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The Best Part of Everyone’s Childhood – Bachaa Party

Ayesha Anjum
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The Best Part of Everyone’s Childhood – Bachaa Party

Get ready to enter a world where childhood dreams come true! Bachaa Party, a one-stop destination for all things kids, is not just a store, but an experience. With its unique approach to catering to the smallest customers as royalty, Bachaa Party is changing the game. From trendy and comfortable kids’ apparel to school supplies, baby care products, and educational toys, Bachaa Party offers an unparalleled range of items for kids aged 0-14. Since 2016, the children’s store has been making shopping a delightful experience for both kids and parents. With 10 interactive outlets across Pakistan and a super-cool online store but that’s not all – this amazing brand is also on a mission to positively impact young lives through exciting projects and initiatives! Join us as we chat with Ahmer Javed, the Director and the mastermind behind Bachaa Party, and discover the secrets behind this kids’ retail wonderland!

Synergyzer: What inspired you to create a brand that caters exclusively to children, and how have your personal experiences influenced the development of Bachaa Party?

Ahmer Javed: The retail landscape of Pakistan is as such that brands almost always solely focus on women fashion or men, and the kids were an after-thought, you would have this tiny section at the back of the store with children’s apparel, with limited options and variety. When you look at the demographics, there’s a huge percentage of population that’s under the age of 18 in Pakistan. This is a young country, there’s a huge gap in the market. Kids weren’t given the importance that they deserve. They weren’t given significance. Therefore, this idea came to life. To make kids the primary target. Instead of thinking “we should put something in the corner”. To create a store based on their needs, to base it on their behaviours, what they would prefer. Another key matter was understanding the needs of mothers. Prior to conceptualising the store, we conducted extensive research and engaged directly with mothers. They expressed the inconvenience of having to visit multiple locations—one store for clothing, another for toys, and yet another for school supplies—each in a different direction. This feedback became central to shaping our vision. The primary goal was to create a dedicated space where mothers could conveniently find a comprehensive selection of clothing, toys, and school supplies for their babies—all under one roof. This environment would offer a safe, comfortable, and stress-free shopping experience, with competitive pricing, allowing them to meet all their needs in a single visit and return home with ease and satisfaction.

Ahmer Javed
Ahmer Javed

Synergyzer: Can you share some insights into the process behind selecting and curating the brands and products available at Bachaa Party?

Ahmer Javed: The whole concept of Bachaa Party is to have everything at one location, consequently our first target was to increase the variety. We want to make sure that when a parent comes in, they don’t have to go anywhere else, make sure that our store, our brand was convenient. When a customer comes in to buy a diaper, for instance, you’ll be able to buy a bib as well. The customer will also be able to get multiple varieties, from expensive to cheap. To have variety and value at the same time. On average we are cheaper than our competitors for a similar or the same product. What I want for the parent that comes in is that they are able to buy two shirts instead of one.

Synergyzer: Do you collaborate with local brands?

Ahmer Javed:  We do a lot of collaborations with local brands, we’re quite open to collaboration, if a company’s vision meets with ours, doesn’t matter if it’s big or small, if we like it, we go through with it. Recently, Bachaa Party began an initiative, called Bachaapreneur. Which is where kids, bring in their ideas or products, they pitch it to us and then we select the best one, give them space to put their products on our shelves. The kids, or our young Bachaapreneurs as we call them, step into the entrepreneurial world, they set up the stalls Bachaa Party Outlets, learn real-life skills and serve customers. We’ve put up scarves, eco-friendly dolls, jewellery, leather badges, wall frames, and these were all products that these kids created and pitched to us.

Bachaa Party
Bachaa Party

Synergyzer: What do you believe sets Bachaa Party apart from other children stores in Pakistan?

Ahmer Javed: We were one of the first brands to introduce a Customer Experience Department, we’re are giving the most emphasis on the customers, and the experience they-have with us, whether it be for online or in store. We aim to give the customers the best experience possible. From when you enter the store, till you leave it, a staff that is extremely well equipped with product knowledge, they assist, suggest and help in any way possible. We also have valet parking at all our standalone stores, so you don’t have to worry about the kids, or the parking or carrying the items back into your car.

Synergyzer: How do you personally ensure that Bachaa Party’s branding remains fresh and innovative, especially in a market that constantly changes with new trends?

Ahmer Javed:  We have a commercial team that does detailed research and development. The product development team and the designing team sit together with the research to create products that children or adults would love. Next, we have a planning and forecasting team, prepare for future trends and products who work with the sourcing team. Then we finally finish with a quality management. There’s a whole cycle that follows. These procedures enable us to release the best product according to the right timeline and allow our customers to be in-step with the world as well.

Synergyzer: Does Bachaa Party have their own products that they create, develop and sell? Or is it all just sourced from other companies and brands?

Ahmer Javed:  The clothes and shoes, we create in-house, we design, produce and do quality assurance. We have begun making our own strollers, bibs, car seats, and board games. We have our own version of Ludo. We have created toys and puzzles as well as publishing books. Our target for the near future is to manufacture in Pakistan for the world and becoming import independent. I’m so excited to share that we have collaborated with Lal’s who just won the ‘Pastry Discovery Gem Award 2024’ by the prestigious Paris-based La Liste, we’ve invented lollipops, chocolates and even chips with the chef.

Synergyzer: What factors influence your pricing decisions?

Ahmer Javed:  Pricing decisions are based on our customers; we do a competitive analysis and our strategy is to keep our products at least 20-30% cheaper than our competitors for the same quality and a similar experience.

Bachaa Party
Bachaa Party

Synergyzer: What marketing strategies have been the most effective in establishing Bachaa Party as a leading children’s store in Pakistan? And does social media play a role in your overall marketing strategy?

Ahmer Javed:  Our Corporate Social Responsibility or the social impact we create is embedded in our vision, which influences how we market ourselves. Our vision is to be the best part of everyone’s childhood, it’s an effort to combine the company’s financial and social objectives. The CSR programmes that we carry out aren’t run as a formality, once or twice a year, it’s a priority for us and we practice it every day. The doll we’re selling, we are setting aside a portion of revenue for the salaries of differently-abled people, it’s not strategy for us, but passion. Apart from advertising, I think the biggest plus that we have is that we have everything in one room. That’s the best USP for us to market, since nobody has been able to replicate this business model in Pakistan for the past eight years, and that is something that we capitalise on, what we leverage and has brought us so far. For us, when we advertise or market or plan, we really consider the emotional aspect of a person or a child. The experience that you get from visiting a Bachaa Party store or even crossing a Bachaa Party store, what kind of emotions does that bring out of you. We kind of changed our strategy and went from direct marketing to a more emotion-based marketing. It’s the kind of marketing where we’re genuine. And we’re providing a solution to a problem. I think that kind of hits home with customers. Social media plays one of the biggest roles. Almost 70% of our customers are coming through Facebook, Instagram and other social channels. Social media is such a great tool to get your message across. I think it’s worked wonders for us. What we also do is not only try to give product knowledge but also educating and assisting them through videos on our social media, we’ve done a session with a nutritionist – what kind of lunches should you give your child for school, dentists – teeth and gum care for children. Doctors – how to reduce screen time.

Synergyzer: What factors influence your decision to offer promotions or discounts?

Ahmer Javed:  We only do two sales a year, to clear our stocks. Summer and Winter clearance sales, so the new stock can come in.

Synergyzer: Can you share any upcoming projects or initiatives that Bachaa Party is doing?

Ahmer Javed:   One thing that is extremely close to my heart is that we want to provide convenience for gifting, we’ve already launched it and you can buy online, get it packed and delivered to their place and we have this option, for the Middle East, we also have gift cards that you can just gift to your loved ones.

Synergyzer: What else is Bachaa Party doing?

Ahmer Javed:  There’s a nationwide plantation that is in the works, we are going to go to almost 200 schools in seven cities of Pakistan and give a plant to each class, and they have to take care of it. We did a pilot project in one school in Karachi, ‘The Haque Academy.’ And got a really pleasant response. We’re working on city beautification, as well as bringing inclusivity as much as we can. We did a campaign with differently-abled children, which was a hit and honestly made everything that we do worthwhile. I am big on CSR, we care for the kind of social impact that we have, we’ve created several verticals and that is how we want to give back to the community. We have a vertical for education, health care, climate change, development, child rights, as well as city beautification, for arts and culture and we have a vertical for inclusivity.

Bachaa Party
Bachaa Party

Under these verticals, we partner with the government, NGOs, and FMCGs both local and international. When we do a commercial campaign, we always try to think of the social impact we create. UNDP Pakistan is one of our partners, they wanted to highlight the importance of SDGs. We chose eight SDGs out of the 17 and we partnered with KMC. We formed synergy between Bachaa Party, KMC and UNDP. We’ve worked with ‘ WWF Pakistan ‘ on the development side and for climate change. We have a focus on Child Protection and Welfare Bureau Punjab, we work for child rights; child abuse, child beggary, child labour. We also did a Child Rights Awareness Walk, Karachi’s first Child Rights Awareness Walk held in October last year. Nadia Jameel who is a child rights activist, Dr. Kishwar Inam, she’s a renowned Paediatrician from AKU and Rabia Nizami, she’s a an ex-MPA who has been working on child rights policy in Sindh. Everything we do is for children, for their betterment, for their future, even if it just seems like toys. Although it’s a business but we truly care for the children of Pakistan and hope they prosper.

From TikTok to Checkout

Laiba Umar
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From TikTok to Checkout

TikTok has revolutionised the world of marketing, transforming how brands connect with audiences. From viral trends to user-generated content, it’s become a powerful platform driving purchase decisions, especially for Gen Z.

Social media, you either love it, hate it or are simply puzzled by it and with that you’re most likely to be familiar with TikTok. And just when you think it’s just a random mobile application, where Gen-Z make silly dance videos or do ice bucket challenges and trauma dump about their situationship, it dawns it’s become much more than that. It has altered marketeers’ brain chemistry, TikTok has introduced new lingo in the English language, like cheugy and finna, and taken over the purchase decisions of the masses. It has changed the world, the retail experience and how we process information.

If you are from the age group 18 to 25 you’ve most likely experienced a “TikTok Made Me Buy It” moment at least once, Since 2020. The hashtag has been surfaced by users to showcase amazing products they have discovered thanks to TikTok’s influence. To date, #TikTokMadeMeBuyIt has over 9 million posts, which explains how this platform is turning into a shopaholic’s search engine – It’s like Google for people like me. Right now, whilst I am writing this article, my laptop is on a portable desk, tumbler on my side table, my lip oil on my lips, and my concealer applied, all because I was influenced by TikTok – Guilty as charged – TikTok did really make me buy it or I could be addicted to shopping? But numbers don’t lie.

When you scroll through TikTok, it never gets boring, it’s extremely immersive and so much fun. The ads never feel like ads, they’re more like entertainment and shopping is easy as it can get. You aren’t only looking at the close-ups or beauty shots, but also virtually feeling the product through creative takes – First Reactions, User Generated Content, Fashion Hacks, and so much more. Brands like Dyson, Rhode, Anua Beauty, CeraVe, Huda Beauty, Shein, Coach, Miss Rose, Zero Makeup, AQ Cosmetics, LAAM, and Daraz. These brands are looking into the future and really understand audience; therefore, I will assume that you are at least familiar into one of these brands. They understand that this authentic and raw feel of the adverts on the platform, create engaging content that capture the audiences’ attention constantly.

But now the question is, how should brands leverage the “TikTok made me buy it” craze? Where should they start? While there is no foolproof formula for going viral, there are a few things we can learn from the above-mentioned brands that had their viral moments.

Short & Fast:

The generation with an attention span of 8 seconds cannot focus on old-school TV Commercials. This isn’t a diss, it’s just a reality. The short, quick videos make an ideal watch. OOTD videos by influencers of Shein and H&M. “What I ordered vs What I received” – short and crisp content. Reviewing Daraz and LAAM about their experience and also validating their claims, makes them go viral and the sales skyrocket.

User-Generated Content:

The live reactions, ‘before and after’ results with the combination visually appealing videos, is one more reason that makes TikTok an ideal place to advertise. Brands like Dyson, Rhode, and Miss Rose, cashed this opportunity. TikTok users giving their first reaction while unboxing and then using the product in real-time proved to be convincing enough that most of them were sold out.

Trends:

When a certain form of content is going viral on TikTok, brands tend to adapt it and use it for themselves and hop on the bandwagon. If done at the correct time and genuinely, the products can go viral. Like the ASMR Videos, Pack Your Order, and Get Ready with Me. I remember the #CeraVeRoutine, Clean Girl aesthetic, and the Y2K Style. All the on top of our heads because of TikTok. And also, you a Brat or a Demure? Asking for a friend.

When we look at TikTok trends in Pakistan, influencers and users offer a different perspective. Many are still in the state of inquiry, experimenting and testing trends and products. Despite this, the word most often associated with Pakistani TikTok is “cringe,” which feels like an assumption, there are always two sides to the story and people will have to delve deeper to understand what the application is really about. There’s still so much to learn, brands like Maybelline, L’OrĂ©al, and Miss Rose have tapped into these valuable insights, leading to some of the most viral and successful products in the market today.

Aside from the usual, TikTok is educating the creators on how to make content in order to grow their business. For this, TikTok hosted its #GrowWithTikTok Masterclass in Karachi, empowering Small and Medium Businesses in Pakistan. The workshop brought together SMB owners, marketers, and entrepreneurs who learned how to leverage TikTok’s features to increase brand visibility and connect with a younger demographics.

Expert-led sessions covered content creation tools, audience engagement, and campaign optimisation strategies. Attendees also gained insights into TikTok’s Community Guidelines, safety features, and content moderation. The event provided valuable networking opportunities, fostering partnerships and collective growth among local businesses.

This initiative is part of TikTok’s global commitment to supporting SMBs, recognising their vital role in Pakistan’s economy. By providing essential tools and resources, TikTok aims to be a key partner in the growth journey of Pakistani SMBs. TikTok is really changing the game and it truly cares for its users and creators, which is rare in this age.

Like it or dislike it, TikTok is here to stay. With its user base constantly growing, it’s an extremely successful tool for marketers. If you are still sleeping on its potential. This might just be your wake-up call. The best time for small brands to grow their community and make their place in the market. One of the most effective strategies to reach your target audience is social proofing; giving them life-changing solutions, creating FOMO and the users get hooked to your brand or products. Generating campaigns, connecting with the audience, and staying relevant. This is all what you have to do to be successful and TikTok is just that. Just one more thing, before I end this, I am spilling a deep, dark secret, that TikTok may or may not approve of – the moment you lose connectivity with your audience, some other brand is going to come and replace you, that’s one downside of this fast-paced, truly amazing platform. But that shouldn’t stop you from all the upsides.

This piece may feel like a love letter to TikTok (it just might be one) but this application is a precedent that social media is a great tool if used correctly, it offers direct evidence that social converts sales and creates action. It educates and creates opportunities. What’s not to love about that, right?

When Fashion Brands stay in Fashion

Muhammad Ali Khan
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When Fashion Brands stay in Fashion

The fashion industry in Pakistan thrives on creativity, tradition, and evolving consumer preferences. To stay relevant, brands must not only deliver quality apparel but also craft compelling stories and experiences that connect emotionally with their audiences.

What does it take to stay relevant in Pakistan’s fast-moving fashion industry.
Pakistan’s fashion industry has always been a vibrant one, fusing creativity and tradition to produce designs that represent the nation’s rich cultural legacy. It is a sector that has changed remarkably throughout the years, driven by evolving customer preferences. Apparel has been one of Pakistan’s most iconic industries, having played a huge role in shaping the very concept of branded products among consumers.
Thus, successful brands know that it’s not just about the clothes – it’s about the story they tell, the emotions they evoke, and the values they represent – to resonate with these consumers. As the industry grows and more players – both small and big – enter the fold, it’s important now, more than ever for marketers in this industry to differentiate their brands and be able to tell compelling stories.

Evolving Consumers need

Evolving Brands

By the early 2000s, Pakistan witnessed immense growth in the apparel industry as its middle class expanded and purchasing power grew. Local fashion brands began to diversify their offerings while the emergence of millennials and a social media frenzy further fuelled this consumption-driven middle class, propelling the fashion industry’s growth.

Today’s women – across the middle and upper-classes – seek fashion that fits their fast-paced lifestyles. While international brands such as Zara have made a significant impact, most local brands still struggle to position themselves as “Zara” for the modern Pakistani woman. Although fashion brands in Pakistan have historically competed on pricing strategies, they are now fighting to maintain relevance through identity and offerings in a face-off between legacy brands versus today’s modern fast-fashion brands.

While legacy brands enjoy deep customer trust, they are making more and more efforts to shed their ‘old-fashioned’ image and appeal to a much younger, more fashion-conscious audience. From selecting the latest and contemporary brand ambassadors, to launching trendy seasonal campaigns, it’s clear these brands are making efforts to be more relevant, modern, and appealing to today’s smart, working women. For instance, how Alkaram completely rebranded itself recently in a bid to appeal to a younger audience-base while talking about both style and comfort.

On the other hand, modern fast-fashion brands have tapped into the one thing modern women value most, which is convenience – from the very get go. While unstitched fabrics have been the traditional route for most women and allow for personalised fashion, pret clothing offers ease and sells quickly, especially through online platforms. With more women opting for online purchasing, fashion brands across the board are reevaluating how they allocate resources between pret and unstitched collections to meet changing consumer preferences. This has become a trend which apparel brands across the board have adopted. In addition to this, many of these brands have also embraced body-positive approaches to marketing, representing a diverse demographic of all sizes in their communication – this in turn resonates with audience sentiments and makes everyone feel included.

Crafting Authentic Brand Experiences

Successful brands focus on more than just selling the product, it’s about building the brand in a way that integrates seamlessly into the lives of the consumers. Such activities contribute to building immersive brand experiences which live in the hearts of the consumers – long after they have even experienced any interaction with
the brand.

A good example of a brand that has done this successfully in the local market is Khaadi.

What makes them truly stand out are not just the bold, colourful visuals that highlight the vibrancy of their collections, rather their attention to making themselves part of people’s lifestyle. From dubbing their retail outlets as ‘experience hubs’ to making cafes, a part of these experiences – Khaadi invites consumers to become part of their world in more ways than one.

In order to create such experiences, brands need to take certain steps to engage customers effectively. Sensory and experiential cues, go a long way of showing and inviting audiences into their world. Then, within those worlds, it is important to create meaningful brand interactions that evoke emotional connections – such as representing a thought-process that matters to people. Brands like Nike have shown us how this works best. And finally, by positioning the brand as a way to fulfil the consumer’s desires, brands can pave the way towards consumers’ hearts.

In the fashion industry, online and offline experiences complement each other. As more fashion brands establish their own online retail stores, the role of brick-and-mortar locations is evolving. These physical stores will increasingly focus on embodying and showcasing the brand’s values and personality, rather than solely being points of sale – while the campaigns speak with audiences to build love in the hearts of the customers.

Marketing Insights – What’s Happening in Fashion Marketing?

Maha Hashmi
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Marketing Insights – What’s Happening in Fashion Marketing?

The fashion industry’s glamour often conceals the strategic world of marketing, which defines how brands establish their image – whether luxury, streetwear, or sustainable. As technology and social media reshape consumer behaviour, fashion marketing faces rapid transformations, opening doors to global reach and innovative strategies.

The hidden gears behind the glamorous world of fashion lie in the marketing sector of the industry. Through a brand’s imaging and positioning, it can position itself as a luxury or mature or affordable or a streetwear brand. The world of fashion marketing, like the industry itself, is everchanging and adapting to consumer demand. With a recent influx of technology and AI models, and the increasing role that social media continues to play in consumer decisions, the industry has seen rapid change in the past few years. Following are some insights from the trends in the style and fashion marketing industry:

Unique Social Media Marketing

As of 2024, platforms such as Instagram, Facebook, TikTok, Pinterest, LinkedIn, Twitter, Snapchat, and even YouTube have introduced a marketplace feature, allowing for a more versatile virtual buying and selling experience. Marketing through social media has been dubbed as “shoppertainment”, and younger consumers’ preferences and shopping habits can be directly targeted. For example, the recent incline towards “retail therapy” on online platforms is an indicator of micro-trends and how they gently press towards a larger focus on active consumer behaviour.

The phenomenon of “fast fashion” has also greatly contributed to the now much faster trend cycling that encourages a constant stream of purchasing new garments and accessories to keep up with – “what’s trending.”

Marketing Insights
Marketing Insights

As a result of the quick rise and decline of trend cycles, marketing has had to adapt to keep up with the demand for new products quicker. A cost-effective and efficient way to meet these demands is through greater online efforts.

As a result, brands have taken to methods such as influencer marketing to make their desired impact. According to the BoF-McKinsey consumer survey, the influencer-marketing industry had been forecasted to reach $21 billion in 2023 and will keep rising. Brands such as ‘Hugo Boss’ and ‘Gucci’ have conducted such campaigns with influencers like, ‘Sabrina Bahsoon’ and ‘Amelia Dimoldenberg’ respectively, but social media marketing, being the accessible platform that it is, is not reserved for a certain genre of brand. In fact, smaller brands are also able to make large impact through social media. One shining and pertinent example of this is the Pakistani streetwear brand ‘Rastah’, which was started by three cousins in 2018, and to date has been worn by, Justin Bieber, Timothee Chalamet, Zayn Malik, Riz Ahmed, French Montana and many other celebrities both in Hollywood and Bollywood.

Increased Development and Role of AI

Since its introduction, AI has made leaps and bounds to almost all industries, and for everyone who has had exposure to it, in not just professional capacities but also personal, individual capacities. Large language models like Chat-GPT have become everyday terms and applications. McKinsey analysts believe that Generative AI could add anywhere from $150 billion to $275 billion in profits to the fashion industry by 2030. Trend forecasting giants like ‘WGSN’, ‘Peclers’, ‘Trend Stop’ and ‘Fashion Snoops’ are using AI-based forecasting to keep up pace with global trend overturn and the rising industry of fast fashion.

AI also allows for a more personalised online shopping experience. Consumers can factor in their lifestyle, mood, preferences, and body type when selecting what to purchase. Another interesting development is the surge of ‘AI Influencers’, such as ‘Lil Miquela’, ‘Shudu Gram’, and ‘Imma’, virtual influencers who partner with fashion and makeup brands for online marketing campaigns.

Marketing Insights
Marketing Insights

Focus on Sustainability and Ethics:

Around 67% of consumers now say they consider sustainability to be an important factor when choosing which brands they want to buy from as stated on NovaTomato, a sustainable fashion brand. This can be seen mirrored worldwide in various brand campaigns and marketing efforts.

As the world becomes more globalised and aware, the unsustainable production methods of the fashion industry have come to light, with that the millennials and Gen-Z-ers especially factor in more than just the product when buying. With a larger concern for our environment and the ethicality of production methods, people now want to know who is making their clothes, how and with what they’re being made, and who or what is affected during this process. As a result, trends such as upcycling, thrifting, and a refocus on the ‘vintage look have emerged.

One notable sustainable US-based-fashion-brand is ‘Outerknown’, which used 90% recycled or ethically sourced fibres, and are planning to become fully circular by 2030. ‘Patagonia’ is another example of brand imaging in line with sustainability and ethicality. For almost 40-years, ‘Patagonia’ has supported grassroot activists working to find solutions to the environmental crisis. In fact, Vogue Business highlights a high-end luxury fashion campaign, “Girls Just Wanna Grown Plants”, that tackles the idea that one must keep up pace with fashion trends, which leads to overconsumption and ultimately, pollution. The company behind the campaign, ‘Agency for Nature’, was applauded for its sustainability focus. However, it must be kept in mind that consumers do not begin and end to gauge sustainability at the marketing and branding aspect only. An inaccurate sustainability campaign may have unintended opposite effects for the company. This phenomenon is called “Greenwashing”, and conscious buyers have their eyes out for it. ‘Lululemon’s’ – ‘Be Planet’ campaign was met with backlash when 99.7% of their carbon emissions doubled during the time that the campaign was active.

Marketing Insights
Marketing Insights

In the ever-changing global climate we live in, the heavily-online, hyper-connected and super-monitored network that is entrenched in personal and professional activity, it only makes sense that social media landscapes, artificial intelligence models, and critical consumer bodies make up the future of even fashion marketing. However, with this also comes the opportunity to tap into global markets, to reach newer audiences, and to scale to unprecedented proportions. It is worth appreciating that the global consumer is changing to be more aware and conscious of the environmental impact of their individual actions; while also holding the corporations they buy from to those same standards and values. The fashion marketing industry is changing, and with that it brings endless opportunities.

IHHN Takes Another Step Forward Towards the Advancement of Pakistan’s Healthcare Landscape

Webdesk
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IHHN Takes Another Step Forward Towards the Advancement of Pakistan’s Healthcare Landscape

The Indus Hospital & Health Network (IHHN) celebrated a significant milestone as it marked the completion of Phase 1 of its new state-of-the-art hospital building at Indus University Hospital, Karachi.

The occasion brought together key figures from diverse sectors, including donors, government officials, healthcare professionals, media representatives, social media influencers, celebrities and ambassadors, advertising agencies, civil society members, and corporate representatives, all united under the same roof to support IHHN’s mission in providing exceptional healthcare services.

The event was graciously hosted by IHHN’s distinguished leadership team, led by Abdul Karim Paracha, Chairman IHHN, Dr. Abdul Bari Khan, President IHHN, and Dr. Syed Zafar Zaidi, CEO IHHN. They were joined by Mr. Ahmed Hussain Kapadia, Corporate Ambassador, IHNN. Dr. Muhammad Shamvil Ashraf, Executive Director of Medical Services, Dr. Amin Chinoy, Mr. Salim Razak Tabani, Chairman of the Resource Generation Committee, and Syed Mashhood Rizvi, Executive Director CRD.

The event featured an exclusive tour of the hospital’s key facilities, including the Emergency, Family Medicine clinics, Consultant Clinics, wards, Operation Theaters, and advanced Blood Center. Guests had the opportunity to explore the hospital’s cutting-edge infrastructure and exceptional healthcare facilities, which embody IHHN’s commitment to world-class patient care.

Dr. Abdul Bari Khan, President IHHN, shared, “This milestone is a testament to the unwavering support of our donors and well-wishers. It brings us one step closer to achieving our vision of providing accessible, high-quality healthcare to all, while ensuring that Indus Hospital remains the first choice to everyone looking for quality healthcare facilities.”

Expressing his admiration towards the groundbreaking initiative, Mr. Ahmed Hussain Kapadia, Corporate Ambassador, IHHN pledged the continuous support to help IHHN sustain and expand its mission and congratulated the entire IHHN Team and the supporters on achieving yet another milestone towards Indus Hospital’s ambition of creating an impact and contributing to countless lives across the country.

Deepak Perwani’s Journey through Time and Trend

Afifa Maniar
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Deepak Perwani’s Journey through Time and Trend

Deepak Perwani has been the driving force behind Pakistan’s fashion renaissance for three decades. A master of reinvention, Perwani’s eponymous brand has redefined luxury and haute couture, captivating the nation’s style elite. With flagship stores in Karachi and Lahore, his designs have become synonymous with impeccable craftsmanship and sophisticated elegance.
Perwani’s influence extends far beyond his label. He played a pivotal role in founding the Fashion Pakistan Council and organising Fashion Pakistan Week in 2009, an event held annually since then. Marie Claire hailed this groundbreaking initiative as “the most dangerous fashion show on earth.” This Couture Maverick has revolutionised Pakistani fashion, fusing tradition with modernity and redefining luxury in the face of fast fashion. His design philosophy is built on bold creativity, risk-taking, and an unwavering commitment to excellence. Driven by a passion for innovative design, a profound understanding of consumer desires, and a dedication to mentoring the next generation of fashion talent, Perwani consistently pushes boundaries. Producing multiple collections annually for both men and women, his work stands apart from the crowd. As a cornerstone of modern Pakistani fashion, Perwani’s influence extends beyond exquisite couture to shaping the industry’s future.

Deepak Perwani
Deepak Perwani

Synergyzer: Please share your journey of building your brand under your own name and label and revolutionising the fashion industry?

Deepak Perwani: Completing 30 years in fashion and design has been a wild ride. Beyond building my label, I explored creative arts and acting. Founding the Fashion Pakistan Council and organising Fashion Pakistan Week added another dimension. It’s been a rollercoaster – fun, thrilling, and unpredictable. As my business grew, I focussed on nurturing future designers, collaborating with schools, colleges, and charitable institutions, sharing my expertise. This journey, though arduous, has been incredibly fulfilling. Since our humble beginning in 1994 with a single Zamzama store, we’ve expanded to Lahore, Islamabad, and soon, another in Karachi. For me, gradual growth and revolutionising the fashion industry went hand-in-hand. When we started, fashion as we know it didn’t exist. People made clothes at home, with no ready-to-wear retail. I pioneered affordable, high-end fashion in Pakistan, introducing a novel concept.
However, fashion was becoming too mainstream, almost losing its essence. Every launch – a bottle, a tablet – was accompanied by a fashion show. We realised regulation was necessary. To address this, some Pakistani designers, including myself, established the Fashion Council Pakistan. In 2009, we organised Pakistan’s first fashion show, Fashion Pakistan Week (FPW). Marie Claire dubbed it ‘the most dangerous fashion show on earth.’ This marked the beginning of a revolution in Pakistan’s fashion landscape.
The revolution sparked a domino effect. Malls emerged, introducing seasonal concepts: spring, summer, fall, winter, and holiday sales like Mother’s Day, Father’s Day, and Black Friday. The industry began to differentiate between winter and summer fashion, embracing trends. This once-non-existent scene transformed into a competitive environment. Designers now create four collections annually. Fashion evolved into an industry, employing civilians and requiring specialised professionals: textile designers, window dressers, makeup artists, coordinators, and merchandisers. This newfound industry opened doors to employment opportunities in Pakistan.
Consider where fashion was 15 years ago. Our tireless efforts transformed the industry. Export powerhouses like Gul Ahmed, Nishat, and Chen One, previously focussed solely on international markets, took notice of the local impact. They expanded into domestic retail, achieving remarkable success. Our perseverance was crucial. We could have settled for small-scale success, but we envisioned something monumental. We revolutionised an entire industry!

Synergyzer: What is your process of designing, creating, and finally releasing your collections?

Deepak Perwani: My design process is rooted in originality, style and edge. As a progressive thinker, I draw inspiration from international creators during my frequent travels (6-8 times a year). I excel at reinterpreting influences, blending Pakistani elements with global style. To stay relevant, I design three collections simultaneously: New Year’s, Weddings, Eid, Pre-fall, and Summer.
For women, I create eight collections annually; for men, six. This fast-paced production ensures timely releases. Every designer’s unique style is their greatest asset. I take risks, pushing boundaries to ensure my collections stand out.

Synergyzer: How have you stayed on top of the game years later?

Deepak Perwani: To maintain our position, we’ve focussed on premium quality. Deepak Perwani is not extremely high-end or budget-friendly, but a luxury brand offering high-quality fabrics, exceptional craftsmanship, and impeccable techniques. Our target audience is discerning individuals seeking indulgence, quality, and luxury.
Our clientele, largely Pakistani and Indian diaspora in cities like Dubai, London, New York, Paris, and Sydney, values the excellence of our fabrics, workmanship, and brand heritage. They’re invested in the Deepak Perwani experience – a life of lavishness, often passed down through generations. Traditional design has inherent marketing value, as pieces are passed down as family heirlooms. Designer wear is invested in for generations, not just one event. Its value appreciates over time.
However, we don’t rely solely on this. We actively market ourselves through social media, fashion shows, exhibitions (Dubai, London, Singapore, Hong Kong), and targetted advertising. In fact, I’m soon to be at an exhibition in Dubai and then one in Doha, after that in Bahrain and that’s how luxury sells.

Synergyzer: Beyond advertising, what relationship-building strategies do you employ to ensure your brand remains at the forefront of the minds of your customers?

Deepak Perwani: Beyond it, our main focus is on innovation and exclusivity. Catering to Pakistan’s luxury market (the 1%) demands constant evolution and exceptional quality. These discerning customers are well-versed in global
fashion trends. To stay ahead, we continuously innovate and push boundaries, offer bespoke menswear, a niche area few designers explore and leverage our expertise in cloth, our core strength. Our diverse portfolio includes hotel uniforms, school uniforms and specialised uniforms for cardiac society. This versatility showcases our international, local, and global influence.

Synergyzer: Elaborate on your design philosophy for each gender, considering the unique preferences and styles they seek?

Deepak Perwani: I delight in designing for both men and women. My philosophy revolves around ‘twinning’ – creating harmonious, cohesive looks for couples. This concept fosters homogeneity, integrating individual styles into a unified aesthetic. For shaadi wear, twinning is particularly crucial, ensuring the bride and groom’s outfits share a consistent thread.
Today, visual storytelling dominates, with Instagram-worthy moments driving design decisions. Family pictures, backgrounds, flowers – every detail is considered for phone screens. Traditionally, Pakistani weddings follow colour-coded events. A basic generalisation would be for, Nikkah, the bride-to-be wears white, for the Mayoun, yellow or orange is preferred, and a colourful outfit for the Henna function. The new trend is the Choli Gharaara or the Choli Ghagra. For Valima, an icy blue jora and for the shaadi, a red dress or a pink one.
Pakistanis instinctively associate these colours with each occasion, guiding family attire to harmonise with the bride, groom, and venue. My design approach remains consistent: I envision men and women as confident, stylish, and sexy (sensual). My audience appreciates luxury, recognising quality fabric, impeccable fall, finish, and cut. We occasionally take risks, and they embrace it. Other times, we play it safe, and they still respond well, as it aligns with the Deepak Perwani design philosophy.

Deepak Perwani
Deepak Perwani

Synergyzer: Who are five designers you deeply admire, and how has their approach influenced your own creative journey?

Deepak Perwani: I deeply admire five designers who have significantly influenced my creative journey:
– Yves Saint Laurent – A global icon and French design legend, renowned for empowering women with androgynous styles like the Le Smoking jacket. Incomparable!
– Tom Ford (for Gucci) – Revolutionised Gucci with his sexy, New York-inspired aesthetic, and successfully established his eponymous brand.
– Alexander McQueen – If fashion was art, it would be Alexander McQueen, a genius leaving an indelible mark despite his tragic demise.
– Maheen Khan – A master of minimalistic design, showcasing the difficulty and beauty of restraint.
– Rizwan Beyg- A Pakistani design stalwart, expertly blending calm, collected styles with revived traditional techniques. His knowledge of craft is unparalleled!

Synergyzer: How do you feel about your designs being copied and replicated? Do you think this affects your brand, and how do you address this issue?

Deepak Perwani: Copying and replication come with the territory of high-end design. Iconic brands like Chanel, Prada, Dior, and Hermùs are constantly replicated. Initially, I’d get upset, but now I view it as a compliment; I just take it as a form of flattery and laugh about it.

Synergyzer: As you envision the next five years, what exciting design trends and innovations can your loyal customers expect from your brand?

Deepak Perwani: Looking ahead to the next five years, our loyal customers can anticipate:

  1. New Flagship Store: We’re unveiling our 4,000 sq. ft. store on Khayaban-e-Shahbaz, showcasing menswear, women’s wear, couture, and ready-to-wear.
  2. Perfume Launch: Our signature fragrance debuts soon.
  3. Solo Show: An exclusive runway event showcasing our latest designs.
    So, lots of exciting stuff coming towards our clients’ way. And this is just the beginning for the brand. We’ve just finished our 30 years and 30 more to go

Synergyzer: Does the focus on celebrity endorsements and influencer collaborations in fashion campaigns overshadow the creative artistry of designers?

Deepak Perwani: Celebrity endorsements and influencer collaborations have limited impact on high-end fashion sales in Pakistan. The local focus is on drama and television stars, catering to a distinct audience. This demographic differs from our target market – affluent individuals who travel to global fashion hubs like London, Paris, and New York. While celebrity endorsements may generate interest abroad, they don’t necessarily translate to significant sales for luxury brands like mine.

Deepak Perwani Men's Fashion
Deepak Perwani Men’s Fashion

Synergyzer: Is Deepak Perwani’s brand guilty of reinforcing elitist fashion narratives by emphasising luxury and exclusivity in his advertising, potentially alienating the broader public from engaging with high fashion?

Deepak Perwani: High-end brands, by definition, are elitist. We cater to a specific clientele seeking exclusive luxury. Comparing H&M or Zara to Dior or Chanel is apples and oranges.
Luxury brands profit majorly from: Belts, shoes, glasses and bags. Our bridal market focus isn’t alienating; we’re reasonably priced within our niche. Brands must choose their direction: low-end or high-end. You can’t be both. Red Bull won’t lower its price to match Pepsi’s. That’s the luxury premium. Simple!

Synergyzer: Has the rise of influencer marketing diluted the exclusivity and authenticity of luxury fashion brands, turning them into mass-market commodities?

Deepak Perwani: Influencer marketing effectively reaches consumers, showcasing real people wearing luxury fashion. This relatability resonates more than traditional celebrity endorsements. Of course, that works and I think I find it far more effective than putting your clothes on a star because everybody’s putting their clothes on a star and selling teas, soaps, and you know, phenyl!

The Science Behind Virality

Aneeqa Imran Sheikh
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The Science Behind Virality

The article explores how brands leverage the science of virality, blending psychology and cultural relevance to create trends that captivate global audiences. It delves into strategies used by top brands to stay ahead in the digital marketing game.

In today’s digital landscape, the notion and the act of becoming viral has become the new frontier of marketing. This gold rush for tweets, the memes and the hashtags, could possibly start a movement, and become an obsession which is where the appeal lies, in its potential to go far beyond traditional marketing. Brands are reaching this elusive standard, they are no longer just selling products, they are tapping into the zeitgeist and selling experiences of becoming a part of something larger, that reflect the collective consciousness of today’s generation. Instagram stories and whims of the algorithm, with the addition of FOMO. But the question remains, is becoming the latest viral sensation a stroke of luck? I don’t think so, virality especially now, is all about nuanced strategy, human psychology and cultural awareness.

At its core, the science behind virality is delving into the human mind, understanding; triggers, cognitions, and behaviours. It is about understanding the audience, creating what is valuable to them and being ready to ride the wave that could help make an idea or product reach its highest potential.

Viral trends capitalise on our desire for a social connection, the fear of missing out and of course the innate desire to feel amused. When a product or idea goes viral, it is because it resonates with people on a fundamental level. Jonah Berger, a marketing professor in University of Pennsylvania, identifies six principles that drive virality, in his book “Contagious: How Things Catch On.” These principles summarised with the; STEPPS –
Social Currency, Triggers, Emotions, Public, Practical Value and Stories. These provide a framework for understanding why some things spread like wildfire while the others fizzle out. These principles have been put into practice by some of the most successful brands in the world.

People like to do things that make them look good, if a product or a trend can make someone feel smarter and more connected, that is when they are most likely to spread the word. This is how some of the top brands in the world have made themselves to be social currency for consumers, companies like Tesla, Dyson and Stanley.

Tesla, which developed some of the most groundbreaking inventions, led by the ever-controversial, Elon Musk, illustrates quite well that all publicity is good publicity, how people became aware of the company because of the contentious statements and actions of the owner. Musk’s proactive and almost questionable social media presence ensures it almost always becomes a headline. His tweet about “No Logo” at the launch of Tesla’s CyberTruck in 2019 became a viral sensation. This tweet didn’t only help it gain traction but also solidified the image of Tesla as being a status symbol, a luxury and it being innovative enough to be recognised as ‘Tesla’ without an identification. Owning a Tesla wasn’t just about driving an electric car but being a part of the elite, forward thinkers and tech-savvy high society. On the contrary, Tesla spun their immediate failure into a viral success when CyberTruck’s “shatter less” windows shattered during the demonstration, destroying the confident claims. Tesla used this negative traction as a moment to go ‘viral’, enjoying memes and discussions flooding social media, driving massive attention to the brand.

Content that specialises in practical values tend to be shared more often as well, could be a life hack, advice, or a piece of technology that solves everyday issues and if a brand can weave a compelling narrative around their product and also over-market it, it becomes an absolute need for people. Therefore, becoming the latest obsession. One such product like this is, Dyson, known for its high-tech, ultra-smart household products. From Vacuums, to Hair Styling tools, the company has mastered the art of turning mundane items into objects of intense desire and need. The company’s approach to virality is rooted in knowledge of their audience and in innovative engineering with futuristic, sleek designs, that appeal to the consumer on the basis of aesthetics, even if they lack in functionality. Dyson’s Airwrap became a sensation even before it hit the market, the story built around the product, regarded it as a game-changer, with the immensely latest technology, its hefty price tag and the over-marketing added to its allure. Dyson thus tapped into multiple principles of virality making their product a statement.

Viral trends stem from the combination of timing, cultural relevance and reinvention of the familiar. Even if the underlying idea is not entirely new, the presentation and the context in which it appears can make it feel original. Rebranding is one-way companies do this, one such brand that made this ingenious move was Stanley. Stanley’s resurgence in popularity is a testament to the power of nostalgia. It leveraged its history and reputation in durable items by reintroducing their classic design with a modern twist. Stanley appealed to a varied type of consumers; their old customers who remembered the brand from their day and age, whilst the younger generation were drawn to its retro aesthetic, functionality and the bandwagon effect.

The brand’s clever use of TikTok influencers helped make their product a viral sensation. The tumbler’s presence, in short videos and recreations of the trend, made it a status symbol, reiterating the social currency concept. Stanley’s success in creating a product for eco-conscious people that was easy to share and imitate is the perfect example of public principle of virality.

Cultural resonance emerges from a deep understanding of current societal shifts and the ability to accept and follow them. They become triggers or cues that remind people to talk about a product or an idea. For instance, a conversation about climate change and green technology will often lead back to Tesla. Similarly, Rhode Beauty’s philosophy on being cruelty-free, multi-use, minimalist approach in their skincare and design became a fashion craze all of a sudden. Rhodes’ viral marketing strategy was to leverage emotions through Hailey Bieber’s celebrity influence and personal story of finding skincare solutions that worked for her. The narrative of Bieber’s personal philosophy and simplicity was effectively eaten by the consumers.

As brands continue to navigate the complexities of digital marketing, the importance of understanding and leveraging viral trends to their benefits. Virality is a blend of art and science that gives us a unique opportunity to reach a large number of audiences in an extremely short span of time. This requires an understanding of what drives people to share content. Whether it’s through the engineering prowess of Dyson, or the minimal aesthetics of Rhode. Successful brands are those that create moments that evoke emotions, create a sense of community. As digital landscape continues to evolve, brands that can master this art will find themselves at forefront leading the path to the next viral phenomenon. The next time you find yourself suddenly obsessed with a new product or trend, know that you are part of a global community that is being expertly guided by some of the sharpest minds in the business.

The Life and Lies of Luxury Lawn

Ayesha Anjum
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The Life and Lies of Luxury Lawn

Are Lawn Joras Really Worth it?

The Pakistani lawn industry has witnessed a significant boom in recent times, pieces of overpriced clothing that exude grandeur. Regular joras-turned into-art-turned into-couture-priceless, are they really worth it?

The term “lawn” comes from Laon, a city in France known for producing linen lawn. This fine plain-weave textile is made using combed cotton. It is a lightweight and sheer fabric, wonderful for warm and humid climates like the sub-continent.

The fabric gained significant traction in the 90s, in local markets of Pakistan. This was a time of economic development and modernisation, which saw the rise of textile mills producing fabric.

In the early years lawn was primarily used for everyday wear. Simple dresses that were easy to wear for day-to-day tasks. They were so light, didn’t require ironing, and were easy to maintain.

As Pakistan’s fashion industry evolved and progressed, stakeholders quickly recognised its commercial potential. In the late 20th century, the Pakistani lawn industry witnessed a boom. With the burst in creativity, and the growing middle and upper classes in the country, coupled with an increasing appreciation for fashion and art created a demand for more sophisticated lawn clothing.

Textile tycoons encouraged and partnered with famous designers and began the production of lawn suits in a wide range of designs, colours, and prints. Couturiers loved the fabric; it was soft yet sturdy enough to hold its shape.

Breathable but not see-through, comfortable yet stylish, the affordability, comfort, and aesthetic appeal made them immensely popular among Pakistani women, thus, beginning the reign of lawn.

High-end brands introduced elaborate heavily embroidered, beadwork-ed designs, transforming simple lawn into luxury garments. The traditional shalwar kameez, a staple in Pakistan, became the canvas for showcasing intricate designs.

With the addition of laces, sophisticated embroidery and embellishments, these regular joras had turned into something amazing, it was art—transforming the ordinary into masterful elegance.

Luxury Lawn
Luxury Lawn

There’s often a high demand for luxury lawns during specific seasons and festivals, driving people to prioritise spending on these items despite their higher costs, especially during the scorching summer months.

Endorsements from celebrities and fashion influencers helped create a buzz around these collections with the curation of jaw-dropping campaigns. Designers continually innovated with lawn, creating unique patterns in alluring colours that captivated style-savvy buyers, making it a must-buy for every upcoming season.

Lawn and its use evolved; what was once worn mundanely soon became a symbol of style, luxury, and prestige, much like the advertisements. The earliest recorded adverts had distinct characteristics.

The first few only featured women’s silhouettes, with faces veiled behind a flowing dupatta or a tree; loose, simple clothing adorned the bodies of tall, thin, white models. These ads adapted relatively quickly, moving from extremely loose shalwar kameez to short frock-style kameez and churidar pyjamas.

From long sleeves to three-quarter sleeves, the clothes became much more stylish. Along with this came the inclusion of dancing and singing to music, which became prominent in the late 90s. However, one thing that remained evident across all these videos was the incorporation of Western ideals.

The use of white-skinned models, with blonde hair and blue eyes, represented the standard of ultimate beauty—the all-encompassing European woman—an influence on the people of Pakistan, which marketers used to their advantage.

Soon, the ads transitioned into something more relatable in the early 2000s. Instead of idealised representations, the focus shifted to showcasing the lives of people. From white models to desi women—brown-skinned and dark-haired—but, of course, since there had been an obsession with white skin, the models were often the palest shade of brown.

This change was monumental, albeit the bare minimum looking back; it was still change. Pakistani women flaunted lawn wear while engaging in household chores, often accompanied by make-believe husbands and children. It was relatable, personable, and reflected the ultimate Pakistani dream.

A shadi, husband, kids, and loving in-laws—the quintessential Pakistani dream—was being sold instead of just lawn clothing, all showcased by stunning models. These advertisements began to promote dreams and possibilities tied to wearing a particular lawn collection.

They targeted the emotions and sentiments of the audience rather than only presenting a fantasy. In contrast, other adverts airing during the same timeline maintained a similar focus to those in the 90s, still glamorising European beauty and culture.

Brands captured this image of modernity by shooting abroad, featuring white models draped in lawn, parading through foreign cities with dupattas billowing against backdrops like the New York skyline.

Luxury Lawn
Luxury Lawn

In less than a decade, Caucasian models and blue-eyed representations faded from the forefront. But were we truly past that? Were we ready to accept our brown skin and dark hair?

During the mid-2000s, the marketing style changed completely, and so did the lawn game. Lawn wasn’t just being sold as clothes anymore; it had become an ‘it’ club. This exclusive club included aunties who attended kitty parties. Flaunting their latest Prada bags paired with Valentino kitten heels. Speaking Urdu with an American accent despite having lived in Pakistan their entire lives.

It wasn’t just about wearing the latest collection; it had transformed into a competition of who could acquire the most exclusive collection the quickest. It became a race, who could grab the lawn jora first, get it stitched in time for Bano Auntie’s luncheon, and, most importantly, wear it before Sharmeela did?

Marketers target women through urgency and exclusivity under the guise of ‘limited edition,’ making the collections even more desirable and high-class. Brands often sold out immediately after launch, with “no stock available” signs appearing just two days later—oh, the horror!

But miraculously, there seemed to be enough stock for everyone after all. Since it had sold out once, everyone developed the fear of missing out; everyone had to have it. It was vital, it was necessary.

Marketing tactics also evolved, incorporating highly famous Indian actresses. Katrina Kaif, Kareena Kapoor, and Nargis Fakhri showcased lawn wear with chiffon dupattas flowing beside them, looking as ethereal as can be.

This surprised the Pakistani audience, as Bollywood actresses had always felt unattainable, seen as the pinnacle of beauty. For them to wear something that you and I could also wear sparked an insatiable demand.

Life would not continue if it weren’t in their wardrobes. This was when luxury lawn reached its peak; to this day, it remains as valuable as ever—almost like a national treasure.

Luxury Lawn
Luxury Lawn

Little pieces of overpriced clothing exuding grandeur and lavishness reside in the closets of DHA. Proving to be almost priceless because they came from that collection that Katrina wore once upon a time. But will it ever be made again?

‘This is where the black market comes into play, replicas, often low-quality imitations of luxury lawn clothing sets. They are nearly identical but sold in open bazaars at half the quality and a quarter of the price.

These replicas last only four washes before becoming unrecognisable. Shopkeepers often butcher the pronunciation of designer names while still demanding the original prices. This turns into a nightmare for designers, brands, and DHA aunties alike. Their exclusive, one-of-a-kind pieces are quickly imitated and sold at such low prices that anyone can get their hands on them.

How could this happen? Oh, the disgrace! The entire concept behind luxury lawn was exclusivity and cliquishness. People buying these overpriced, unstitched, underwhelming pieces of cloth weren’t just purchasing clothes. They were buying the experience and the division that came with it.

“We are different; we wear branded clothes, and you don’t.” Suddenly, that wasn’t the case anymore; anyone could wear it, anywhere. Luxury lawn is both a blessing and a curse, whether it’s due to the hefty price tag or the fine kapra. Are the lawn wars or the competition worth it? I leave that up to you.

Madsemble – We’re All Mad Here

Humayoun Ahmed Khan
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Madsemble – We’re All Mad Here

Madsemble 2024

Step into the vibrant world of Madsemble 2024, where creativity collides with innovation in a dazzling display of marketing genius! This electrifying event brought together the brightest minds in advertising and marketing. From igniting conversations, and captivating keynotes to engaging panels, attendees left buzzing with fresh ideas and strategies to conquer the ever-shifting landscape of the industry. With a focus on authenticity, emotional connections, and niche storytelling, Madsemble wasn’t just an event but a transformative experience.

On a dull Monday evening at work last month where things seemed to be moving at a snail’s pace. My phone buzzed with a message from a colleague, “You are invited to Madsemble.” The message I had been anticipating. For those who aren’t aware, Madsemble is an annual event, organised by the Pakistan Advertisers Society (PAS), bringing the marketing and advertising leaders from all over the world together under one roof. Madsemble 2024 – a two-day event was held recently at the National Aerospace Science & Technology Park (NASTP) in Karachi on September 25th and 26th.

Day 1 – Brand Building

Speakers:

1- Sudhir Sitapati, Chief Executive Officer of Godrej Consumer Products

2- Farheen Salman Amir, President – BSPAN & GM Pakistan

3- Nadeem Zaman, Business Growth Leader Baby & Child, Kimberly-Clark.

4- Shahzain Munir, The English Biscuit Manufacturers’ (EBM)’s Executive Director

5- Dolly Saidy, Founder of MINTMENA

6- Saad Tawwab Khan Rao, Chief Marketing & eCommerce Officer for Pakistan & Afghanistan at Samsung Electronics

7- Samar Hayat, CEO of Tapal Tea

8- Sheikh Adil Hussain, Marketing Director of Haircare, Unilever

9- David Wheldon, President Emeritus, World Federation of Advertisers

Madsemble
Madsemble

Sudhir Sitapati – “Technology changes, human behaviour doesn’t.”

  • The CEO of Godrej Consumer Products, Sudhir Sitapati delivered his keynote speech online. His session was moderated by President of BSPAN & GM Pakistan, Farheen Salman Amir whose energy kept the attendees engaged even when the session was disrupted briefly due to laggy internet.
  • In a world of ever-evolving marketing strategies, Sudhir’s session was a much-needed reminder of the fundamentals of brand marketing. As flashy new trends and digital platforms have emerged. Many marketers seem to forget the core principles that have always driven brand success. “Technology changes,” Sitapati began, “but human behaviour doesn’t. The basics of brand marketing are still as relevant as ever.” He emphasised the importance of consistency, authenticity, and the emotional connection that a brand should foster with its audience.

Nadeem Zaman – The Brand Love Pyramid

  • Nadeem Zaman’s, Business Growth Leader Baby & Child, Kimberly-Clark. He is the brains behind the creation of Coke Studio Pakistan.
  • Speaking about brand advocacy. He argued that the best form of brand advocacy is when a brand becomes a part of your culture. He spoke at length about the Brand Love Pyramid. Explaining the steps – Know, Accept, Like, Love, and Exclusive Love – along the way.
  • Brand love translates into increased brand consumption. An example of which was shared by him in the form of Coke Studio Pakistan. Nadeem shared how the team identified a real human problem, economic and political crises that Pakistanis faced and then came up with an inspirational solution.
  • There are two things that unite Pakistanis, no matter what, it’s music and cricket. By the end of Nadeem’s speech. I had realised I would be walking out as a better marketer and advertiser, even if I am neither of those!
Nadeem Zaman
Nadeem Zaman Speaking on Brand Advocacy

Shahzain Munir – Sooper’s Success

  • The English Biscuit Manufacturers’ (EBM)’s Executive Director Shahzain Munir took to the podium. He shared EBM’s inspiring business journey and growth with everyone.
  • Shahzain’s aspirations to make ‘Sooper’ the world’s favourite biscuit brand after it became the nation’s favourite.
  • It was refreshing to hear the thoughts of a leader of a local brand whose ambitions were to make a Pakistani brand a household name overseas. Not only did it strike a chord with the attendees, as their thunderous applause also echoed throughout the hall. It was a testament to their belief in EBM’s ability to live up to its promise.

Dolly Saidy – Go Local!

  • The founder of MINTMENA, Dolly Saidy, emphasised the critical need to resist urgency. Especially when it compromises production quality, costs, and the overall impact of an ad.
  • “Efficiency in advertising is about delivering high-quality work without sacrificing timelines, but rushing through projects can lead to subpar results, missed airing dates, and higher long-term costs,” she illustrated.
  • Dolly highlighted the importance of shooting locally, noting that while shooting abroad may seem glamorous, it often compromises on cultural authenticity, inflates budgets, and hinders the development of local talent. “We need to invest in our local industry, offering the right budget and believing in the capabilities of local production teams to deliver superior outcomes.”
  • Saidy further stressed the importance of balancing the budgets allocated for music and production, urging brands not to compromise on either. “Empowering local talent and ensuring they have the resources to create high-quality content will lead to better results, while also driving growth within the industry, and the country” she stated.
  • The founder encouraged industry leaders to take risks, challenge conventional habits, and foster healthy competition without settling for less. By focusing on developing local talent and maintaining high standards, brands would not only achieve remarkable results but also contribute to the long-term growth and sustainability of the advertising landscape.
Dolly Saidy founder of MINTMENA
Dolly Saidy founder of MINTMENA

Saad Tawwab Khan Rao – Connect with Emotions

  • Saad Tawwab Khan Rao, Chief Marketing & eCommerce Officer for Pakistan & Afghanistan at Samsung Electronics, highlighted the importance of driving effectiveness in marketing by tapping into core human emotions.
  • “Brands that connect with emotions have a lasting impact,” he said, citing Dalda’s iconic campaign “Jahan Dalda, Wahan Mamta” as an example. He revisited this emotional narrative, Dalda successfully appealed to the basic sentiment of maternal love, which resonated deeply with audiences.
  • Saad explained that ads measured with higher elements of happiness or surprise tend to be significantly more effective, signifying the importance of emotional engagement in brand-building.
  • “Emotions build brands; neutrality does nothing,” Saad stated plainly, stressing that branding alone doesn’t drive ad-likeability, producing content that fails to connect emotionally isn’t just ineffective, it’s detrimental. Saad declared, “There’s no room for producing mediocre content in today’s competitive landscape,” urging marketers to focus on creating high-quality, emotionally relatable advertisements.
  • According to him, producing content without strong emotional appeal leads to resources wasted and opportunities missed to strengthen a brand’s market presence.

Samar Hayat – Emotions over efficiency

  • Samar Hayat, CEO of Tapal Tea, began with the critical role of strategic choices, which play in determining whether businesses will thrive or fail.
  • Drawing parallels with industry giants like Microsoft and Apple, as well as Fujifilm and Kodak.
  • Samar emphasised how the right decisions can set a company on a path

of innovation and sustained growth. “It’s not just about the choices we make, but understanding what and who is driving those choices,” he explained, urging business leaders to be mindful of internal forces shaping their strategies, trying to identify inherent problems within corporate structures to create a winning framework that fosters success. “Too often, organisations become fixated on operational excellence, but that alone will not be enough to guarantee growth.”

  • Samar shared the significance of emotions in advertising, like Saad Tuwwab Khan, stating that a strong emotional connection with consumers is a powerful driver for brand loyalty and overall market success.
  • “Emotions resonate with audiences in a way that operational efficiency cannot,” he said. Samar cautioned against companies focussing solely on operational metrics, reminding them that growth is also fuelled by how well a brand connects with its audience on a personal level.
  • By balancing strategic decision-making with emotional engagement, businesses can not only overcome internal challenges but also secure long-term growth in a competitive marketplace.

Sheikh Adil Hussain – Cracking the Gen-Z code

  • The energy in the room spiked when the Marketing Director of Haircare, Sheikh Adil Hussain, took over the stage. His mission was clear, to debunk the many misconceptions about how to communicate with Gen-Z.
  • He conducted a fun session with industry experts and two youngsters representing Gen-Z.
  • In a thoroughly illuminating session, Adil laid out the findings of a groundbreaking study conducted by Pulse Market Research, which was led by Kashif Hafeez Siddiqui.
  • The research painted a nuanced picture of Gen-Z; asserting that, this generation wasn’t just tech-savvy and socially conscious but they were also emotionally intelligent, value-driven, and incredibly discerning.
  • “The key to reaching Gen-Z isn’t just about jumping on trends,” Adil stated, as reverberated by the two youngsters sitting on the panel. “It’s about authenticity. They can spot a fake from a mile away.”
  • He argued that brands must be transparent and genuinely aligned with their values, if they ever hope to win over this generation. Gen-Z wasn’t just buying products; they were buying into causes, beliefs, and experiences.

David Wheldon OBE – Choose your Own

  • The last session of Day 1 was hosted by President Emritus, David Wheldon OBE who has 40 years of experience in the industry.
  • He revealed the importance of branding and hosted an incredibly enjoyable and insightful session with the Chairman and CEO of Unilever, Amir Paracha, CEO of Dalda Foods, Aziz Jindani, and Managing Director of Daraz Pakistan and Sri Lanka, Ehsan Saya.
  • The trio discussed the importance of branding in today’s cluttered market. Aziz, ever the critic, challenged the traditional notion of a brand manager, questioning whether the title truly reflected the responsibilities that came with it.
  • His sharp analysis opened the floor to a broader conversation about how the role of brand managers needed to evolve to stay relevant in today’s digital-first world.
  • Meanwhile, Ehsan emphasised the importance of building in-house creative teams. “Companies can’t rely on external agencies to understand the nuances of your brand,” Ehsan argued. “An in-house team lives and breathes the brand every day. They get it.”
Panelists with Gen Z on Day 1
Panelists with Gen Z on Day 1

Day 2 – Changing Mindsets

Speakers:

1- Mark Adams, Vice President & Head of Innovation, VICE Media

2- Hasan Sandila, Vice President – Digital Division, Jazz

3- Adil Ahmed, Director & Co-Founder, Symmetry Group

4- Ahmed Kapadia, Chairman & CEO, Synergy Group

5- Faisan S. Syed, Founder & CEO, East River

6- S. Zaheeruddin Ahmed, CEO, Dareechay Films / COO & Film Director iDcreations

The conference hall, buzzing with energy, the air thick with anticipation as marketing professionals, creative minds, and industry leaders gathered for what was to become one of the most insightful and thought-provoking sessions of the year. A convergence of ideas, opinions, and futuristic visions on the world of advertising and marketing. The session promising to reshape how brands approach their audiences in the ever-evolving digital landscape.

Umair Saeed, the former CEO of Blitz Advertising

hosted the event on both days. Before he could even begin the announcement, his excitement was contagious. The real show was about to begin. The second day kicked off with the Health and Wellness Ambassador from Jubilee Insurance, Mantaha Tareen, elucidating about the management of cortisol levels is especially necessary for those working in the marketing and advertising industry. She encouraged the attendees to stand up from their seats for a 5-minute exercise and did a physical activity session to make participants aware if their cortisol levels were normal.

Mantaha Tareen leading a physical activity session
Mantaha Tareen leading a physical activity session

Mark Adams – The Great Mark

  • Mark, a dynamic speaker known for his disruptive, unconventional ideas, took the stage and immediately captured the audience’s attention. He began by dismissing the traditional audience targeting and segmentation methods, calling them the ‘relics of the past.’
  • “Segmenting your audience? The old way sucks,” he declared. “It’s like throwing darts in the dark and hoping to hit something.” His words stunned with the crowd, many of who had already been grappling with the rapidly changing digital landscape. Where old methods no longer seemed to be effective.
  • Mark continued to elaborate on a revolutionary concept that was shaking up the industry: niche marketing. He explained, it’s no longer about simply advertising to people. Instead, marketers need to create niches of interest, dedicated communities with shared values and passions. This approach, he elucidated, allows brands to not only exist “on the internet” but truly “live in it.’
  • Mark described this idea as creating and spreading myths – meaningful, yet transformative narratives that align with the culture of niche communities. “People are no longer passive recipients of ads, they are participants in stories, and brands need to craft stories that people can believe in, stories that they want to share.” Mark explained to the growing crowd.
  • The idea of creating a myth that resonates with a niche community was a game-changer. It wasn’t about casting a wide net, but rather, becoming a meaningful part of a people’s digital identity. Mark’s vision of living in the internet, rather than just placing ads on it, piqued new understanding.
  • Brands had to find ways to become an integral part of their audience’s culture.
Mark Adams
Mark Adams

Hasan Sandila – “Digital is here, and it’s here to stay.”

  • Hasan Sandila, the VP of Digital Products & Growth briefed on the dynamics of digital viewership and the rise of OTT platforms in Pakistan.
  • He discussed the insights on the growing parity between digital and TV viewership during big-ticket events and explained how digital viewership had evolved, reaching a point where it now rivalled TV during major events.
  • “We’re no longer living in a world where TV dominates everything,” Hasan noted. “Digital is here, and it’s here to stay.” 
Hasan Sandila
Hasan Sandila

Ammar Hassan – How to Make a Bad Marketer.

  • Sandila’s session was followed by Growth Consultant Ammar Hassan, who shared the recipe on ‘how to make a bad marketer.’
  • “Marketing as a profession is in serious danger. For the last 15 years, we’ve been churning out marketers who lack the foundational skills needed to truly excel. We’ve focussed too much on trends and short-term wins that we’ve neglected the core principles of marketing. This has resulted in a generation of ‘bad marketers’ who aren’t equipped to lead in today’s fast-changing landscape,
    ” commented Ammar.
  • He continued, “with the rise of AI and the demand for digital transformation, marketers must ask themselves: are we truly prepared for the future? And can we effectively communicate AI’s value to our CFOs in a way that impacts the bottom line? If we can’t bridge this gap now, how can we even aspire to become CEOs? To thrive, today’s marketers need to evolve beyond traditional tactics and communication in the language their CFOs understand.”
Ammar Hassan
Ammar Hassan

Adil Ahmed – “Human creativity will not be replaced”

  • The take on the marketing of the future was unveiled by Abbas Arslan, who took over the stage to reveal his work on creating a digital-video-Quran using generative AI.
  • His presentation wasn’t just about showcasing cutting-edge technology but offering a glimpse into the future of marketing and technology.
  • Generative AI, he explained, was going to revolutionise everything from content creation to audience engagement.
  • Adil Ahmed joined the conversation, sharing his thoughts on AI. From personalised ads to AI-generated creative campaigns, the future; according to Adil, was one where human creativity would be augmented, not replaced, by machines as many predict.
  • He went on to say that the incoming wave of AI is hard to stop but it will help marketers achieve their dream of coming up with hyper-personalised campaigns.

Ahmed Kapadia – A bold new perspective

  • Founder and CEO East River Faizan S. Syed’s and Chairman and CEO Synergy Group Ahmed Kapadia’s interaction was a breath of fresh air, offering a bold new perspective for the future of Pakistani advertising.
  • Both of them focussed on how ad agencies in Pakistan could compete on a global scale.
  • Faizan laid out a roadmap, advocating for increased investment in talent, training, and technology. “We have the creative minds,” Faizan asserted. “What we need is the ambition to go and showcase our expertise on the world stage,” Ahmed remarked.

Zaheeruddin Ahmed – Fakeness in Pakistani Adverts

  • The reality check on the current state of advertising in Pakistan came from S. Zaheeruddin Ahmed, whose relaxed demeanour masked the profound impact of his words.
  • Zaheer spoke frankly about the fakeness in Pakistani ads and why they often fail to resonate with the audience. “We see ads where the actors look like they’ve walked off a Bollywood set, speaking in a language that no one actually uses in real life,” Zaheer said, eliciting chuckles from the audience.
  • “It’s time we start casting relatable talent, talking in the language of our people, and using real-life settings, that is when it’ll be most impactful.”
  • His message was clear: authenticity is not just for global brands or Gen-Z. It’s crucial for any advertisement to succeed. He petitioned for a shift towards storytelling that reflects the realities of everyday life in Pakistan. Ads, he argued, “should be mirrors of the society they target, not glamorised versions of it.”

As the event drew to a close, the audience was recovering from the blast of new ideas and fresh perspectives. The energy that had filled the room on both days began to settle, replaced by a sense of anticipation about the future of marketing in Pakistan. The event had covered everything from the basics of brand marketing to the cutting edge of AI, the attendees walked away with a deeper understanding of where the industry was heading. As the lights dimmed and the audience slowly filtered out, there was a shared sentiment: this event had not just been a meeting of minds, but a turning point for marketing in Pakistan. The future was bright, the possibilities endless, and everyone in attendance was ready to embrace the next wave of innovation.

Breakout Session
Breakout Session
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