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Quality – What, How and Why

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Quality – What, How and Why

Backlog Brilliance is a segment that takes you back in time—to the Synergyzer of Yesteryear. This particular piece is from 2004, the first issue of that year – written by Zafar Bashir.

Zafar Bashir, PRINCIPAL CONSULTANT – SIGMA SOLUTIONS –
Organisational Renaissance & Reinvigoration, elucidates the secrets to achieve the quality trick.

Manifestations of Quality (or lack thereof)!

Ever wondered why it is, that in the developed countries – Things function like clockwork? Why you can you can literally set your watch by the arrival/departure time of a public bus or tram? Or how, the pizza delivery service can promise delivery time and meet it or else deliver the pizza on the house? How a certain consumer brand tastes, smells, feels, functions and/or lasts exactly the same, no matter where it is made?

Closer home, a train arrival delayed by several hours is just taken in stride. A new product successfully launched will often lose its clientele shortly, either because the quality could not be sustained in the face of growing demand or because the entrepreneur feels it is time to cut back on quality & quantity and milk the customer goodwill!

Quality and Reliability are No Chance Happenings

While there is not much one can do if the entrepreneur consciously opts to play with quality for quick profits, there are practices that can help a business achieve and sustain quality if it earnestly strives for it.

Customer defines Aspects of Quality: Tangible or Intangible, Measurable or Unquantifiable

Customers will only pay you for the value you deliver. And you must know exactly what they value. While understanding customer needs and catering to them in a consistent fashion is tough enough for tangible products, and for quantifiable aspects of a service, it calls for true excellence where quality also depends on unquantifiable attributes of service.

Consider:
You order a medium-rare steak at your regular restaurant. From experience, you have clear expectations of the taste, tenderness, quantity etc. of the meat that you will be served and the time you have to wait.
The Chef knows from experience and businesses woke up to the realities of the New Economy, practice, the recipe and cooking time it takes and understood that without incorporating Quality in to make the ‘medium rare’ steak. But what about the Waiter’s service? You can tell when the service is professionally courteous, respectful, friendly and welcoming. Though these aspects of service cannot be measured, you will immediately feel unwelcome if the waiter acts in a terse and cold manner, or feel uncomfortable if he is even a trifle bit over-friendly!

Understanding all dimensions of the customers’ needs, wants, and preferences is the first step in achieving Quality. Oftentimes, the product design folks will come up with the ‘perfect offering’ that delivers real unmatched benefits
– without bothering to check if the customers also have any value for those real
benefits. The oft-quoted example of Ford Edsel – a perfect value-proposition car (fuel economy concept) launched a decade too soon (gasoline prices in the US had not come into reckoning yet) – is a case in point.
Once the customer needs and values are understood, the next step is relatively straightforward: build an offering – a product or service whose features meet and exceed your customer’s expectations.

Quality is Consistency!

The next challenge is to not only offer something that delights the customer but to keep offering it consistently. In most service offerings, for example, time is a common measure of Quality – the time it takes you to connect to the right person in a phone banking call centre, the time it takes you to get your insurance claim serviced, etc.

Businesses take pride in their ‘averages’:
“Our customers expect us to service their insurance claims in 10 days, and our average claim service time is 9 days!”

Great, but mind you, the individual customer does not experience the ‘average’ – it is only an internal statistic to (mistakenly) gloat over. Averages are deceptive. It is the variance and fluctuation in offerings that the individual customer experiences, not the overall average!

Quality is meeting the customers’ needs every single time.

The Quality Trick

The secret of the meticulous product/service reliability achieved by businesses in the developed economies lies in a process-oriented work ethic developed over decades, which is built on certain beliefs and practices:

• Quality parameters are set in the marketplace by the customers, not in the product design labs
• You cannot stay in business if you cheat your customers
• Quality and reliability are no chance happenings
• Quality does not entail additional cost; it, in fact, reduces costs of inefficiency and ineffectiveness
• Output Quality can only be achieved and maintained through managing the Quality of inputs (man, material, machinery, method) over time
• Building robust processes, testing them, adopting them and then following them religiously
• Cutting out non-value-adding process steps or product offerings
• Continuously and relentlessly pursuing process/product improvement possibilities

Implications for Us

In the current globalised business scenario, goods and services are sourced from wherever they can be produced economically and at consistent quality levels.

Most consumer products on US shelves today bear the ‘Made in China’ mark; many large MNCs have shifted their back-room operations such as payroll, customer call centers, software development, to India. This trend of boundary-less economies will gather momentum after the WTO regime sets in. It is time that our businesses woke up to the realities of the New Economy, and understood that without incorporating Quality in their products, services and work processes, it will be difficult to survive, let alone compete in business, both international and domestic.

Zafar Bashir 2004
Zafar Bashir 2004

Women’s Perspectives in the Workplace

Ramla Alvi
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Women’s Perspectives in the Workplace

Silence perpetuates harassment; speaking up empowers change. Your voice is the catalyst for a workplace where dignity, equality, and respect reign.

This article endeavours to enlighten readers with a thorough understanding of workplace harassment, covering everything from its definition of its categories, the significance and methods of reporting it, its effects on performance, and prevention. Whether you are an employer aiming for a safer workplace, an employee seeking clarity on your rights, or simply someone concerned about the issue, this article delves into the nuances of workplace harassment and suggests actions to counter it effectively.

Workplace harassment is a significant concern impacting the welfare and efficiency of employees worldwide. It’s essential to grasp the difference between workplace harassment and sexual harassment at the workplace, as each carries distinct consequences and legal contexts. Despite of the differences, both types of harassment share the ability to generate a hostile atmosphere at work.

Since workplace harassment and sexual harassment at the workplace are often confusing and can be difficult to distinguish, it is essential for organisations to adopt policies, conduct comprehensive trainings, and establish effective reporting models to address all forms of harassment adequately.

Workplace Harassment v/s Sexual Harassment at Workplace

Workplace harassment encompasses many unwanted actions and communications within the work environment. It includes various forms of misconduct that undermine a positive and respectful workplace atmosphere:

  • Verbal harassment pertains to spoken or written communication that is disrespectful, degrading, or menacing.
  • Physical harassment includes unwanted physical contact or intrusive behaviour, such as pushing, jostling, touching, or any actions that induce feelings of physical intimidation or insecurity.
  • Psychological harassment involves behaviours aimed at manipulating an individual’s emotional or mental health. This can include consistent criticism, isolation, emotional pressure, or threats to job stability.
  • Power harassment hinges on dynamics of authority, where individuals in positions of power misuse authority to intimidate, oppress, or exploit those lower in the hierarchy.
  • Cyberbullying is when someone harasses or intimidates coworkers through digital platforms like email, social media, or messaging apps.
  • Discrimination happens when employees are treated unfairly because of their gender, race, religion, or other protected characteristics. This mistreatment violates their rights and takes away their dignity at work.
  • Racial harassment is a specific form of discriminatory harassment targeting individuals based on their racial or ethnic identity. Examples of racial harassment include colleagues mocking another’s accent, making derogatory jokes about ethnic stereotypes, or directly using racial slurs.
  • In a world comprising various beliefs and practices, religious harassment occurs frequently. Pressuring someone to participate in religious (or non-religious) rituals against their beliefs also constitutes religious harassment.
  • This form of harassment centres on an individual’s physical or cognitive abilities. Those with disabilities, whether visible or invisible, faces heightened risks of encountering such prejudice.
  • Physical harassment, arguably the most overt form of workplace mistreatment, directly threatens an individual’s safety. Unlike other forms, which might be covert or subtle, physical harassment is openly confrontational.
  • Sexual Harassment in the workplace constitutes a distinct form of workplace mistreatment. It encompasses unwanted sexual advances, solicitations for sexual favours, or any verbal or physical behaviour of a sexual nature that disrupts an individual’s ability to perform their job or create an uncomfortable work environment. Examples of sexual harassment may include:
  • Unwelcome Advances: Persistent pursuit of romantic or sexual attention despite clear rejection.
  • Inappropriate Remarks: Making suggestive or explicit comments about an individual’s appearance, physique, or attire with sexual undertones.
  • Staring or Gazing: Continuously observing someone in a sexually suggestive or intimidating manner.
  • Sexual Humour or Allusions: Sharing jokes or remarks of a sexual nature that cause discomfort to others.
  • Unwanted Physical Contact: Touching, patting, or groping someone without their consent.

Why Should Workplace Harassment Be Reported?

Reporting workplace harassment is imperative for both individuals experiencing it and the overall organisation. Firstly, it ensures personal safety and mental wellbeing by addressing the severe emotional and psychological effects of harassment, such as anxiety and depression, asserting one’s rights, and seeking resolution.

Secondly, reporting establishes a record of incidents, which is crucial for documenting behaviour patterns and providing tangible evidence in subsequent investigations or legal actions. Moreover, reporting upholds legal rights, as many jurisdictions have laws protecting employees from workplace harassment. If the employer doesn’t handle the situation properly, victims have the right to speak up and can assert their legal rights.

Additionally, reporting can deter harassers by signalling that their behaviour is unacceptable and has consequences, fostering an environment where potential harassers think twice before misbehaving.
Addressing and reporting harassment promotes a positive work environment, fostering inclusivity, respect, and productivity. It encourages trust among team members and boosts morale, benefiting all employees.

Pakistani laws provide comprehensive protection for women against all forms of harassment, both in the workplace and public spaces, including online platforms.
Harassment of women is deemed a criminal offence under the Pakistan Penal Code. To prevent the misuse of authority, it’s crucial to assess the powers granted to supervisors by the management of an organisation.

These management teams must go beyond mere policies to create a supportive environment that upholds true equality.
>Those found aiding or facilitating harassment, whether directly or indirectly, may also face severe consequences under the Pakistan Penal Code 1860.

The following legislation governs the law of harassment in the country:

Section 509 of Pakistan Penal Code 1860:

  • If a person demands sexual favours and uses a verbal or non-verbal form of communication, causing any kind of annoyance, the person is liable to a punishment of three years or a fine or both.

Section 294 of Pakistan Penal Code 1860:

  • If a person uses any indecent or vulgar language in a public place with an intention to offend, he is liable to the punishment of three years along with fine.

According to Section-3 of the Protection against Harassment of Women at Workplace Act 2010, each organisation has to constitute an inquiry committee to inquire into complaints made regarding workplace harassment. The committee should comprise of three members. One member should be a woman.
>According to Section 2(H) of the Protection Against Harassment of Women at Workplace Act 2010, anyone making an unwelcome sexual advance, requests for sexual favors, or engaging in any verbal or physical conduct (falling within the category of workplace harassment) that causes interference with work performance or creates an intimidating, hostile, or offensive work environment for fellow co-workers can be liable to the aforementioned penalties.

Lastly, every reported instance of harassment contributes to societal change by challenging and reshaping norms and attitudes. Consistent reporting and action over time can lead to a society where workplace harassment becomes the exception rather than the norm.
>>In essence, reporting workplace harassment is an act of self-preservation and a crucial step in driving the organisational and societal change toward safer and more respectful workplaces.

Pitfalls to Avoid in Addressing Workplace Harassment

  • Don’t ignore the behaviour. If someone’s bothering you, it’s important to address it.
  • Make sure to write down what’s happening, like when it occurred and who else saw it. This can help if you need to report it later.
  • Try not to retaliate. It could make things worse and distract from the real problem.
  • Talk to someone you trust about what’s going on. Its important to have support.
  • Learn about your company’s rules on harassment so you know what to do.
  • Don’t isolate yourself. Reach out to friends or colleagues for help.
  • Save any messages or emails that show the harassment.
  • If the problem persists, consider seeking advice from a lawyer or counsellor who knows about this stuff.
  • Be honest when you report the harassment. Exaggerating could hurt your case.
  • Take care of yourself. Dealing with harassment can be tough, so make sure to take breaks and do things that help you feel better.

Every voice matters in the fight against harassment. Let’s speak up, stand together, and create workplaces where everyone feels valued and safe.

Workplace harassment is a complex and pervasive issue that requires proactive efforts to prevent and address effectively. By understanding the various definitions and categories of harassment and implementing robust prevention strategies. Organisations can foster inclusive, respectful, and safe work environments for all employees. It’s crucial for employers and employees to work together to combat harassment and promote dignity, equality, and respect in the workplace. Additionally, it’s imperative for individuals to speak up against harassment, whether they are witnessing it or experiencing it themselves. Encouraging a culture of speaking up and reporting incidents of harassment is essential for creating accountability and ensuring that all voices are heard and respected in the workplace.

This article underscores that the awareness, guidance, prevention measures, and actions outlined herein apply universally to all genders. Everyone deserves a work environment free from harassment and discrimination. By promoting inclusivity and equality, we empower every member of the workforce to stand against harassment, fostering a culture where every voice is heard and respected.

Don’t let fear silence your voice!

Wellness in Agency-life: Fact or Fiction?

Muhammad Ali Khan
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Wellness in Agency-life: Fact or Fiction?

A heartfelt look at wellness in the advertising industry and why it matters.

Do agencies really prioritise the wellness of their employees? Entering the advertising industry as a young professional almost a decade ago, I was super excited at becoming part of a crowd that was supercharged with ideas, brimming with creativity and had demonstrated the power to build incredible campaigns that touch the hearts of millions. The thrill of working on a high-stakes campaign under tight deadlines and producing impactful work was all too exciting for me. Nothing else mattered – it was all about getting the job done, even if it meant going on for nights without proper sleep, or not eating enough, or effortlessly blocking out the office politics that never ceased to exist. It wasn’t uncommon to come home to a family who complained about not having any work-life balance – to be honest, it didn’t really matter at the time.

At the same time, I was often surprised at how some of my colleagues almost always seemed burnt out, exhausted and frustrated with their working situation. Almost everyone had the same thing to say – expectations are high, time is short and the payout is little – while the fear of underperforming and meeting even unreasonable timelines has them working beyond their capabilities. Eventually, I started hearing stories of workplaces having unspoken expectations from their people to stay back late regularly, and how they had left certain agencies because they couldn’t handle the pressure and culture anymore.

It made me wonder – if it’s all about work, work, and more work, why are the very people who were so excited to join these big agencies now leaving because the same level of work is expected of them? Beneath the glossy exterior of the working culture in advertising agencies, a challenging question arises: do agencies genuinely prioritise the wellness of their employees, or is it merely a façade?

The Reality of Agency Life

Agency life is synonymous with high-pressure environments, long hours, and relentless client demands. Creative professionals, account managers, and especially design teams are often pushed to their limits, navigating tight deadlines and juggling multiple projects simultaneously. This fast-paced lifestyle may fuel innovation, but it also comes at a cost – employee wellness.

Burnout, anxiety, and physical exhaustion are common in agencies, with many employees silently struggling to meet expectations at the expense of their personal health. A study published in the International Journal of Environmental Research and Public Health highlighted that employees experiencing higher levels of burnout are significantly more likely to face various physical health problems, particularly in high-pressure industries such as advertising.

Despite these challenges, agency leaders often emphasise their commitment to fostering a “work-life balance” or creating a “people-first culture.” But how much of this is true, and how much is simply lip service?

Wellness Programs: Just some Buzzwords?

Over the past few years, several agencies have introduced wellness initiatives aimed at improving employee morale and reducing burnout. From online wellness platform subscriptions to gym memberships and occasional meditation sessions – agencies have taken some commendable steps in the right direction, but many employees still feel they don’t address the root cause of wellness issues within agencies. For instance, organising sports events or away-days may help relieve stress temporarily, but it doesn’t tackle the chronic issue of unrealistic workloads or insufficient staffing. Similarly, while talking about work-life balance is seen as progressive in agencies, these talks lose significance when employees feel they can’t take a day off without being judged or falling behind on deliverables.

Wellness in Agency Life
Wellness in Agency Life

The Disconnect Between Policy and Practice

The disconnect between agency leadership and employees often lies in the execution of wellness policies. While leaders may believe they are creating a positive work environment, employees on the ground frequently experience a different reality. For example, some agencies promote flexible work hours but maintain an unspoken expectation that employees must be available around the clock. Others encourage open communication about de-stressing but fail to provide tangible solutions, such as reduced workloads or additional support during peak periods.

Why Wellness Should Be a Priority

Prioritising employee wellness is not just a moral obligation – it is also a business imperative. Various studies conducted all over the world show that healthy, happy employees are more productive, creative, and engaged. On the other hand, a burnt-out workforce can lead to high turnover rates, decreased morale, and subpar work quality.

In an industry where the people are the product, agencies cannot afford to ignore wellness. Employee retention is critical in a competitive market where experienced talent is hard to find and even harder to keep.

What Needs to Change

To truly prioritise wellness, agencies need to go beyond superficial initiatives and address systemic issues. Here are some practical steps agencies can take:

  1. Realistic Workloads and Sufficient Staffing: Ensure teams are appropriately staffed, and workloads are manageable. Overburdened employees are less productive and more likely to experience burnout.
  2. Flexible Policies without Compromising Accountability: Flexibility should be genuine and supported by clear policies that protect employees’ right to disconnect after working hours.
  3. Mental Health Support: Offer access to therapy sessions and create an environment where seeking help is normalised.
  4. Talk to People: Speak with people, know their problems and even conduct anonymous employee surveys to identify pain points and areas for improvement in the culture.
  5. Taking Initiative: Leaders should model wellness by setting boundaries and demonstrating that taking time for personal health is not only acceptable but encouraged.
  6. Recognise and Appreciate People: Acknowledge employees’ hard work regularly to boost morale and reinforce a sense of value within the organization.

A Shared Responsibility

Wellness in agency life is not solely the responsibility of employers. Employees must also advocate for their own health by setting boundaries, communicating their needs, and seeking support when necessary. However, the onus ultimately lies on agencies to create an environment where such actions are possible and encouraged.

The answer to whether wellness in agency life is fact or fiction lies somewhere in between. While many agencies have taken steps to address wellness, there is still a long way to go in bridging the gap between intention and execution. Acknowledging the realities of agency life and making meaningful changes, can enable the creation of agency cultures where wellness is not just a buzzword but a reality.

At the end of the day, the true measure of wellness in agency life isn’t found in policy documents or marketing materials – it’s reflected in the health, happiness, and success of the people who power this relentlessly fast-paced industry.

Natalia’s Wellness Journey and Cultural Integration

Afifa Maniar
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Natalia’s Wellness Journey and Cultural Integration

A Ukrainian-born fitness enthusiast and international coach, Natalia has made a significant impact on the Pakistani wellness scene. In this exclusive interview, Natalia discusses her insights approaches, and practical advice on health.

Synergyzer: Can you briefly share your background, experiences, and what motivates you personally and professionally?

Natalia: I am a Ukrainian health and wellness coach with a Master’s degree in Ukrainian Language and Literature and a Bachelor’s in International Economics. I am also a certified sports teacher, choreographer, and fitness trainer with extensive industry experience. As an international CrossFit judge and athlete, I have officiated at competitions around the world and reached the quarterfinals of the 2023/2024 CrossFit Open. Additionally, I hold a certificate in criminology and am currently pursuing further studies in this field. Having worked in European gyms and now coaching in Pakistan, I am excited to bring my expertise to the South Asian market. My passion for fitness drives me to continuously expand my knowledge and help others achieve their goals.

Synergyzer: With a background in Ukrainian language and literature, what inspired your shift to a thriving career in health and wellness, and how has it shaped your approach?

Natalia: Sport has always been in my blood, even from a very young age. However, my parents didn’t view it as a viable profession and encouraged me to study Ukrainian language and literature instead. I worked in this field for a while, but my energetic nature couldn’t cope with the monotony of the work. It didn’t align with my parents’ expectations, so I returned to sport, focusing on developing myself in this direction. Now, I know exactly what I want to do for the rest of my life.

Synergyzer: How do you see the wellness and fitness landscape in Pakistan compared to Ukraine or worldwide? What are the main differences in consumer attitudes, goals, and marketing trends?

Natalia: The wellness and fitness landscape in Pakistan differs significantly from that of Ukraine and Europe. In Europe, people prioritise long-term health and active lifestyles, while in Pakistan, the focus tends to be short-term, centred on weight loss or aesthetics. Europeans measure success through sustained activity and overall wellbeing, whereas Pakistanis emphasise centimetres and kilograms.

As a coach, I find it challenging to communicate the importance of functional training, which mimics daily movements, over purely aesthetic goals. Clients are often sceptical of new methods and equipment, making it difficult to introduce innovative approaches. CrossFit, which is popular globally, has struggled to gain traction here. While I advocate for prioritising health improvement over aesthetics, it remains an uphill battle in a market driven by quick fixes and traditional attitudes.

Natalia
Natalia

Synergyzer: What’s the difference between wellness and wellbeing, and how do brands target both to attract health-conscious consumers?

Natalia: Wellness focuses on physical, mental, and emotional health through activities like nutrition and exercise, while wellbeing includes broader aspects like social connections and happiness. Brands target both by promoting physical benefits along with emotional and social advantages. For example, a fitness brand can highlight mental health benefits and community, appealing to health-conscious consumers seeking comprehensive solutions.

Synergyzer: Do you think brands set unrealistic beauty and fitness goals?

Natalia: Many self-care, beauty, and fitness brands promote unrealistic goals, leading to low self-esteem and feelings of inadequacy. As a professional, I advocate for realistic sustainable habits that encourage self-acceptance, body positivity, and overall wellbeing. Educating clients on achievable goals tailored to their needs is key, alongside a rounded focus on physical, mental, and emotional health. Promoting diversity and inclusivity in marketing challenges harmful beauty standards. By fostering positive body image and self-compassion, professionals can help clients build healthier habits and support long-term happiness, rather than chasing unattainable ideals.

Synergyzer: In today’s fast-paced corporate culture, what advice do you have for maintaining mind and body wellness?

Natalia: For busy professionals, maintaining mind and body wellness involves prioritising healthy habits such as packing nutritious snacks, taking short walks during breaks, and engaging in physical activities on weekends or through corporate wellness programs. Practicing mindfulness, setting boundaries, ensuring quality sleep, taking regular breaks, connecting with others, and following a balanced diets are also essential to prevent burnout and support overall wellbeing. By prioritising self-care and taking proactive steps, you can thrive both personally and professionally.

Synergyzer: What are some common misconceptions about wearable tech’s impact on personal health?

Natalia: I have a positive outlook on wearable tech in wellness, as it offers valuable insights and helps monitor health status, training intensity, and nutrition. Despite misconceptions, current research shows no significant negative impact on health. Its benefits include injury prevention and disease management. Wearable tech is likely to evolve further, integrating with other health platforms to provide a comprehensive view of overall health and fitness.

Synergyzer: Where do you see the intersection of wellness, fitness, and digital engagement in the future?

Natalia:  The intersection of wellness, fitness, and digital engagement will grow as technology, wearables, and online platforms provide tools to track and improve health. Virtual wellness platforms will offer personalised plans and resources, while fitness apps, virtual classes, and gamified challenges will motivate users through real-time feedback and progress tracking. The future will blend technology with human interaction to create personalised, engaging wellness experiences.

Synergyzer: Do you have a hidden talent or passion outside of fitness and wellness that most people don’t know about?

Natalia: I’m not one to talk about myself, but recently, Pakistan has discovered a hidden talent of mine acting. I’ve been invited to take part in various commercials and projects that require acting skills. While I don’t consider myself a talented actor, it’s been an interesting experience and a new direction for my personal development.

Synergyzer: What advice would you give readers about embracing different types of wellness in their daily lives?

Natalia: Embracing wellness requires a comprehensive approach. Regular exercise, a balanced diet, mental wellness practices, adequate sleep, and engaging in joyful activities can improve overall health. Remember, everyone is unique, so find the approach that works best for you.

Overused Excuses – Muzz #NiyyatSaafHai

Ayesha Anjum
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Overused Excuses – Muzz #NiyyatSaafHai

Who hasn’t heard of Muzz, the halal matrimonial app? They’re everywhere. Their billboards, plastered across the country; hilarious and downright savage. You can’t drive down Karachi’s pothole-ridden roads without one of them staring you down, silently judging your life choices. It’s like they know. The pressure builds. And before you know it, you’re downloading the app, questioning if your mother really is your only hope.

That’s the magic of Muzz. Their campaigns don’t just sell you an app—they force you to confront your deepest fears, roast you and then, just when you’re teetering on the edge of an existential crisis, they offer you a dream in the form of the perfect significant other.

Kia Niyyat Saaf hai?

Muzz’s latest campaign, #NiyyatSaafHai, takes a sharp, unflinching look at one of the most frustrating realities of Pakistani relationships, tackling the most overused excuses in relationships or situantionships. It’s exaggerated, yes, but never to the point of losing its punch. The repetition of scenarios, the predictability of the excuses—everything is designed to hammer in the idea that this problem isn’t just yours. It’s every desi woman’s. And the way they keep circling back to the same dilemma? That’s no accident. The “Oh my God, so this happens to everyone” moment. The emotional rollercoaster women go through when they’ve invested years into something that was never going to materialise. The dreaded “Ghar walay nahi maanay gay” excuse? We’ve all heard it. Some of us have lived it. And now, Muzz is dragging it into the spotlight for everyone to see. The app takes on a huge societal issue—one we’re all too familiar with but slightly embarrassed to talk about. Because let’s be real, we’re usually on the receiving end of it. And what do you do when you get played that bad? Nothing. You cry about it alone in your bathroom, then pretend everything’s fine.

Almost Real…

The repetition of scenarios isn’t just for laughs—it’s calculated. Every time an excuse is thrown out, it gets more absurd and something we’ve all heard. Just say “I was never going to marry you” and go. This ad just doesn’t tell you the problem—it makes you feel it.

Visually, it is modern and sharp, but the real magic is in the acting. Every single person behaves normally—except the one dealing with the problem. They’re overreacting, spiralling—basically, embodying everything we’ve ever wanted to do but couldn’t because God forbid we make the society uncomfortable with our heartache.

But the real MVP is the one person who silently witnesses all three scenarios. She doesn’t say a word when the girls pour their hearts out, but her face says it all—The disappointment, the rage, the unbearable secondhand embarrassment and the painful understanding. Finally, she delivers metaphorical a sigh of relief—her significant other that she found on Muzz.

It’s witty, brutal, and makes a point without preaching. The message is clear: if someone isn’t serious, they’ll keep you waiting with excuses. And if they are? They’ll make it happen. So ladies, if he wanted to he would.

So Win. | Nike

Webdesk
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So Win. | Nike

Client: Nike
Agency: Wieden+Kennedy Portland
Production House: Wieden+Kennedy Portland
Director: Kim Gehrig
Narrator: Doechii
Featured Athletes: Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Jordan Chiles, Sabrina Ionescu
Awards: 2025 Super Clio Award for most creative Super Bowl commercial

“Data Bohhaaat Hai!” A Hit or a Miss?

Yousuf Yaseen
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“Data Bohhaaat Hai!” A Hit or a Miss?

Ufone’s launched “Data Bohhaaat Hai” ad featuring Babar Azam AGAIN! It seems like their marketing department has discovered the ‘secret’ success formula “Babar + Data = Profit.” It’s not exactly groundbreaking or out-of-the-box, but, if it’s working out for them, why change it? Their latest ad has all the ingredients for a viral hit: a beloved national icon – Babar Azam, a relatable scenario – losing your phone, and finally a catchy slogan, one that has worked for them before: “Data Bohhaaat Hai.”  Despite all these elements, in my opinion, the ad feels strangely hollow – a missed opportunity to truly connect with the Gen Z audience. Cashing Babar Azam’s popularity is a great idea as the ICC Men’s Champions Trophy is just days away but the ad, the concept just doesn’t seem to do much.
I think they could have done so much better than the “lost phone scenario.”

They’re trying to sell data, naturally, the slogan would consist of something with data, it’s catchy, I’ll give them that. You’ll remember it even if you wish it wouldn’t. Let’s be real, everyone in the world wants more data for less money- there’s no rocket science there.

But the visuals; they’re fast-paced, exhilarating and fun. Babar lost his phone, and it’s become a nationwide affair. But isn’t it a clichĂ© topic? How many ads have you seen where someone loses something and it becomes a huge drama? Marketers think we’re all going to fall apart if we’re disconnected for five minutes. Plus, the biggest problem: how is it related to cellular data?

Babar Azam, is a great man, an amazing cricketer but he really needs to work on his acting. I understand that acting is not his forté but if you’re doing an ad, it simply cannot be relied only on stardom. An advert needs to consist of acting, relatability, production quality and concept all in perfect harmony in order to be successful.
I guess, he makes it look like losing his phone is the worst thing that’s ever happened to him. But it feels a bit… much. Clearly, worse things can happen. Like, come on, you can probably get a new phone in, like, two seconds.

It just feels kind of predictable, almost feels like repurposing an old idea – but this time with the current hero of Pakistan. Is it suddenly supposed to be amazing? It’s not. Recycling an old idea isn’t the problem. The execution is.

The most captivating part is the visuals. Beautiful, aesthetically pleasing ads are an attention grabber but they will not create much of an impact. I chuckled a bit, but I don’t know if it was supposed to be funny, relatable or just cashing the hype of the ICC Men’s Champions Trophy by adding Babar Azam to it. It’s more like… “Oh, look, Babar lost his phone.” That’s the joke, I guess.

And the message is pretty simple: Ufone has data. Buy it. Because, you know, what if you lose your phone? You’ll need data to…find it?  How will you use the “Data Bohhaaat Hai” if your phone is lost? I don’t know. The logic is a bit fuzzy, but hey, it’s advertising.

So, is the ad good? It’s okay, not terrible, nothing great either. It’s just an ad with Babar Azam, a catchy slogan, sort of thrilling and quite vibrant. It gets you excited by watching everyone in the ad get excited. But it’s also kind of boring and predictable. It’s as if they didn’t try that hard. They just threw some stuff together and hoped it would work. And it kind of… did.

The campaign itself has a lot of potential and I think it’s doing its job. People are talking about it, certainly I am. The slogan is catchy. Babar’s involved. It’s probably boosting data sales. But creatively? It’s lacking. It’s the same old formula, just repackaged and re-released. This is not the worst ad on TV, but it’s not exactly inspiring either. It’s just… there. Existing. Like a slightly annoying notification, you can’t seem to dismiss. But it’s just my opinion on the ad. We’ve seen such amazing work by Ufone that it feels slightly underwhelming, the storyline not the visuals.
Long story short, it’s Ufone. They sell data. Babar loses his phone. You know the drill.

For Your Eyes Only

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For Your Eyes Only

Backlog Brilliance is a segment that takes you back in time – to the Synergyzer of Yesteryear. This poem written by Sirajuddin Aziz in Zurich, on October 15, 1995, was published in the first-ever Synergyzer in 2003.

Emotions put into words in a beautiful poem

Written by Sirajuddin Aziz in Zurich, October 15, 1995

Doe-shaped beautiful eyes
beckon me to Fathom
and explore the depths
of your beauteous spirit.

My heart yearns again
the beauteous glimmer
of your bold mysterious eyes
That adorn your blazing face.

Your laden intoxicated eyes
unleash a Niagara of passion
oblivious to yourself they break
your obstinate silence.

O’l blue eyes, or their like
may provoke others wild
consumed I am, by those
beautiful black eyes.

Your eyes are brimming
with a divine wine
A mere filled glance
sends me a trance.

Your lustrous seductive eyes
are like flaming rubies
so beautifully studded
on your beauteous blazing face.

Those who catch a glimpse
of the glimmer and gleam
cannot escape the fatal wrath
of these bewitching eyes.

I steal glimpses
through the veil
of those radiant eyes
so full of grace and virtue.

The fire in your eyes
illuminates the dark corners
of my lonely heart
so fill me with enchanting glances.

Your eyes loudly proclaim
the pain, anguish and curse
of a lonely caged bird, living
humbly, in submission to tradition.

Your eyes radiate rebellion
they converse and coax
A frenzied uprising
of the wounded heart.

Your eyes betray
fidelity to him
though bound you are
by custom, norm and mores.

Your eyes pierce my heart
through the dishevelled locks.
Craving for eternal freedom
from the fetters of the rival.

On a snow-white face
your eyes wildly blaze
glistening the dew like tears
that often quit your eyes.

The mysterious glances
incarnate within me
the yearn, urge and desire
to seek new lease of life.

Your volcanic eyes
erupt with love
to ease the ache
of my smouldering heart.

Grieved I am deeply, unable to
quell the rage, or quench the thirst
to own, possess and captivate
those beautiful black eyes.

Silent Eyes

How Well Do You Manage Yourself?

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How Well Do You Manage Yourself?

Backlog Brilliance is a segment that takes you back in time—to the Synergyzer of Yesteryear. This quiz is from the first Synergyzer, published in 2003.

How you manage your time says a lot about your personality. Find out which personality best describes you through this quiz.

Go through the questions and choose the option for you! 

A) Your friend comes for a visit and you serve coffee.
When he/she is finished with his/her cup, he/she sets it on the coffee table.
What do you do?
1. Immediately whisk the cup to the kitchen, wash, dry, and put it away.
2. Wait until he/she leaves, then take the cup to the kitchen, wash, dry and put it away.
3. Take it to the sink on one of your passes through the living room and put it with the other dishes to be washed later.
4. Not notice it again until someone points out to you that the cup has been lying there for ages.

B) If you were to go to your closet right now, you will find:
1. All of the clothes hung in categories of style and then subdivided into subcategories of colour.
2. All of the clothes hung neatly from longer to shorter.
3. Most of the clothes on hangers and closet hooks are hung with no concept of order.
4. Half of the clothes are hung and half are thrown on the chair and floor.

C) When someone is late, it:
1. Drives you crazy and puts you in a bad mood.
2. Drives you crazy but you quickly get over it?
3. Bothers you but you find other things to do while you wait?
4. Never notice when others are late because you’re always later.

D) When you make plans to go someplace new, you:
1. Carefully map out your route ahead of time and make an emergency plan should the original map be lost.
2. Write the information down and look at it before you begin.
3. Try to do things from memory and, if you find yourself lost, finally resort to looking at directions.
4. Scribble directions on an empty gum wrapper or other scrap and forget them at home.

E) When it comes to making lists, you:
1. Have multiple lists going at any given time and feel a compulsion to get every single thing on them done?
2. Write a daily “to-do list” and become annoyed when plans are changed.
3. Write things down on anything you can find including your hand?
4. Never write anything down.

Score:

If you got all or mostly 1’s, you are Type A Compulsive.
If you got all or mostly 2’s, you are Type A Casual.
If you got all or mostly 3’s, you are Type B Motivated.
If you got all or mostly 4’s, you are Type B Messy.

Let’s talk about personalities!

If you are a:
Type A Compulsive: You clean the house before anyone even eats in the morning. You have the compulsion to keep things very clean all the time.
Moreover, you are NEVER late for anything unless there is an extreme emergency.
Type A Casual: You usually tend to take things casually. If you have set your mind onto something and for some reason don’t find time to complete it, you lose interest in it after a while. You are determined but with time other things become more important. You buy stuff, try to fit them in your surroundings but put them away when you realize there isn’t any space for them and over time you lose interest in them and ultimately other things become more important to you.
Type B Motivated: You get frustrated because you could not get to your appointments on time know matter how hard you tried? You are always late because a friend stopped by to chat. (A chat with a friend is usually more important to the Type B person) Did you get to some appointments on time, but found you had left the slip with all the much-needed info on it, on the counter by the phone that you stopped to answer on your way out? Are you continuously making lists, only to lose them? Do you make wholehearted efforts to get things accomplished, but don’t because of numerous distractions? I think you might just be a Type B motivated!
Type B Messy: Type B messies would usually love to be more organized, but just haven’t found how to manage it. They are good in believing that people are often more important to them than cleaning, but they usually secretly wish that their lives were more in control. These people have homes that look like hurricanes have just blown through. If they have children, their clothes don’t need to match. The kids just need to be dressed. They are however very loyal friends.

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