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Adeel Chaudhry: Serving Bohat Alaa Stories, One Plate at a Time

Ayesha Anjum
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Adeel Chaudhry: Serving Bohat Alaa Stories, One Plate at a Time

He turned a love for food into a movement, a restaurant into a legacy, and a TikTok into a culinary empire. Adeel Chaudary is a storyteller who connects people through flavours, memories, and culture. From his grandmother’s kitchen to Forbes, his journey proves that food isn’t just about taste- it’s about history, emotion, and the connections we share.

Synergyzer: How did you become a food connoisseur? Where and when did this journey begin? 

Adeel Chaudary: My journey as a food connoisseur began at my grandmother’s table. As a child, I was mesmerised by how she transformed simple ingredients into dishes that told stories of our family, heritage, and the land we came from. Every bite was a lesson in history, love, and tradition. That’s where my love for food was born.  As I grew older, I realised food is a universal language that connects people. I began travelling not just to taste but to understand.

From the bustling street markets of Turkey to the Majalis in UAE, I immersed myself in the stories behind every dish. My social media journey began as therapy when I was going through depression, and my therapist advised me to do what I enjoy the most. Creating food stories and recipes worked like medicine. I wanted people to feel the emotions I felt when I tasted a perfectly spiced curry or a delicate pastry. It wasn’t just about the flavours; it was about the people, the cultures, and the memories tied to them. Food has the power to bring people together, to heal, and to inspire. Food is not just about taste; it’s about connection.

Synergyzer: Did you plan on becoming a content creator?

Adeel Chaudary: Life has a funny way of leading you down paths you never imagined. It all began with a simple love for food, cooking it, sharing it, and talking about it. One day, I decided to share a recipe online, thinking people who don’t live in Pakistan should also enjoy the taste of our restaurant’s menu. The response was overwhelming. People connected with my passion, and that’s when I realised I had stumbled onto something special. Becoming a content creator and food connoisseur happened organically.

I didn’t have a blueprint; I just followed my heart. I shared stories about what I loved, the cultures they came from, and the people who inspired me. As for becoming a restaurateur, that was a dream I didn’t even know I had until it became a reality. It was born out of a desire to create a space where people could experience the same joy and connection I felt through food. My restaurant isn’t just a place to eat, it’s a place to celebrate life, culture, and community. Looking back, I’m grateful I didn’t have a rigid plan. Instead, I allowed my passion to guide me, and that’s what made all the difference. Take the first step, and the rest unfolds in ways you could never predict.

Synergyzer: How much has social media helped you, and TikTok specifically, as you won TikTok Top Food Creator of the Year in 2023?

Adeel Chaudary: Social media has been a game-changer for me, and TikTok, in particular, has played a huge role in my journey. Winning the TikTok Top Food Creator of the Year award in 2023 was not just a personal milestone – it was a testament to the power of platforms like TikTok to amplify voices and create opportunities that might not have existed otherwise.

TikTok’s unique format allowed me to connect with audiences in a way that felt authentic and immediate. Whether it was sharing a quick recipe, showcasing the behind-the-scenes magic of my restaurant, or simply talking about my love for food, the platform gave me a space to be creative and relatable. The award itself brought incredible visibility, not just for me but for my restaurant and the stories I wanted to tell. It opened doors to collaborations, partnerships, and a global audience that I might not have reached through traditional means.

But beyond the numbers and the accolades, what I value most is the community TikTok helped me build. It’s a platform where people feel seen and heard, and winning that award felt like a shared victory with everyone who supported me along the way. That said, I’m also mindful of the fact that social media is just one piece of the puzzle.

While it’s been instrumental in my success, it’s the authenticity and passion behind the content that truly resonates with people. TikTok gave me a stage, but it’s the stories, the food, and the connections that keep people coming back. In many ways, TikTok has been a catalyst, but the real work and the real joy comes from what I do beyond the screen. Whether it’s creating a new dish, welcoming guests to my restaurant, or mentoring aspiring creators, social media has been a tool to amplify my purpose, not just define it.

Synergyzer: Is the Pakistani audience just addicted to drama, controversy, and clickbait?

Adeel Chaudary: It’s easy to assume Pakistani audiences only crave drama and clickbait, but that’s just one side of the story. While sensational content thrives, there’s also a growing demand for meaningful, high-quality narratives. I’ve seen people deeply engage with well-crafted recipe videos, heartfelt personal stories, and thoughtful cultural explorations. The challenge is balancing what’s popular with what’s valuable. As creators, our role isn’t to dismiss trends but to elevate the conversation—offering content that educates, inspires, and connects. When we trust our audience and create authentically, they respond. Good content doesn’t just attract viewers; it builds communities. And Pakistani audiences are hungry for it.

Synergyzer: What’s something brilliant you created that didn’t get the attention it deserved?

Adeel Chaudary: One project will always hold a special place in my heart, even if it didn’t get the attention I’d hoped for. A few years ago, I introduced fusion desserts—gulab jamun cheesecake, and kheer crème brûlée—a tribute to my heritage with a modern twist. I poured my heart into them, but they weren’t an instant hit. People were hesitant, and at times, it felt like my vision was ahead of its time. It was disheartening, but then a customer told me the gulab jamun cheesecake tasted like childhood, reimagined. That’s when I realised impact isn’t always measured in popularity. Not every idea will be understood right away, but I’ll keep creating—not for the applause, but for the joy of sharing something meaningful, one plate at a time.

Synergyzer: If every piece of content you ever made got wiped from existence, what’s the one thing you’d want to be remembered for, beyond just the numbers and the fame?

Adeel Chaudary: I’d want to be remembered for one thing: the connections I’ve built. Beyond the recipes, the videos, and the restaurant, what truly matters to me are the moments when my work has touched someone’s life. For me, food has always been about more than just taste; it’s about emotion, memory, and connection. If I’m remembered for anything, I hope it’s for creating spaces, whether through a screen or a dining table, where people felt seen, heard, and valued.  Numbers and fame fade, but the impact you have on someone’s heart that lasts forever. And if my work has made even one person feel a little less alone, a little more inspired, or a little more connected to their roots, then I’ll consider my life’s work a success.

Synergyzer: Is content creation in Pakistan a viable industry? Or is it still just a stepping stone to more ‘legitimate’ careers in TV and film?

Adeel Chaudary: Pakistan’s digital content industry is at a turning point. It’s booming; creators are breaking barriers and building global audiences. Yet, long-term career security remains a challenge, with shifting algorithms and little structured support. But dismissing digital creation as a mere stepping stone to TV or film underestimates its power. These platforms offer something revolutionary: freedom—freedom to tell stories, experiment, and grow without gatekeepers. For the industry to thrive, we need better infrastructure, from monetisation to creator-friendly policies, and a shift in mindset. Digital content isn’t lesser; it’s where some of today’s most innovative storytelling happens.

Synergyzer: Do you ever feel the pressure to stay relevant online? Should brands keep their digital presence separate from personal branding?

Adeel Chaudary: The pressure to stay relevant online is something every creator feels. Algorithms change, trends come and go, and the fear of being forgotten is real. But I’ve learnt that relevance isn’t about chasing every trend; it’s about staying true to your voice and your purpose. For me, that means focusing on creating content that resonates deeply, even if it doesn’t always go viral. As for whether business leaders in Pakistan must also be content creators, I think it’s a balancing act.

On one hand, having a strong digital presence can humanise a brand and build trust with audiences. People want to connect with the faces behind the businesses they support, and this is one powerful way to do that. On the other hand, not every brand needs to be a content creator. What’s more important is understanding the value of digital storytelling and knowing how to leverage it effectively. For me, blending my brand with my business has been a natural fit. My passion for food and storytelling is at the heart of everything I do, whether it’s creating content or running

my restaurant. But I also recognise that this approach isn’t for everyone. At the end of the day, the most important thing is to stay authentic.

Synergyzer: Do you think being a public figure helps drive business success, or do some restaurateurs risk overshadowing their brands?

Adeel Chaudary: Being a public figure and growing a food business has been a fascinating journey, and it’s taught me about the delicate balance between personal and business. On one hand, having a strong personal brand can be a tremendous asset. It humanises your business, builds trust with your audience, and creates a connection that goes beyond just the product or service you’re offering. But there’s also a risk of overshadowing your own brand.

If the focus becomes too much about the individual, it can detract from the business itself. A restaurant, for example, is more than just its owner; it’s about the team, the food, the ambience, and the experience. If the personal brand overshadows these elements, it can create an imbalance. My social media presence, for instance, isn’t just about me; it’s about celebrating the food, the culture, and the people who make my restaurant what it is. I see my role as a bridge, connecting my audience to the heart and soul of the business. But it’s important to remember that the venture itself should always be the star. The personal brand is there to support it, not steal the spotlight.

Synergyzer: Restaurants now allocate major budgets to influencer collaborations, but do they always deliver real business impact?

Adeel Chaudary: Influencer collaborations are a powerful marketing tool for restaurants—when done right. Success isn’t just about follower count but alignment. Does the influencer’s audience, values, and style match my brand? I’ve found that micro-influencers often drive deeper engagement because their followers trust them. Quality over quantity matters, so I’m selective, ensuring partnerships feel authentic. Transparency is key; I always communicate why a collaboration aligns with my values while keeping my restaurant the priority. Ultimately, every partnership should create real value—whether through the food we serve or the stories we share.

Synergyzer: Being featured in Forbes 30 Under 30 is a huge achievement. But beyond the prestige, does global recognition create more opportunities for you?

Adeel Chaudary: Being featured in Forbes was undoubtedly a milestone in my career, and it’s something I’ll always cherish. Global recognition has brought incredible opportunities, from collaborations with international brands to invitations to speak at global forums about food, culture, and entrepreneurship. It’s given me a platform to showcase Pakistani cuisine and creativity on a larger stage, something I’m deeply passionate about. But perhaps the most valuable aspect of this recognition is the validation it provides not just for me, but for the entire ecosystem of creators and entrepreneurs in Pakistan.

It sends a powerful message that our stories matter, our voices deserve to be heard, and our work has the potential to resonate globally. Recognition is not an end goal, it’s a responsibility. It pushes me to keep raising the bar, to keep creating work that’s meaningful and impactful. Whether it’s through my restaurant or my content, my focus remains on making a difference. One plate, one story, one connection at a time. So, while global recognition has certainly created more opportunities, it’s also reminded me of why I began this journey: to celebrate the beauty of food, culture, community and to inspire others to do the same.

Adeel Chaudhry
Adeel Chaudhry

Synergyzer: What’s one major setback or failure you’ve faced in your career?

Adeel Chaudary: One of the biggest challenges I faced was navigating COVID-19’s impact on my restaurant. Overnight, we went from a bustling space to empty tables and uncertainty. To survive, I had to make tough decisions, including scaling down and letting go of team members who felt like family—a heartbreaking but necessary choice. Rebuilding was slow, especially when it came to finding skilled, reliable staff. But each setback taught me resilience, adaptability, and the power of leading with empathy. Today, while challenges remain, I’m more determined than ever to build something meaningful for my team and community.

Achieving Balance in the Workplace

Abdullah Habib Malik
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Achieving Balance in the Workplace

Workplace stress can feel like navigating a chaotic battlefield but what if you could stay calm and in control amidst the chaos? From reducing stress and sharpening focus to improving team collaboration and physical health, meditation equips you with the tools to thrive, not just survive. Ready to master the art of calm?

Imagine you’re in a warzone, surrounded by enemies. Suddenly, they begin to open fire, and you’re overwhelmed by the chaos. Panic sets in, and you lose control, unable to devise or execute a counter-strategy. The situation spirals, and both you and your team take hits.

Now imagine the same warzone, bullets flying in every direction. This time, despite the chaos, you remain calm and collected. You anticipate where the shots will come from, make necessary adjustments, and respond strategically. Even when hit, you swiftly apply emergency aid, minimising the damage.

Which Version of Yourself Would You Prefer?

Most of us would choose the second option. What sets this response apart is mental fortitude; the ability to stay composed and effective in the face of adversity. This is the power of regular meditation. It equips individuals to navigate the chaos and crises of everyday work life without losing balance or control.

The Science Behind Meditation

Meditation is not just about spiritual or wellness trend, it’s a scientifically backed tool that builds mental and emotional resilience. Research shows that meditation reduces cortisol levels, the hormone linked to stress, helping employees tackle challenges with clarity.

A study in the Journal of Occupational Health Psychology found that employees who meditate report lower anxiety and higher job satisfaction. Meditation also enhances emotional intelligence, improving communication and conflict resolution – vital components of a balanced workplace.

Benefits of Meditation

Work-related stress can lead to burnout, affecting both performance and wellbeing. Meditation helps by promoting relaxation and breaking negative thought patterns. It builds emotional resilience, allowing individuals to handle high-pressure situations with calmness and poise. Imagine that “warzone” scenario again: meditation equips you with the tools to face the workplace chaos without being overwhelmed, keeping your mental health intact.

Enhanced Focus and Productivity

Meditation sharpens the mind, enhancing mindfulness – the ability to stay present. This heightened focus boosts productivity by reducing distractions and improving decision-making. Employees can tackle their tasks with greater efficiency and precision, much like the second warzone example where foresight and calm enable effective action.

Improved Team Dynamics

A balanced workplace thrives on collaboration and mutual respect. Meditation fosters empathy and patience, essential for healthy interpersonal relationships. Teams that meditate together report improved communication and a stronger sense of unity. When employees bring their best, most centred selves to the workplace, they create an environment of mutual support, minimising conflicts, and maximising cooperation.

Better Physical Health

Meditation benefits the body as much as the mind. It lowers blood pressure, enhances sleep quality, and boosts immunity. Healthier employees mean fewer sick days and higher energy levels, contributing to a more vibrant and productive workplace.

The Fortress of Inner Fortitude

Through consistent meditation, individuals build a fortress of inner strength. Each session adds another brick, fortifying their ability to find calm amidst chaos. This fortress serves as a sanctuary, enabling them to detach from external stressors and maintain balance.

Meditation teaches the art of response over reaction. Instead of being driven by impulses or emotional triggers, a person can observe their thoughts and choose how to act consciously. This deliberate approach fosters a sense of control, helping employees regain equilibrium even during crises.

Incorporating regular meditation into the daily routine isn’t just a personal benefit – it’s a workplace necessity. By reducing stress, improving focus, and fostering healthier team dynamics, meditation helps employees achieve the elusive balance between professional demands and personal peace.

In today’s fast-paced work environment, cultivating this inner fortress could be the key to thriving, not just surviving, in the workplace warzone.

Lab Test – LIFEBUOY SHAMPOO: Beti Parhao, Mazboot Banao

Synergyzer
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Lab Test – LIFEBUOY SHAMPOO: Beti Parhao, Mazboot Banao

SYED ARIF TAHA

Founder and CEO
Hashia Concepts

Lifebuoy Shampoo’s Beti Parhao, Mazboot Banao campaign is a refreshing and much-needed initiative tackling one of Pakistan’s biggest challenges: empowering women through education. Partnering with TCF, the campaign beautifully captures the unshakable bond between mothers and daughters, positioning education as the ultimate tool for strength and independence. For a shampoo brand, this is a bold move—it’s not just about glossy and beautiful hair anymore; it’s about igniting conversations that matter. Lifebuoy is showing that brands can be about more than just sales—they can educate and inspire. However, the campaign has room to grow. Imagine the impact of featuring real-life people instead of actors: a young single mother breaking barriers to do everything in her power for the education of her daughter. This campaign is relatable and powerful, helping audiences connect with the issue on a deeper level.

While it’s not the first time a brand has taken on a social cause, Lifebuoy has managed to align its message of Mazbooti unconventionally in a meaningful way.

SABIR SHAH

Associate Creative Director
Synite Digital

In recent times, a lot of brands have focussed on ‘education for all’ and rightfully so. Look around us, even after much awareness, many in the masses still conform to the old patriarchal mindset. The mindset girls don’t need an education because all they’ll have to do is take care of the family and the house. This concept reminds me of the quote by Birgham Young, “Educate a man, you educate an individual, educate a woman, you educate a generation”. Indeed! The concept talks about how education is important for a girl to become an invincible woman and shape society. While also beautifully placing an educated woman (the mother) as an enabler of this thought. Kudos to the writer of this concept because they connected such a strong thought with the essence of the brand, and still being thought-provoking for the audience. It’s about time that major players of the industry start taking meaningful CSR initiatives. And not just try to exhaust their CSR budgets on senseless advertising, staying true to the ‘Social Responsibility’ of CSR.

 

DANISH SAEED

Consultant – Business Development
TCM Group

Ads that promote social awareness are always a pleasure. This advert is certainly a great initiative by TCF and Lifebuoy. 6 years back, the same theme but with a different tagline, “Meri Beti Parhaygi, Mazboot Banegi” was released. Although the production company did not commercialise known faces of the industry, and focussed on the message directly. In my opinion, the advert would have no less of an impact than it did if an actress were not used. I would have loved to see an ordinary mother who was doing extraordinary things. Someone who had faced these challenges in real life would be a great option. This particular ad had all the factors that a great advert should have. Beautiful cinematography, heartfelt storyline, relatability and the wow factor. The wow factor came in the form of the surprise at the end, which almost brought tears to my eyes.

We Regret to Inform You This is a Marketing Strategy

Ayesha Anjum
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We Regret to Inform You This is a Marketing Strategy

Imagine you’re back in school. A kid spills juice on someone else’s science project. Was it on purpose? Was it a mistake? Complete chaos. But instead of hiding, they grab the mic at assembly, shed a dramatic tear, wear their best outfit, and almost beg for forgiveness. They go from a bully to a crowd favourite. Because they didn’t just apologise, they performed it.

Swap that kid for a brand, Apple or Adidas, or even Maria B, and you’ll understand the marketing strategy of the day: the stylised, camera-ready, perfectly worded apology, handed to them by the image control department.

In an era of constant online scrutiny and social media backlash, brands and celebrities have discovered that saying “We’re sorry” publicly and strategically can become a powerful tool for retention, relatability, and relevance. This phenomenon, also known as “apology-as-PR,” reflects a shift in how companies navigate public relations crises, using apologies not just to express remorse but to reinforce goodwill and consumer trust.

Brands aren’t perfect, they mess up all the time. A tone-deaf ad here, a cultural misstep there, maybe a product defect that customers have bought. But quietly fixing things behind the scenes, settling them under the table doesn’t just cut it anymore.

Apple’s “Crush!” Did Not Crush it

Last year, Apple released an advertisement titled ‘Crush!’ it showed an industrial press destroying creative tools – violins, books, paint – to promote the new iPad Pro. The ad intended to symbolise the iPad’s versatility but was met with backlash by artists and creatives for devaluing traditional artistic mediums.
Apple responded promptly. Tor Myhren, Apple’s Vice President of Marketing Communications, stated: “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through the iPad. We missed the mark with this video, and we’re sorry.” The company withdrew the ad from television broadcasts, though it remains on YouTube.
A four-word statement: “We missed the mark.”

Simple. Minimal. Poised. It was posted everywhere, and the backlash softened. Conversations shifted from outrage to “well, at least they owned it, and they acknowledge they’ve made a mistake.” People respected the brand’s commitment to its users. The iPad still sold. Because Apple knows: silence is deadly, but a stylish sorry? That’s marketing gold.

Apple Apology
Apple Apology

SheaMoisture’s “Hair Hate” Advertisement

SheaMoisture released an advertisement featuring predominantly white women discussing hair challenges in 2017, which barely included Black women. This was received by the consumers as sidelining its core African-American customer base.
The backlash was quick and in full force. SheaMoisture responded candidly on Facebook: “We really f-ed this one up,” said the brand in a raw, honest Facebook post. No corporate jargon, scripted apology, just plain regret. The result was instantaneous. While trust took a temporary hit, many customers admired the candour. And the brand bounced back, and their social media following grew. The apology, in all its vulnerable glory, became a turning point. Sometimes, being publicly flawed makes you more human.

SheaMoisture Apology
SheaMoisture Apology

Maria B: A Designer’s Defence

In 2024, Maria B released a Palestine-inspired collection, and the proceeds would then go to Palestinians, quite admirable. Except… one of the designs was allegedly plagiarised from a Turkish artist. And social media took notice, they didn’t sit around doing nothing. People from all over the world began to boycott Maria B. But the designer responded, not defensively, but with an Instagram apology acknowledging the “unintentional oversight.” She issued a public apology, describing the incident as an ‘unintentional oversight’ and took to Instagram to address the accusations. But Butt’s apology took a contentious turn when she criticised her detractors, referring to them as “liberals foaming at the mouth” and accusing them of undermining her charitable intentions. She emphasised that the collection was inspired by symbols of resistance and reiterated that she was not profiting from its sales.

This year, the designer found herself in yet another PR mess, this time with Turkish influencer Türkan Atay. Known for her Urdu vlogs and life in Turkey, Türkan claimed Maria B’s team hired her to coordinate a brand shoot in Turkey, promising payment per outfit to cover production costs. She delivered the shoot and everything that comes with it. But the brand, she said, ghosted her halfway through. Türkan posted screenshots, voice notes, and a full breakdown on Instagram, accusing Maria B of refusing to pay and blocking her husband when he tried to mediate. Maria B responded that all of this was miscommunication managed by a junior PR rep, should she ‘fire her’ or ‘throw her out’ for her measly mistake. An apology or a plea to forget this situation, we don’t know.

Maria B. Apology
Maria B. Apology

Apologies: The New PR Move

Great apology campaigns humanise the brand. Take Volkswagen: one ad focused on a passionate car designer, determined to make things right. It reminded us that scandals affect everyone, not just the guilty parties. When brands show the humans behind the headlines, we’re more likely to forgive. After all, people connect with people.
In recent years, we’ve been flooded with apologies. Facebook promises to protect your privacy. Wells Fargo says winning back your trust is its top priority. Uber insists one of its core values is doing the right thing. All heartfelt on the surface, but after a while, they start to blend together. Wharton professor Americus Reed warns that this “sorry saturation” can backfire. Sometimes, dragging a scandal back into the spotlight with a high-budget mea culpa just reminds everyone what went wrong in the first place.

Lies, Likes and Lost Wellness

Ayesha Anjum
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Lies, Likes and Lost Wellness

Social media is a contradiction, it can both be self-destructive and self-building. Regardless of hating it or loving it, social media has become an essential part of our lives, we can’t live without it, even if we really wanted to. It’s an inconvenient truth: social media is as integral to our lives as coffee is; we need the hit.

We can complain about it, question its ethics, and even briefly imagine a world without it, but we won’t leave it behind. Why? Because it’s no longer just a platform; it’s a digital ecosystem where we eat, shop, learn, and occasionally spiral into existential dread.

But here’s the catch. If the average person spends six hours a day in this space, it must be more than just entertaining; it must be safe, nurturing, and healthy. And right now? It is a toxic, overstimulating rabbit hole that’s shaping not just our routines but also our minds and behaviours.

The social media paradox is connection and inspiration wrapped in a shiny package of anxiety and self-doubt.

These digital platforms are our 21st-century companions, the digital equivalent of a best friend that we can carry in our pockets. It’s how we celebrate milestones, learn new skills, and keep up with people. But it’s also a breeding ground for social comparison theory the psychological itch to measure our lives against the carefully curated, mostly made-up highlight reels of others.

A 2022 survey by Pew Research revealed that 64% of teenagers feel pressured to look good on social media, while 43% feel obligated to post content that earns likes and comments. Adults aren’t immune either. LinkedIn’s polished profiles and Facebook’s slightly unpleasant updates can leave anyone feeling inadequate. It doesn’t stop at mental health. Physically, endless screen time is linked to poor posture (hello, tech neck), disrupted sleep cycles, and even increased risk of obesity due to inactivity. Picture this: slouching on a couch, with our head bent downwards and just scrolling all our ‘worries’ away.

While it has its negatives, negating the good would be an injustice to all the benefits it has brought to our lives.

From free online courses to networking platforms, social media provides access to education and career opportunities that would’ve been unimaginable a decade ago. It’s given us the tools to become better versions of ourselves, whether it be education, career, or just our personal identities. Comparison is the thief of joy; that’s what the saying is, but at times, seeing others thrive often inspires us to set goals, adopt healthier habits, or pursue new skills. Yes, sometimes it’s hard to “keep up”, but motivation is motivation, and ‘a win is a win’. Staying in touch with friends, family, even long-lost acquaintances, is as easy as a touch on a screen. Finding communities that align and accept your principles, your values, has created this connection with people that cannot be underappreciated just because there are disadvantages as well.

At times, social media can be a perfectly curated nightmare, but we have to understand that anything in life will both have the good and the bad; that’s just how it is.

These digital platforms are the same, from airbrushed bodies to idyllic lifestyles, the flood of “perfect” imagery creates an unrealistic standard that chips away at one’s self-esteem. We’re constantly reminded of what we aren’t, instead of celebrating who we are.

A 2021 study by Microsoft revealed that the human attention span has dropped to just 8 seconds, less than a goldfish. We are all walking, talking goldfish. Endless scrolling and snackable content mean we’re losing the ability to focus on anything for longer than the time it takes to double-tap. It’s terrible, but guess what? Content creators know this now, and that’s how content is being generated, trapping us in this rabbit hole.

People on social media share, or rather, overshare everything from daily vlogging to sharing minute-by-minute updates. This oversharing has led viewers to think they know the creators personally, which then leads to online hate and cyberbullying, leaving lasting scars. A Pew Research study highlighted that 59% of teens have experienced some form of online harassment.

Wellness isn’t just about downloading a meditation app or pretending a weekend digital detox will solve everything. It’s a layered, complex state that weaves together mental, physical, financial, emotional, and even spiritual health. So, when we discuss social media’s impact on our wellbeing, we can’t just slap a “mental health” sticker on the conversation and call it a day. That’s like patching up a sinking ship with duct tape; a well-meaning but laughably poor attempt.

Yes, social media has harmed our collective wellness in ways that are glaringly obvious. It’s become a breeding ground for anxiety, self-doubt, and an endless cycle of comparisons. A study by Harvard University on Youth Behaviour and social media released the findings that receiving ‘likes’ triggered similar neural responses as monetary rewards, reinforcing addictive usage patterns, which is in return caused teens who spend more time on social media to be more likely to experience self-esteem issues due to social comparison.

But it has also handed us incredible tools for self-improvement; from guided workouts that trick us into thinking we love exercise to financial advice reels that make us feel momentarily responsible and even self-help apps. The real challenge isn’t about erasing these platforms from our lives but in reclaiming the space and rethinking how we use them.

Social Media vs. Wellness
Social Media vs. Wellness

Completely abandoning social media isn’t exactly realistic either. It’s like deciding to live in a white room without windows and doors, in a world where even refrigerators come with Wi-Fi. But there’s a way to make it healthier, to turn it from a source of stress into something sunny.

It starts with managing your feed, surrounding yourself with voices that inspire and challenge you rather than those that quietly erode your confidence. It means setting boundaries that remind you social media doesn’t own your time, whether that’s app-free dinners or scrolling cut-offs before bed.

There’s also something powerful in pausing before you post, asking yourself if what you’re about to share adds value or is just a subtle or crude cry for validation. And in a world where fake news and algorithmic manipulation are the norm, educating yourself on how content is tailored to you can be a lifesaver.

Ultimately, wellness is about balance. It’s not about perfection but progress—about navigating the messy middle where social media becomes less of a vortex of comparison and more of a tool for connection and growth. It’s about finding peace, not in unplugging entirely but in learning to plug in on your own terms.

Social media isn’t inherently good or bad—it’s a mirror reflecting the best and worst of us. It can drive us to greatness or leave us drowning in toxicity. The responsibility lies not just with platforms to make their spaces healthier but also with us as users to engage more intentionally.

Because in the end, the real question isn’t whether social media is ruining wellness; it’s whether we’re willing to take control of how it shapes our lives, we’re the ones on social media, we are the ones that have made it into this place.

Wellness on the Road – Shaping Car Innovation

Agha Muhammad Ahmed
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Wellness on the Road – Shaping Car Innovation

Cars are turning into personal sanctuaries, combining comfort, innovation, and ease to bring moments of calm and relaxation to our journeys.

 In a world where life feels busier than ever, it’s no surprise that the concept of wellness has expanded beyond our homes and gyms to encompass every corner of our lives—including our time on the road. For many, the car has become more than a mode of transportation; it’s a personal space where we spend hours daily commuting, running errands, or embarking on road trips. With this shift, automakers are rethinking what a car can offer, asking not just how a vehicle can get us where we need to go, but how it can improve our overall wellbeing.

Automotive designers and engineers are reimagining interiors as sanctuaries rather than just functional spaces. The focus is no longer just on aesthetics or ergonomics; it’s about how the car can become an extension of personal wellbeing. From advanced air filtration systems that purify the cabin to seats that are designed to reduce strain on the body, these innovations aim to create an environment that soothes both the body and mind. Research indicates that mood lighting, noise-reducing materials, and natural textures can enhance our driving experience, promoting calmness rather than stress.

The design approach is complemented by advanced safety technologies, like lane-keeping assistance, fatigue detection, and adaptive cruise control. These features not only prevent accidents but also reduce the mental load on drivers, promoting a sense of security and control.

The Intersection of Wellness and Technology

Automotive innovation is transforming with the advent of emotional intelligence, utilising technologies like artificial intelligence and machine learning to create personalised driving experiences. These systems adjust climate control, music, and even dim lights to suit a driver’s mood, enhancing their driving experience and reducing stress during heavy traffic.

Connectivity is another key factor in driving wellness. By integrating with smartphones, wearables, and smart home devices, cars can now become part of a larger ecosystem of health and wellness. A connected vehicle might remind you to take a break during a long trip, sync with your smartwatch to monitor stress levels or suggest mindfulness exercises when it detects signs of fatigue. These features not only enhance convenience but also create a seamless transition between different aspects of our daily lives.

Rear-seat relaxation systems are replacing entertainment systems with immersive lighting and massage seats targeting tension points, enhancing the wellness experience for passengers, and ensuring a rejuvenating and enjoyable ride.

Sustainability as a Pillar of Wellness

Another dimension of driving wellness comes from the growing emphasis on sustainability. The shift toward electric, hybrid, and hydrogen-powered vehicles is not just about reducing emissions—it’s about creating a sense of purpose and responsibility for drivers. Knowing that your vehicle is contributing to a cleaner, healthier planet adds an emotional layer to the driving experience, aligning personal wellness with global wellbeing.

Automakers are incorporating sustainable materials into vehicle interiors, such as vegan leather, recycled plastics, and biodegradable components, to create a more environmentally friendly and driver-friendly vehicle, fostering a sense of harmony beyond the driving experience.

Cars as Personal Sanctuaries

The integration of cars into our lives is transforming the way we drive. As the line between work, home, and leisure blurs, vehicles are becoming personal sanctuaries for relaxation and self-care. Modern cars are evolving into spaces for mindfulness and self-care, offering customisable lighting, cabin acoustics, and scent diffusers. This is particularly important for urban drivers who often face congested roads and long commutes. A quiet, restorative environment can make all the difference. Automakers are investing in human-centric design, creating vehicles that offer calming playlists, seat adjustments, and ambient lighting to match individual moods.

Personalisation in Driving Wellness

One of the most exciting aspects of this movement is the role of personalisation. Advances in AI and machine learning are enabling cars to learn from their drivers, creating experiences that feel uniquely tailored to individual needs. For instance, a car might remember your preferred seat position, suggest alternate routes based on your driving habits, or even adjust cabin settings to help you feel more comfortable during challenging weather conditions.

Personalisation in vehicles includes wellness features like meditation programs, breathing exercises, and guided relaxation techniques. Real-time feedback encourages smoother, safer driving habits, reducing stress, and improving fuel efficiency.

The Future of Driving Wellness

Looking ahead, the possibilities for driving wellness are virtually limitless. With the rise of autonomous vehicles, for example, the very nature of how we spend time in cars is set to change. Self-driving technology could free us from the mental effort of driving, which at times can be dull work.

Emerging technologies like VR and AR are transforming in-car experiences, offering calming landscapes and immersive environments for passengers. These innovations represent the evolution of a wellness-driven approach to automotive design, transforming the way vehicles operate.

Another exciting frontier is the integration of health monitoring systems. Vehicles equipped with biometric sensors could monitor heart rate, stress levels, and even oxygen saturation, alerting drivers to potential health concerns before they become serious. Such features would not only enhance safety but also empower individuals to take a proactive approach to their health.

A Collective Commitment

The movement toward driving wellness isn’t just about individual drivers—it’s part of a broader shift in how we think about mobility and its role in society. By prioritising sustainability and safety, the automotive industry is contributing to a more balanced and mindful way of living. This shift aligns with a growing recognition that wellness isn’t a luxury; it’s a necessity in our fast-paced, interconnected world.

But the responsibility doesn’t rest solely with automakers. Governments, city planners, and communities also have a role to play in creating infrastructure that supports wellness on the road. From designing roads that minimise congestion to building charging networks for electric vehicles, these efforts are essential to ensuring that driving wellness becomes a reality for everyone.

The Journey Ahead

Ultimately, the future of driving wellness is about reimagining the way we move, blending innovative technologies with a deep understanding of human needs. The next generation of vehicles will inspire, rejuvenate, and connect us to a greater sense of purpose, not just transporting us.

Driving is now more than just reaching a destination; it’s about the journey, the automotive industry is driving towards a future where every mile contributes to a healthier, happier, and more harmonious lifestyle.

World Press Freedom Day: A Hollow Celebration

Areeb Asif
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World Press Freedom Day: A Hollow Celebration

Every year, on May 3rd, the world collectively pauses (at least on paper) to recognise World Press Freedom Day. We nod solemnly at the risks taken by journalists, the imprisonments, the murders, the censorship. And then, most of us return to scrolling through curated headlines, pushed by algorithms, paid by advertisers and sanitised by image management departments.
The uncomfortable truth is this: while we love the idea of a free press, but we’re unconsciously choking it with our own hands.

History of the International World Press Freedom Day

The fundamental principles of press freedom are celebrated internationally. This is done to evaluate press freedom around the world, to defend the media from attacks on their independence and to pay tribute to journalists who have lost their lives while exercising their profession.

Originally, World Press Freedom Day was proclaimed by the UN General Assembly in 1993 following a recommendation adopted at the twenty-sixth session of UNESCO’s General Conference in 1991. This was a response to a call by African journalists who in 1991 produced the landmark Windhoek Declaration.

Press Freedom Day
Press Freedom Day

A Hollow Celebration

Every 3rd May, we mark World Press Freedom Day with lofty speeches, social media posts and a flurry of op-eds like this one. We celebrate the idea of a free press while quietly tolerating the erosion of that very freedom.

Press freedom today is not just the obvious bans and bullet threats. It’s under a more subtle, insidious assault. And this is led by corporate interests and brand gatekeepers. The modern newsroom is no longer the sole provider of unfiltered truth; it’s also a marketplace. And the currency is the clicks, impressions and ad revenue.

From Watchdogs to Lapdogs

The traditional role of journalism is to challenge power, not serve it. But increasingly, editorial decisions are being filtered through a marketing lens. From sponsored content masquerading as journalism to entire editorial decisions being dictated by advertiser-friendly “guidelines”. There is no doubt that marketing has blurred the line between public interest and profit interest.

Newsrooms, struggling to stay afloat in a digital economy, are being forced to play nice with brands, withhold stories that might rock the boat, or sugarcoat the facts to keep ad dollars rolling in. Look around. How often do we read about major advertisers being investigated by journalists? Rarely, and that is because biting the hand that feeds you isn’t a sustainable business model. And when an outlet does dare to do real watchdog journalism, what follows? Ad boycotts, pulled sponsorships and threats of lawsuits disguised as “reputation management.”

From Watchdogs to Lapdogs
From Watchdogs to Lapdogs

The result is a diluted press. Press that is technically “free,” but functionally neutered.

The Trojan Horse of Sponsored Content

Sponsored content has become the norm. Articles these days look like journalism articles but are secretly advertisements. It’s a masterclass in deception. Even worse, press freedom is now being selectively exercised depending on marketability. Stories about celebrities, viral moments, or sensational crimes flood our timelines. Meanwhile, in-depth reporting on policy failures, corruption, or environmental decay are buried. Unless it can be made clickable.

Readers often can’t tell the difference. And more dangerously, neither can many young journalists starting out in the industry.

Press Freedom Needs Defending More Than Celebration

This is not an anti-marketing rant. Marketing, when ethical, is vital to business and innovation. But when it commands editorial priorities, journalism loses its soul. This World Press Freedom Day, we must ask harder questions: Who owns the press? Who pays for it? Who is allowed to speak, and who is silenced for being bad for business? Press freedom isn’t just a right. It’s a responsibility. And right now, we’re all failing it.

Press Freedom Needs Defending More Than Celebration
Press Freedom Needs Defending More Than Celebration

Marketing Wellness: A Global and Local Perspective

Sonia Pervaiz
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Marketing Wellness: A Global and Local Perspective

The global wellness industry thrives on innovation and adaptability, merging local traditions with international trends. Synergyzer explores how brands navigate regulatory challenges, craft compelling campaigns, and redefine self-care across diverse markets, fostering trust and well-being in a fast-evolving landscape.

The wellness sector has transformed dramatically, emerging as a trillion-dollar global sector that covers fitness, nutrition, mental health, and personal care. With an increasing focus on holistic health, brands have responded by designing innovative marketing strategies that tap into consumers’ rising interest in self-care and wellbeing. The exponential growth highlights not only a shift in consumer priorities but also the industry’s ability to adapt and cater to diverse needs for enhanced quality of life.

However, navigating the global wellness market comes with unique challenges. Organisations must tailor campaigns to resonate across different cultural contexts and regulatory landscapes, especially when promoting products that lack universal approvals from health authorities like the FDA. There are particular strategies wellness brands use to engage consumers effectively, some have managed to connect authentically with audiences despite these complexities.

Global Marketing Strategies in Wellness

Globally, wellness brands often employ powerful emotional appeals and scientific narratives to engage consumers.

Promoting Holistic Wellness

Modern wellness campaigns increasingly focus on holistic wellbeing rather than traditional physical fitness metrics. Instead of emphasising strict routines or physical perfection, the narrative now centres on individuals feeling connected to their bodies and achieving balance in their mental and physical states. This shift aligns with contemporary values of self-acceptance and diversity.

Inclusion as a Key Strategy

Inclusive representation in wellness marketing highlights individuals from diverse backgrounds and body types. By showcasing a variety of experiences and interpretations of health, brands foster connections with consumers from all walks of life.

Storytelling Backed by Credibility

Effective campaigns weave together research-backed claims with engaging storytelling. For instance, relatable narratives or well-known figures sharing their experiences help build trust and emotional resonance, even without regulatory endorsements.

Local Wellness Marketing: Insights from Emerging Markets

A Growing Industry

The wellness sector in emerging markets is thriving, driven by increasing awareness of health and self-care. This growth spans various segments, including fitness centres, spas, organic food products, and beauty clinics, creating abundant opportunities for entrepreneurs and small businesses.

Influencer and Celebrity Partnerships

Collaborating with influencers and public figures is a key strategy in local wellness marketing. Such partnerships amplify reach, particularly in regions where popular culture significantly shapes consumer preferences.

Focus on Natural and Organic Approaches

Products and services that emphasise natural ingredients or traditional remedies resonate strongly with health-conscious audiences. This approach also enables businesses to maintain compliance with regulations while catering to consumer demand for safe and trusted solutions.

Stress Relief and Urban Wellness

Wellness centres in urban settings offer serene environments designed to provide a respite from the hustle of city life. These spaces focus on physical and mental rejuvenation, appealing to consumers seeking balance in a fast-paced lifestyle.

Educational Marketing

Professionals in dermatology, fitness, and nutrition utilise educational content to demystify wellness practices. By sharing practical advice and insights, they establish trust and position themselves as credible authorities.

As the wellness industry grows, these strategies illustrate how brands can navigate global trends and local nuances to connect meaningfully with their audiences. By prioritising holistic wellbeing and fostering trust, wellness businesses are shaping a future that aligns with evolving consumer expectations.

Marketing Wellness
Marketing Wellness

Progress of Spas, Salons, and Treatment Centres in Wellness

To satisfy the demands of local customers, Pakistan’s wellness sector—which includes fitness facilities, spas, and health food companies—has effectively adopted international wellness trends. With a focus on relaxation and all-encompassing care, these facilities seek to meet the growing need for health and wellbeing in a fast-paced society.

Spas and wellness facilities in Pakistan concentrate on designing opulent and tranquil spaces that draw clients seeking a respite from the stresses of the city. These facilities emphasise rest, renewal, and holistic care, positioning their offerings as vital for both physical and mental health. This strategy is in line with cultural norms that regard wellness as a mental and physical respite.

Strategic Wellness Marketing

These wellness centres highlight the benefits of their services, such as stress reduction and enhanced general health, but they refrain from making explicit medical claims. These companies appeal to a wide range of consumers looking for top-notch self-care experiences by fostering an environment of luxury and trust. Their reach is further increased by digital channels and word-of-mouth, which enables them to successfully engage with their target audience.

Cosmetic Wellness’s Growth

Another booming market is cosmetic wellness, which is run by knowledgeable dermatologists and skincare specialists. These professionals use digital platforms to build credibility and share their years of experience. Their instructional materials frequently offer straightforward explanations of procedures as well as unambiguous information about wellness and skincare. The main trend among spas, salons, and treatment centres in Pakistan is a shift towards holistic wellbeing. This includes not only physical care but also mental relaxation and stress management. These centres’ ability to adapt global wellness trends to local preferences shows their importance in advancing the country’s wellness industry. By prioritising quality, safety, and consumer education, Pakistan’s wellness businesses are not only meeting but exceeding consumer expectations. This sets the stage for continued growth in this sector.

The Healthy Takeouts

The global wellness industry continues to expand, with brands finding innovative ways to connect with consumers locally and globally. By blending storytelling with scientific credibility, emphasising product quality, and leveraging digital platforms, wellness brands are successfully building consumer trust—even without formal health approvals. Digitalisation is further fuelling the speed of growth, and the reach of the consumer base as well. As wellness becomes an essential part of daily life, brands are paving the way for a new era of health-focused marketing that transcends regulatory limitations and cultural differences.

Pardon My Butterfingers | Orkin | The Best In Pests

Webdesk
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Pardon My Butterfingers | Orkin | The Best In Pests

Rats know a thing or two about breaking in. Orkin Pros knows a thing or two about stopping them.

Credits

BRAND: Orkin USA
Marketing Directors: Brian Harrison, Lia Vaughn, Andrew Foster
Marketing Managers: Devika Mathur, Khadijah Abe
AGENCY: DDB Chicago
Head of Strategy: Jaime McGill
Group Creative Directors: Amy Gozalka, Katie Bero
Creative Directors: Jeff Hodgson, Eli Ferrer, Ross Saunders
Producer: John Paul Ward
Business Lead: Samantha Olis
Account Executive: Charlie Sorrells
Strategy Director: Lucy Remitz
Strategist: Abby Dehyle
Production Manager: Ericka Lynn Svenonius

 

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