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From Pasni to Lyari – A Journey with Astrophotographer

Afifa Maniar
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From Pasni to Lyari – A Journey with Astrophotographer

Synergyzer: As someone who hails from Pasni, Balochistan, and is now based in Lyari – Karachi, can you tell us about the journey of building a successful photography career while coming from an urban area with different opportunities and challenges?

Shehzad Mohammad: Hailing from Pasni, Balochistan, and presently residing in Lyari, Karachi, my journey has been markedly shaped by these varied locales. Each region presents unique landscapes and cultural wealth, accompanied by distinct opportunities and challenges for a budding photographer. Pasni, with its tranquil coastal vistas and vibrant local customs, provided an exceptional backdrop for refining my photographic skills. It instilled in me an appreciation for the nuances of natural light and the beauty inherent in everyday moments. However, it was in Lyari, amidst the lively urban landscape of Karachi, that I wholeheartedly embraced the dynamic realm of fashion photography.

Moving from a smaller town to a bustling city brought about new challenges, demanding increased adaptability, networking skills, and resourcefulness. With unwavering determination and a deep passion for my craft, I actively sought mentors, collaborated with local talents, and seized every opportunity to refine my skills. The journey from Pasni to Lyari has significantly shaped my approach to photography, teaching me to draw inspiration from diverse environments, discover beauty in unexpected places, and connect with individuals from various backgrounds. Each step in this odyssey has been a lesson in resilience, resourcefulness, and the ability to capture moments that go beyond geographical boundaries.

Synergyzer: Your social media showcases stunning images from your road trips. What fascinates you about traveling on road trips, and how does it influence your photography?

Shehzad Mohammad: In 2018, I realised the vast potential of social media as a platform for learning, sharing, and exploration. Juggling a full-time job, I faced the challenge of pursuing my passion for capturing the night’s enigmatic beauty. I devised a plan to spend weekends exploring Balochistan, a conveniently accessible sanctuary near Karachi. This strategic choice not only opened up new creative avenues but also highlighted the impact of building a community that wholeheartedly supports and amplifies my artistic pursuits.

Road trips enrich my photography with a tapestry of experiences and visuals, infusing a sense of adventure, reverence for the natural world, and a celebration of planetary diversity. This journey extends beyond physical miles, leaving a lasting imprint on both my art and soul. The people encountered along the way play a crucial role, shaping my perspective with their stories, customs, and landscapes. This human element adds depth and authenticity to my work, transcending mere aesthetics.

Synergyzer: Your astrophotography work is particularly striking. Could you explain how you managed to capture those breathtaking shots of the night sky and celestial bodies?

Shehzad Mohammad: Capturing the night sky and celestial bodies has been a profound and exhilarating journey for me. Situated in Pasni, Balochistan, provides a unique advantage, as it boasts some of the most pristine and mesmerizing dark skies in our country.

In Pasni, there’s a gem called Juddi, a place of serene beaches that, in my opinion, stand as some of the finest in Balochistan. It is here that I first trained my lens on the Milky Way, finding inspiration in the harmonious blend of sea and sky. However, my quest for awe-inspiring astrophotography led me to further explore the dark heavens of Balochistan. This brought me to the breathtaking landscapes of Hingol National Park, a location that holds a special place in my heart. Here, nature weaves together a tapestry of diverse terrains, from captivating beaches to some of the world’s most extraordinary rock formations.

My process involves immersing myself in the heart of these environments, often spending hours to find the perfect composition and timing. Utilizing specialized equipment and techniques, I aim to not only capture the celestial grandeur but also the nuanced interplay of light and shadow. Additionally, patience is key. Waiting for that precise moment when the elements align perfectly can take time, but the resulting image is always worth the effort. Ultimately, astrophotography, for me, is a dance between the earthly and the cosmic – a pursuit that enables me to translate the awe I feel for the night sky into visual poetry.

Synergyzer: In your opinion, what improvements can be made to promote safe and secure travel, considering that you often carry valuable photography equipment with you on your journeys?

Shehzad Mohammad: From my perspective, here’s some advice for fellow travellers: approach each journey with an open heart, embracing and respecting every culture, religion, and individual you encounter, as well as the natural world. If denied entry to a specific area, graciously accept it and depart with a genuine apology. If you find a captivating camping spot already occupied, seek permission from the residents and proceed only if granted, demonstrating sincere respect.

Travel light with only the essentials to avoid unnecessary stress. Based on my experiences, Balochistan is notably secure for travellers. During my journeys, I often explore with a single companion or go solo, proving that venturing into deserts, mountains, or jungles alone or with just one friend is entirely feasible. There’s no need to believe that a place is inherently unsafe.

Nostalgia Reigns as Oppo Brings Ranbir Kapoor and Konkona Sen Back as ‘Sid’ and ‘Aisha’

Hamna Farrukh
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Nostalgia Reigns as Oppo Brings Ranbir Kapoor and Konkona Sen Back as ‘Sid’ and ‘Aisha’

Wake Up Sid is one of the most loved movies of its time, and people clearly remember Sid and Ayesha and their electrifying chemistry to this day. Now, Oppo India has brought Ranbir Kapoor and Konkona Sen back as their respective characters with other cast members in an exciting ad film. We see Ranbir as a photographer using the OPPO Reno 11, capturing the moment of Rishi and Laxmi’s proposal.

The ad seems to work well with the audience. Though people have raised questions about the quality of the phone itself, there are mostly positive comments about the ad on social media platforms and YouTube.

Here is the ad:

Using nostalgic movie characters to check the right boxes with the audience and to hit their sensitive spots is a trend we have recently observed in the ad world. Google Pixel India also brought back Anil Kapoor as “Mr. India” in their campaign launched in October last year, and now we have the cast of Wake Up Sid, Ranbir Kapoor, Konkona Sen, Namit Das, Shikha Talsania depicting the afterlife of the characters.

Another example is the PopCorners Superbowl ad featuring Bryan Cranston and Aaron Paul in their Breaking Bad characters ”Walter White’ and ‘Jesse Pinkman.’ To be honest, it was not just nostalgic but AMAZING to see the both of them together on screen talking about crisps this time around for a change.

Do you think advertisers should follow suit and bring more popular characters to life in advertisements? It clearly works, as we can see in these recent examples, so can we perhaps get our Khirad and Ashar reunion in a Chai ad maybe, or Bashar Momin screaming at us on top of his lungs endorsing a mobile brand?

Which other famous movie or drama characters in Pakistan do you think have the potential to be revived for an ad?

Travel – The Burnout Antidote

Ayesha Zahid
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Travel – The Burnout Antidote

Travelling seems like such a luxury at times. It seems like an extra expenditure that you could save up on and instead put that money in that long-term savings account. What if we say that travelling is an investment in you? It is an investment in your mental health.  To be able to be optimally productive, you have to utilize those vacation days and skip town!

Dissecting Burnout:

Burnout may appear to be one of those trendy words that we encounter frequently on the internet these days. It is not a specific mental health diagnosis, but it is widely acknowledged within the mental health community. It refers to complete mental exhaustion, where a person feels extreme stress and an increase in cortisol levels. They also feel emotionally drained whereby nothing seems to make them feel happy or satisfied. It is a state where one can wake up, go to work, put in the hours, and come back home to crash on the bed but hardly get anything done. This seems to be quite counterproductive, though; you put in the effort but cannot seem to get the same output. Nothing seems worthwhile or important.

How Does a Vacation Help?

Now, imagine this: whether you’re lounging at the beach or watching a sunrise from your cottage at a hill station, exploring a new city, or enjoying the nightlife in a new country. One thing that is certain is that your mind will respond immediately. You will start to feel the short and long-term impacts of this change in your mind and body.

There will be an instant reduction in your level of stress. Imagine no more deadlines, no more calls from your boss, and no emails that require an immediate response. Your cortisol levels will start to go down, you’ll feel less anxious, and an overall feeling of relaxation will overcome you.

A vacation may be just the thing you need for emotional rejuvenation. You will gain an overall appreciation for life when you get to connect with your loved ones or just enjoy some quiet time. You’ll remember the reason you slave away at work all year round. It is to be able to enjoy just these types of moments.

Travelling can also improve your physical health. You may go on nature hikes or just roam around a mall, but travelling does involve a degree of physical exertion. It sometimes makes you realize just how physically inactive you might have been. Getting away from the sedentary days at the office is so essential for your physical and mental well-being.

Vacations may help you realize just how much you’ve been working and enable you to establish healthy boundaries upon returning to the office. They assist you in pursuing a work-life balance that you might have previously considered unimportant. Furthermore, they help you become more resilient to everyday stressors by teaching you effective stress management techniques.

Tips to Cure Your Burnout

While vacation itself is a great way to get rid of your burnout, there are ways to get the optimal results out of your time away from work!

Tip 1: Complete Disconnect

Sometimes, you feel the need to carry along some of your work while on vacation. Remember, someone else can pick up your slack while you’re away. Set a template email to be sent to anyone who tries to reach out to you, letting them know that you will reply once you are back. Do not attend meetings or phone calls from your work. This will not only ensure complete mental peace but it will also help you learn that your own mental peace must take precedence. This is a realization you’ll carry home with you.

Tip 2: Pick a Nature Getaway

Studies show that time spent in nature can reduce stress levels and increase positivity in an individual. The colour green has been positively linked to the reduction in cortisol levels. Nature also boosts the production of endorphins and dopamine. Both these hormones promote happiness in a person.

Tip 3: Travel Slowly

We often see travel companies promising the ultimate vacation with visiting 3 countries in a span of 10 days where they state that they will show you every possible tourist destination. While these vacations may seem promising, they are not the best strategy to combat burnout. You essentially require some days where you can actually kick back, relax, and allow yourself to laze around. You should be able to connect with yourself without a constant timer on your head where you rush from one destination to the next. Remember, it is not about quantity but quality.

Tip 4: Be Mindful

Mindfulness is a state of being where you are aware or conscious. This relates to our previous point; It is so important to be conscious of yourself and your mental state. At the same time, be aware of your surroundings. This is so you can truly appreciate the changes around you and how they make you feel. Practicing yoga or meditation in the morning can be one way to go about it. You do not have to take out a specific time for it, though. If you sit by a waterfall and truly concentrate on the sights and sounds; you’d be able to achieve a moment of complete Zen.

Tip 5: Reconnect with Loved Ones

Travelling alone can be very peaceful, but sometimes travelling with your partner or your friends is a great way to reminisce and build new memories. You discover new things about yourself and others. It can be extremely cathartic connecting deeply with those that you love and care about in a setting away from everyday stress.

Modern life is very fast-paced but sometimes slowing down or stopping is a necessity. Nothing matters more than your peace of mind. We need that reset button once in a while to be able to perform at our best. You do not need to wait till you fully crash before you allow yourself a change. Do not wait for burnout to set in and start doing its damage before you put in your request for a time-out. You deserve regular breaks, so allow yourself to take one. Start planning your vacation today and pick a destination that makes you truly happy.

Hashoo Hotels – A Leader’s Journey in Hospitality

Afifa Maniar
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Hashoo Hotels – A Leader’s Journey in Hospitality

Synergyzer: Can you tell us about your personal journey and how you came to be a part of Hashoo Group? What inspired you to pursue a career in the hospitality industry?

Haseeb A. Gardezi: My interest in the hospitality industry was sparked way back in the 90s during my visit to Hilton, Lahore (now Avari), where the impeccable demeanour of the reception staff caught my eye and their crisp burgundy-grey suits and warm energy greatly impressed me. Despite initial expectations to pursue a different path, fate led me toward the hospitality industry. I swiftly transitioned from an aspiring CSP Officer to Hilton’s Management Trainee, and later, in 1994, became Assistant Front Office Manager at Pearl-Continental Lahore, marking the beginning of my rewarding career with Hashoo Group.

Synergyzer: One of your notable achievements is introducing the concept of Franchise Management in the hospitality industry in Pakistan. What was the motivation behind this initiative, and how has it impacted the industry?

Haseeb A. Gardezi: Hashoo Hotels endeavours to remain Pakistan’s leading hospitality enterprise and continues to expand its portfolio of hotels through strategic joint ventures with new property developers and owners of hotels and resorts.

By emphasizing our operational efficiency based on our extensive, firsthand hotel management experience, we actively manage and operate hotels on behalf of owners, ensuring strict adherence to brand standards. Our responsibilities include optimizing hotel operations and delivering essential services. We currently run 29 hotels, operating under the brand name: Pearl Continental, Hotel One, and PC Legacy. Furthermore, we anticipate adding 23 more properties to our portfolio by the year 2026.

Synergyzer: Can you provide some insights into the current state of the travel and tourism industry in Pakistan and its recent trends?

Haseeb A. Gardezi: The travel and tourism industry in Pakistan is now regaining momentum, aligning with the global uptick in the tourism and travel sector following the downturn caused by COVID-19. There’s renewed energy and growth in the industry, with a particular emphasis on domestic tourism, a trend that has emerged in response to recent global challenges. Adventure tourism and cultural exploration are becoming increasingly popular as well, highlighting the multitude of diverse and rich experiences Pakistan has to offer.

A significant factor in this resurgence is the growing recognition of Pakistan’s culture of tourist hospitality. This aspect is crucial for international acclaim, as it underscores the country’s commitment to providing safe, affordable, and hygienic facilities for both local and international tourists. Such recognition not only boosts Pakistan’s image as a desirable travel destination but also plays a vital role in the continued expansion and development of its tourism sector.

Synergyzer: Hashoo Group has been a prominent player in the hospitality industry in Pakistan for many years. What factors do you attribute to the group’s enduring success in this sector?

Haseeb A. Gardezi: Hashoo Group’s sustained success in the hospitality industry can be attributed to its unwavering commitment to exceptional quality, a diverse portfolio of offerings, and strategic collaborations with investors and renowned brands. However, I believe that the true cornerstone of our enduring success lies in our adaptability and willingness to embrace change. Staying abreast of new trends and learning continuously are integral to our approach.

We substantially emphasize the exploration of varied business models and seek to nurture a dynamic, innovative team within our walls. This focus is particularly evident in our commitment to the youth, who bring fresh perspectives and energy to the industry. In addition to our 5-star/4-star Pearl-Continental Hotels & Resorts chain, our select-service 3-star chain, Hotel One, has become a thriving platform for young talent. Here, they have the freedom to introduce innovative ideas, contributing significantly to our growth and ensuring a robust future for the hospitality sector.

Synergyzer: How has digital marketing played a role in promoting Hashoo Group’s hotels and resorts, and what successful digital marketing campaigns have you implemented in recent years?

Haseeb A. Gardezi: Digital marketing has significantly improved our outreach and engagement, particularly through targeted social media campaigns, allowing us to offer bespoke packages and promotions to our target audience, including exclusive room packages, food and beverage deals, banquet hall reservations, and conference room promotions. Recently, Hashoo Hotels also introduced the PC Mobile App, a platform designed to revolutionize guest experiences through digitization, offering new features and ensuring guests have access to the best of our offerings.

Synergyzer: Travellers today are increasingly looking for unique and immersive experiences. How does Hashoo Group differentiate its properties to offer distinctive experiences to guests?

Haseeb A. Gardezi: Hashoo Hotels offers a diverse portfolio of 5-star, 4-star, and 3-star hotels across major tourist and cultural hotspots in the country. We also have a variety of restaurants specializing in different cuisines to cater to varied tastes and preferences. Pearl Tours & Travel provides customized tour packages for guests to explore the country comfortably. Hashoo Hotels also provides exceptional venues for events like destination weddings and corporate retreats, offering picturesque natural backdrops and top-notch luxury hospitality services.

Synergyzer: Could you share some insights into Hashoo Group’s approach to sustainability and responsible tourism? How does this align with current market demands for eco-friendly and socially responsible travel options?

Haseeb A. Gardezi: Hashoo Group is committed to implementing green solutions and environmentally friendly practices in all aspects of its operations. We regularly spearhead community wellness initiatives such as tree plantation campaigns, promotion of paperless solutions, and encouraging community involvement aligning with eco-friendly travel trends. Under Murtaza Hashwani’s visionary leadership, Hashoo Group is working hard to achieve Net Zero (Emissions) goals by the year 2030.

Additionally, our Corporate Social Responsibility (CSR) vertical, Hashoo Foundation, has been actively advancing the green economy through a multifaceted approach, encompassing the promotion of SMaRT villages and the encouragement of environmentally friendly green tourism. Hashoo Foundation’s SMaRT Village project, implemented in Gurunjor and Minapin, Gilgit-Baltistan, thus far, has helped empower over 10,000 villagers.

By leveraging innovative technologies and community engagement strategies, the Hashoo Foundation has managed to significantly improve water quality, availability, and accessibility in regions facing water scarcity. Hashoo Foundation has also partnered with EveryWater, a Pakistani startup that develops water purification systems, to help provide clean drinking water to thousands of people in Chitral and Thakot, Khyber Pakhtunkhwa.

In a remarkable display of dedication to sustainable livelihoods and environmental stewardship, Hashoo Foundation’s Honey Bee Training program has recently achieved significant milestones. Spanning over 5,000 beekeepers across Pakistan, this initiative has successfully overseen the management of more than 15,000 beehives, yielding an impressive annual honey production of 150 metric tons. This endeavour is not only enriching livelihoods but also contributing to a greener, more vibrant ecosystem.

Synergyzer: Given the current competitive landscape, how does Hashoo Group approach brand positioning and brand loyalty to attract and retain customers in the hospitality sector?

Haseeb A. Gardezi: Our brand positioning is defined by seamless luxury and unmatched quality. In addition to our 5-star/4-star brand, Pearl-Continental Hotels & Resorts, delivering top-notch experiences across all the major cities of Pakistan, our 3-star select service brand, Hotel One, also provides exceptional, pocket-friendly guest experiences through 23 hotels across 16 locations nationwide. The Privilege Club, our loyalty and rewards program, offers the best deals and discounts for our loyal guests and is cultivated through personalized experiences and guest feedback integration.

Synergyzer: The concept of experiential marketing is gaining traction in the international markets. Can you share any examples of innovative marketing campaigns or initiatives where Hashoo Group has focused on providing memorable experiences to guests differently in Pakistan?

Haseeb A. Gardezi: The Hashoo Group in Pakistan is implementing innovative experiential marketing initiatives to provide guests with unforgettable experiences. These include an exclusive Chef’s Table concept, Destination Dining and Wedding Packages, hosting Jeep Clubs and Harley-Davidson Owners Groups, and collaborating with Shaukat Khanum Memorial Cancer Hospital for breast cancer awareness. Additionally, the group hosts regular Movie Nights, Food, and Art Festivals to showcase local talent and cuisine.

Synergyzer: Hashoo Group is known for its premium 5-star hotels. How does the group maintain the high standards of service and amenities across its properties, and how is this reflected in its marketing strategy?

Haseeb A. Gardezi: We uphold high standards of service and amenities through a meticulous approach. Our commitment to excellence is rooted in rigorous training programs for staff, ensuring that every team member is equipped to provide top-notch service. Additionally, regular quality assessments across all Hashoo Hotels ensure that these high standards are consistently met and maintained. In our marketing strategy, we skillfully showcase these elements at every turn. By highlighting the exceptional service, luxurious amenities, and unique guest experiences available at our properties, Hashoo Group’s marketing efforts effectively communicate the premium quality and attention to detail that guests can expect during their stay.

Synergyzer: Hashoo Group also expanded into the education sector; what is the inspiration behind establishing the Hashoo School of Hospitality Management (HSHM)?

Haseeb A. Gardezi: Mr. Sadruddin Hashwani, the Chairman of Hashoo Group, has always envisioned spreading the knowledge of hospitality and tourism across Pakistan. This dream manifested in the establishment of the Hashoo School of Hospitality Management (HSHM) in Islamabad, a venture that received an overwhelmingly positive response despite the significant challenges posed to the hospitality industry by the COVID-19 pandemic. Inspired by this success, the initiative has now been extended to Peshawar through a collaboration with IMSciences, where the idea to further expand across other Pakistani cities was conceived.

Following this vision, HSHM forged partnerships with Iqra University in Karachi and Beaconhouse National University (BNU) in Lahore, making significant strides in bolstering hospitality and tourism education nationwide. This expansion is not just about geographical reach; it’s about ensuring that hospitality and tourism literacy effectively permeates every corner of the country.

Hashoo Hotels is offering job placements to students who complete their programs, fostering a new generation of hospitality leaders in Pakistan.

Synergyzer: In light of the current global challenges, how does Hashoo Group envision the next decade for the travel and tourism industry in Pakistan, and what role will marketing play in this vision?

Haseeb A. Gardezi: The unprecedented events of 2020, followed by the devastating floods, severely impacted the tourism industry in Pakistan. However, as travel gradually returns to normalcy, there’s a growing optimism within the Hashoo Group about the resilience and recovery of Pakistan’s tourism sector. We believe that the coming decade will be a time of significant rebound and growth for the industry.

In this period of resurgence, marketing will play a pivotal role. The focus will be on highlighting Pakistan’s rich, yet largely untapped, potential to the global audience. Our aim is to draw international visitors by showcasing the country’s diverse landscapes, rich cultural heritage, and unique experiences. With strategic and innovative marketing efforts, the Hashoo Group is committed to leading the charge in revitalizing and elevating Pakistan’s position as a premier travel destination on a global scale.

Travel Has Timed

Anusha Amjad
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Travel Has Timed

I was driving past a community park near my house on my way back home from work. On the crooked walking track were a bunch of people in their colourful tracksuits, running for their lives. After my usual attack of cogitation on why I’m not one of those people, I wondered if my ancestors who had to travel miles on their feet to get from one place to another would burst into fits when they find out that years after their time, there would be a people who would take out time from their twenty-four-hour daily routine to step out of the house, go to a designated area, and well…walk.

When we talk of evolution, we think of the pop culture ape-to-man poster that’s been force-fed to us since we held on to our science books (read: internet-equipped computers). If Darwin were alive, he would patently notice the hunching figure we’ve placed on the far right of the sequence, making it ape to man with a cellphone. Now this changes everything. The modern-day confirms that we can’t restrict evolution to bodily changes – our lifestyles, our approaches, and our ways have changed tellingly, and that is far more substantive today than anything else.

This year, I travelled to four countries, and while it was an absolutely phenomenal experience, I’m agitated because I haven’t been able to post a reel for the last two. Somehow, it doesn’t quite register in my head that I took those trips. Homo erectus, the earliest humans to live, used to travel foraging for food, or to seek refuge from lava, or when boulders fell on their houses. I may not be able to look them in the eyes in a museum.

Trade followed that, new routes were discovered, humans started travelling for exploration, resourceful lands were colonized, ships cruised, rails traversed, and the Industrial Revolution amplified it further to the skies (pun intended). At this point, I may not even have to visit Sri Lanka with the kind of intrigue that drove my forefathers; Irfan Junejo gives me quite a comprehensive digital experience in my living room only. Okay, while this may be an exaggeration since we all want to run away from our nine-to-five monotony, you can’t disagree that at this point, there’s not much on the ground that man has set foot on and we haven’t seen. What’s next? Popping over places that don’t exist – high fives augmented reality!

The year was 1400 when Europe passed legislation mandating inns to keep guest registries, and in 1758, the first travel agency took root. 1946 marked the first rent-a-car, and in 1996, Microsoft rolled out Expedia. 2005 was when Google Maps emerged, and 2008 was when AirBnb was launched. Today, we’re looking at human-less airport staff.

On one of my 2 am doomscrolling ventures, I came across a poorly designed carousel that said ‘Five professions that will be irrelevant by 2025’, and one of them was a travel agent, while simultaneously, we’re well apprised of the fact that the tourism industry is running riot. This seems a little unsettling. Perhaps the graph has such a pronounced incline that we’re racing to keep pace and will obliterate anything that gets in the way, even if it’s a lousy human who does it slower than a machine would.

So, what did technology do to tourism? I recall, back in 2007, waiting outside the PIA office in Islamabad while my father got return tickets to Karachi, and I could resume school the next day. I don’t see the likelihood of that happening anymore. Now, I can book a flight right here as I Google exactly where I need to be if I’m looking for a deep-fried tarantula in Cambodia or if there’s a mystic voodoo woman in a secluded Haitian island that gives out spices in exchange for human hair.

When we kill off the travel agent, we pinpoint the consumer using their phone to book the plane, the hotel, the guide (read: list of places to visit with the hyperlinked location), the commute, the travel insurance, and cyber-searching a truckload of other things. The agency may have to call and deal with hotels and airlines, but in the case of the latter, these companies stretch to your phone screens faster than you turn a wage to save for travel. Win-win for the travel agent who knew she needed to adapt to stay relevant and forged a portal under her company for the consumer to do all those things in one place.

I took the Makran Coastal Highway when nobody knew about that. Last winter, I came across a myriad of pages on Meta that said Beach Movie Night Weekend Trip in Ormara, followed by the detailed itinerary, and it was genuinely winsome. I don’t think group tours were as prevalent a few years ago (they were ages ago), but this felt safer, it felt inclusive, and the prospect of meeting new people seems like a novel concept; here, everyone from the visitor to the organizer wins! This makes me wonder; I’ve referred to a lot of posts here as opposed to my last publish in 2022, where I spoke of a lot of electronic commercials, and this was just a year ago. Per my research, the silent revolution began in 2015, when Google incorporated RankBrain, a software that tracks all searches, into its algorithm, making it easier for companies to catapult inside the consumer’s mind. It’s like a holograph as in The Hunger Games, I think cheeseburger, they put a cheeseburger in front of me.

As per Statista, 36.4% travellers use social media for travel inspiration, and about 50% Generation Zers rely on Meta for their tourist expeditions. The hashtag travel alone has over 600 million posts on the Gram. The wall adjacent to my staircase happens to have all our travel photos framed and put in order of visit; I don’t blame anyone for stamping the same on their social media.

And let’s not be too hasty to skip pop culture whilst we’re on the subject. The media have shoved down our throats the Eiffel Tower to be an abode of love, the Maldivian beaches to be the classic honeymoon destination, the fictitious idea that one can live in every country and switch jobs every few months, or that bachelorettes are only memorable if taken place in Thailand; none of that is implausible, but is idealized unduly. The State of American Traveller reports that 39% of global tourists booked destinations inspired by their depiction in films. There goes the rationale of why we’re on a supersonic time (read: travel) machine.

Evolution is inevitable, if not celebratory. Everything about the human race is undergoing perpetual transformation. Why should it be any different for our travel conventions? Needless to say, humans have always been at the centre of everything. Back then, it was about survival; today, it’s about escaping from work and jumping on the Twitter hashtag bandwagon.

What does the future hold? I’m thinking of flying cabs, smart luggage tags, machine airport staff (the Emirates terminal sets a spectacular example), sustainable flights and accommodations, no language barriers, and robo-commutes; who knows, perhaps in just a few years, I’ll be typing an article in my hybrid work pod, seamlessly connected to both work and home, from either location and not at my desk at work. Wouldn’t that be a good day?

When Brands Promote Tourism While Marketing Their Products

Khwaja Ali Shahid
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When Brands Promote Tourism While Marketing Their Products

We were just into the third day of our Honeymoon in Malaysia, going into the Batu caves in Kuala Lumpur all the way up some 250 plus steps to the famous Hindu temple within the limestone cave mountain. As epiphany struck, my wife suddenly exclaimed that she kept the same image that had been just above her of the picturesque, plant-covered insides of the mountain with skies piercing through the peak – as her Facebook cover photo for months. She never knew where the image was from and had kept it just out of her love for nature and the sheer beauty of that scenery.

Fast forward four years, and we witnessed more or less the same image as we were leaving for Azerbaijan from the Jinnah Terminal, Karachi. The scenic image this time was an inviting advertisement of the Standard Chartered Bank, and it was placed at the first security checkpoint for the outbound passengers and tourists.

Emirates Platinum Credit Card | Earn 8k Skyward Miles | SC Pakistan – Standard Chartered PakistanThe targeted pool of customers was being hammered with the fact that services of SCB credit cards should be used to get air travel miles or the Emirates Skywards when booking flights from Emirates Airlines. Apart from the Batu caves, there were at least four to five other destinations from around the globe, which were also being used in their advertisements to entice their customer pool and customer pool to be.

When marketing brands and products, it is fundamental that the key touch points of the target audience are not only triggered but that the brand promises a lasting connection and recall of their products for their customers. With growing awareness of the benefits of travelling and an ever-increasing layer of middle-class in our society, which ultimately benefits the growth of tourism, incorporating travel and tourism in the marketing campaigns is likely to go a long way in capturing the mindshare of the customers.

A few sectors, including but not limited to the hotel and hospitality industry, travel (air, train, and buses), banks, and, of course, travel agencies, would obviously require travel insights campaigns, sights and sounds promotions, and tourist offers regularly in their advertising.

This will obviously appeal to those who find travelling a relaxing hobby. Many of those who are squeezed for money or those with limited time on their hands would opt for group tours during children’s vacations. Although it is cost-effective, it limits a traveller’s movement to a certain selected spot only. On the other hand, travelling solo can range from being extremely inexpensive to highly costly depending upon the tourist’s preferences. Both categories of tourists are targeted by the travel agencies in their separately designed campaigns. Similarly, discounted travel options, family budget deals during school vacations, and the opening of new destinations during peak season by airlines, bus services, and trains ensue.

It was a norm for me to get regular marketing messages from Hotel One. I would opt for it for accommodation during my official stays at its remote destinations in Abbottabad, Bahawalpur, Sukkur, or Skardu. The messages would highlight its other unique destinations where they are operating throughout Pakistan.

It is not only limited to the marketing being done by travel companies or those industries which are directly related to tourism, like hotel and hospitality, banks, flights, train and bus travels. Many of the visually appealing TV ads for the last few decades, highlighting tourist places to visit, would be of renowned cigarettes brands.

Many of you may recall a ‘K-2 hamesha ka saath’ or ‘K-2 ka Pakistan’ while mountaineers holding their favourite brand of cigarette would scale the second-highest peak in the World. Similarly, tobacco brands like Morven Gold and Gold Flake would incorporate adventurers jumping through the air, climbing mountains, and paddling waves in the background of some jaw-dropping scenery. The ‘rhythm of unity’ touched the iconic Lahore. All of these ads would instill the hope of someday visiting these places.

One of our generation’s favourite PTV programmes from the last century was ‘Gulls and Guys,’ which was directed by Shoaib Mansoor and would be aired every weekend back in 1999. The Pakistani version of the show had six celebrities, including the late Junaid Jamshed, Salman Ahmed, Fakhr-e-Alam, and a few others who would each visit a selected destination, including London, Paris, Rome, and Madrid, etc. The show was a travelogue reality show being totally sponsored by John Player Gold Leaf, a renowned cigarette brand. The brand’s yacht Discovery was supposed to visit more than a dozen destinations, including Karachi, as a global advertising stint. The destinations for the program were chosen from the same list of destinations that the Discovery was scheduled to visit. The main attraction for Pakistani viewers was not only the fact that they would watch a comprehensive, well-researched documentary but also the entertainment part was also ensured with the celebrities having to work one day to earn in an alien environment and with a definite language barrier, making it all so interesting. The show was a huge hit.

Sometimes, fizzy carbonated cold drink advertisements also offer tourist attractions in their marketing and TV campaigns, while their energy-filled counterparts add a touch of adventure with tourism as well. Many tea and coffee TV ads would show their roots with women picking tea leaves while on the scenic mountains in Sri Lanka or Kenya or some South American collecting coffee beans. It was the same nostalgic attraction and recall from the Rich Bru tea TV ad from yesteryears that made me stop the car while going from Kandy to beyond and capture a memory.

Artisanal Tea Maker Utilizes Rare Roseate Cultivar - Tea Journey

The shiny, green mountain in front of us was covered with tea plants. Dozen or so local women were rapidly picking up the young tea leaves. Clad in colourful Sri Lankan attire and with a collecting jute basket on their backs, the whole scene at that moment would remind me of the Rich Bru advertisement that I may have watched twenty years back.

It is the attractions like these that continue to stay with you. Many times, your memory is reinforced when you come across a visited place on any social media forum. My daughter instantly recognized a place from the northern areas of Pakistan that she visited while travelling to Galliyat and Swat regions, being televised in a paint company’s advertisement. The rooftops of the entire village were painted with eye-catching, bright shades of red, yellow, pink, green, blue, and purple.

On the contrary, sometimes it is travel to a certain place which highlights the brand recall of the brands. Saffron and turquoise from Iran, ajwa dates from Saudia Arabia, Hafiz, and Rewari sohan halwa from Multan, Bombay Bakery cake from Hyderabad, Ralli in Sukkur and Faisalabad, Kilao from Skardu and Lahore’s Khalifa Naan Khatai are some of the prime examples which instantly strike the chord.

When brands promote and associate themselves with healthy activities like travelling and tourism and continue to inculcate the same in their marketing and advertising strategies, their target audience, who are being hit by their campaigns, continues to be their loyal viewers for a longer duration. Even those who may switch their loyalties to competitor brands or move forward to the next offer would still continue to wait for the advertisements of such brands.

The 2024 Landscape of Global Advertising

Webdesk
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The 2024 Landscape of Global Advertising

The dentsu Global Ad Spend Forecasts for 2024 reveal the data and trends that will mould the advertising industry in 58 countries across the world. Let’s dive into the crucial numbers that show how advertising could move forward in the coming year.

1. Astounding Growth in Global Advertising Spend

The most recent projections by dentsu indicate that there will be a robust 4.6% growth in the amount of money spent on advertising worldwide in 2024. This increase brings the total value of the industry to a staggering $752.8 billion, adding an astounding $33.0 billion to the total.
The impact of inflation is particularly noteworthy because the inflation of media prices is a driving force that significantly influences growth. Compared to the amount spent in 2023, the projected increase is a slightly more conservative 2.5% when adjusted for inflation.

2. Dominance of Digital Technology

  • 6.5% Growth: The digital advertising industry is expected to reach a staggering $442.6 billion in 2024, with a predicted 6.5% growth rate.
  • 58.8% of Global Spend: It is indisputable that digital advertising is the dominant form, accounting for 58.8% of the total global advertising budget.
  • Future Trajectory: It is anticipated that the slowdown that was observed in 2023 (6.3%) will continue, with a compound annual growth rate (CAGR) of 6.3% being forecasted for the next three years up until 2026.
  • Incremental Investment: Although the growth rate has slowed down, digital advertising continues to be the primary driver of global advertising spending, and it is expected to capture an additional $27.1 billion in the coming year.

3. CAGR for Digital Channels

  • Retail Media Reigns: Retail media has emerged as a star performer in the digital realm, with a remarkable CAGR of 17.2% over the past three years.
  • Programmatic Powerhouse: There has been a 10.2% CAGR over the past three years for programmatic channels, which command more than 70% of the digital spend.
  • Paid Social Momentum: Following closely, paid social investments are expected to increase at 12.3% three-year CAGR.

4. TV’s Revival and the Exponential Rise of Connected TV

  • Return of Television: Television is anticipated to regain 23.0% of ad spending in 2024, following two years of decline, and is expected to grow 2.9%.
  • Connected TV Ad Spend: Spending on connected TV ads soars by 30.8%, almost twice the rate seen in 2023 (15.9%). The major video platforms have improved their ad offerings, which is responsible for this surge.

5. Sectoral Surges and Regional Dynamics

  • Americas Dominance: The Americas are expected to surpass Asia-Pacific in terms of dynamism in 2024, with a substantial 5.8% growth.
  • Asia-Pacific Momentum: The forecast for the Asia-Pacific region is a growth of 4.0%, an increase of 0.5 percentage points from 2023.
  • EMEA Growth: With a 2.7% growth rate, an increase of 0.8 percentage points from 2023, even EMEA is not behind.

6. Quarterly Variations and Sectoral Rise

  • Quarterly Peaks: Although growth might be a bit slower in the first quarter at 4.2%, it will pick up speed in the second quarter, reaching a peak of 5.5% in the third quarter, driven by big sporting events.
  • Sectoral Leaders: Travel and transport (7.5%) and pharmaceuticals (7.4%) emerge as frontrunners, growing at a much faster rate than the global average.

The global advertising landscape of 2024 is tied together with numbers, with each figure reflecting a story of growth, revival, and the dynamics of different sectors. Advertisers need to pay attention to these forecasts to successfully navigate the complexities of a constantly evolving industry and use them as a compass.

From Octopus DJs to Biryani Cravings

Kayzad Giara
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From Octopus DJs to Biryani Cravings

Ladies and gents, welcome to the crazy world of advertising. I hope you’re ready for a round-the-world trip that won’t cost you any frequent flyer miles or a delayed flight due to fuel not being available. Instead, let’s talk about the one thing we all have in common besides tax issues and bad Wi-Fi connections: advertising!

So, let’s start in America, the land of the free and the home of the brave… consumer. The place where commercials are like Las Vegas weddings – expensive, unforgettable, and often regrettable. You’ve got ads for medications that sound like the worst game of side effects, bingo. “Try this for your cold, and you might experience… I dunno, mild earthquakes, sudden desire to climb Everest, or the ability to speak fluent Klingon.” And then there’s the Super Bowl, where companies spend millions to distract us from the actual game. “Who won? Who cares! Did you see that ad with the baby and the puppy becoming best friends with a horse? I cried real tears, folks, real tears.”

Hop on the Humour Express, and let’s swing by the UK. British ads are like their weather: unpredictable and a little bit dreary but suddenly brilliant when the sun comes out. The ads are more subtle, like that guy at the party who’s funny but doesn’t need to shout about it. “Oh, you thought that was a commercial? No, that was just an extremely well-dressed man casually leaning against a vintage Mini Cooper, suggesting you buy this cologne to smell like success and rainy afternoons.”

Next, let’s fly east to Japan, where ads are more crowded and just as fast-paced as Tokyo subways. You haven’t lived until you’ve seen a mascot selling car insurance through interpretive dance. And if you’re not confused at least once during the ad, it’s not doing its job. “Why is that octopus a DJ? Because, dear customer, life is short; buy the sushi.” Now, folks, let’s take a dragon boat over to China. The future of advertising is here, and it’s a QR code away. In China, you don’t find ads; ads find you. They’re in your apps, behind your rice cooker, on your pet’s collar. And every single one of them is starring a KOL who’s more famous than most Hollywood stars. “You haven’t heard of Li Wei? He’s the reason we all need smart refrigerators that can sing lullabies to our vegetables to keep them fresh.”

Flying over to India, where it’s not an ad unless there’s a wedding scene, a dance-off, or a grandmother giving life advice added with a tear-jerker. Many times the Pakistani client will say “India types add banado, aankho mein sey aansoo aanay chaiyay”. Trends change, but the jingles are catchier than the common cold in winter. You eventually find yourself buying things you don’t need because the tune is stuck in your head. I bought a tractor last week. I live on the fifth floor of a building.

Down in Brazil, the ads are hotter than their summer. It’s all football, samba, and soap operas. The ads here don’t just want to sell you a drink; they want to sell you the whole beach party. “Come for the soda; stay for the six-pack abs you can grate cheese on.” And let’s not forget the Germans—masters of precision and efficiency. Even their ads are like well-engineered cars. “Our vacuum cleaner doesn’t just suck up dirt; it practically reorganizes your entire life. It’s like having a personal assistant… that you have to plug in.” But the car ads are just wow.

Before we wrap up, let’s take a camel ride through the Middle Eastern ads. If Aladdin did advertising, it would be here—magical, larger-than-life, and a carpet ride through different eras. “Buy this phone, and you’ll feel like a sultan of the digital age.” Eventually, you realize the vacuum cleaner is being hailed as the saviour of domestic bliss, promising to suck away your marital troubles along with the dust.

And then, my friends, let’s not forget the vibrant world of Pakistani ads, where every commercial break is a family reunion and a useless attempt to tug at your heartstrings. Picture this: a tea commercial that isn’t just about the tea – it’s about every cup you’ve ever shared with your grandma with bad makeup, who tells stories that somehow loop back to the importance of how she married the grandfather because of the good blend.

Let’s talk about the jingles – they stick in your mind like that one relative who overstays their welcome. You’ll be humming tunes about detergent and biscuits while you’re trying to focus on work. It’s like, “Sure, I’m trying to file my taxes, but also, ‘Bright hai ji bright hai, Pakistan ki laundry bright hai!’” The best part? It all ends with a smile, a slogan, and the same 40-year-old celebrity trying to be Gen Z because… reasons, and by the end, you get a sudden, inexplicable craving for biryani.

Well, folks, that’s the world tour. What have we learned? That no matter where you are on this beautiful planet, someone’s always trying to sell you something. And if they’ve done it right, you’re not even mad about it – you’re too busy laughing, cringing, crying, or calling your mom to say, “I love you, and… do we need a new blender?”

Remember, in the world of advertising, the real product isn’t the gadget or the gizmo – it’s the story they sell you. And if that story includes a breakdancing octopus or a tear-jerking moment between a puppy and a horse, well, you’ve got a customer for life.

Thank you, and good night!

A Candid Conversation with Travel Vlogger – Abrar Hassan

Afifa Maniar
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A Candid Conversation with Travel Vlogger – Abrar Hassan

Synergyzer: As a Travel Vlogger your recent 50-day motorcycle journey to Saudi Arabia for the Umrah pilgrimage is truly remarkable. Can you share the personal motivations that led you to embark on such an extensive journey?

Abrar Hassan: After my Germany to Pakistan journey, I kind of got stuck in Pakistan due to border closures during the covid time and initially wanted to cross into India but unfortunately, I couldn’t the middle east has always fascinated me but due to strict visa policy of Saudia Arabia till 2018-19 it wasn’t possible to visit as a tourist. After Saudi Arabia opened up, I decided to embark on a journey that is the dream of many from Pakistan and India – to perform Umrah and explore the country. It was a way of fulfilling my dream and living the dreams of many who are following my journey on YouTube.

Synergyzer: Sponsorship plays a significant role in supporting travel vloggers. Could you discuss some of the struggles you’ve faced when seeking sponsorship for your trips and how you have overcome them?

Abrar Hassan: Unfortunately, the Pakistani market is very small, and it is very hard for all newcomers to survive there. To this day, I haven’t secured enough sponsors to support my travels. PR agencies often prefer to allocate campaigns to individuals with whom they have previously collaborated and are not open to supporting other content creators. I discovered this in the initial days of my journey and decided not to rely on any sponsors. Instead, I focused on monetizing my content on YouTube effectively, such as by adding subtitles to reach a wider audience in foreign countries. My primary source of income is from YouTube, and without it, I wouldn’t be able to travel.

Synergyzer: Traveling across continents and countries as a travel vlogger exposes you to various cultures and cuisines. What are some of your favorite regional dishes or food experiences from your journeys?

Abrar Hassan: I’ve been very fortunate to live my life the way I always wanted and explore different cultures, cuisines, histories, etc. I’ve loved my travels through India, Iran, Turkey, Saudi Arabia, Oman, etc. I love the food in India, and the biggest surprise was the difference in local food from Kerala to Punjab. Every state has its own food, which is completely different from neighboring states. My favourite foods in India were Dosa, Chicken Parotta wrapped in a banana leaf, Fish Thali in Goa, Misal Pav & Vada Pav in Maharashtra, Vegetable Thali in Gujarat, Rajasthani Thali, Cholay Batooray in Delhi, and Amritsari Kulcha. During my time in the Middle East, I absolutely loved Lebanese and Palestinian foods.

Synergyzer: Managing expenses during your extensive travels is often a challenge. Could you provide some insights into how you budget for your journeys and any cost-saving tips you’ve learned along the way as a travel vlogger?

Abrar Hassan: Managing expenses is very important to me, and I prefer to travel without luxury and spend money on experiences. I avoid staying in luxury hotels, and eating expensive foods and instead carry my own tent for camping. Since I’m making videos, I stay more frequently in hotels so I can charge my equipment, edit my videos, and have good internet to upload my videos. This has increased my travel costs significantly, as I often have to stay all day in a hotel to edit videos on the go. My personal tips would be to carry your own camping equipment, be flexible with your itinerary, and try to meet locals as much as possible. This can help in finding cheap accommodation, and sometimes, locals may even invite you to stay with them.

Synergyzer: How did you decide to leave your stable job to pursue vlogging and travel on a bike? What was your family’s reaction? What advice do you have for those considering similar career transitions to follow their passions?

Abrar Hassan: I have always loved traveling, and from the day I started making videos, I aspired to turn it into a full-time job. I worked very hard, and after four years, I was able to quit my job. My family has always been very supportive, and without their support, I couldn’t have done it. The advice is simple: do what you love and give it your 100%. My passion is traveling, and my job is making videos. I strive to come up with good content all the time. I create my videos for my viewers, not for myself, so I plan accordingly. Their likes and dislikes matter a lot, so it is important to analyze them from time to time.

Synergyzer: During your friendship tour of India, you covered 7,000 kilometers in 30 days, fostering connections despite historical tensions between India and Pakistan. Can you share some heartwarming interactions or experiences from that journey?

Abrar Hassan: That was an incredible journey, one that I will cherish for the rest of my life. Perhaps one day, I will sit and share more insights. I recall meeting a Sindhi Hindu family in Kolhapur along the highway. They brought homemade Biryani for me to taste, showcasing their hospitality. Similarly, I stayed with a Sikh family in Punjab, and in Jaipur, I enjoyed a home-cooked breakfast at the residence of another Sikh family. The meet-ups in Mumbai, Delhi, Gujarat, Rajasthan, and Punjab were amazing, providing opportunities to connect with many friendly locals.

Synergyzer: You’ve had the opportunity to explore over 80 countries. Are there specific destinations that hold a special place in your heart, and what made those places stand out for you?

Abrar Hassan: I love exploring every country, and hopefully, I will be able to fulfill my dream. There are still regions I have yet to explore, such as Central Asia, Africa, and Southeast Asia. One day, I aspire to ride from Alaska to Ushuaia in Argentina. South America is amazing and incredibly diverse; I visited a few years ago but wasn’t creating any videos at the time. Every place I’ve visited holds special value, and the destinations I have yet to explore are already on my to-do list. It’s challenging to pinpoint a specific place that holds more in my heart. Perhaps a second tour in India, with much more to explore in Kashmir, Leh, Ladakh, etc.

Synergyzer: Many of your journeys involve motorcycle travel. Can you share some of the challenges you’ve faced on the road, from border crossings to bike-related issues, and how you’ve navigated these challenges?

Abrar Hassan: Motorcycle journeys are demanding and challenging. It is crucial to plan a bit before setting off for a specific destination, remain flexible, and having some local contacts along the way can often be very helpful. I’ve been fortunate that the majority of my travels have gone smoothly. I recall an incident in Iran where I had an accident, and the locals were very helpful

Synergyzer: Traveling on a low budget has been part of your journey. Can you share some practical tips for budget-conscious travelers looking to embark on similar adventures?

Abrar Hassan: Staying with locals, choosing hostels, camping, and dining in places frequented by locals can help reduce costs. It is also important to visit countries that are less expensive and offer good value for money.

Synergyzer: What’s next on your travel itinerary? Are there any specific destinations or adventures you’re excited to explore in the near future?

Abrar Hassan: My next destination is most likely Africa, and following that, I’m considering a motorcycle journey from Pakistan to Central Asia and then on to Southeast Asia, and so forth.

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