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Uplifting Pakistan’s National Brand Through Tourism

Zain Aijaz
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Uplifting Pakistan’s National Brand Through Tourism

When we hear the name of any person, thing, or brand, certain emotions rush through us about that particular character. These emotions drive the decision of liking and disliking, which can impact the overall image of those entities. This is why several companies spend substantial resources on creating positive imagery, which in marketing is known as branding.

The whole concept also applies to countries. If you take the name of any country, a series of images will run in your mind that generate a gush of sentiments based on the reputation of a nation. With regard to countries, this image or prestige is called Nation Branding.

What Exactly is Nation Branding?

Nation branding does not mean having a logo for a specific country; it revolves around the perceptions and reputation that a state has across the world.

Jose Filipe Torres, Founding Partner & CEO of Bloom Consulting – known to develop Nation Branding and city Branding strategies for various governments; in his explanation, he stated: “Nation Branding is not about the logo. I ask you, what is the logo of France, what is the logo of Japan, but when I say the names of these countries, an emotion, a perception is in your mind, and that’s the brand, not the logo”.

It’s essential for countries to work on their reputation because it directly impacts the economic and social condition of a country. A nation with a good perception has a leading edge facing other states.

In the case of Pakistan, a concrete strategy for national branding is inevitable. The country has faced a negative perception of being a state with limited resources, internal divisions, and infrastructural challenges for a prolonged period. Words like political chaos, terrorism, and weak law enforcement conditions have become Pakistan’s synonyms.

However, the situation can change if we use the strengths and opportunities by establishing a solid brand image. The question is, what can be a powerful tool to re-strength Pakistan’s impression?

The answer is in nature itself, as our land has the blessing of natural landscapes and historical marvels. Hence, tourism is a viable answer to how we solidify national branding. Promoting beautiful areas, culture, cuisine, and diversity would not only attract more international tourism but also re-structure Pakistan’s reputation.

Pakistani Brands Taking an Interest in Changing its Image with Tourism

A research study by Linnaeus University in Sweden unveiled that tourism initiatives are a source of uplifting the nation’s brand image. The goal can be accomplished by tourism attractions that carry cultural values in businesses and activities. The researchers added that tourism can be a source of identity production.

Similarly, another research by Fatima Jinnah Women University & Institute of Policy Studies noted that tourism has a significant role in branding the nation. It highlighted that Pakistan also has a larger opportunity to promote tourism because of religious diversity that includes Katas Raj temples, Guru Nanak Sahib and Kartarpur Gurdwaras, Takhat Bhai, and many other sites sacred to multiple religious groups. This means Pakistan is not only home to Islamic sites but also has a lot to offer for followers of Islam, Hinduism, Sikhism, and Buddhism, along with mesmerizing northern valleys and eye-glaring coastal areas.

For quite some time, foreign tourists have been visiting Pakistan and recording their experiences – which are mostly positive. However, it is not a stable method of nation branding as the rate of tourist visitors varies from time to time which affects the frequency of messaging. Secondly, strong nation branding originates on messages that a country produces and narrates itself.

Luckily, there have been multiple brands that integrated the tourism factor and played a vital part in fostering a praising image of Pakistan. Their communication of the landscapes, cuisine, and people is a solid example of using tourism for nation-building.

The dedication of the brands in logistics, production, and overall campaigning tells of their enthusiasm in narrating the stories encapsulated by the landscapes.

National Ka Pakistan

It won’t be wrong to call National a trendsetter as it adopted the idea of documenting the travelling series that showed the diversity of Pakistan and helped in National Branding. The food brand started a series with the name ‘National ka Pakistan,’ which originated in 2012 as a television series. The uniqueness of the concept was it explored desi specialities of several areas and brought the recipes of food that make a specific culture stand out. Chef Saadat led the series as a host, explorer, and chef.

We all know that food is a symbol in Pakistan of particular cultures and makes the connection with the masses in a unique way. The travelogue highlighted several local communities like Hindu, Sikh, Siraiki, Balochi, and many more by highlighting the food culture and stunning tourist spots. As it evolved to six seasons and a footprint on digital mediums, it helped convey a different image of Pakistan because from 2012 to 2015, the country had a distorted image mainly due to security concerns.

Since the social media was growing after 2015, National also launched #NationalKaPakistan, which instantly got hit among influencers who then used it to make content about their particular communities and food.

EasyPaisa Raahi

Popular Pakistani singer – Umair Jaiswal and EasyPaisa joined hands to form a breathtaking documentary series that featured Umair as a traveller who explores the country on a bike. The series came right after the pandemic and bagged a lot of praise from the masses.

The premise of the series showed that Umair travelled across the country on his motorcycle, and on that journey, he met people from different origins & cultures. Raahi also featured personalities like the original motorcycle girl – Zenith Irfan, adventurer Moin Khan (known for his trip to Pakistan from San Francisco), Ali Azmat, and others.

The ultimate vision of EasyPaisa Raahi resonated with the idea of national branding. By documenting scenic landscapes, EasyPaisa used tourism as a tool to position Pakistan’s name in a way that it can earn a positive reputation.

The campaign also impressed the marketing experts and won a bronze award in the Marketing Disruptors category during the prestigious Effie Awards 2021.

Google Museum of Food

In October 2023, what Google did indirectly played a significant role in national branding, and once again, tourism became the prime medium. Sharmeen Obaid-Chinoy, the Oscar-winning filmmaker, collaborated with Google Arts and Culture and the British Council to launch Pakistan’s Museum of Food. In the digital world, it was a perfect platform where Google featured Pakistan’s rich and diverse culinary landscape.

Till now, Pakistan’s Museum of Food stands as the biggest online gallery of Pakistani culture that has featured over 9000 Images, over 90 videos, and over 100 stories that capture the vibrant tapestry and celebrate the culture and heritage of all provinces.

Google’s initiative captured several aspects that communicated a more progressive image of Pakistan’s landscape. It highlighted the sustainable agricultural practices by Samina Nazir’s PODA (Potohar Organization for Development Advocacy). In addition to that, it brought forward the role of women in preserving culture and their substantial contributions to agriculture.

The portal has talked about Pakistani flavours like the sugarcane of Ranipur, Empress Market spices, Kunri red chiles, Pasni salt, and much more. The world can digitally witness the Hunza Valley organic delicacies, Burns Road – Karachi, meat-centered offerings of Peshawar, and Gwadar seafood all in one place.

All in all, the Pakistan Museum of Food has used the tourism tool most effectively, which has provided a global platform to the global Pakistani diaspora and played a vital part in national branding.

Jazz Mosafir App

In the telecommunication sector, Jazz has been one of the oldest brands operating in almost all regions of the country. Their contribution to tourism came in the form of ‘telco tourism’ by launching the Jazz Mosafir platform.

It was an interesting initiative as tourism got connected with the digital world, which can serve the needs of tourists and provide a developed image of the country.  Jazz Mosafir became the first Telco-based online travelling platform that offered airline ticketing, hotel bookings, and tour bookings. Mosafir also offered news alerts on road blockage, weather alerts, SMS alerts for motorway blockage due to fog, and flight reminders.

In June 2023, The Khyber Pakhtunkhwa Culture and Tourism Authority and Jazz Mosafir signed an MOU to boost tourism and ensure travellers’ safety 24/7 through disaster risk reduction, responsible tourism, and vigilance. The Director General of KPCTA, Mr Muhammad Bakhtiyar Khan, said that the MoU aimed to enhance local tourism as part of the government’s dedication to the hospitality sector.

Government Tourism Initiatives for Nation Branding: A Tale of Struggle

When it comes to the government taking an interest in using tourism for nation branding and introducing reforms that would help boost tourism, there seems to be a chaotic situation that disallows any progress.

In 2019, when Imran Khan presented his election manifesto, he stated that Pakistan Tehreek-e-Insaf would display the country as ‘Asia’s Best Secret’ in the world’s tourism market. He showed the aim to promote religious tourism through Punjab, Baluchistan and Sindh and develop 20 new tourist destinations in his five-year tenure. Imran’s government said to promote tourism as a top priority. However, their only substantial achievement was the inauguration of the historic Kartarpur Corridor for Sikh pilgrims on Guru Nanak’s 550th birth anniversary.

There was also a project by the Tourism Development Corporation of Punjab (TDCP) in 2019 to install glamping pods on tourist sites to provide tourists with low-priced accommodation. TDCP installed glamping pods in Patriata, Murree, Kotli Sattian, Soon Valley, and Changa Manga, but it hardly gained any proper recognition.

By 2020, problems for tourism started to pile up as the Pakistan Tourism Development Corporation (PTDC) had to close all its motels in northern areas due to continuous financial losses. The tourism industry called this decision a huge setback as the motels provided tourists with an ideal resting spot. PTDC, a key component in promoting tourism, closed its motels in Chitral, Gilgit, Swat, and Naran. A year before that, the tourism department closed its motels at Taxila, Chattar Plain, Astak, Khuzdar, Chakdara restaurant, and Daman-i-Koh restaurant.

In January 2023, the federal government initiated the procedure to take back motels of the Pakistan Tourism Development Corporation (PTDC) from the provinces. It was unveiled that the provincial governments attained the motels without meeting the laid-own procedure.

Shehbaz Sharif-led government in 2023 tried to promote tourism for better imaging of Pakistan by launching a digital portal called Salam Pakistan. The vision was to increase tourists’ interest from across the world and portray Pakistan’s diversity in tourism internationally. Salam Pakistan had information on top tourist destinations, including K2, Gwadar, Ziarat Valley, Uch Sharif, Deosai National Park, Kalash Valley, Takht Bhai, Hingol National Park, Shandur Pass, Kambhar Lake, Fairy Meadows, and others. However, the portal has gained hardly any recognition at both national and international levels. There is no noteworthy social media presence of the portal which hinders its publicity among youth. Moreover, it has not taken advantage of YouTube and TikTok for promotion and advertising.

If Brands are the Solution to Promote Tourism for Nation Branding, What Could Be the Way Forward?

Looking at the overall progress of campaigns launched by brands against government initiatives, it is apparent that brands have the potential to promote tourism, leading to better nation branding. But a slight decline has occurred in the kind of campaigns discussed earlier. It’s not that the tourism sector has no more potential, but current circumstances have created a few hurdles.

To discuss this point, Fizza Shah – Executive Creative Director, and Syed Sajid Abbas – Creative Director of IAL Saatchi & Saatchi, spared some time and shared their insight based on the experiences they had while working on campaigns by brands for tourism.

Fizza and Sajid reinstated the fact that Pakistan has a gift of rich culture. Its cultural elements like music, arts, culinary, and landscapes could uplift tourism and ultimately foster nation branding.

However, they pointed out that the current financial situation makes it hard for brands to continue campaigns like National Ka Pakistan, Pakistan Ka Plus Zeera Plus, or EasyPaisa Raahi.

“Brands are not going for these campaigns because of inflation as these initiatives are high cost due to travel and production,” said Fizza and Sajid.

They added that the agency pitches several ideas involving tourism and culture, but high rates make it impossible to pull off such campaigns. The creative leads believed that the tourism ministry has to buckle up to create a difference as several brands want to work on tourism campaigns and have the potential to showcase our culture.

“Many brands are willing to work on the concept. For example, Toyota worked with Ye Tera Pakistan Hai Ye Mera Pakistan Hai by focusing on the music culture of each province. It would be great if the tourism ministry integrates its point of view as well to enhance tourism and nation branding,” commented Sajid and Fizza.

It is evident that political chaos and instability of government offices create difficult situations for several sectors, and tourism is no exception. No one can deny that tourism can be a great tool for having a deep effect on cultivating an attractive position for Pakistan at the global level. But like always, we lack visionary planning and solid execution, which has once again stopped us from bringing forward what Pakistan looks like in reality and its true image.

Ad Review – Shan Foods Wins Hearts Yet Again

Hamna Farrukh
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Ad Review – Shan Foods Wins Hearts Yet Again

Shan Foods is known to have great messaging with remarkable insights and bang-on execution; this time, it is no different. Shan came out with a new campaign called “Seekho Shan Se,” the main insight of which is to teach girls things that are otherwise not associated with them and are considered “boys things” to do. In this very scenario, a father is teaching his daughter how to change a tire while the people of their apartment complex scrutinize them.

Disclaimer: I loved the ad, but – there’s always a but; I felt a few things could’ve been done differently to make it even more impactful.

Here is the Ad:

Ok, so hear me out. I am all for encouraging girls to do things, and I firmly believe that similar to how boys should know how to cook, girls should know how to change the tire, bulb, car oil, etc. However, the insight could’ve been more relatable. We all saw the ad and really liked it, but then again, if you come to think of it, how many women are car drivers, and even if we assume there are a lot of women drivers, how many have ever come close to a scenario where they had to change the tires?

I understand that it’s the thought that counts, and the ad itself is a step in the right direction. Still, the brand could’ve chosen a more widespread problem like, for example, checking or changing the car oil because the chances of coming across an oil issue are much higher than a flat tire. I am not saying that a woman shouldn’t know how to change the tire, but there are more problems that we rely on men for unnecessarily.

I sincerely hope this campaign is ongoing and more such ads are in the pipeline for the brand because there are PLENTY of things we need to learn as women.

Now, coming onto another aspect that I didn’t quite get, why were things SO EMOTIONAL? What was the need to cry? Was it for dramatic effect? If it was, it fell short for me. Anger, frustration, and irritation are all the emotions that come to mind when I try to put myself in a position where I am asked to learn something forcefully. In short, the girl cried for nothing.

If we keep my nitpicking attitude aside, the father-daughter bond is adorable. The line where the dad says, “Wo abbu he kya jo apni beti ko kisi ka mohtaj hona sikhayen,” stole my heart.

Our fathers do so much for us and protect us from every possible danger or challenge in the world, but it’s time to prepare us for those challenges instead of protecting us, and Shan Foods did a commendable job by subtly putting it out there.

P.S. I just love the simplicity shown in this ad. Rimha Ahmed (the daughter) is beautiful, and her face, without any makeup, gives such an excellent impression. It makes us girls feel relatable.

Pakistan On the Map

Tyrone Tellis
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Pakistan On the Map

Pakistan is an emerging nation that is in the news for mostly the wrong reasons, and that’s a good thing. Prior to the 9/11 incident, very few in the West knew that Pakistan existed. After that day, Pakistan has become a sort of bogeyman with its name constantly in the news. Hollywood, too has not baulked from including our nation in its narratives, even if we leave aside the farcical Homeland that was a travesty even more appalling than most Bollywood portrayals of our homeland; Pakistan has appeared or being mentioned in movies like Iron Man, albeit in a negative light. To be in the mind is always better than to not be at all. And bad guy image or not, Westerners have heard about Pakistan.

The news has created an image of a country that seems not far from a Mad Max Fury Road scenario or just one day away from Somalia with warlords and chaos. We of course are well aware that our nation is anything but what is perceived. Taking a negative and reframing it might seem like hard work, but it actually is not. Before we talk about how to do it, let’s examine the assets that we possess that can be used to put our country on the world tourism map. I am of the opinion that there are three attractions that can be used to draw tourists to our nation.

First off is, of course, our food and legendary hospitality. In the recent past, we have had a few world-known food bloggers visit our nation, and most of them have been blown away by our food. The culinary palate from Karachi, that quintessential melting pot to the rustic food of Sindh, to the dishes of the Punjab plain and the delights of the Pathans, and also not forgetting the meaty foods of the Baloch, we have a vast and delicious array of dishes to suit all kinds of tastes and preferences. Add into the mix the local street food, the drinks, the sweetmeats, and the culture on show, and you have a recipe for an amazing trip for any food junkie brave enough and excited enough to come over.

The second prong in the trident of what Pakistan offers is, of course, our rich history and significance that, sadly, a lot of us as citizens are ignorant of. Pakistan is an ancient land steeped in traditions and bearing the mark of not only different civilizations such as the Aryans, Greeks, Macedonians, Sikhs, Afghans, Persians, and Turks but also is home to a rich religious heritage that predates the Muslim invasion of Bin Qasim. Peshawar was founded by Buddhists, and recently, I learned about the Buddhist presence in caves in Bela, Balochistan.

Hindu mandirs and pilgrimage sites are also present in Sindh, Balochistan, Sikh holy places in Punjab, and more Buddhist stupas in Khyber Pakhtunkhwa; let’s not forget the enigma of the Kalash in Chitral as well who claim to be the descendants of the soldiers of Alexander the Great. There are other places of interest like Lahore Fort and Old Bazaar, Makli, Thatta, Multan, Ranikot, Rohtas, Katraj Das temple, modern monuments and battlefields, and birth places too for saints and rulers. If we leave aside foreign tourists, the country has so many amazing places in each province that our entertainment and culture-starved population itself can spend years visiting them.

I’ve told this story before as many times as I possibly could; I discovered the existence of Swat as a hill station when the friend of an Indian father back in Bahrain included it in his places during a game. I and others were curious about this unknown place, and he confidently told everyone, “It’s a hill station in Pakistan and is very beautiful.” He was right because not only Swat, from the sea to the China border, Pakistan because of how it was formed with old fold mountains and new fold mountains is a treasure of amazing natural beauty. We have deserts and hills and lakes and rivers and plains and plateaus and alpine meadows and majestic peaks, some of the highest in the world, flora and fauna to go along with the heavenly experience.

For thrill-seekers, there are deadly serpentine roads and passes, hiking trails, and water rafting; for those craving peace and tranquility, there are options available, and for those looking for fun and to be amazed, no shortage of vistas and places to be experienced. It’s no wonder that I believe that Switzerland should be called the Pakistan of Europe because our nation is far from pristine and beautiful than the landlocked state.

There’s no doubt that Pakistan is an amazing place to visit but the challenge remains in how to get people to come over. In the past when PIA was at its zenith its advertising spoke a lot about Pakistan and our unfair advantage. Sadly, banking on the airline is not an option. The government initiatives that were done like the branding of double-decker buses in the UK, were in my view not effective enough. The tagline chosen, Emerging Pakistan also felt a bit flaccid. It’s too passive. It lacks a visual kick. Based on what I have written above, we are not an emerging nation in the deepest sense. More evocative taglines could be Pakistan, the land of hospitality, Pakistan’s crossroads of the world, or even Pakistan, gateway to Asia. The last suggestion associates our country with Asia and can reduce the negative image that has been created.

Coming, of course, to the negative image factor, I started this article off by saying that it’s a good thing. This statement definitely seems strange, but the simple logic is that if a prospect knows about a brand, you have to work less to educate them about it than if they did not know about the brand. They have a belief about it; in the case of Pakistan, we need to just shift the paradigm by altering the constructs of our country. How do we do this? The strategy is to expose people to our culture and also use the negative to create a positive. Creating a series of humorous ads that are actually informative will help break clutter and make an impact. One example could be Come to Pakistan and be blown away as the headline. The sub-headline could be by our culture and food.

Another that reframes information with existing positive information is “They wanted to film the Hobbit in Pakistan, but our mountains are too high.” Javed Jabbar used the historical angle in an epic ad in the 60s. The captivating headline was Guess who came sightseeing to Pakistan the other day? The picture showed a bust of the great historical figure, and below his image was his name, Alexander. A spin on this idea could be an ad with the headline Alexander loved Pakistan so much; his soldiers had to revolt to get him to leave.

So far, the growth in tourism is not a lot, but that is also a good thing as our country needs more infrastructure and we need to weigh the pros and cons as our scenic places are already suffering from a boom in local tourism that leaves trash and waste. One thing is for certain even before the invasion of international travel bloggers and influencers to our shores, Pakistan has been known as a heaven for those who love rugged terrain, breathtaking beauty, and heartwarming hospitality. The ingredients are all there for Pakistan to be the next hot tourist destination; all that remains is to prepare the dish and serve it to a welcoming and waiting world.

 

Autobiography – What Does World’s Smallest Book “Frickin Short Life” Convey?

Nimra Afzal
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Autobiography – What Does World’s Smallest Book “Frickin Short Life” Convey?

What better way to review a book than to immerse the reader in the ambiance it creates? After all, our book selections are often driven by how we feel in that moment; often curious, determined, and liberated. That’s why, on some days, an avid reader would walk out of a bookstore empty-handed, and someone who never intended to buy a book finds themselves sold at first glimpse.

The competition here is less, with this biography being the only book review in this edition of Synergezer.

If it’s indeed the world’s smallest book, as of December 2022, be prepared for a journey where time slows down and unwinds with 268 concise chapters from Khawar Salim’s life for how he uses imagery as his dominant literary device, making the experience all the more immersive.

The book’s design is a reader’s delight, featuring no more than 50 words on each page, widely spaced text, intriguing pictures, and rich, golden pages marking the beginning of each chapter – a sweet spot for those with a short attention span. Beyond its aesthetic appeal, “Frickin Short Life” has a lot more to offer than fascinating romance and wanderlust.

“Hell yes, poverty suffocates your soul and stifles your desires. But if you fight back, you’ll rise above the difficulties and come out stronger and wiser.” – Khawar Salim

This book resonates with individuals facing some if not all of his struggles, from poverty and striving to make ends meet with torn clothes and unmended shoes to hunger child labour and his initial struggle with English, followed by anxiety, shame, and ulcers for that reason in the first few chapters. It delves into the hustle of college days, sacrifice, the sting of rejection, abandoning his passion for arts for decades, as well as heart-wrenching losses to the unfair reality of death, losing both his mother and sister to cancer.

The way we’re able to glide through pages in a matter of seconds is dopamine-enriching super rewarding for those with a busy routine or a short attention span. The satisfaction of finishing reading a book is undeniably gratifying. However, for some readers who choose to immerse themselves fully in the imagery Khawar creates with his words, the journey may be slower but equally rewarding as it prompts self-reflection.

The biography begins with a thought-provoking exploration of reincarnation, painting an abstract picture of existence before the soul inhabits a body and gains consciousness. The chapters dedicated to childhood are a delightful reminder of the fantasies we all had as children, regardless of their cost.

He might have some of you surprised with some of his inventions, a computer, a digital lock, and a transistor radio, to name a few. However, he provided more evidence to support his image as an artist and his time in the advertising industry.

“Art is the paint you applied around your thoughts.” – Khawar Salim

He had me at unfinished paintings. Who knows what would strike your attention that may be deeply personal to you.

Maybe yours could be salt, lime, and tequila, or where he says, “I kept wondering if trust and fidelity were more important in love or stupid conditions.” Or where he quoted Barry Day, stating, “Advertising is the most fun you can have with your clothes on.”

Khawar’s bittersweet relationship with the advertising world is both fascinating and paradoxical. If you’ve been in advertising enough to hate it like it’s some paranoid girlfriend, you’d get most of what this guy is trying to say. You may even feel between some chapters that there was more depth to some stories the author must have written but was reluctant to share; he likely excluded them from the manuscript like deleted scenes from a film.

He had his fair share of infatuations. However, his accounts of love might not resonate with everyone. To make your life easier, the chapter is nine if you’re curious to know. How he referenced figures like Adam to justify his changing interests is uncomfortably intriguing. And I’m going to say this without politicising it, but he also threw shade on women who are easy to impress.

His biography also teases your imagination from time to time, and you may even encounter a few surprising nude paintings. Some exotic travel stories from London, Dubai, Paris, LA, California, Berlin, Milano, Oslo, Prague, Marbella, Moscow, Istanbul, and Bangkok add an extra layer of allure to his biography.

If you’re not inherently courageous, some chapters may feel less relatable.

The way Khawar narrates his journey is deeply nostalgic, prompting readers to reflect on their own forgotten experiences and reconnect with personal memories. For some, it takes a quiet weekend; for some, a vacation that reminisces experiences from their past, and for some, a tragedy. Khawar paid a price too big for you to be able to read this. His paralysis was a hard time for his faith, but it’s better to hear it from him in his autobiography.

Shield’s Bold Move On Mom Expectations Is Worth Appreciating

Webdesk
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Shield’s Bold Move On Mom Expectations Is Worth Appreciating

Motherhood is a profound journey that comes with its joys, challenges, and a myriad of expectations. In today’s society, these expectations are often shaped and perpetuated by various external factors, with brands playing a significant role in fostering unrealistic ideals. From picture-perfect images of blissful mothers to seamlessly managed households, the portrayal of motherhood by brands often falls short of the messy, complex reality that many mothers experience.

How Brands Foster This Image

Brands frequently depict an idealized image of motherhood in their advertising campaigns and product promotions. Whether it’s the serene mother effortlessly juggling work, children, and a pristine home or the perpetuation of the “supermom” archetype, these portrayals create an unattainable standard for real-life mothers. The pressure to live up to these unrealistic ideals can lead to feelings of inadequacy and guilt among mothers who find it challenging to meet these lofty expectations.

The marketing strategies employed by brands often create pressure on mothers to conform to a specific lifestyle or parenting approach. Whether it’s promoting certain parenting philosophies, the “perfect” family outings, or the latest parenting gadgets, brands create a narrative that suggests these products are essential for successful motherhood. This not only puts financial strain on families but also fosters a sense of inadequacy among those who may choose a different path.

Impact On Mental Health

The constant exposure to idealized images of motherhood can have a profound impact on the mental health of mothers. Feelings of comparison, inadequacy, and the fear of not measuring up to societal standards can contribute to stress, anxiety, and postpartum depression. Brands, knowingly or unknowingly, contribute to this by promoting products in a way that associates them with an unattainable standard of motherhood.

How Shield Is Helping Change The Narrative

Shield with its latest campaign is showing what goes on behind the scenes and the picture-perfect babies everyone seems to love. The latest shield advertisement shows a family canoodling a baby with her mother going back and forth to cater to her child’s needs. Shield, with its campaign ‘Mamta Ki Zaban‘, for the first time is shedding light on motherhood in its true essence showing the intricacies and challenges a mother faces while bringing up a child.

Have A Look At Shield’s Recent Ad:

Shield’s Innovative Products & Campaign

Shield has become a pioneer in establishing itself as a brand that listens to the masses while taking into account the needs of Pakistani mothers. Shield is committed to ongoing innovation, dedicating itself to the creation of novel products and services through thorough research and development.

In prioritizing the well-being of infants, Shield has meticulously crafted a comprehensive range of products designed to meet the highest standards of safety and quality. Their feeding line ensures both safety and peace of mind with BPA-free materials, while the hygiene selection boasts water-based wipes and premium diapers to promote cleanliness and comfort. Moreover, their toiletries range is steps ahead in innovation for being both paraben-free and hypoallergenic, ensuring gentle care without the inclusion of artificial colors.

Setting a groundbreaking precedent in the market, Shield proudly emerges as the first Pakistani brand to unveil Talc-Free Baby Powder. The revolutionary offering is absent even from the portfolios of international giants, including Johnson. This milestone underscores their commitment to innovation and dedication to providing parents with superior choices for their little ones.

What are your thoughts on this recent Shield ad? Let us know in the comments below.

Hand in Hand Around the World – Tales of Mr. and Mrs. Nishat Haroon

Hamna Farrukh
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Hand in Hand Around the World – Tales of Mr. and Mrs. Nishat Haroon

Synergyzer: Traveling as “Uncleji” and “Auntyji” around the world seems like a blast! Can you tell us how this fun persona developed and what inspired you to start documenting your adventures?

Uncleji: The passion for travelling started with me at quite an early age of 3 or 4 in the early 70s, and I got my inspiration from my late Chacha & Chachi. They were as crazy as what I am today. During the 60s and 70s, they travelled 6 to 7 times to the UK / Europe by car and numerous trips around the Globe by air. Whenever they returned, there used to be bags full of toys for us. I used to think that planes were some toy shops or toy factories. My Chacha has this massive collection of their travel pictures, brochures/travelogues, and writeups, which I often borrow to enjoy.

By the time I reached my 6th or 7th standard, I also had this huge collection of brochures and airline timetables that I religiously collected visiting their offices at Metropole Hotel Karachi. I used to learn their schedules by heart, along with the destinations. I always tell what airline is flying above, to what destinations and what meals will be served en route, etc. This was how my passion grew up. Regarding part 2 – I was lucky to get all of my Chacha’s collections & writeups just six months before he expired, which is a treasure for me. 6 years back, when I found this platform, The Travel Diary, I decided to start documenting my travel stories and adventures.

Synergyzer: How do you prioritize and plan your travels, ensuring they don’t interfere with your work and relationship commitments? Any tips for fellow travellers who are trying to strike that balance?

Uncleji: To me, travel is an investment in myself. Initially, at the start of my career, my priorities were always the best education for both my kids, a house, and Hajj. Alhamdolillah, once I was done with everything and saw both my kids well settled, this passion started to grow more within me to the maximum. Alhamdollilah, at 53, I am still working 9 to 5, and God has blessed me with more than everything I have ever dreamt of. I never try to take casual or sick leaves unless they are required on inevitable. I plan in such a way that all my official leaves are utilized. We always plan ahead at least five to six months prior to our travel date. I also try to combine Sundays and official holidays to save my leave quotas.

I would also advise my travel fellows to prioritize their basic needs like children’s education, home, etc., and also try to save a certain amount out of their incoming, strictly reserved for travel.

Synergyzer: Can you share a couple of your most memorable travel stories that truly made the effort and time investment worthwhile?

Uncleji: Each travel is a story itself. My best and most memorable one is the four generations of us travelling together for two weeks to the Far East just three months before my mother expired. Four generations as My mother, me and Auntyjee, both my kids and their spouses and our grandchildren. There can never be any such trip anymore.

Synergyzer: “Uncleji” and “Auntyji,” your travel adventures must have brought you closer to different cultures and perspectives. How has this enriched your life?

Uncleji: Oh yes! Very much. Travelling together to more than 80 countries on a Pakistani passport and to different underrated destinations other than usual, London, Paris, and New York, has helped us learn about different cultures, traditions, values, and cuisines. On the other hand, Auntyji also always try to portray our culture abroad by wearing our dresses, telling them about Pakistan – how beautiful it is and how hospitable we as a nation are. We used to take our kids once every two years during their school and ensure that they visited all seven wonders of the World before their college. Now we also travel with our grandchildren.

Synergyzer: You frequently post on The Travel Diary; how has the online community enhanced your travel experiences, and what kind of support and inspiration have you found within it?

Uncleji: The love and the respect we get from The Travel Diary, who I consider my family (Touchwood). This really encourages me to travel more and write more for their interests and guidance. It is also quite refreshing to note that there are many frequent travellers between 25 years and 70 on The Travel Diary who I call my gurus and follow in their footsteps, which inspires me to travel more. We have also formed a small travel community all over Pakistan for our time to time meet ups.

Synergyzer: Since you are a frequent traveller and have seen the World, what do you think the Pakistani tourism industry should do differently to attract more tourists?

Uncleji: The primary and most important one is that the government should ensure security for travellers, both International and domestic. Ease to travel without requiring any NOCs to certain areas, issues visas without any hindrance, develop infrastructure, protect our historical sites Mohenjodaro, Harrapa, Texila, Lahore / Karachi. Unfortunately, many such sites are now being neglected. Promote Pakistan at their foreign missions abroad. More day tours to the areas around should be encouraged and promoted like the one there used to be a daily flight, especially to Mohenjo Daro from Karachi, where one can visit in the morning and return in the evening. There used to be special trips to Taxila and around to lure Buddhists from Japan, Thailand, and India. Above all, they should allow tourists from India.

A few more points:

  • CAA should allow and encourage an open sky policy to attract foreign carriers to bring in tourists to the country. However, they fear that it would affect our airlines and their revenue, which I really doubt. Tourists are one important source of foreign exchange, and almost all Tourism based countries, like Egypt, Turkey, Morocco, Maldives, Sri Lanka, Thailand, etc, have good open sky policies.
  • Foreign carriers and operators like Thomas Cook should be allowed to operate Skardu / Gilgit directly.
  • Compulsions should be made to our domestic airlines to fly to at least one tourist destination like Skardu, Gilgit, and Gawadar. They only operate in major domestic destinations.

Synergyzer: Can you compare travelling in Pakistan with the rest of the World?

Uncleji: We have everything a tourist can dream of – Beautiful beaches, desserts, forests, snow-capped mountains, history, culture, friendly & hospitable people, lovely cuisine. It is just the infrastructure that we lack, but of late, I have observed good resorts and hotels coming up. I am also following a few guides who tour foreigners around remote places in Baluchistan, KPK & Gilgit Baltistan, and they really enjoy it. On the other hand, domestic tourism has also been booming ever since the Sukker to Siachen roads were constructed. I hope Hyderabad to Sukker roads get developed too and faster.

Synergyzer: Any exclusive funny or unexpected incidents you’d like to share with our readers?

Uncleji: Ah! There are numerous – & Auntyji and I are completely opposite when it comes to travel. She is a shopaholic, and I enjoy more sites & walking around. There are incidences where she suddenly vanishes, and I look for her in the entire malls & shops. Eventually shows up six or seven hours later at the hotel with bags full of MACs, Sephoras, and Swaroskis saying, ARRAY AAP KAHAN GUM HOGAYE THAY – MAIN POORA SHEHR DHOONDTI RAHI – PLEASE JALDI SAY 15 EURO DAI DAIN TAXI WALAY KA KIYARA & CHAI BANA DAIN – PARESHANI MAIN TU SIR DARD KER GAYA.

Lab Test – JazzCash Hai Na!

Webdesk
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Lab Test – JazzCash Hai Na!

Neil Christy
CEO Head Lion
Founder/Admin KAMN Facebook Group

Har Cringe Fest Ki Liyay JazzCash Hai Na! 

After seeing the ad, this is how I imagined the brief was given.

The marketing manager suddenly disappeared. The manager reappeared after four weeks and called a press conference. The manager renounced any marketing knowledge and declared they would no longer be associated with JazzCash. They distanced themselves from the existing marketing team, blaming them for everything, including kickbacks from their advertising agency. During the conference, they mention that they vanished for retrospection of their own free will. They realized that songs and dances with juvenile lyrics would save the brand. Insights, data, research, and basics of branding were unimportant. Now, the best way forward for the Marketing Manager was to join a group that believed in mediocrity and the mundane.

Oh, and the press conference was held in Bangkok.

It’s been a decade since I left Pakistan, and nothing has changed, at least in the advertising industry.

Kiran Zahid
Manager Strategy, Marketing
DawnMedia

A mishmash of pop-culture references—Harry Potter, Servis Shoes, Rab Ne Bana Di Jodi, and the Hai Na Bolo song.

Fahad Mustafa’s entrance is predictable, but you don’t expect it to be this over-the-top. The street he’s dancing in looks like Diagon Alley from Harry Potter. The character’s intro came from the infamous Servis ad, the jingle from Hai Na Bolo, and dancing on the car from several Bollywood movies.

While integrating pop culture isn’t a bad idea, this ad lacks tasteful execution, especially with a lengthy runtime of 1:20. The jingle revival from the 90s is a nice touch, though not stellar. But it’s still a thousand times better than their Radio ad.

The only decent thing about this entire campaign was the client’s media spending. Cause I’m seeing the ad everywhere: TV, Digital, and Radio. This can be great if the campaign is good, but it can become annoying really quickly if the execution is crass.

Question: What’s up with Fahad Mustafa?

Umeed Malik
Creative Executive
Synergy Group

The ad effectively spotlights JazzCash’s convenience in Pakistan, resonating across generations from grandparents to Chotu. The infectious repetition of “JazzCash Hai Na” solidifies its catchiness, seamlessly merging entertainment, relatability, and product utility. A strategic move unfolds as the ad underscores JazzCash’s versatility, emphasizing its ease for users across diverse mobile networks like Ufone, Zong, Telenor, etc. This is quite a new perspective for a brand to say. With a goal to leave a lasting impression, the ad establishes JazzCash as a household name for financial ease.

However, the ad’s visual appeal stumbles in post-production, evident in poorly executed scenes featuring inexplicable thunderstorm clouds over an outdoor café, lacking context and feeling contrived. Fahad Mustafa’s attempt at coolness for celebrity endorsement feels forced, with charismatic dance moves seeming more like distractions from the ad’s inherent shortcomings. While Pakistan’s industry has seen its fair share of dancing, singing, and jingles, the realm of musicals brings a fresh and visually captivating perspective that sets it apart in today’s dynamic market.

Saman Ali
Creative
Synite Digital

JazzCash is back with a vibe that screams I got you covered bestie, calling itself the ultimate sidekick in this cashless game, and they’re shouting it out loud with JazzCash HAI NA!

For those instant cash crises that happen when you least expect them. Picture this: you’re a young hustler, always on the move, and bam! You accidentally meet Mr. Challan on the road. Wallet situation? Empty. But worry no more; JazzCash is here to rescue you from the awkward ‘out of cash’ dance.

They’re selling us the idea that online payments are as easy and enjoyable as they look in the ad. Seamless and fun? Sign me up!

What caught my eye is how they’re throwing the net wide at their target audience, from young adults to the elderly. JazzCash wants everyone on board. The mix of ages in the ad tells a story of inclusivity.

Talking of their narrative, in a world full of mobile wallets, JazzCash is trying to stand out, playing ball with the big boys like Ufone, Zong, and Telenor. It’s like they’re saying, Hey, we can all coexist and make lives easier. Never have I ever seen such a great initiative by a brand that already has grand brand positioning, a brand not just flexing on others but giving a nod to the competition. Kudos to them for the refreshing vibe.

Top 5 AI and Brand Collaborations We Loved

Hamna Farrukh
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Top 5 AI and Brand Collaborations We Loved

2023 was the year of change and innovation in the world of marketing and advertising. AI took over quickly, and before we could comprehend what had happened, it had swiftly made its way into our daily lives.

Brands all over the world started jumping on the bandwagon; some incorporated AI in their day-to-day functions, while others invested in full-blown campaigns designed by AI. The common sentiment in the industry was far from what people thought it would be. Instead of dismissing AI (considering in the past how certain groups have been vocal about the technology being dangerous and how it will eat up jobs), the industry welcomed and embraced it wholeheartedly.

Here are our top 5 picks where brands used AI for better and improved operations or applied the technology in the production of a kick-ass advertising/marketing campaign.

1. Nike Ad Ft. Serena Williams

Nike - Never Done Evolving Feat Serena (Case Study) | 2022 Campaign - YouTube

Nike used artificial intelligence to develop an advertising campaign with Serena Williams titled “Never Done Evolving.” Nike and AKQA created an AI-generated match between Serena’s earlier self, particularly her maiden Grand Slam in 1999, and a more experienced version of herself from the 2017 Australian Open.

By analyzing historical footage, machine learning was able to recreate each era’s playing style in terms of agility, reaction time, shot selection, decision-making, and recovery. The astonishing outcome was a total of 130,000 games and 5,000 matches between the two Serenas.

Nike in honor of its 50-year milestone, aimed to highlight the strength and development of Serena’s game.

2. Heinz AI Ketchup 

Heinz A.I. Ketchup | Just like humans, A.I. prefers Heinz

Which brand comes to your mind when you think of Ketchup? Maybe not Heinz for a Pakistani, but for people around the world, Heinz is the face of Ketchup, and the brand proved it with a genius idea that they came up with in collaboration with Rethink Ideas.

The campaign’s discovery that ketchup-themed prompts always resulted in pictures that resembled Heinz bottles. The results were similar even in made-up settings, and it was mind-blowing, to say the least. The idea was inspired by DALL-E 2, an artificial intelligence image generator.

Advertisers and social media users alike were entranced by the ketchup-themed images that developed when people contributed their own AI commands.

3. BMW Ad Campaign Using Generative AI

BMW projects AI-generated art onto car for advertising campaign

Goodby, Silverstein & Partners was an advertising agency that BMW partnered with to continue the trend of featuring artwork on their vehicle models. In 2021, they collaborated on a new ad for the 8 Series Gran Coupé that included art developed by artificial intelligence projected onto the automobiles.

The goal of promoting high-end automobiles is to make an emotional connection with potential buyers so that they would choose to purchase their product over a similarly equipped but less expensive alternative.

4. JP Morgan Chase & Co AI Implementation 

JPMorgan Chase Develops 'Early Warning System'

In comparison to other companies, JP Morgan was one of the first to take advantage of AI. Chase began using Persado in 2016, and in 2019, the company negotiated a five-year agreement with them.

Over this period, they saw a 450% spike in clicks after using Persado’s generative AI to produce their ad content.

They rewrote previous marketing content using the technology to make it more engaging for consumers. “It rewrote copy and headlines that a marketer, using subjective judgment and their experience—likely wouldn’t have,” stated Kristin Lemkau, Chief Marketing Officer of JPMorgan, while discussing the advantages of AI for the organization.

5. Nutella Using AI for Packaging 

AI case study: Nutella create unique product designs - at scale

Nutella attempted to make its packaging unique in order to increase product desirability and brand buzz. Ogilvy Italia, a branding firm, was selected for this groundbreaking project. Earlier this year, Nutella decided that they wanted to spice up their container label designs. They ran a campaign in February that resulted in 7 million customized Nutella jars, and they sold every single one.

The labels showcased an array of abstract shapes, polka dots, and zigzags. They used a single algorithm to design these “Nutella Unica” containers.

Although hundreds of brands incorporated AI these were the top 5 brand and AI collaborations we really enjoyed. Tell us your favorites in the comment section below.

Pantone’s Color of the Year 2024 is “Peach Fuzz”

Hamna Farrukh
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Pantone’s Color of the Year 2024 is “Peach Fuzz”

Let’s be real; as Pakistanis, most of us didn’t even know there existed a color called “Peach Fuzz,” named the color of the year by Pantone.

Last week, Peach Fuzz was selected as the color of the year by Pantone for the year 2024. A press statement issued by the company defined the color as “gentle,” “velvety,” “contemporary,” and “nurturing.”

Compared to last year’s selection, a vibrant pink-red hue named “Viva Magenta,” Peach Fuzz appears more subtle.

The color was chosen by human trend prognosticators, who travel the world to observe fashion and design and make additional predictions about what will happen. Peach Fuzz is the 25th iteration of the program. We can’t wait to see how brands all over the world adapt it to their ad campaigns and product lines. The company elaborates on thoroughly using the year’s color on the website, from where brands can easily pick information.

What is Pantone? 

Developed in the 1960s, Pantone’s color-matching technology uses a unique chip format to numerically and systematically classify colors. Pantone also oversees the Pantone Color Institute, an organization that studies color trends and chooses the official color of the year.

Embrace Compassion And Connection With Pantone's 2024 Color Of The Year: Peach Fuzz - Yanko Design

To determine which colors impact the world right now, a group of color specialists reviews various mediums. These include films, artwork, clothing, interior design, architecture, technology, and more annually. To foretell future trends, they use a variety of sources, including forecasting algorithms and color psychology research. After much deliberation, they settle on one color that sets the tone for the following year.

The question is, will Pakistani brands capitalize on it?

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