Campaign Name: EBM Purpose Film | Nourishing the nation, generation after generation
Client Name: EBM
Agency Name: BBDO Pakistan
Legend of the Lizard Official Trailer | GEICO Insurance Commercial
Client Name: Geico Insurance
Campaign Name: ‘Legend of the Lizard’
Ad Agency: The Martin Agency
Production: World War Seven
Director: David Shafei
Managing Partner: Josh Ferrazzano
Executive Producer: Sloane Skala
Line Producer: Michael Mitchell
Production Supervisor: Britnee Mitchell
1st Assistant Director: Jason Lombardo
Director of Photography: Polly Morgan
Executive Creative Director: Ashley Marshall
Group Creative Director: Neel Williams
Creative Director: Ryan Raab
Creative Director/Copywriter: Graham Unterberger
Creative Director/Art Director: Dustin Dodd
Executive Producer: Heather Collier
Hyundai | The Dawn of a New Hyundai
Client Name: Hyundai UK
Campaign Name: Hyundai UK – New Dawn
Agency: INNOCEAN UK
Head of Creative: Dom Sweeney
Creative: Fenton Saward
Conceptual Designer: Liam Graham
Media Agencies: INNOCEAN UK & Havas Media UK
Director: Jeroen Mol
Production Company: FAMILIA
Producer: Kwok Yau
Executive Producer: Ciaran Bennett
DOP: Matthew Emvin Taylor
Books on Board – Must Reads for Book Lovers on the Go
In the whirlwind of life’s chaos, I found my refuge not in jetting off to some far-flung paradise but in the company of six trusty books that transformed my tumultuous reality into a literary adventure. Picture this: an avid reader, a workaholic, and an introvert (yours truly) taking a detour from deadlines to dive into the wisdom of Clarissa Pinkola Estés, John Kim, Adam Kay, Khaled Hosseini, and Charlotte Gill. It wasn’t just a reading spree; it was my self-prescribed therapy, sprinkled with a dash of stolen books (sorry, friends).
As fate would have it, my challenging phase coincided with a sudden bout of wanderlust. So, armed with these literary comrades, I decided to move to another country. Not just any travel, the kind that involves soul-searching, border-crossing, and a generous dose of self-reflection. I zigzagged through the pages of “Women Who Run with the Wolves,” danced with the concept of “Single on Purpose,” and navigated the hilarious yet poignant corridors of “This is Going to Hurt.” In the comforting embrace of “A Thousand Splendid Suns,” I explored the Afghan terrain without leaving my cosy reading nook.
Meanwhile, Charlotte Gill’s “Almost Brown” took me on an intimate journey through family, ethnicity, and an unhealthy obsession with American junk food. In the world of literature and travel, I’ve learned that sometimes the best journeys happen between the pages, and the most enlightening destinations are the ones within ourselves. Embark on a literary journey with these 6 must-read books for every reader who’s either on the road or gearing up for a voyage.
Women Who Run with the Wolves by Clarissa Pinkola Estés
Before you roll your eyes at the title, let me spill the tea, ‘Women Who Run with the Wolves’ by Clarissa Pinkola Estés is a literary rollercoaster for everyone, men and women alike! I fell head over heels for this gem, and let me tell you, it’s not your typical bedtime story. Estés dives into global mythology, whisking us on a journey to embrace our inner Wild Woman. Forget societal norms; this book is all about intuition, authenticity, and the sass to face life’s curveballs. Tales like Vasalisa and the Handless Maiden aren’t just stories; they’re guides to owning your true self. This book is your ticket to a life of realness, joy, and the resilience to rock your own story.
Single on Purpose by John Kim
Ready for a wild ride of self-discovery? John Kim’s ‘Single on Purpose’ isn’t your typical self-help saga; it’s a rebellious anthem for those wanting to rock their solo journey. Kim’s ‘self-help in a shot glass’ method, born from his own divorce saga, is a no-nonsense guide to owning your quirks, ditching toxic patterns, and rekindling your inner spark. Forget the cliché that happiness hinges on a romantic partner; Kim’s on a mission to debunk that myth. Picture his journey as an offbeat ‘Eat, Pray, Love’ tattoos, motorcycle escapades, and a doughnut or two included. Kim schools us on life skills, thinking boundaries, independence, and self-know-how.
The 10% Entrepreneur by Patrick J. McGinnis
Ever dreamt of being an entrepreneur without the whole ‘quit your job and risk it all’ drama? Patrick J. McGinnis has your back in ‘The 10% Entrepreneur,’ a genius playbook for the indecisive dream-chaser. Forget the glam of full-time entrepreneurship; McGinnis is all about balance. McGinnis isn’t just selling dreams; he’s giving you a GPS for your entrepreneurial journey. Follow his step-by-step plan, identify your project, and strategically commit resources. Worried about success? Meet real-life 10% Entrepreneurs like Luke Holden and Dipali Patwa, proof that you can slay the entrepreneurial game without ditching your day job.
This Is Going to Hurt by Adam Kay
‘This Is Going to Hurt’ by Adam Kay is the prescription for laughter, tears, and a guilty admission; I borrowed it from a friend and never returned it. Kay’s candid and hilarious take on the secret diaries of a junior doctor isn’t just a page-turner; it’s a rollercoaster ride through the highs and lows of NHS life. Imagine a senior registrar in obstetrics and gynaecology dealing with ‘itchy teeth’ and emergency hysterectomies; it’s a medical drama with a side of comedy. Kay, now a comedy writer, infuses his tales with humour that turns even the most challenging experiences into moments of hilarity. Inspired by the 2016 junior doctors’ dispute, this book is not just an exposé; it’s a heartfelt tribute to the unsung heroes of the healthcare system. So, join the literary ward rounds and discover why ‘This Is Going to Hurt’ is the book I ‘borrowed’ and never gave back, a guilt trip worth taking for the laughter and insights it delivers.
A Thousand Splendid Suns by Khalid Hosseini
Khalid Hosseini is a renowned author known for his beautiful prose and profound narratives. His book, “A Thousand Splendid Suns,” is a literary dance that captivates readers with its artful truth bombs. Hosseini’s stories dissect the human experience, taking readers on a journey through Afghan history. The story follows two women, Mariam and Laila, who navigate a landscape of love, betrayal, and resilience. Afghanistan is not just a backdrop but a character in this literary masterpiece, showcasing the triumph of the human spirit against a tumultuous history. The book is a testament to Hosseini’s talent in crafting stories that dissect the human experience.
Almost Brown by Charlotte Gill
‘Almost Brown’ by Charlotte Gill is a captivating memoir that delves into the experiences of Indian immigrants and their experiences of brown parents. The memoir explores the challenges of growing up biracial in a new land, with the dynamic of her family’s relationship crumbling. Gill’s father’s Houdini acts during childhood symbolize the cracks in their nuclear home. After 25 years, Gill and her dad reset, turning the page on their relationship. The memoir transcends typical family drama, offering a 256-page feast that explores gender roles, microaggressions, and the quirks of American culture.
For fellow book lovers, these six companions turned my reality into a literary rollercoaster. Cheers to laughter, page-turning joy, and the splendid lines that shape our stories!
Beethoven’s Chicken Symphony: A Rhapsody in Advertising
Once upon a mid-life crisis (which started at 15, because why not?), I decided to play Sherlock in the curious case of Mediocre Advertisements.
Why, you ask, does mediocrity run amok in ad land? Well, it’s because we’ve all agreed to play a grand game of “Let’s Pretend That Made Sense” with the same faces selling the same ol’ stuff in ways that would make ‘creative’ a dirty word.
Clients grin at cliché concepts, tossing the good ones over their shoulders while saying, “Let’s keep it simple: girl meets ghee tin.” Because nothing screams ‘buy me’ like dairy products and forced smiles, right?
Now, creatives aren’t innocent, either. They’re like the wizards who’ve lost their magic but still wave their wands, hoping for a rabbit but pulling out a sock instead. They’re the ones who think the key to mass appeal is a chicken-suited rapper with a sign saying “Sodium hai tau game on hai”—because nothing says ‘eat these noodles’ like poultry with a beat.
And then there’s the audience, sitting on their thrones of judgment, deciding the fate of these noodle ads. It’s like a bizarre food court where Beethoven Symphony 5 remixes serve as background music for the rap, and “Extra Sodium” is the new black.
So, in this circus of ads, if everyone’s a ringmaster, is the show any good? Plot twist: It’s not.
Let’s ditch the script and rewrite the ad game. Pakistani advertising shouldn’t be the punchline of a bad joke. Let’s swap “I know best” for “Teach me, sensei,” and turn those doors of possibility into revolving ones—because walking into glass doors is only funny on TV.
We need to get our learn on, empower people to open up to the constructive roast sessions and build a culture where ‘teamwork’ isn’t just a motivational poster. It’s time to look our insecurities in the eye and say, “Not today, pal.”
The grand finale? Great ideas are a team sport. So, pass the ball, make the play, and maybe, just maybe, we’ll score a goal that isn’t an own goal.
P.S.
This article is like pineapple on pizza—some of you will love it, some of you will hate it, but hey, it’s my perception. I could be wrong.
And remember, just like the pineapple pizza debate, this article is my topping of choice. Take it with a grain of salt—or a whole shaker if we’re sticking to the sodium theme.
Merit Ka Munjunn!
Merit in Pakistan has assumed a role akin to the Terms and Conditions agreement one casually acknowledges while downloading an app—an element of seemingly trivial significance. However, this perceived insignificance of merit has emerged as a pivotal factor contributing to the decline of Pakistan. Admittedly, this is a harsh assertion, and I am prepared for blowback, but it reflects my honest observation.
One of the objections that overseas Pakistanis get when they criticize the current state of affairs is that they are outsiders, no longer living in Pakistan, and hence have no idea about the ground realities. The truth is that it is the precise reason their opinion matters because they have a better vantage point. The age-old analogy of “Kunway ka Maindak” (The toad in the well) perfectly fits here. When residents become used to the sewerage system, they can no longer smell the stench of nepotism and thus don’t care. In contrast, expatriates gaze into the well from above, raising their voices to warn those within. Their lack of direct stakes in the system does not equate to a lack of concern. It’s hard for any Pakistani, especially those who are not living there, to witness everything they want to be proud of crumble in front of their eyes.
One global leader who often spoke about and implemented policies based on meritocracy is Lee Kuan Yew, the founding father of Singapore. Singapore’s success in economic development, education, and urban planning is often attributed to Lee Kuan Yew’s leadership and commitment to meritocratic principles.
Cut to Pakistan; there’s no single institution I can think of that can pride itself on meritocracy. The issues extend across various domains, from politics to cricket, from the film industry to the marketing world, and even to the aspects we may hesitate to openly discuss (you know what I mean 🙂
My dedication to the marketing industry has been unwavering over the years. With two decades of experience in Pakistan, working with top advertising agencies, and an additional ten years spent teaching marketing at well-regarded institutions, my commitment runs deep. I’ve consistently expressed my views on the state of the industry, but my engagement goes beyond mere criticism. Fortunately, my efforts have been geared towards more than just pointing out problems; I’ve actively directed my focus toward seeking and implementing solutions.
Fourteen years ago, I established a debate/discussion forum on Facebook named KAMN to elevate standards within the prevailing status quo, particularly within the marketing field. While the primary focus was always on the marketing industry, an additional objective was to enhance the quality of discourse. By discouraging personal attacks, passive-aggressive comments, and hateful language, the forum gradually steered participants towards a more civil and constructive exchange of ideas.
Awards in the marketing industry are not different from anything else that’s happening. I remember the first advertising award show I participated in; one CEO won 19 out of the 22 awards. He was also the organizer of the award show, one of the hosts, and at times called his own name and took the award. At his agency, he was the art director, copywriter, and strategist so he was literally coming to receive every award. The entertainment value was truly off the charts.
The second experience was at an agency where no employee could give their names for credit. Only the names of the owners were given. Organized by the media’s leading association, these awards weren’t left to the whims of chance; they were meticulously pre-decided. And, to add a touch of democratic flair, the agency even had the privilege of selecting which awards they fancied winning.
The third I see happening every year is where the judge, the jury, and the executioner are all the same. The only democratic thing they do is ensure representation from all stakeholders in the jury. So everybody wins, but not in a good way. This format has evolved over time as it was very transparent and credible when it started; now, it has become a joke. I remember a few years ago, the marketing director from a leading bank and sponsor was unhappy with the results and threatened never to participate again. Since then, they’ve been consistently winning awards.
The fourth is another award show from the marketing world that covers the digital realm. An awards show so impressive that it manages to overshadow its own accolades with a captivating backstory. No one cares that the one behind the awards has conned many people from the ad industry. Her brilliance lies in being the middle person for clients and agencies. Her modus operandi was to secure film projects from clients, delegate the work to agencies, pocket the clients’ money, and conveniently forget to compensate the hardworking agencies. And no, this isn’t mere gossip; it’s a firsthand account. My agency, too, had the distinct honor of enduring this exquisite experience, complete with the thrill of bounced checks. In a surprising twist, we later discovered that our comrades in the industry shared similar tales of woe.
Every few months, we see peers from the advertising and marketing industry showcasing the award circus, either by winning or by judging. Unfortunately, self-reflection on how this spectacle influences or has influenced the quality of our work remains conspicuously absent. It appears that the sole benchmark these awards elevate is the standard of mediocrity.
In this context, at KAMN, we decided to have the People’s Choice Awards. The goal was to keep it as transparent as we possibly can. The voting was held through live polls, and the results were visible to all and are still visible there. No brand or work was nominated by us. All by people on the platform. We had a decent sample size, but more than that, we were able to showcase that merit matters. In a group that thrives on criticism, not one person has raised a finger on the results.
Amidst the chaos and theatrics of the marketing awards scene, KAMN stepped forward with an idea – the People’s Choice Awards. The goal was simple: keep it as clear as a mountain spring. Live polls became the battleground, with results visible to all, a testament to our commitment to openness. No favoritism here – brands and works were nominated solely by the people on the platform.
In a community where criticism flows like a river, not a single soul has dared to challenge the sanctity of these results. A triumph for merit, a testament to the power of letting the people have their say. The People’s Choice Awards at KAMN, where transparency and merit reign supreme and the critics sit back in respectful silence.
Here are the results in case you are interested.
Most Loved Brand: Khaadi
Best in Customer Service: Careem
Best Brand Ambassador/Model Male: Fawad Khan
Best Brand Ambassador Female: Mahira Khan
Best Model Female: Erica Robin
Best TVC: My Suzuki My Story
Outstanding Content Creator: Junaid Akram
Empowerment on Two Wheels – A Conversation with Zenith Irfan
Synergyzer: Your journey as a solo female motorcyclist across Pakistan is incredibly inspiring. Can you share the story behind what motivated you to embark on such a remarkable adventure?
Zenith Irfan: My journey was deeply rooted in a combination of personal passion, practicality, and a desire to fulfil my father’s dream. During my college years, I faced the challenge of commuting in Pakistan, where the traffic can be quite congested. It was during this time that I discovered the practicality of motorcycles as an efficient means of transportation in the local context.
Coincidentally, my father had always harboured a dream of riding across the world on a motorcycle. His passion for exploration and the freedom that comes to traversing vast landscapes on two wheels became a source of inspiration for me and the rest is history.
Synergyzer: Traveling on two wheels can be thrilling but also unpredictable. Can you describe a particularly memorable experience or encounter from your journeys that has stayed with you?
Zenith Irfan: There have been numerous encounters that have left a lasting impact on me. What stands out the most is the recurring theme of the incredible hospitality extended to me by families along the way. One of the most profound aspects of my travels on two wheels has been the genuine warmth and openness of the people I’ve encountered. It’s not just about the destinations or the landscapes but the connections forged with local communities. Families along my route have graciously invited me into their homes, treating me as one of their own.
It’s the smiles exchanged, the stories shared, and the bonds formed with people from all walks of life that make my travels truly an enriching experience.
Synergyzer: Navigating the roads alone comes with inherent risks. How did you manage any fears or concerns about accidents and personal safety during your travels?
Zenith Irfan: By acknowledging fear as a friend rather than a foe! I chose to confront these fears face to face, understanding that fear is a natural response of the mind to potential danger. It’s an instinct designed to protect us. I reshaped my perspective and recognized that, while caution is crucial, letting fear dictate my actions would limit the extraordinary experiences I could have on the road. Instead of succumbing to fear, I embraced it as a companion on my journey.
The key was to keep moving forward despite the fears that cropped up along the way. I remained committed to my passion for exploration and self-discovery, understanding that overcoming challenges was an integral part of the journey.
Synergyzer: “Motorcycle Girl” is a biopic inspired by your journey. Can you tell us how it feels to have your story turned into a movie and the impact it has had on your life?
Zenith Irfan: It was an incredibly surreal and humbling experience. It was not just a cinematic portrayal of my journey, but a realization of the responsibility that came with having my story told on the big screen at such a young age.
Being the inspiration for a biopic meant that I became a role model for young girls who were now looking up to me. What added to this responsibility was handing fame and popularity at a young age. It was undoubtedly a learning curve one that I had to navigate alone. I did this with a sense of groundedness, realizing that the essence of my journey lay in authenticity. The movie provided a platform for me to not only share my story with a wider audience but also to represent my country on an international stage.
The positive impact “Motorcycle Girl” had on the perception of female empowerment in Pakistan was immense. It became a symbol of breaking stereotypes and challenging societal expectations. The movie opened up conversations about gender roles and inspired young women to pursue their passions fearlessly. One of the main reasons why I said yes to Adnan Sarwar for making the film!
Synergyzer: As an influencer, how have you used your platform to promote female empowerment and challenge stereotypes about women in Pakistan and the broader Muslim world?
Zenith Irfan: Authenticity is at the core of my content creation. I make a conscious effort to present my true self, sharing both the triumphs and challenges of my experiences. I believe in quality over quantity, which is why I always think twice before posting anything. Each piece of content is crafted to provide value to the viewer. Whether it’s offering travel tips, sharing cultural stories, or talking about a new dish, I believe that by providing meaningful content.
Ultimately, my influence extends beyond the digital realm. It is about sparking conversations, challenging stereotypes, and inspiring individuals, especially women, to embrace their potential.
Synergyzer: What are your future plans, both in terms of further motorcycle adventures and your broader aspirations, including fulfilling your father’s dream of traveling across the world?
Zenith Irfan: In the future, I envision myself undertaking a global motorcycle adventure, not only to fulfill my personal aspirations but also to realize my father’s dream of traversing the world on two wheels. This ambitious journey is rooted in a desire to explore uncharted territories, immerse myself in diverse cultures, and establish meaningful connections with people from various walks of life. The overarching goal is to embrace the richness of our global community and create lasting memories through the shared experience of exploration and discovery.
Synergyzer: Can you share some insights into your motorcycle knowledge? What tips would you offer to aspiring female riders or anyone interested in exploring the world on two wheels?
Zenith Irfan: When it comes to motorcycle knowledge, I believe in simplicity and taking action. My advice to aspiring female riders or anyone interested in exploring the world on two wheels is straightforward: just go for it. Avoid overthinking and prioritize safety by adhering to the ATGATT (All The Gear, All The Time) rule, with helmets being an absolute must. In the face of stares or comments, it’s crucial to focus on being in the moment and trusting yourself. Riding is a celebration of freedom, empowerment, and the sheer joy of the journey. Embrace the experience, and you’ll uncover the incredible possibilities that unfold on the open road. It’s not just about the destination; it’s about the transformative power of the ride itself.
Synergyzer: In a male-dominated field, you’ve achieved remarkable success. What advice would you give to young women aspiring to excel in areas traditionally dominated by men?
Zenith Irfan: In a male-dominated field, achieving success involves shifting the focus from dominating to doing. My advice to young women aspiring to excel in areas traditionally dominated by men is to enter the field with a genuine passion for what you want to achieve. Rather than viewing it as a competition between genders, work on building collaborative relationships with everyone, recognizing and leveraging the strengths that diversity brings. Don’t hesitate to express your opinions, learn the power of saying no when necessary, and, above all, believe in yourself.
Your capabilities are not defined by gender; they are shaped by your determination and competence. Embrace the journey with confidence, knowing that your unique perspective and skills contribute significantly to the collective success of the field. Success is about competence, dedication, and the ability to navigate challenges with resilience and authenticity.
Picture source via Zenith Irfan social media
A Journey Around the Country with Discover Pakistan
Synergyzer: Could you provide a brief overview of your role as the CEO of Discover Pakistan and the channel’s mission in promoting tourism in Pakistan? How did your passion for Pakistan and its tourism industry lead you to return to your motherland and invest in this sector?
Dr. Kaiser Rafiq: Returning to Pakistan after more than 25 years abroad, having lived in the USA and UAE, I immersed myself in the tourism business during my time in Dubai. Serving as an Advisor to the ruling family, my responsibilities included contributing to Dubai’s tourism growth. This experience sparked my interest in Pakistan’s tourism potential, which I estimate to be over $25 billion, a figure achievable in five years with proper planning and execution. Frustrated by the lack of interest after I tried to talk to the government and no serious commitment, I realized that the private sector needed to take the lead. The best way was to start a dedicated tourism TV channel and promote tourism destinations and potential. Discover Pakistan, launched on March 23rd, 2021, is my brainchild, and as the CEO, I am deeply involved in all its operations. With a passion for innovation, we are committed to making a significant impact on Pakistan’s tourism landscape, fostering positivity and progress.
Synergyzer: What is your long-term vision for Discover Pakistan in terms of elevating the image of Pakistan and promoting tourism?
Dr. Kaiser Rafiq: Our ambitious plan involves expanding Discover Pakistan’s reach to Europe, the Middle East, and North America. By broadcasting overseas transmissions in regional languages, we aim to portray the authentic and positive facets of Pakistan. Our vision is to present Pakistan as a peaceful, beautiful, and progressive nation, creating a lasting positive global perception.
Synergyzer: Have you collaborated with other businesses, government organizations, or non-profits to boost tourism in Pakistan? Can you share some examples?
Dr. Kaiser Rafiq: Collaboration is key to our strategy. We have inked MOUs with various government departments, including PTDC (Pakistan Tourism Development Corporation), ETPB (Evacuee Trust Property Board), and WCLA (Walled City Lahore Authority). Working closely with these entities, we are creating documentaries on religious tourism highlighting Gurdwaras and churches, and showcasing interior Lahore’s historical sites. Recent collaborations with the Gilgit Baltistan Tourism Authority for the Cold Desert Rally and ongoing partnerships with National Geographic to register our mountains within their database highlight our multifaceted approach.
Synergyzer: What are some of the challenges you’ve faced in your mission to promote Pakistan’s tourism, and how have you overcome them?
Dr. Kaiser Rafiq: Daily challenges, especially bureaucratic hurdles in obtaining shoot permissions, have been persistent. Government departments often present obstacles, requiring extensive follow-ups. It is crucial for them to understand that Discover Pakistan is an apolitical channel focused solely on showcasing the positive aspects of the country. Supporting Discover Pakistan is actually supporting the cause of Pakistan. Public diplomacy and soft image are the new phenomenon. In today’s world, perception is far more significant than reality. We emphasize the importance of building a positive perception of Pakistan globally in public diplomacy.
Synergyzer: How big of a responsibility do you think it is on your shoulders being the only travel channel in Pakistan in regards to portraying a positive image of the country?
Dr. Kaiser Rafiq: The fact that we are Pakistan’s sole travel and tourism channel places an immense responsibility on Discover Pakistan’s shoulders. We recognize that we are the world’s window to Pakistan, and it is our duty to provide the most positive and beautiful view. This unique position underscores our commitment to reshaping global perspectives about the country by showcasing positive and stunning views so that the world looks at us positively.
Synergyzer: Could you share some of the most captivating and lesser-known travel destinations in Pakistan that you believe deserve more attention?
Dr. Kaiser Rafiq: Pakistan’s diverse landscapes offer unique treasures in every nook and cranny. Areas like Balochistan deserve more attention with its undiscovered beaches, caves, deserts, and the historically rich Gandhara civilization. There are so many mountains and lakes which still need to be discovered. Discover Pakistan’s mission is to unearth these hidden gems, showcasing them to both local and global audiences.
Synergyzer: Pakistan has a rich and diverse cultural heritage. How does Discover Pakistan promote cultural tourism and heritage sites in the country?
Dr. Kaiser Rafiq: Pakistan’s cultural richness is a focal point for Discover Pakistan. We actively showcase historic forts, gardens, gurdwaras, churches, Sufi shrines, mosques, and remnants of ancient civilizations. Discover Pakistan always tries to focus and depict all cultures and cultural events to promote interfaith harmony. Emphasizing cultural diversity and harmony, we aim to portray Pakistan as a land where every religion is not only tolerated but thrives.
Synergyzer: What advice do you have for businesses looking to make a positive social impact while operating in the travel and tourism industry?
Dr. Kaiser Rafiq: To every Pakistani, business, and individual in the tourism industry, my advice is twofold: educate visitors about the historical significance and stories behind the tourism sites and impress upon them the importance of environmental protection. Our collective responsibility is to maintain the cleanliness and environmental sustainability of our tourist destinations.
Synergyzer: Can you share any upcoming projects or plans that our readers should look forward to?
Dr. Kaiser Rafiq: Discover Pakistan is set to launch a revolutionary tour guide app, fostering direct connections between tourists and locals. This free app will facilitate quick access to accommodation, local guides, transportation, handicrafts, and authentic local cuisine, and tourists can connect to all these instantly. This initiative is poised to reshape the tourism industry in Pakistan, ensuring that the economic benefits are felt at the grassroots level.