Synergyzer

Synergyzer: What key changes have you brought to the advertising industry in Pakistan, and what achievements are you most proud of?

Zaheeruddin: I tried and I am still trying to increase the quality and value of creative. It was difficult, a paradigm shift is always difficult and takes time. It was an execution-driven industry before. The quality of advertising was determined by the scale of execution. I tried to shift this focus from execution to idea. I believe that idea is the core, the process of ideation, acquiring a unique space for the brand and evolving it with consistency is the backbone of brand building process. Execution is an important aspect but that is secondary. I work in both capacities as writer and director but I take more pride as writer because that created the differentiation. A strong idea can survive with a weak execution but its near to impossible to bring life to a poor idea no matter how much money you put in the execution.

Synergyzer: Can you elaborate on the value of creativity in advertising and how it impacts a brand’s success?

Zaheeruddin: This whole process is about creativity, brands live on ideas and on the art of crafting stories on the foundation of those ideas. “Dirt is good” or “daagh to achey hotey hein” is a big idea that lasted more than two decades and made brand memorable. It also saves the cost on media. Kingtox’s famous commercial never aired on mainstream media, but it went viral and is still being shared on different digital platforms. Kenwood commercials that I shot 10 years ago, keep popping up from time to time on digital platforms. A recent commercial of Meezan cooking oil for Ramzan, which I shot for Adcom went viral on its own. A creative idea makes a brand memorable.

Synergyzer:  Can you walk us through your journey and the different ventures you’ve established over the years?

Zaheeruddin: I worked for Synergy for six years – this was my foundation. I worked in different capacities and left as creative director. I take pride in establishing this magazine Synergyzer and running it for two years with inhouse resources. I founded ID Creation in 2006, a production company focussed on commercial production, where I worked as a director and producer. In between, I worked for Adcom as creative lead for a year and half, looking after Telenor. However, a significant turning point came in 2014 when I began writing my own scripts through Arey Wah, a niche creative agency I started, that prioritises quality over quantity. We never approached any client and let clients approach us through our work. This shows the clients’ intention of doing good work and set a balanced relationship based on both parties’ needs. You see, creative is a more tedious process than direction and without a client who trusts you, understands you, and values your ideas, it becomes a mentally tiring job.

We sacrificed a lot of work and money for that peace of mind but eventually it helped us build a very strong creative portfolio. Our production set up let us afford that luxury and helped us sustain it. Kenwood became an iconic brand in the last 10 years, Amreli Steels, Homage, the Knorr cat, Kingtox etc. proved it repeatedly and sometimes we collaborated with agencies as well in creative processes. This experience reinforced the importance of strong scriptwriting as the backbone of successful advertising. Most recently, I established Dareechay Films in 2021, a platform dedicated to producing non-commercial work, such as my feature film “ Chikkar” and upcoming projects. Currently we are establishing YouTube channel for Dareechey Films in TVF format where we are producing long duration content with the help of brands. Content is going to be the new big thing.

Synergyzer: Can you share your insights on the evolution of the advertising industry in Pakistan over the past 25 years, highlighting key changes, challenges, and opportunities?

Zaheeruddin: The advertising industry in Pakistan has undergone significant changes since I joined 24 years ago. Initially, technological advancements like 35mm cameras, and the internet introduced gloss and grandeur, shifting focus from content to execution. This led to a flood of reference-based commercials, often inspired by foreign content, and having a lack of originality. The industry became execution-heavy, prioritising pomp and show over ideas. However, I believe this trend is changing, and the importance of creative writing and ideation is being rediscovered.

The influence of Gen Z creators and their purpose-driven approach will help advertising become more rooted in our identity, gradually developing content that is more meaningful and impactful. Technology has made resources more accessible, but also decreased their value. To break through the clutter, we need to focus on creating high-quality content that resonates with our audience.

Synergyzer: What makes a good concept in advertising, and how do you ensure consistency in work?

Zaheeruddin: In advertising, creative solutions are key. A good concept must strengthen the brand and be consistent. However, consistency is a challenge, as brands often change direction frequently. Ideation and consistency are crucial, as seen in my work with Kenwood over the past 10 years, where each campaign builds on the idea of human imperfection and a machine’s perfection. This consistency contributes to the brand’s personality and identity, making it memorable. Another example is Amreli Steel, which has maintained a consistent identity through effective ideation. Ultimately, a good concept is one that prioritises the brand’s needs over personal portfolio goals, recognising that the consumer is the true hero in modern advertising.

Synergyzer: What distinguishes creative people in advertising from others, and how does this field differ from other creative pursuits?

Zaheeruddin: I believe everyone is creative in their own way, but advertising creativity is unique. We’re not creating for personal expression, but to solve brand problems. It requires a distinct blend of art, social sciences, and technical skills to connect with society and drive impact. Knowing creative writing, influencing strategies, and technical details is crucial. Unlike other creative fields, advertising creativity is tempered by the need to sell a product or service. Unfortunately, in Pakistan, advertising is often undervalued, and it was not given the due respect. This mindset must shift for the industry to evolve. While anyone can be creative, not everyone can excel in advertising creativity without dedicated training and experience. On-the-job learning is essential, and for example, simply being a vlogger or blogger, no matter how successful or original, doesn’t qualify someone to lead a creative team in advertising.

Synergyzer: What are the key challenges facing Pakistan’s creative industry, particularly in storytelling and content creation for major OTT platforms?

Zaheeruddin: Pakistan’s creative industry faces two major hurdles. Firstly, our storytelling and content execution are lagging behind, stuck in a ‘factory model’ prioritising business over creativity. This leads to a lack of diversity, experimentation, and risk-taking, with marketeers playing it safe instead of pushing boundaries. Secondly, our industry lacks good writers, resulting in subpar content that fails to meet international standards. While Pakistani dramas are popular, we haven’t broken into major OTT platforms like Netflix and Prime, which are heavily influenced by Indian content. To succeed, we need to create high-quality content that resonates with global audiences and proves our worth to these platforms. Currently, even Indian content on OTT platforms is mostly mediocre, with only 20-25% being noteworthy. We must focus on creative-driven rooted content that sets us apart and attracts international attention.

Synergyzer: What are your sources of inspiration, and how do you draw from your experiences to create effective advertising campaigns?

Zaheeruddin: My inspiration comes from a mix of my childhood experiences, extensive reading, and diverse background. Growing up as an introvert, I developed a keen observational skill, which helps me understand people and their behaviours. My library of reading books, both fiction and non-fiction, serves as a valuable database for references and ideas. Additionally, my experiences in advertising have taught me to connect brands with people by telling relatable stories. My background, having grown up among ordinary people, travelling, and holding various jobs, has given me a unique understanding of different socio-economic contexts. This rootedness enables me to create authentic, detail-oriented content that resonates with audiences. My knowledge of politics, history, and human behaviour also helps me understand why people react in certain ways. It’s a continuous learning journey, and I still see great room for improvement in my work. The moment you think you’re perfect, your career stagnates.

Synergyzer: How do you view the impact of TV dramas and content on society, and do you believe they have the potential to shape cultural values and behaviour?

Zaheeruddin: I strongly believe that TV dramas and content have the power to shape society and influence behaviour. Unfortunately, our current content is not only failing to promote progressive values but is actually perpetuating harmful stereotypes and toxic narratives. By portraying women as passive and enduring oppression, we’re continuously teaching harmful gender roles. Our content is riddled with regressive and toxic writing, glorifying patience in the face of injustice instead of encouraging action. This mindset is damaging and confusing, and it’s a result of our closed-minded and suppressive society. I founded Dareechay to challenge this status quo and open new windows of thought. We need good writers to reshape our society and break free from stereotypes and hypocrisy. The 80s were a time of open-mindedness, but we’ve been regressing ever since. It’s a tragedy that we’re not utilising the power of content to create positive change.

Synergyzer:  What’s your approach to creative storytelling in advertising, and how do you ensure that your work stays fresh and engaging?

Zaheeruddin: I believe that creativity knows no bounds, and there’s no one fixed narrative style. I strive to be versatile and push boundaries with each project. I don’t want to be pigeonholed as a specific type of commercial director. Instead, I aim to tell unique stories that resonate with the brand and audience, adding value to the brand’s equity. Diversity is key to creativity, and I believe in taking bold steps to create engaging, memorable content. Playing it safe won’t cut it; we must be courageous and innovative. Interestingly, my work has inspired others, with two of my ads being replicated in India. I believe in the power of local inspiration and simple, well-executed ideation. We often overlook the value of ideation, but it’s the backbone of creative storytelling. Let’s embrace our local roots and create content that truly connects with us. That’s the main way to ensure that our content continues to be grounded and hence engaging.

Synergyzer: What advice do you have for aspiring writers, directors, advertisers, and content creators who want to produce high-quality, impactful work that resonates with audiences?

Zaheeruddin: My advice is to prioritise clarity, depth, and knowledge. A good writer, and strong content analysis are essential, as technique alone is not enough. I urge film students to explore beyond their craft, reading widely and expanding their intellectual horizons. Motivation, curiosity, and a willingness to learn and experiment are crucial. Don’t pursue this field for fame or glamour alone; instead, be driven by a passion for storytelling and personal growth.

Never give up and keep creating. Don’t focus on pleasing the audience or seeking their validation. As a creator, it’s your job to know what’s good and what’s not. People may not know what they want or need, but you do. Trust your instincts, do your research, and stay true to your vision. That’s how you make a real difference. Remember, even if people may not always know what they want, they’ll recognise good work when they see it. So, strive to create something truly innovative and impactful, and you’ll be making a real difference.

Synergyzer: Can you share your journey of how you got started in the industry and how your experience working with Synergy helped shape your career?

Zaheeruddin: I stumbled into this industry, facing numerous rejections from agencies. Without a mentor, I had to learn from my mistakes, but my willingness and hunger to learn drove me forward. Synergy provided me with a breakthrough opportunity, allowing me to shoot my first commercial and explore creative freedom. I cherish the experiences and liberties I enjoyed while working with this company, which significantly contributed to my growth
and success.