Who hasn’t heard of Muzz, the halal matrimonial app? They’re everywhere. Their billboards, plastered across the country; hilarious and downright savage. You can’t drive down Karachi’s pothole-ridden roads without one of them staring you down, silently judging your life choices. It’s like they know. The pressure builds. And before you know it, you’re downloading the app, questioning if your mother really is your only hope.
That’s the magic of Muzz. Their campaigns don’t just sell you an app—they force you to confront your deepest fears, roast you and then, just when you’re teetering on the edge of an existential crisis, they offer you a dream in the form of the perfect significant other.
Kia Niyyat Saaf hai?
Muzz’s latest campaign, #NiyyatSaafHai, takes a sharp, unflinching look at one of the most frustrating realities of Pakistani relationships, tackling the most overused excuses in relationships or situantionships. It’s exaggerated, yes, but never to the point of losing its punch. The repetition of scenarios, the predictability of the excuses—everything is designed to hammer in the idea that this problem isn’t just yours. It’s every desi woman’s. And the way they keep circling back to the same dilemma? That’s no accident. The “Oh my God, so this happens to everyone” moment. The emotional rollercoaster women go through when they’ve invested years into something that was never going to materialise. The dreaded “Ghar walay nahi maanay gay” excuse? We’ve all heard it. Some of us have lived it. And now, Muzz is dragging it into the spotlight for everyone to see. The app takes on a huge societal issue—one we’re all too familiar with but slightly embarrassed to talk about. Because let’s be real, we’re usually on the receiving end of it. And what do you do when you get played that bad? Nothing. You cry about it alone in your bathroom, then pretend everything’s fine.
Almost Real…
The repetition of scenarios isn’t just for laughs—it’s calculated. Every time an excuse is thrown out, it gets more absurd and something we’ve all heard. Just say “I was never going to marry you” and go. This ad just doesn’t tell you the problem—it makes you feel it.
Visually, it is modern and sharp, but the real magic is in the acting. Every single person behaves normally—except the one dealing with the problem. They’re overreacting, spiralling—basically, embodying everything we’ve ever wanted to do but couldn’t because God forbid we make the society uncomfortable with our heartache.
But the real MVP is the one person who silently witnesses all three scenarios. She doesn’t say a word when the girls pour their hearts out, but her face says it all—The disappointment, the rage, the unbearable secondhand embarrassment and the painful understanding. Finally, she delivers metaphorical a sigh of relief—her significant other that she found on Muzz.
It’s witty, brutal, and makes a point without preaching. The message is clear: if someone isn’t serious, they’ll keep you waiting with excuses. And if they are? They’ll make it happen. So ladies, if he wanted to he would.