welcome to the revolution! In an era where self-care seems to be just a hashtag, brands are trying to shift their focus from ‘buy our product’ to ‘be your best self’ in an attempt to become more human.
We’ve curated 10 ad campaigns that dared to challenge traditional consumerism, inspiring people to prioritise their physical wellbeing and mental health. From thought-provoking messages to empowering storytelling, these viral wellness ads will make you rethink what it means to truly thrive. So, take a deep breath, relax, and let’s dive into the game-changers.
Nike: “Better For It”
Yes, I did it!
Nike’s empowering “Better For It” campaign celebrated everyday women’s fitness journeys. The everyday woman is the regular, normal and ordinary person around you. This campaign shattered stereotypes and embraced relatable struggles. Targeting women aged 25-45, it highlighted the triumph of completing a workout, regardless of fitness level. By showcasing authentic, humorous moments of perseverance, Nike encouraged women to share their accomplishments and inspire others. The #betterforit hashtag sparked a global movement, creating a supportive community and boosting brand engagement. By focusing on personal progress over perfection, Nike redefined fitness, motivation and connected with women on a deeper level than just the physicality.
nike-ad
Coca-Cola: “Taste the Feeling”
Trust me, people, it’s not about the drink, it’s about who you share it with!
The “Taste the Feeling” tagline marked a strategic shift from product-centric to experience-focused marketing. Targeting a broad audience, this campaign highlighted the joy and simple pleasures of enjoying a Coke in everyday moments. They portrayed diverse, relatable scenarios and emotions. Coca-Cola aimed to create an emotional connection with consumers, emphasising the brand’s universal appeal and timeless nature. The campaign successfully repositioned Coca-Cola as a symbol of happiness, sharing, and togetherness, deepening customer relationships and enhancing the brand’s perception with positivity.
Coca-Cola Ad
Headspace: “Meditation Made Simple”
Mind racing? Let Headspace hit the brakes!
Mindfulness is extremely important to manage stress and to ground oneself. Headspace is a user-friendly app, making meditation accessible to all. Founded by former Buddhist monk Andy Puddicombe, Headspace demystifies meditation, offering from 10-minute guided sessions to reminders for daily mindfulness. With simple, minimalistic graphics and animation, the app has attracted 3 million downloads and lots of commercial success. Targeting stressed, busy individuals, Headspace repositions meditation as an essential tool for everyday life. It promotes calmness, clarity, and, most importantly, mindfulness. Headspace embodies its mission: “to help people feel a little bit more calm, a little bit more clear.”
Headspace
Lululemon: “This is Yoga”
No downward dogs, just upward vibes and no perfect poses, just perfect moments!
Lululemon’s first global brand campaign, “This is Yoga,” redefines yoga beyond the mat. Featuring seven diverse personalities, including Olympic gold medalist Kerri Walsh Jennings, the campaign showcases how yoga’s principles – discipline, focus, and mindfulness and apply to everyday life. No traditional yoga poses are shown; instead, individuals pursue their passions, highlighting the mental and emotional benefits of a yoga-inspired lifestyle. Gaining new customers amidst the increasing competition, Lululemon shifts focus from product-centric marketing to storytelling and building an emotional connection.
Lululemon
Peek Freans: “Sooper!”
Simply Superrrrrrrrb!!!!
Meet Peek Freans Sooper, Pakistan’s favourite biscuit brand that’s been making lives “super” for over a decade! Sooper’s innovative approach to advertising shifted from just promoting functional attributes to becoming a lifestyle brand. Their “Sooper Hai Zindagi” campaign and subsequent consumer testimonial campaign asked consumers to share how it made their lives special. The response was overwhelming, with over 300,000 consumers sharing their stories! By focusing on emotional connections and everyday moments, Sooper has become an integral part of Pakistani lives. And that’s the secret to its success – making the ordinary, “Sooper!” With smart marketing, Sooper has not only boosted sales but also created a sense of community and belonging, proving that with creativity, you can drive positive change and make a real impact on people’s lives.
Peek Freans
Dove: “Real Beauty”
All bodies, all beautiful, all Dove!
Dove’s groundbreaking “Real Beauty” campaign was one of those companies that shifted the world of marketing;
it redefined traditional beauty standards and promoted self-acceptance, when it was unfathomable to even think about. By celebrating diverse, real, regular women, Dove encouraged a healthier relationship with beauty, fostering a global conversation on self-image and self-love. This wellness-centric approach not only resonated with audiences but also drove business success. Dove’s bold move proved that marketing can be a powerful tool for positive change, inspiring a new wave of mindful marketing that prioritises inner beauty, self-care, and empowerment.
Dove
Apple Watch: “Close Your Rings”
Imagine a nudge to move, breathe, and live healthier every day.
Apple Watch’s “Close Your Rings” movement changed the wellness by merging technology with motivation. Three simple, colourful rings – Move, Exercise, and Stand – track progress, empowering users to take control. With tailored goals, reminders, and the Workout app, Apple Watch becomes an indispensable wellness partner. By seamlessly integrating fitness and mindfulness into daily routines, Apple redefines wellness as an achievable, enjoyable journey – one closed ring at a time.
Apple Watch
Shan Foods’ #OneBiryaniOneFamily
Let’s Cook Up a Storm!
Imagine a Pakistani ad that turns traditional gender roles on their head! Shan Foods’ #OneBiryaniOneFamily campaign did just that. In a bold move, the 2018 ad featured a boy cooking up a storm to impress his love interest’s brothers. Talk about breaking stereotypes! But what’s even more interesting is how the ad navigates the complexities of masculinity. It’s a fascinating watch, and a great example of how advertising can promote positive social change and wellbeing. And let’s be honest, it’s a masterclass in smart marketing, proving that with a little creativity, you can not only reap profits but also bring about positive change in society, all without ruffling too many feathers!
Shan Foods
Hemani: “Buy Local, by locals”
#Be-Pakistani-Buy-Pakistani!
Hemani, a quintessential Pakistani beauty brand, made a bold statement with its monumental billboard on Shahra-e-Faisal Road in Karachi. The campaign celebrated Pakistan’s ingenuity and Hemani’s commitment to quality, variety, and authenticity. By proudly declaring its Pakistani roots, Hemani promoted economic empowerment, supported local industries, and showcased its range of over 1200 natural, beauty, and wellness products. This campaign not only reflected Hemani’s values but also resonated with consumers seeking local, authentic, high-quality products.
Hemani
Always: #LikeAGirl campaign
Do it Like a Girl!
Always’ #LikeAGirl campaign challenged societal stereotypes by redefining the phrase “like a girl” as a compliment. Through a series of emotional and thought-provoking ads, Always targeted gender bias, encouraging girls and women to break free from limitations and stereotypes that can negatively impact their mental and emotional well-being. By featuring everyday girls and women, partnering with celebrities, and using persuasive logic and emotional appeal, Always successfully created a movement that not only inspires women to prioritise their wellbeing and celebrate their uniqueness, but also stimulates a huge step towards changing the mindset.
Get ready for glamour, sass, and Punjabi swag! Meet the internet’s favourite: Ken Doll—Adnan Zafar! This Dubai-based Pakistani sensation stuns with his charm, chiselled looks, and charisma, one perfectly contoured selfie at a time. As a model, influencer, and content creator, Ken spreads positivity, humour, and self-care awareness. With a massive social media following and top brand collaborations, he blends style, confidence, and relatability. Ken shares his journey, inspirations, and what makes him unstoppable in this exclusive interview. Let’s dive in!
Synergyzer: What sparked your passion for content creation, and how did you build your audience from the ground up?
Adnan Zafar: Since school, I was always more into extracurriculars than academics. I loved being on stage, participating in events, and capturing those moments. Back then, I had albums filled with my performances now, that “album” is public through social media, letting people see my journey. I started posting naturally, just sharing my life. But during COVID-19, I found my real purpose online bringing joy when the world needed it most. My content made people smile in tough times, and that’s when I realised the power of digital storytelling. The love and appreciation I received kept me going, helped me build a strong, authentic connection with my audience.
Synergyzer: What inspired you to create ‘Ken’? Was it a conscious decision or a natural evolution?
Adnan Zafar: I come from a family background where both beauty and toughness played a role in shaping me. My mother owned a beauty salon, and my father was a DSP in the police. From my mother, I inherited a keen eye for aesthetics, and from my father, I gained strength and discipline. People always told me I looked so perfect, like a Ken Doll, and since marketing and business development were among my favourite subjects, I decided to embrace the name ‘Ken’. At first, it was just a fun identity, but I soon realised it came with responsibility. If I was going to be ‘Ken Doll’, I had to own it – refining my look, perfecting my image, and carrying myself with the confidence and charm people expected. After all, beauty and brains make the perfect match. With 15 years in customer service, I mastered emotional intelligence, understanding what people wanted, what made them feel good, and how to connect on a personal level. I blended beauty with brains, creating a persona that wasn’t just about looks but about impact. And that’s how ’Ken Doll’ was born. Of course, the journey wasn’t easy. There were moments of doubt, criticism, and pressure to maintain a certain standard. But every challenge made me stronger. It’s more than just a persona now. It’s a statement, a brand, and an evolution of my true self.
Synergyzer: How has TikTok’s short-form format and vibrant creative community shaped your content style and persona? With the influencer landscape constantly evolving, how do you stay ahead of trends and ensure you remain relevant?
Adnan Zafar: I always say one thing: you can’t buy personality. Everyone, literally everyone has a unique personality, and that’s what makes content powerful. TikTok gave me the exposure and freedom of speech I had always wanted. It allowed me to reach the world simply by being myself. I’m not just here to showcase beauty – I’m here to educate, break stigmas, and bring real-life conversations to the table. One thing I’ve always believed in is showing what others shy away from. People often hesitate to talk about everyday struggles, but I don’t. Whether it’s about confidence, social issues, or something as simple as using toilet paper (yes, I went there and it got millions of views!), I make sure my content is relatable. That’s why people connect with me because I reflect on real-life experiences in a way that feels raw, entertaining, and educational at the same time. As for staying ahead of trends, I don’t just follow them—I shape them. The key is understanding what people truly want to see and hear. Emotional intelligence plays a huge role here. I know how to keep my audience engaged by mixing humour, authenticity, and valuable insights. Trends come and go, but realness never fades. That’s why I stay relevant by being unapologetically me.
Synergyzer: As you have collaborated with top brands and designers. What do you believe makes a partnership successful, and how do you select collaborators who align with your values?
Adnan Zafar: I’m all about quality, no compromises! My background as a Quality Manager shaped my commitment to excellence, and I apply the same standard to my brand collaborations. When a brand works with me, it’s not just a deal, it’s a brand-to-brand partnership. Just like brands have values, so do I: top-tier work, meaningful messaging, and real engagement. Alignment is key, whether luxury, lifestyle, beauty, or social impact, a brand must resonate with my persona and audience. And if a product doesn’t look the part? Sorry, it’s not for me. If I don’t like it, my audience will dislike it even more. I don’t just promote; I create impact. That’s why brands keep coming back – they know I don’t sell; I influence.
Ken Doll
Synergyzer: Your bold makeup looks have inspired many young men in Pakistan, yet men’s grooming remains a taboo outside weddings and fashion. What do you think fuels this stigma, and how can we normalise self-expression, especially as countries like South Korea and China have embraced it?
Adnan Zafar: To all the “sigma boys” out there, wake up! Your favourite hero on TV doesn’t look flawless without a little help. From Hollywood to Bollywood to Lollywood, every celebrity uses makeup to stay camera-ready—it’s just part of the industry. The stigma comes from the outdated belief that men shouldn’t care about their appearance beyond basic grooming. But let’s be real, Pakistan has some seriously good-looking people. All they need is a solid skincare routine and the right concealer. There’s nothing wrong with looking good and feeling confident. That said, balance is key. I’m not about crossing cultural boundaries, grooming should enhance, not transform. Our content should be family-friendly, and kids should grow up seeing self-care as normal, not something unnatural. Skincare, fitness, and self-care aren’t trends, they’re a form of self-respect. And nothing makes me prouder than men tagging me with “Ken made me do it!” That’s the impact I want a Pakistan where men embrace confidence without the fear of judgment.
Synergyzer: Your advocacy for female empowerment is inspiring, yet you also highlight toxic behaviours with humour. How do you balance support with criticism, and what message do you hope women take from your content?
Adnan Zafar: I love this question! Freedom comes with limits and morals. I fully support female empowerment, but I also believe in accountability for men and women alike. We’ve all worked hard, and no one should get away with toxic behaviour. In Pakistan, women juggle endless responsibilities at home, yet TV dramas often paint unrealistic fairy tales. I use my platform to reflect reality—though it’s bitter, I mix it with humour so the message lands without sounding harsh. During my Q&As, I focus on topics that add value. My female audience is my biggest strength, and if the women in our home love me, no one can object to my work! Honestly, being called a “free-of-cost therapist” is the best compliment – it means I’m not just entertaining but also, I’m making an impact. My message to women: own your power, be smart, and don’t let society hold you back but stay grounded in reality too!
Synergyzer: Your presence at weddings and events always adds a touch of glamour! What key factors influence your decision to attend, and what makes an invitation truly stand out to you?
Adnan Zafar: I love events, not just weddings! Whether it’s a brand launch, a high-profile celebration, or an exclusive gathering, I am known for bringing life to any occasion. My presence isn’t just about attending; it’s about making it a moment to remember. When selecting which events to attend, I consider a few key factors: Reputation – I always take into account who is hosting the event and what they stand for. Whether it’s a person or a brand, their credibility and values matter to me. Security – This is a top priority. I ensure the event meets my standards of safety and privacy before confirming my presence. Value & Exclusivity – Let’s be real, people pay me to appear at their weddings and events. Yes, you heard that right! I charge a significant amount per hour, and that includes my business-class tickets. If I’m at your wedding, you are definitely special. Experience & Engagement – I don’t just show up; I create moments. I’m known for my kindness, taking pictures, and making memories with fans. My presence at an event isn’t just about glamour, it’s about making it unforgettable.
I have appeared at Pakistan’s biggest events and turned them into iconic occasions with my energy and charm. When I walk into an event, I make sure it’s not just another gathering—it becomes the event of the season.
Synergyzer: What advice would you give to aspiring influencers on building a loyal following? And as you grow, what’s next, any exciting projects or ventures on the horizon?
Adnan Zafar: To all the new influencers out there, I want to say: “You’ve got the words to change a nation, but you’re biting your tongue.” Yes, that’s a song lyric, but I truly live by it! Never be afraid of who you are, and never feel shy about expressing yourself. One thing to always remember: TikTok, Instagram, or any other platform gives you the power to control your space. If something or someone bothers you, block, delete, or report – but never stop living your life. There will always be opinions, but what matters is staying true to yourself and creating content that reflects your passion.
As for what’s next for me, big things are coming! My passion for modelling took me to the ramp of BCW (Bridal Couture Week), where my walk went viral and introduced me to a whole new audience. I then walked for Dubai International Fashion Runway, which was an incredible experience. But that’s not all! I also stepped into acting with my role in the TV drama Baby Baji, and that experience made me realise there’s so much more I can do. So definitely watch this space and watch TV, you might just see your favourite Ken Doll back on screen soon!
Adnan Zafar – Ken Doll
Synergyzer: Your Punjabi roots are a vibrant part of your identity! How do you weave your cultural heritage into your content, and what’s your all-time favourite Punjabi phrase to live by?
Adnan Zafar: I am not one of those people who get spoiled by fame and forget their roots. My Punjabi heritage runs through my blood, and no matter where I am whether in Holland, Paris, or Dubai my Punjabi spirit stays with me. I naturally weave my culture into my content because it’s who I am. And you won’t believe it, brands actually love it when I speak Punjabi! They see the authenticity, the energy, and the connection it builds with my audience.
As for my favourite Punjabi phrase? It has to be “Meri Jaaaaan!” I use it all the time, even for people who say the worst things about me. Why? Because that’s what makes me better than them. No negativity can shake me when I reply with warmth and confidence. That’s the Punjabi way – bold, full of life, and always standing strong!
Synergyzer: How do you balance your online persona with real-life expectations, and what message do you want people to take away from your authenticity?
Adnan Zafar: You can have millions of followers, but you can’t be friends with everyone and that’s okay! What matters is having real people who love you for who you are, not just how you look through a filter. I’m lucky to have close friends I can count on, and that keeps me grounded. I love visiting their homes, spending time with their parents, and cherishing moments with my own mum. At the end of the day, parents will never let you down, always respect them and make time for them, no matter how busy life gets. My message? Be real and be kind. Online personas fade, but in real life, respect is everything. It’s not just what you say – it’s also how you make others feel. That’s the legacy that lasts.
We used to buy things because we needed them. Now we buy because we’re bored, burnt out, or just trying to feel something. Shopping isn’t just a habit anymore, it’s a coping mechanism, a lifestyle, and increasingly, an aesthetic. We aren’t human anymore, we’re just consumers.
Under late-stage capitalism, consumerism has become so normalised that we barely question it. It’s become the primary way people express who they are, or who they want to be. Your Amazon cart, your skincare shelf, your outfit of the day, they’re all part of a curated identity. Shopping is no longer a side activity; it is the activity.
And we’ve gotten really good at it. The average person sees 4,000 to 10,000 ads per day. The global fast fashion market is expected to hit $185 billion by 2027, fuelled by social media trends and a collective fear of being seen in the same outfit twice. People now buy 60% more clothes than they did 15 years ago, but keep them half as long. This results in landfills overflowing with discarded clothing, microplastics in our oceans, and a planet gasping for breath under the weight of our endless hauls.
But this isn’t just about fashion. It’s about the bigger shift, where capitalism doesn’t just drive our economy, it drives our emotions. We’ve learned to treat shopping as self-care, as productivity, even as purpose. Had a bad day? Buy something, treat yourself. Feeling anxious? Add to cart. Burnt out? There’s a candle for that. We’re taught that if we just find the right product, the right serum, the right planner, we’ll finally feel okay.
Women, especially, bear the brunt of this pressure. We’re told we need 25 skincare products, 15 hair products, 50 makeup items, and a new outfit for every event. Not because we want to but because we’re made to believe we’re somehow incomplete without them. That buying this product will change your life! It will transform it. The beauty industry thrives on this insecurity, pumping out new launches faster than we can finish the last ones, while marketing it all as “empowerment.”
At some point in my life, I felt like if I didn’t own a pair of flats from Hermes, my life would be over, I needed them so bad that my life would be unsatisfactory without them. But the irony is that none of it makes us feel better for long. The dopamine hit of a new package is fleeting. The joy of a haul fades once the tags are off. And then we’re back where we started, anxious, overworked, and now surrounded by more things we don’t need.
This is the trap of aesthetic capitalism: it convinces us that buying is being. The more we buy, the more we become. Become what? Become this idealised version of yourselves that we have envisioned or someone that we look upto. That if we just look like we’re healing, growing, thriving, then maybe we are. But most of the time, we’re just decorating the crisis. We’re not solving anything, just layering it in soft lighting and wrapping it in bubble wrap.
Even rebellion is monetised now. You can “de-influence” while still influencing. You can critique overconsumption while showing off your colour-coded skincare fridge. Slowing down, opting out, “living simply”, all of it has become content. And content, inevitably, sells.
We joke about it: “Retail therapy is cheaper than real therapy.” But what happens when the retail doesn’t heal? When the packages arrive, and you still feel hollow? When your room is full but your mind isn’t quiet?
This is more than a personal issue; it’s systemic. Capitalism thrives when we feel just a little bit broken, just a little bit behind, just a little bit ugly. It feeds on that gap between who we are and who we’re told we should be. And it sells us the illusion that buying more will close that gap.
But the truth is, it never does. The gap stays. The waste piles up. And we keep scrolling, keep spending, keep searching for a version of ourselves that lives in the next delivery.
We aren’t shopping for joy anymore. We’re shopping for relief. And the system wins either way.
The stars have aligned, and ChatGPT is leading the way with Zodiac-themed personalities. Synergyzer is about to join the celestial party with a truly one-of-a-kind twist. Buckle up for a cosmic ride that’s written in the stars!
From Aries to Pisces: The 12 types of marketers you’ll meet.
♈ Aries – The Trailblazing Marketer
Fast, fiery, and probably already pitching three campaigns while you’re still opening the doc. Skipped the brief because “vibe samajh aa gaye thi.”
Aries – The Trailblazer
♉ Taurus – The Steady Strategist
Loves slow-burn marketing like they love slow-cooked biryani—rich, layered, and resistant to change. Good luck getting them to switch fonts, though.
Taurus – The Steady Strategist
♊ Gemini – The Social Butterfly
Running five Instagram pages, live-commenting your brand’s downfall, and ideating a meme campaign during the pitch. Consistency? Sorry, who’s that?
♋ Cancer – The Empathetic Storyteller
Crafts copy that’ll make you cry into your chai. But give feedback too bluntly and they’ll resign, then un-resign, then send you a voice note at midnight sobbing.
Gemini – The Social Butterfly Cancer – The Empathetic Storyteller
♌ Leo – The Showstopper
Every campaign comes with a full-blown teaser, poster, and its dramatic entrance. Honestly, it’s less marketing, more theatre.
♍ Virgo – The Perfectionist Planner
Knows your KPIs better than you. Has a Google Sheet for their Google Sheets. One misplaced comma and they’ll spiral harder than your internet during a Zoom pitch.
Leo – The Showstopper Virgo – The Perfectionist
♎ Libra – The Harmonious Collaborator
Curates feeds like they’re art galleries and will fight you (politely) over colour gradients. Takes longer to pick a caption than it took to write the copy.
Libra – The Harmonious Collaborator
♏ Scorpio – The Intense Analyst
Knows every consumer stat from 2003 to now and presents with the passion of a crime show lawyer. May or may not have a revenge campaign folder.
♐ Sagittarius – The Adventurous Visionary
Big ideas, bold claims, and no backup plan. Launches a campaign and then disappears to Hunza for “inspiration.”
Scorpio – The Intense Analyst Sagittarius – The Adventurous Visionary
♑ Capricorn – The Strategic Leader
Runs meetings like boardroom bootcamps and thinks Excel is a love language. Will schedule Eid greetings in Q1 and still act surprised at your disorganisation.
Capricorn – The Strategic Leader
♒ Aquarius – The Innovative Thinker
Their pitch decks are part TED Talk, part tech prophecy. Half the office doesn’t understand the campaign but claps anyway out of fear and awe.
♓ Pisces – The Creative Dreamer
Designs visuals that belong in a dream sequence. Strategy is vibes-based and occasionally divinely inspired by Coke Studio.
Aquarius – The Innovative Thinker Pisces – The Creative Dreamer
For Saif Mujahid, TikTok is more than just a platform; it is a space where creativity meets innovation. As the Head of Content Operations in Pakistan, he lives by the motto: “It starts on TikTok.” With over eight years of experience in marketing and strategic growth, working with renowned brands, he brings a wealth of expertise.
From strategic planning and brand marketing to content operations, he has played a pivotal role in shaping digital narratives. What’s next for TikTok in Pakistan? Let’s find out.
Synergyzer: Can you start by sharing your journey at TikTok and what your role as Head of Content Operations entails?
Saif Mujahid: As Head of Content Operations for Pakistan and Central Asia, I oversee the development and implementation of content strategies that promote creativity, diversity, and inclusivity on the platform. My role involves collaborating with cross-functional teams to ensure a seamless user experience, drive engagement and continuously enhance TikTok’s content landscape. Before joining TikTok, I held various roles in the marketing industry, which equipped me with a deep understanding of the ever-evolving digital landscape.
Synergyzer: How would you assess TikTok’s performance and growth in the region? Are we seeing significant traction, and what opportunities or challenges do you anticipate in the near future?
Saif Mujahid: TikTok has seen remarkable growth in Pakistan, with a significant rise in user engagement and content creation – the platform has become an integral part of the country’s digital ecosystem, offering a unique space for self-expression, entertainment, and community building. Looking ahead, we see opportunities for further expansion. However, we also recognise the importance of addressing challenges related to content moderation, online safety, and digital literacy, which are our top priorities at TikTok.
Synergyzer: Monetisation is a key concern for TikTok creators. What initiatives is TikTok Pakistan exploring to simplify and expand access to monetisation opportunities for local creators?
Saif Mujahid: We understand the importance of monetisation opportunities for our creators in Pakistan. While direct monetisation is not yet available in the region, brands are increasingly valuing collaborations with content creators to promote their products. TikTok is at the centre of this shift, driven by the creativity our creators bring to the platform. This has opened up numerous opportunities for creators to monetise their content through brand partnerships. We remain committed to building a more sustainable and supportive ecosystem for our creators in Pakistan and look forward to sharing updates on our progress soon.
Synergyzer: How does Pakistan’s TikTok landscape compare to other countries in the region, such as Bangladesh, Sri Lanka, Nepal, or the Middle East? What unique characteristics or trends are emerging in Pakistan, and where do you see the platform heading in the next 6 to 12 months?
Saif Mujahid: Pakistan’s TikTok landscape stands out due to its unique cultural contexts, linguistic diversity, and, most importantly, the democratisation of content, as the platform is used and loved by people from all walks of life. Compared to other countries in the region, Pakistan has a strong presence of creators producing content in Urdu, Punjabi, Sindhi, and other local languages.
In the next 6 to 12 months, we anticipate a surge in short-form video content and a growing interest in educational and informative content.
Synergyzer: When you say, “It starts on TikTok,” what exactly begins here?
Saif Mujahid: When we say, “It starts on TikTok,” we mean the platform serves as a catalyst for creativity, self-expression, and community building. While trends and challenges are an integral part of the TikTok experience, its impact extends far beyond. TikTok has become a launchpad for creators to build their careers, spark meaningful conversations, and even inspire cultural movements. In Pakistan, TikTok is now home to a diverse range of content across multiple categories, including entertainment, food, travel, fashion, sports, DIY, education, music, comedy and more.
Saif Mujahid
Synergyzer: TikTok has been at the forefront of integrating AI-generated content, from images to audio. How do you see this AI-powered creativity evolving on the platform, and what measures is TikTok taking to ensure transparency and authenticity, particularly in labelling AI-generated content?
Saif Mujahid: We’re excited about the creative possibilities AI-generated content (AIGC) brings to TikTok. To ensure transparency and authenticity, we are implementing Content Credentials technology to automatically label AIGC. This initiative is part of our commitment to safe and responsible content creation. We’re also extending Content Credentials to all content, allowing metadata to remain attached even when downloaded. Additionally, we are launching educational campaigns to enhance media literacy and partnering with industry leaders such as MediaWise and WITNESS to adopt content authenticity standards.
Synergyzer: The TikTok Creator Awards are now considered as a significant milestone in recognising and empowering local talent in Pakistan. How do you think these awards have impacted the creator ecosystem?
Saif Mujahid: This was our third time in Pakistan, and it’s our way of showing appreciation and gratitude to our creator community, which has made TikTok Pakistan what it is today. The TikTok Awards 2024 have had a profound impact on the creator ecosystem in Pakistan. By recognising and rewarding talented creators, we have sent a clear message that their hard work and dedication are valued. These awards have also inspired aspiring creators, showing that their passion and creativity can be transformed into successful careers.
Synergyzer: TikTok has held multiple workshops for creators. Do we need more events and workshops to educate creators on best practices, or is it more about inspiring creativity?
Saif Mujahid: We believe both education and inspiration are essential for creators. Our workshops and events aim to equip creators with the knowledge and skills to produce high-quality content while also inspiring them to push the boundaries of their creativity. As part of this effort, we have launched initiatives such as the Community Guidelines awareness campaign, our Safety Ambassadors Programme, and, most recently, the Creators Summit in Pakistan.
Synergyzer: As Head of Content Operations at TikTok Pakistan, how does this role differ from your past experiences, and how do you stay creative while managing a platform built on creativity? With TikTok’s rapid evolution in Pakistan and rising competition in the digital space, do the numbers reflect strong growth?
Saif Mujahid: Unlike my previous roles, this position requires me to navigate the ever-evolving landscape of short-form video content while ensuring our platform remains a hub for creativity and self-expression. To stay creative, we actively engage with our community, stay updated on the latest trends, and foster experimentation and innovation within our team. In terms of growth, TikTok has seen remarkable progress in Pakistan, with a significant rise in user engagement and content creation. While the digital landscape is increasingly competitive, we are confident that TikTok’s commitment to creativity, diversity, and inclusivity will keep us ahead as a dominant force.
Synergyzer: TikTok has faced global criticism for its content moderation policies and concerns about its influence on society, with some even labelling it a ‘devil’s workshop.’ How does TikTok Pakistan balance creativity with responsibility, particularly in tackling hate speech, misinformation, and online harassment?
Saif Mujahid: Our top priority is to create a safe space for positive, creative self-expression on TikTok, where everyone feels welcome, heard, and safe. TikTok has more than 40,000 Trust & Safety professionals working globally to ensure the safety of our communities.
Our Community Guidelines clearly outline the type of content we do not allow on our platform, applying to all users and content. We use a combination of technology and moderation teams to detect, review, and, where necessary, remove content or accounts that violate these guidelines. Our teams have local knowledge and expertise, ensuring they understand Pakistan’s cultural nuances. They play a key role in applying policies, developing safety features, and enforcing content regulations.
Additionally, we provide users with various controls, tools, and privacy settings, including easy reporting mechanisms that allow users, NGOs, and government agencies to flag inappropriate content. We also engage with local experts and organisations to ensure our moderation practices are culturally relevant and effective.
To combat harmful misinformation, we take a multi-pronged approach, including removing content that violates guidelines, redirecting search results to authoritative sources, and limiting the visibility of unverified information. TikTok also partners with IFCN-accredited fact-checkers worldwide. While these partners do not moderate content, their assessments provide valuable insights, helping us take appropriate action to uphold our Community Guidelines.
Synergyzer: What advice or message would you like to share, especially with aspiring creators, entrepreneurs, and individuals aiming to make a positive impact on Pakistani society?
Saif Mujahid: To aspiring creators, I’d say TikTok offers endless opportunities for self-expression and creativity. Don’t be afraid to be authentic, take risks, and push boundaries. To entrepreneurs and individuals looking to make a positive impact, I encourage you to harness the power of TikTok to amplify your message, build a community, and drive meaningful change.
Synergyzer: Are there any exciting upcoming initiatives or features that TikTok Pakistan is planning to launch in the near future?
Saif Mujahid: We have several exciting initiatives and features in the pipeline, including the launch of the STEM feed in Pakistan, an additional feed on TikTok featuring content related to science, technology, engineering, and mathematics. We’re also planning more initiatives focussed on digital literacy, online safety, and community building. Stay tuned!
Twenty years ago, Dove made a stand in challenging false beauty standards. Today, as we transition into an era where 90% of content is predicted to be AI-generated by 2025*, our message still stands: keep beauty real. 1 in 3 women feel pressure to alter their appearance because of what they see online, even when they know the images are fake or AI-generated*. The rise of AI poses one of the greatest threats to real beauty in the last 20 years, meaning representation is more important than ever. That’s why, in honour of the 20th anniversary of the Campaign for Real Beauty, Dove is renewing its vows to champion real beauty, with a commitment to never use AI to create or distort women’s images. While there has been some positive change, the state of beauty in 2024 still isn’t pretty. Our new campaign, The Code, looks at the impact of AI on beauty while celebrating the lasting legacy Dove has built.
