Page 9 – Synergyzer

Manto: Making Shalwar Kameez Cool Again

Ayesha Anjum

-

December 9, 2024

Manto is a brand in Pakistan that has woven words and interworked poetic threads into these glorious pieces of clothing. Join us for an exclusive interview with Salman Parekh the creator of Manto.

Synergyzer: Manto was established in 2019, and it’s become extremely popular in Pakistan and internationally. How did a YouTuber delve into clothing?

Salman Parekh: I enjoy storytelling and I enjoy finding things that people may be excited about. And during my time studying in the UK, I became quite fond of wearing kurta shalwar, whenever I would wear my Pakistani attire, I would always get a positive reaction and that I feel like really pushed me to create Manto, I think it had been bubbling inside of me and I threw out all this creative vomit that I had in myself, and the brand was born. I built Manto with one design in 4 colours. After a few days of the release, all of a sudden it just started spreading out. I would run to my mother every 30 minutes screaming, “I don’t know what’s happening!” We kept getting more and more orders. Allah has been extremely kind to us. I don’t know what it was that just made us go big, maybe people required basics, and that’s what we had focussed on initially.

Synergyzer: What marketing strategies have you applied to your brand and how have they helped you?

Salman Parekh: Being famous and putting up a ‘wow’ advertisement is not enough! There are myriads of brands in Pakistan right now, you can’t just have people that are famous and believe that this is going to make my brand stand out. Now people have a choice and they understand way more than the people before our time. So, the only way to thrive and survive is to be someone that people choose, rather than the only option that they get. The art, the media, and the exposure to different social cultures have an impact on how we think. We still haven’t yet dabbled into billboards or TV, but soon enough. Often startups, think after they’ve built their brand, that’s when they’ll begin their ‘marketing’.

At what point does the marketing begin? It starts when you decide to create a product, it establishes when you set the quality for the product, design the packaging or set the policies, when the values are set. What will be the words the customers hear, once they enter the store? All of this is marketing. Marketing isn’t just advertising, for us, the most important thing is to build a relationship with our customers, I want to build a strong, trustworthy strength-based relationship rather than extensively on big adverts but not have a bond with my customers. We wanted our customers to love it so much that they would spread the word. And that’s exactly what they did, they told their friends, who told their families, and there is nothing to this date, that we could have done, that word of mouth did for us, it put us out there, made us sell out again and again. Word of mouth, the love and support of people, is what has worked the best from day one, it’s still the most powerful one and the credit goes to our customers. But other than that, we started doing Facebook ads to amplify the pre-existing sales as it was 3 years after our existence.

Synergyzer: Describe your brand personality, value and vision.

Salman Parekh: My vision for Manto has always been to make a label that isn’t a big brand that makes people feel small, but a small brand that makes people feel big. The other thing I’ve always had in my mind is that this label, the clothing, the duppatas, or whatever we plan to sell, it’s not the story that I want to tell matters, it’s the story that gets heard and I give that to my customers. It’s just a piece of clothing. It’s just another scarf until you put it on until the person puts it on and does what they do with it, only then is it complete. Manto’s name changed 3 days before the launch, it was supposed to be called ‘Rung’, we had just made the gol-galla kurtas, I called them ‘Manto Kurtas’ because any writer that I saw in South-East Asia would wear these collarless kurtas. The reason why we called it ‘Manto’ and not ‘Jaun’ was because the word, Manto means a piece of cloth in Persian and then we also resonate with Sadat Hassan Manto. It just felt right with Manto Sahab. He didn’t care and kept creating no matter what people said or thought about him and his work. Regardless of the ridicule, he kept producing his brilliant work. He was a giver but never a people pleaser and I feel like I resonated with him. My number one hope was to make kurta shalwar cool again. Manto is an accumulation, an amalgamation of small things coming together. It could be the colour, how it’s presented, who it is for.

Synergyzer: Did the Ichra incident affect your business?

Salman Parekh: Of course, the sales suffered and they still are to some extent. But the basic human need is survival and that is the most important thing for us and that’s what we want for our customers. We didn’t think twice and put a statement out, that they could come back and return their clothes if they don’t feel safe, that they shouldn’t wear them out due to the current climate of the country, because when you are in a relationship with someone you want the best for them, not just be selfish or greedy. Before this incident, we had more orders than we could keep up with and had expanded, so the incident hit us extremely hard. Even if there was no Urdu within Manto, it would still be Manto, the calligraphy has been helpful but Manto didn’t begin with Urdu and wouldn’t end without it.

We have to understand the culture, and the people, and are they still going to be scared sometimes? Yes. But there are still so many people throughout this time who have been super supportive, and who have kept wearing it. Maybe even more, choosing rebellion, trying to normalise it. Although it’s quite ironic, languages were created to reduce distances and increase understanding and tolerance. While we have suffered, we haven’t sunk.

Synergyzer: What do you think about inclusivity and how do you achieve that?

Salman Parekh: From day one, we’ve been super clear about who we want to cater to. We are not trying to be good to everybody, but rather great to somebody. We are trying to create belongingness, community and a brand that can enable some sort of culture and it’s about people who get it. We are very conscious of what we do, whether it be the climate impact we make, social or personal impact. We are living in a world where there are so many choices, there’s nothing that’s for everyone. Other than that, we are shipping internationally; UK, Middle East, and US, and the best part is you can return or exchange anything internationally as well.

Synergyzer: How do you see Pakistan’s fashion scene from a business point of view, in the future, especially the next 10 years?

Salman Parekh: Super exciting! People have so many possibilities now, which is enabling them to create more as well. Every other person can go and make their mark. As long as it does not make us more materialistic. As long as sustainability, and profitability can be maintained, go forth and create! I especially love what ‘Rastah’ is doing.

Synergyzer: How are you dealing with going from a local e-commerce business to now an international business with physical stores?

Salman Parekh: Each day, the level of difficulty just keeps increasing. But this is what we signed up for. As a person, I still feel like I am the same, with the same choices I had. But in the process, we have grown and matured and we have been shaken to the core with issues. It’s difficult and sometimes you hate being in a position where you can’t just get up and leave. But I do not measure success just quantitatively alone; I measure it qualitatively as well and so each time I gather up the courage to do more, and better and this is why it’s a journey, it always will be, there’s no destination.

Synergyzer: Your brand has revived Urdu literature in this modern world, was that your intention?

Salman Parekh: We wanted to redefine cool. Unfortunately, cool was considered as people who didn’t do anything, were smoking, played video games and were nonchalant, but not for me, it was getting up in the morning, contributing to the world, doing something extraordinary in their ordinary lives, and working hard. I did my Master’s in the UK, and I was so proud of my culture, I would wear shalwar kameez to my classes, and I just wanted to do something for my culture, my heritage and my language.

Synergyzer: How do you stay agile and adapt to changes in the market and consumer behaviour?

Salman Parekh: Learn, learn, learn.

Synergyzer: What role does market research play in its design and marketing processes?

Salman Parekh: There are two rules, sometimes just simply learning how to do things better, taking feedback, understanding the problems or what is appreciated and working on our brand from there. In terms of research, that’s super important, but also, I wonder, did Graham Bell ask people If they needed a telephone before he invented it? Henry Ford, for example, mentioned once that if he had asked people what they wanted, they would’ve said faster horses instead of cars. Yes, we create for the people but at the same time, we listen to our gut and be as creative as we feel like without the pressure.

Lab Test – Mobilink Bank: The Invisible Heirs

Webdesk

-

December 6, 2024

0

Lab Test – Mobilink Bank: The Invisible Heirs

Ahmed Zawar

Associate Director – Pakistan Repertoire
Sony Music Entertainment

It’s one of the best Pakistani ads I’ve seen in recent times. The product itself is deeply rooted in strong insights and a significant social truth. The creative approach used to reflect this in the ad is nothing short of brilliant. There’s no doubt that, when it comes to matters of inheritance, women are often treated as if they don’t even exist.

This is brilliantly portrayed throughout the ad in multiple ways. I particularly liked the scene where a woman’s signature keeps disappearing – hats off to the creative team behind it. What I also appreciated was the depiction of various social strata, which is again very true; when it comes to inheritance matters, it doesn’t matter which social class you belong to as long as you’re a woman, you are discriminated against. Overall, it is very well shot, and the song and music used add great value. Well done!

Lab Test - The Invisible Heirs — Lab Test – The Invisible Heirs

Zahid Qureshi

Creative Director
Soho Square

In today’s world, brand activism can be considered a valuable tool. As public sentiment becomes more vocal and visible, brands can leverage it to foster authentic connections with consumers—though there’s always a risk of backlash or polarisation. When executed correctly, however, it can enhance positive brand perception and provide companies with a competitive edge.

The Invisible Heirs tastefully encapsulates women’s feelings of being unseen, unheard, and ultimately excluded from inheritance. The narrative is strong and covers all the roles a woman plays in our society, highlighting how she is equally disregarded in each of them when it comes to inheritance.

The ad excels in its “product-problem connect,” introducing the brand’s solution at the perfect moment and reinforcing its relevance. Visually and aurally, the treatment is powerful, with the final narration delivering a message that resonates, further supported by an eye-opening statistic as proof of the issue. While it’s difficult to predict the ad’s long-term effectiveness, it is undoubtedly a thought-provoking and impactful piece.

Sabir Shah

Associate Creative Director
Synite Digital

As a creative in the industry, this ad makes me tear up with the joy, not just on the concept of the ad but on the hope that it gives to other creatives. There is hope of good ideas and concepts being up on the screens. The most genius thing about this ad, apart from its crucial insight and matter, is the creative hook.

Exposing the underbelly of our society in a creative way, truly highlighting not just the issue but through a visual execution that resonates with the locked away feeling of all female audiences around us, the feeling of being unseen and being easily overlooked when it comes to financial stature and rights of a woman, making it a norm. Adding more value to the whole equation was the sound design, composition and hard-hitting lyrics. This ad is definitely going to be a reference point for many to come and kudos to the brand as it brings the focus on topics that really need to be highlighted and talked about. Hope to see more brands being bold and more creatives using the power of their mind to bring about a definite and positive change in the industry as well as society.

Osama Sarwar

Head of Marketing
Bachaa Party

The ad is really a film, an ad film with a purpose! Some brands really had to work on the insight, an insight that unfortunately limits the freedom of women. The product is simple, a calculator that has been programmed with percentages and ratios, but the ad does more than justice to it, that’s what advertising is supposed to do anyway – tell a story in a way people haven’t seen it before, make it thought-provoking and direct the audience to become potential customers.

The various roles of a woman have been portrayed and stylised to perfection, really intriguing the viewer to think what’s coming next? A simple product sold in a brilliant way. Kudos to the teams involved with this campaign.

Bon Appétit… or Not

Shireen Zaidi

-

December 3, 2024

0

Caught between culinary dreams and the reality of an empty fridge, our love-hate relationship with food mirrors life’s highs and lows, bringing both comfort and confusion to our daily existence.

Ever had a staring contest with an empty fridge? It’s the kind of showdown that makes Clint Eastwood movies look like child’s play. Your stomach growls, and you realise your options are as bleak as a Monday morning. You stand there, hoping that somehow, miraculously, a meal will materialise out of thin air. It never does.

Sometimes, when the world is quiet and my mind is a merry-go-round of thoughts, I wonder if one of my breakfast eggs has grown to become a renegade chicken, destined to lead a poultry rebellion against the status quo. Or are we all destined for a quick scramble? And who decided that eggs were a breakfast food and not a dinner staple? In another world, maybe the plot of 12 Angry Men is to decide the fate of our meals. “Is it toast or is it French toast?”

Food, much like us, has its own set of existential crises. Are we truly living our best life, or are we just a sack of meat destined to attend awkward social gatherings and get our ideas rejected by the client? At 3 a.m., you question everything. I know I do. Even my choice of bread – why do I particularly like multigrain when it tastes like cardboard? This particular loaf of bread, destined to be sliced, will it be a part of a sandwich or just toast?

We step outside, only to be judged by billboard models who look like they’ve never even heard of carbs. Nothing says, “Feel Good” like being shamed by a giant photo of someone who probably hasn’t eaten a slice of bread. The torture continues as you scroll to distract yourself, and every reel makes you crave and shame at the same time. Thanks, Instagram, for turning everyone into a chef and making the rest of us feel like our culinary skills peaked at boiling water.

From amma ke haath ka khana to that new sushi place in town, the relationship is toxic. It’s like dating someone who constantly lets you down but you keep coming back, hoping this time it’ll be different. Spoiler alert: it’s not.

Think about it: every holiday, every celebration, every gathering has food at its heart. It’s the Beyoncé of our events. A steaming pot of biryani or a perfectly grilled burger isn’t just about taste; it’s about the people we share it with and the moments we create around the table. Because let’s face it, nothing says “I love you” quite like your uncle who transformed into Gordon Ramsay over an undercooked chicken.

Ironically, in a world where food is central, it’s also the source of more stress than a last-minute presentation. We’re constantly told about what we should and shouldn’t eat, turning something as natural as eating into a source of guilt and confusion. One day, carbs are the villain; the next, it’s sugar. Then, out of the blue, Diet Coke becomes public enemy number one, leaving us wondering what’s actually in that “zero-calorie” soda. No wonder so many of us have a relationship with food that’s more complicated than a Hum TV love triangle.

Yet, in a world where trends change as fast as a client’s brief, food remains a steadfast anchor. Be it those golden arches or the simplicity of home-cooked meals, food offers a sense of comfort. But let’s be real – sometimes that comfort is less about nutrition and more about survival. It’s our go-to coping mechanism during those stress-filled hours. There’s something undeniably soothing about diving into our favourite dishes when the weight of the world feels heavy.

Food is the unsung hero and the misunderstood villain of our lives. It’s there for the highs and lows, like that friend who convinces you to do things you know you shouldn’t, but you do them anyway because, well, YOLO.

It’s a love-hate relationship, for sure. We’ve all been there, staring at our bloated bellies after a particularly epic meal, wondering if we’ll ever be able to move again. It has a way of making us feel like we’ve just committed a crime, even when all we did was enjoy a delicious meal. We swear we’ll be good tomorrow, but then someone mentions pizza, and suddenly, all our promises go out the window. It’s like trying to resist a puppy with big, sad eyes—you just can’t do it!

But hey, despite all its flaws, food’s also that ride-or-die friend you never knew you needed. It’s there to cheer you on during the good times and console you during the bad, to lift your spirits when you’re feeling low.

Our relationship with food is as diverse and complex as a season finale cliffhanger. It’s part of our culture, emotions, and choices. Food can be a source of joy and connection, bringing us together, but it can also be a battleground of guilt and conflict, like trying to enjoy a decadent dessert while your salad-obsessed friend gives you the side-eye.

So, the next time you’re locked in a death stare with your fridge or feeling judged by a gluten-free Instagram chef, remember this: food may be our greatest frenemy, but it’s also our most loyal companion. Whether it’s a slice of pizza after swearing off carbs or a midnight snack that could feed a small village, embrace the chaos. After all, life’s too short to count calories when you can count memories instead. And who knows? Maybe one day, that renegade chicken will lead you to culinary greatness – or at least to a decent omelette. Bon appétit, my fellow food warriors!

One day, carbs are the villain; the next, it’s sugar. Then, out of the blue, Diet Coke becomes public enemy number one, leaving us wondering what’s actually in that “zero-calorie” soda. No wonder so many of us have a relationship with food that’s more complicated than a Hum TV love triangle.

Lab Test – Telenor #Woohooo!

Webdesk

-

December 2, 2024

0

Shafiq Ul Hasan Siddiqui

Deputy Manager Communications
IRD Global

Sasti Masti Much! Boo-Hoo! Advertising is an art that allures the target audience into making impulsive decisions by smartly connecting the product or service’s DNA with the audience’s relevance. The message needs to be clear, crisp, and, again, relevant. Unfortunately, in Pakistan, most ads are created with ideas backed by either dance moves or unnecessarily emotional backgrounds. Telenor’s latest ad, ‘WooHoo,’ directed by Asad Ul Haq, follows this trend. The entire execution is very stylish and looks hugely inspired by Michael Jackson and Backstreet Boys videos.

The idea is vague, and the execution looks quite lame. Why? Well, finding the logic in this ad is a task. For instance, what is the ad trying to communicate?

A) Youngsters are so lost in their digital world that they forget everything about their surroundings.
B) Girls in Pakistan can just gate-crash any house, and after announcing ‘Koi Hai,’ they are free to roam in a haunted house?

I don’t want to even go on, as there is no closure to the ad. Telenor WooHoo? More like BooHoo.

Mohsin Qureshi

Senior Manager Production

Suno FM Radio Network

I recently had the pleasure of watching Telenor’s latest TVC ‘Telenor ho toh #Woohooo!’. The wonderful campaign captured the essence of joy and happiness associated with the Telenor brand. Posting beautiful videos and powerful music instantly captures viewers, creating a fun and friendly atmosphere.

Reviews about the reliability and uniqueness of Telenor services are simple but relevant. The ad achieved universal appeal by showing how different people connect and have fun. “#Wooohoo!” Its message is attractive and catchy, promoting good feelings with Telenor.

However, advertising content has its drawbacks. Images of young people participating in sports and activities have a dark, “evil” aesthetic that can have a negative impact on young people. These images can lead to a lack of admiration for less creative sports and raise concerns about young people’s practices.

Telenor, on the other hand, can use its platform to create inspiring and motivational content. Ads that explore creativity, innovation and social engagement not only increase visual appeal but also convey valuable messages to audiences. Encouraging young people to participate in production and support activities will have a great impact and support good business organizations.

Overall, “Telenor ho toh #Woohooo!” a successful collaboration and an entertaining campaign, focusing on motivation and good messaging can improve its impact and role in society.

Ad Mad Dude

If there was ever an embodiment of the famous saying سر نہ پیر this is it, right here, ladies and gentlemen. This is the pinnacle of brilliance (or lack thereof), showcasing the combined effort of the brightest minds from both the agency and the brand, regurgitating years of mediocrity to create this masterpiece. It will undoubtedly go down in history as the worst ‘Brand Positioning’ ever. This wouldn’t even pass as a low-budget product film, yet it’s being touted as a groundbreaking achievement with all the random LinkedIn drivel you can think of. But hey, let’s look on the bright side: this is the best-case study of how not to do brand positioning. Bravo, everyone!

Watch Here: https://www.youtube.com/watch?v=RK3H90mF25w

Zeeshan Rasheed

Design Director

Synergy Group

The concept build-up for the Telenor WooHoo commercial seemed really nice but fell short. Although unusual, as our advertising industry rarely ever experiments, especially with dark and an almost scary theme, where we explore a conglomerate of spooky yet scenic aesthetics. However, the story did feel predictable. The execution, the graphics, the direction did seem to be really cool, but the story? Any Bollywood fan can predict how the climax is supposed to play out, which made it slightly underwhelming.

The current influx of Philippine cinema, especially in the horror genre, is the best moment to tap into our commercials for a dynamic profile, they are on top of the game at the moment. The characters’ immersive experience while involved in Telenor FunBs seemed slightly exaggerated, I feel. Yet, Telenor made a brave decision to experiment and explore newer horizons for commercials in the Pakistani industry.

What Iconic Brands and Influencers Champion Pakistani Cuisine

Afifa Maniar

-

November 29, 2024

0

What Iconic Brands and Influencers Champion Pakistani Cuisine

Discover the vibrant flavours and rich culinary heritage of Pakistan, where every dish tells a story and every meal is a celebration of culture and community. Explore the intersection of tradition and innovation in Pakistani cuisine, and see how iconic brands and modern marketing are bringing these tastes to the world.

Indulge with us in a stroll through the bustling bazaars – our vibrant food streets, where sizzling kebabs and succulent tikka masala waft enticing aromas from stalls, tempting passersby with the promise of a flavourful bite. Savour the rich flavours of tender kebabs, marinated in a symphony of spices and yoghurt, sizzling on skewers, releasing a fragrant aroma that teases the senses. Savour the sounds of sizzling food, clinking pots, and lively chatter, creating a symphony of noise punctuated by the occasional call of a vendor extolling the virtues of their culinary creations. The air is electric with the energy of food lovers gathering to indulge in the rich flavours and warm hospitality that Pakistani cuisine is renowned for.

Revel in the creamy, slow-cooked delights of Nihari, a rich stew made with tender meat, fragrant spices, and velvety sauce, served with fluffy basmati rice or crispy naan. The flavours dance on your palate, a perfect harmony of spices, herbs, and meat. Delight in the crispy, golden samosas, filled with spiced potatoes, peas, and onions, served with a side of tangy chutney, exploding with flavour. Each bite is a masterclass in texture and taste.

Experience the comforting warmth of a steaming plate of Biryani, a fragrant mix of basmati rice, marinated meat or vegetables, and a hint of saffron, cardamom, and cinnamon. Each grain is a testament to the chef’s skill, a symphony of flavours and textures. Treat your taste buds to the rich, velvety smoothness of Kulfi, a traditional Pakistani ice cream infused with the sweetness of cardamom, saffron, and cream, a refreshing oasis in the desert of flavours.

As you take your first bite, the explosion of flavours on your palate is a revelation. Spices dance on your tongue, a perfect balance of heat and depth, while the tender meat and crispy textures melt in your mouth. The taste is both familiar and exotic, comforting and exciting, a true reflection, a testament to the country’s rich culinary heritage.

Welcome to the flavoursome world of Pakistani cuisine, and embark with us on this gastronomic odyssey as we delve into the rich culinary tapestry of Pakistan, a land where flavours reign supreme and food is the universal language of love. A culinary journey that whisks you away to the bustling streets of Lahore, the ancient bazaars of Peshawar, the stunning plateau of Balochistan, and the scenic valleys of the North.

In this intricate brocade of flavours, the rich legacy of Mughal and Persian cuisine blends seamlessly with the bold spices and herbs of the Indian subcontinent. Join us as we delve into the crispy, scrumptious, and tantalising world of Pakistani cuisine, where every flavour tells a story, every dish is a work of art, and every meal is a reason to celebrate; a culinary adventure that will leave you craving for more!

On this journey, you will explore how iconic brands like Shan and National Foods, alongside innovative digital platforms like Food Fusion, are championing traditional Pakistani cuisine both at home and abroad. Moreover, we present a comprehensive coverage of Pakistan’s culinary panorama, researching into the world of advertising and marketing that shapes our food choices. From the renowned spices that grace international cuisine to the trendy local eateries, we showcase the diverse facets of Pakistan’s food industry. Our feature stories uncover the secrets behind the success of top restaurants, the psychology of food marketing, and the impact of advertising on consumer preferences. We also highlight the innovative strategies of leading brands, the rise of eco-friendly food practices, and the allure of Pakistani cuisine that attracts food enthusiasts from around the world.

Pakistan’s cuisine is a rich blend of flavours and traditions, shaped by its history and cultural interactions. From the Indus Valley Civilisation to the influences of Persians, Arabs, Mughals, and British, each culture has added its own unique ingredients, techniques, and dishes, creating a distinct cuisine that’s a vibrant mix of bold flavours, aromas, and textures.

Our flavour profile is characterised by robust spices like coriander, cumin, and garam masala, with each dish weaving a narrative of the region’s influences. Traditional dishes like biryani, curry, and daal have fascinating origins, and spices play a crucial role in enhancing flavours and providing health benefits. Regional variations in Pakistani food reflect the country’s diverse cultural heritage, and religion has significantly influenced the cuisine, with Islamic dietary laws shaping food culture.

The Mughal Empire had a profound influence on Pakistani cuisine, introducing new ingredients, cooking techniques, and a love for meat dishes, particularly lamb and chicken. The Mughals’ expertise had a lasting impact, shaping iconic Pakistani dishes like Biryani, Nihari, and the beloved Seekh Kebabs, a dish that has captured the hearts and taste buds of foodies across the globe! Its origins can be traced back to the Turkish “Shish Kabab”. The flavours of Iran have left an indelible mark on Pakistan’s culinary canvas! The liberal use of saffron and pomegranate seeds in Iranian dishes has inspired similar flavours in Pakistani street food staples like Chapli Kabab and Aloo Chat. The northern regions have a Central Asian and Persian flair, while the coastal areas specialise in seafood dishes. Punjabi cuisine is renowned for its rich and hearty dishes, Sindhi cuisine for its distinct spice blends, and Pashtun cuisine for its meat-centric dishes. This regional variety reflects the country’s cultural and geographic diversity, offering a wide range of culinary experiences.

Furthermore, modernisation has resulted in fusion cuisine that blends traditional flavours with modern techniques and ingredients. This has led to the emergence of popular fusion styles like “Desi Chinese” and Pakistani fast food, which combines traditional dishes with modern twists, such as Biryani Burgers and Chicken Tikka Pizzas, in urban areas.

The food industry has evolved significantly with the rise of social media and influencer marketing. Food brands and restaurants are now collaborating with food influencers on Instagram. Partnering with influencers offers benefits like enhanced brand visibility and testing new concepts. Audiences are now increasingly interested in healthy eating and seek delicious recipes and dining experiences, making food a popular niche on social media.

In a flavourful fusion of marketing and cuisine, Shan Foods and GottaBe! Ethnic joined forces to bring the authentic taste of Pakistan to the UK. Shan Foods, a leading Pakistani culinary brand, launched a heartwarming campaign, #DifferentYetTogether, to celebrate the power of food in uniting people across cultures. Partnering with GottaBe!, the brand collaborated with nine influencers across the UK, Germany, and Australia to share personal stories of how food brought them closer to others from different backgrounds.

The campaign, which ran from December 2021 to May 2022, coincided with Ramadan and aimed to position Shan Foods as the top choice for consumers. The influencers’ emotional and intimate videos resonated with their audiences, garnering 154,422 views and over 9,000 likes. By sharing these authentic stories, Shan Foods successfully raised brand awareness and reinforced the message of unity and togetherness that food embodies.

“National Ka Pakistan” has been a game-changer for Pakistani cuisine, reviving interest in traditional dishes and introducing regional specialities to a wider audience. By showcasing the cultural significance of food in Pakistani culture, the show has inspired innovation and modern twists on classic recipes. But its impact doesn’t stop there – it has also helped establish Pakistani food as a distinct culinary identity on the global stage.

The show has encouraged Pakistani chefs and restaurateurs to share their cuisine with the world, and international food enthusiasts explore the unique flavours and ingredients of Pakistan. As a result, Pakistani restaurants and food businesses are sprouting up worldwide, dispelling misconceptions and stereotypes along the way. “National Ka Pakistan” has truly put Pakistani food on the map, and its influence is only continuing to grow.

In a refreshing move, 7Up Pakistan launched its “Mana lo food ka love” campaign, celebrating the joy of food and the brand’s perfect pairing with it. The catchy jingle and TV commercial showcased young people savouring fast food and 7Up, highlighting the brand’s appeal to the younger generation. By embracing the love for food and drink, 7Up Pakistan successfully connected with its audience, making the brand a staple in Pakistani households.

However, FMCG marketers in Pakistan face a number of challenges when targeting Generation Z, who are tech-savvy and prefer digital media. To effectively engage with this generation, FMCG marketers need to leverage social media platforms, influencers, and other digital channels. One successful example is PepsiCo, which has used digital media to connect with Generation Z consumers in Pakistan. By launching a digital campaign featuring influencers and celebrities, creating Pepsi-inspired music and films, and launching a digital rewards programme, PepsiCo has successfully created an emotional connection with Generation Z and driven brand loyalty.

Another example is Unilever Pakistan, which has used social media platforms to promote its various FMCG brands such as Lipton, Knorr, and Surf Excel. By collaborating with influencers and using gamification strategies, Unilever Pakistan has successfully engaged with Generation Z and increased brand awareness and sales.

Pakistan’s first Global Cuisine Show concluded in 2023, showcasing the country’s locally sourced food ingredients to international chefs and buyers. The event, part of the Trade Development Authority of Pakistan’s International Food and Agricultural Exhibition, featured chefs from 11 countries creating dishes using Pakistani ingredients like mangoes, honey, dates, and rice. The show aimed to enhance Pakistan’s exports and introduce global cuisine experts to the quality and potential of Pakistani ingredients. Chefs from Korea, France, and elsewhere praised the taste and quality of Pakistani ingredients, with some expressing interest in using them in their own countries. The event will become an annual fixture in Pakistan, with plans to take it to international platforms like GulFood and SIAL Food. This initiative aims to boost Pakistan’s economy by increasing exports and promoting its culinary offerings globally.

Additionally, in the world of Pakistani advertising, a refreshing trend is emerging. Brands are now opting for meaningful and insightful campaigns that truly resonate with their audiences. Take Shan Foods, for instance, whose “Jo bhi karo, karo Shan se” slogan celebrates the unsung heroes of Pakistani households – the homemakers. Tapal’s heartwarming “Tum, mein aur aik cup chai” series showcases the power of tea in bringing people together, while Vital Tea’s campaign inspires social change. But it’s Dastak Cooking Oil’s viral ad that really steals the show, poignantly highlighting the issue of food wastage and hunger. And finally, Soya Supreme’s “Thora Aur Khao” campaign is a breath of fresh air, encouraging us to embrace our love for food without guilt. These campaigns are a testament to the growing maturity of Pakistani advertising.

As Pakistan grapples with the challenges of climate change, environmental degradation, and social inequality, sustainability has become a critical imperative for the country’s future. Big businesses, in particular, have a vital role to play in driving sustainable practices that can help mitigate these issues. By adopting environmentally conscious and socially responsible practices, corporations can significantly reduce their carbon footprint, preserve natural resources, and promote eco-friendly technologies. This is not only essential for ensuring a livable future for generations to come but also crucial for the very survival of humanity, posterity, and ecosystems. And, as the trend goes, people, especially the youth, are increasingly supporting brands that prioritise sustainability and environmental stewardship. Even food brands are now jumping on the sustainability bandwagon, launching campaigns and initiatives that promote eco-friendly packaging, reduce food waste, and support sustainable agricultural practices. As consumers become more conscious of their environmental footprint, brands that prioritise sustainability are likely to gain a competitive edge, build brand loyalty, and contribute to a more sustainable future for all. By embracing sustainability, big businesses can not only mitigate environmental risks but also unlock new opportunities, drive innovation, and create long-term value for their shareholders.

In a heartwarming collaboration, Coca-Cola Pakistan & Afghanistan and Rizq, a local non-profit, are joining forces to combat Pakistan’s staggering food security crisis. With 80 million people estimated to go hungry, this partnership aims to distribute over three million meals to those in need, scaling their efforts to reach multiple cities and communities across the country. By leveraging Coca-Cola’s marketing expertise and Rizq’s grassroots execution, they’re making it easy for consumers to contribute through QR codes on billboards and bottles. Together, they’re working towards a hunger-free Pakistan, one meal at a time.

Nestlé Pakistan has embarked on a heartfelt journey to celebrate the power of good food with its “Achai Se Bana, Achai Ke Liay” campaign. This inspiring initiative highlights the company’s commitment to unlocking the goodness of food to enhance lives, today and for generations to come. With a wide range of nutritious and delicious products, Nestlé Pakistan is dedicated to bringing balance and taste to millions of people across various occasions and life stages. By emphasising the high quality of their products and their positive impact on consumers and the planet, Nestlé Pakistan is truly living up to its purpose of being “a force for good”. Through this campaign, the company is beautifully showcasing how goodness can ripple out and enrich lives, making it a shining example of corporate responsibility and sustainability.

National Foods Limited (NFL) has partnered with the World Wildlife Fund (WWF) in Pakistan to launch the “Lets Plant Our Future” campaign, aiming to reduce the carbon footprint, promote tree plantation, and support reforestation. The initiative includes planting thousands of mangrove saplings along Pakistan’s coastal areas and reducing paper usage in packaging by 25%, saving hundreds of trees. NFL, a pioneer in sustainability and community development, has also received the Gold LEED certification and licensed waste-management practices.

Shan Foods is spreading happiness beyond the kitchen! With their new tagline “Spread Happiness”, they’re committed to sharing joy with others. And they’re walking the talk! From feeding over 624,000 people in 2023 to promoting health and wellbeing, quality education, gender equality, clean water, and responsible consumption, Shan Foods is making a real difference. They’re empowering women, planting trees, and partnering with organisations to achieve sustainable development goals. Their efforts have earned them the 11th Annual Corporate Social Responsibility award! Shan Foods is proving that happiness is contagious, and they’re inviting everyone to join in!

And there you have it! Our culinary journey through the flavours of Pakistan has come to an end, but the feast doesn’t have to stop here! We’ve savoured the spices, devoured the drama, and indulged in the incredible stories behind Pakistan’s culinary scene. Now it’s your turn to join the party!

So, come on in, pull up a chair, and get ready to taste the magic of Pakistan! Let’s raise our forks and our cups of chai to the incredible cuisine that brings us all together. Cheers to the love affair we have with food, the flavours, the fun, and the fantastic people who make Pakistani food the ultimate delight! Pakistan, your taste buds are calling – let’s answer!

Bon appétit!

Beyond Traditional Media

Riffat Rashid

-

November 29, 2024

0

This piece discusses utilising organic content, user-generated media, influencer partnerships, and targeted social media ads to effectively engage audiences.

Food is personal. The lens with which modern audiences see food content then is that an emotional one. As a person scrolling on social media, you are not looking for a math equation to solve, you are looking for an escape. It can be argued that ordering food online is the new “retail therapy”. How are food brands leveraging this to inform their digital advertising strategies?

Here is how:

1- Organic Food Content

The popularity of reels, TikTok and different short-form video platforms has meant that food videos generally receive above-average engagement. From food brands investing in developing their own recipe videos to restaurants focusing on sharing “how things are made” content, organic content on social media is definitely serving as a major advertising pull for audiences. There has been a deliberate shift from relying on template-based posts – something you could outsource to a digital marketing agency and then forget about it to creating content that resonates with audiences more and directly borrows from the formats that are trending organically.

Some of the trends for food content seen recently are:

Snappy recipe videos that only mention the detailed recipes in the caption instead of it being described on the video. The content, as a result, looks more exciting with more time spent on showing the finished dish and how it is being consumed than on someone talking about it “step-by-step”.

For restaurants, content that shows their team participating in online skits or trending TikToks has been on the rise. It has also unveiled the different challenges that restaurants have to face in specific scenarios, for example, when customers come in with too many customisation requests, or when orders are cancelled last-minute. It has had the effect of bridging the gap between customers and food business owners and signified a shift from the “customer is always right” narrative.

Restaurants have also leveraged the appeal of recipe videos by filming their chefs make their bestsellers. While this content doesn’t carry a recipe, it has an indirect effect of creating more want for their products.

2- User-Generated Content

Social media platforms with their ever-changing algorithm and policies definitely reward formats and filming styles of general users over professional photographers or videographers (unless they also leverage narrative or storytelling techniques to make their work stand out).

Oftentimes, you would see this when a “home-style kitchen video” shot by a user gets more appreciation and engagement as compared to a recipe video shot with professional lighting, sets and by a trained videographer.

Food and beverage brands have recently tried to leverage this either by shifting their own styles of creating content or by collaborating with content creators who have built a portfolio of UGC (user-generated content).

The organic style of content creation also helps build trust with audiences when people can see that the setting being filmed is real and it is not being faked for a set. Viral content showing how professional photographers use mayo or tooth-paste when trying to photograph perishable food items like ice cream has also created distrust for professionally shot content.

When watching a user-generated content or a home style kitchen video, people are less likely to question if it is real and therefore, respond more enthusiastically as compared to watching a video which shows more finesse, enhanced colour or food that looks too perfect to be true.

User-generated content is definitely on the rise and will continue to stay popular for the new few years.

3- Influencer Partnerships

While influencers generally get a lot of flak, influencer partnerships continue to be lucrative for brands, especially when they are seeking exposure to targeted audiences, content that is already formatted to get engagement, and when they want to position their brand as a “lifestyle” habit that people can adopt.

For influencer partnerships to be effective, it is also important to liaison with accounts that firstly have a consistent organic engagement of their own (which shows community-building) and the niche of the influencer is aligned with that of the brand. For example, a cola brand might not benefit as much in partnering with a content creator that features healthy recipes and has spoken against consuming soft drinks in the past.

Since food brands consistently rely on influencer partnerships to advertise, it also makes sense to identify few influencer accounts that can create consistent content and goodwill for the brand and leverage them via long-term partnerships which can also allow for exclusivity as opposed to doing one campaign with 20 or more influencers that offer a short burst of talkability.

Micro-influencers, or influencers who have a following of 10,000 or fewer, are also being sought to create user-generated content for brands – a strategy that does work, especially when brands often lack the capability or don’t want to invest time in keeping up with trending social media platforms, Gen Z slang, or even foods that are currently going viral.

4- Social Media Ads

Social media ads are also a persistent way to can reach an audience. They are highly effective when food brands and restaurants have a clean website set up in place with an easy ordering process linked to the ads. Restaurants can target users based on location and preferences and can also retarget customers who have previously ordered from their website before.

Brands that are able to successfully leverage social media ads treat it differently from a TVC. Unlike a TVC, a social media ad is more effective when focused on one talking point of the product as opposed to carrying a full skit. Restaurants do this by highlighting one frame of their product that makes it look the most appetising. For example, pizza brands are usually seen advertising “cheese pulls” in their social media ads. A company that makes butter would use the social media ad butter being spread over bread to highlight texture.

It helps to focus on capturing one moment of the product well which can create the most want as opposed to boosting a three-minute company video that will often see its reach being clipped by having no organic traction.

With many brands investing heavily in digital formats and platforms, it is also important to note that following trends and keeping up with what’s popular can be lucrative as a strategy, but it also needs to be backed by your own unique brand voice. While influencer partnerships can be relied upon for creating talkability, having a strong social media presence with its own community on the brand’s pages is also essential, not optional.

Culinary Tourism: Showcasing Pakistan’s Food Destinations

Maha Hashmi

-

November 28, 2024

0

Culinary Tourism: Showcasing Pakistan’s Food Destinations

This article explores how food becomes a gateway to understanding and appreciating the country’s traditions, while also driving economic growth and cultural exchange on a global scale.

Pakistan’s tourism landscape is a rich tapestry threaded with the colours of its vast culinary progress. Culinary tourism, also defined as food tourism or gastronomy tourism, is the experience of exploring food as the purpose of tourism. Pakistan, a cultural and culinary melting point, offers a vast variety of cuisines, and thus, experiences, for food tourists. This is corroborated by an influx of tourists, bloggers, and explorers, all of whom find some aspect of what they come searching for in various parts of the country.

Whether it be hiking to the snowy peaks of K2 or Nanga Parbat, a blissful retreat to Murree or Fairy Meadows, or even if one finds themselves meandering southwards, through the cultural enigma of Punjab’s historical sights, down to the magnetic cosmopolitan attraction of Sindh’s various cities, the culinary experience is only a singular aspect of all the country has to offer. With a growing global emphasis on an appreciation of other cultures and their authenticity, it becomes more important than ever to harness this attention and direct it towards positive growth.

Yet, the culinary tourism that Pakistan offers is so unique, so central in its intention, yet so interwoven with culture, that tourists find themselves drawn time and time again to the experience. Pakistan’s social fabric, like a number of Asian countries, places a central focus on family, on upholding traditions, and of the collective as a whole.

This is reflected in the way we eat: with traditional restaurants and eateries maintaining their cultural means of production, recipes and ingredients, as well as a collective eating structure, and a sense of brotherhood that underlies the culinary exchange.

Food brands have taken notice of this demand, this need for not just food but an entire culinary experience, and like any demand function of the free market system: have responded with an increase in supply. There are a number of ways that food brands interact with culinary tourism.

There are two approaches to culinary tourism: that which takes place in the bustling metropolitan setting, of busy roads and the smell of development, cities folding unto themselves to make space for population, the smell of spices and hot oil, restaurateurs feeding thousands of mouths a day. On the other hand, culinary tourism looks like spots hidden away in nooks and crannies of icy rivers, mountains, and winding roads where nary a car can make its way. The cosmopolitan culinary landscape is fast-evolving, being able to attract hordes of its customers with singular events or attempts at exposure.

Concepts such as the food street of old Lahore have been brought to life through hashtags and influencer marketing.

Financial, practical, and logistical obstacles to engaging customers all diminish in the face of digital marketing. The media commercialisation of such events is also a result of digitisation: using influencers and celebrities to draw attendees to specific events or trends, and enabling tourists to connect with brands before physical contact is even initiated.

There is much progress to be made in the northern regions of Pakistan through leveraging such innovation as well. Talk of traditional marketing forms brings to mind print ads and billboards, flyers and magazines, but the difficult terrain and diluted population of the north makes such efforts comparatively ineffective.

However, harnessing digital platforms to appeal to the tourist consumer base would allow for an easier, more targeted, and more direct approach. Like all factors discussed above, an intersectional approach is required to truly harness the possible advantages.

There is a significant infrastructure and digital development journey to embark upon before both the physical and digital landscapes can truly be optimised to cater to the needs of the modern tourist, and to provide them what they come searching for.

Culinary tourism in Pakistan extends far beyond a simple international exchange of goods and services and shared experiences. Pakistan’s rich cultural landscape allows for inter-provincial and intracultural variance, often resulting in the largest impacts of tourism having an internal effect. From Karachi’s bustling street-life to the walled majesties of old Lahore, from nooks and crannies in Hunza and Skardu to the deserts of Sindh and Balochistan, each Pakistani citizen has a world of flavour that awaits them from within the borders of their own country.

In this newly digital age, food brands now have endless opportunities to leverage their unique identities on a global scale, integrating themselves into Pakistan’s macroeconomic and international goals. The culmination of this serves as a testament to the country’s capabilities within cultural traditions and norms that are often perceived as barriers to global success.

The success of culinary tourism cannot be solely attributed to the food industry, but to the cultural and traditional practices that make Pakistan’s culinary industry an experience that is more than a plate of food, more than a meal at a restaurant. Likewise, the development that this growing industry demands is not solely the responsibility of these eateries, but of the institutions and infrastructures that our country has grown to develop. In conclusion, the country owes itself a pat on the back, not only for the efforts of its tourism board, but for the recognition of social and cultural qualities- that culminate in its unique culinary experiences.

Events like Karachi Eat and Lahore Eat attract hundreds of thousands of visitors, exposing the target consumer base to a variety of smaller, niche food brands that would otherwise only exist on digital platforms. The digitisation of culinary tourism is a tool that allows for previously unprecedented returns on investment. Pakistani brands can utilise digital platforms to overcome resource scarcity and achieve new heights, all through a screen.

Packaging the Brand

Tyrone Tellis

-

November 26, 2024

0

Packaging in Pakistan’s FMCG sector is more than just aesthetics; it’s a crucial marketing tool that can significantly impact a product’s visibility and sales. From ensuring packaging stands out on crowded shelves to enhancing the overall brand experience, effective design requires meticulous attention to detail and a deep understanding of consumer psychology.

If you are a married man, you will have definitely experienced the meticulous care a woman takes to wrap a gift. She carefully selects the wrapping paper, the card, the ribbon and makes sure that the wrapping is done in as neat a way as possible. You do not have to be a contestant on Masterchef with the dread of dishing up your creation in front of Gordon Ramsay to know how important presentation is. Coming back to the house wife or wife as a hostess, she would rather die than serve up dinner to a guest(s) in a less than perfect casserole or dish. It would just be lazy and impolite and ultimately reflect badly on her.

That kind of attention to detail may seem present in our market for packaging of FMCG products or other products, but actually the brands and agencies working in this space are not in reality paying attention to effective details. My first practical exposure to the way packaging is done was back in 2002 when I interned at JWT and the account group I was part of, was servicing National Foods among other clients such as Rafhan Best Foods and Knorr. In the office, I watched as Atif Noman the Account Executive proofread and checked the designs for the National Foods masala packs. The design went through more than a few changes and alterations. At times, to me it seemed a sort of OCD. Would customers actually check the font and the wording and the colour gradient of the pack? At times, I think it was just time being expended.

My account director had thrown me in the deep end, just like Imran Khan giving both a young Wasim Akram and Waqar Younis a baptism of fire by asking them to bowl the opening overs in ODIs. After getting some clarification, I started off on my project. The stated objective was to check whether the client’s products such as Knorr cubes and noodles were getting places of prominence in stores. I had to visit a whole range of shops ranging from kiryana stores to Local Modern Trade and International Modern Trade. I was allotted two weeks to complete my survey and compile my findings. Like the knights of King Arthur seeking the Holy Grail, I set out on my quest.

Spending a good time in the market in various areas of the city such as Mehmoodabad, Nazimabad, Kharadar, Korangi, Shah Faisal, PECHS, Clifton, DHA, Federal B Area, I got an in-depth exposure to the ground realities. Visiting different stores showed me the attitude of the shopkeepers and their behaviours. It came as a surprise to me that due to the recently changed colours of the Knorr tomato sauce bottle, I was not able to spot it on the shelf even when it was literally right in front of me. The client had opted for a dull yellow, green and red colours while its competitors like Mitchell were using a very visible white and red. Considering the premium placed on space in stores of all sizes and the need for the brand to be seen in order to be bought, packaging was very, very important. And as per my submitted findings Knorr especially was losing out.

This for me was a very key learning and lesson, design in the agency or on the presentation screen should not be approved unless it can stand out and attract in the real and messy retail space. Creating designs and packaging in an artificial environment is as good as wasting money, time and efforts. In Pakistan, packaging is not the science it should be. Malcolm Gladwell in his best-selling book ‘Blink’ dedicated a whole chapter to packaging as to how it is practised and done in the USA. US marketers and brand custodians know that advertising is not the only way to change the beliefs and behaviours of customers and potential customers. They have experimented and learnt how effective subtle alterations and changes in a product’s packaging can convey and communicate things like freshness, reliability, trust and any other value the brand wants the viewer to experience. Just as there is a psychology of colour, the seasoned marketers and the experts in packaging know the psychology of packaging. The classic launch of Pringles is known to every marketing student, also underlines the role packaging plays in either supporting the brand’s communication and positioning or working against it. When the chips brand was launched, consumers complained about the taste, they felt the product tasted like tennis balls. After conducting research, the brand team found out that till that time the only thing that was sold in a cylindrical container was tennis balls. So, when people ate the chips, they immediately associated them with tennis balls. The phenomenon at work was something called sensation transference. This is the reason why perfumes come in exotic and fancy bottles, for many brands you are actually paying the hefty price for the bottle and because the bottle is so aesthetically pleasing you are ready to pay thinking the perfume itself is high quality.

Another area where packaging in Pakistan is lacking when it comes to food category is in enhancing the brand experience. Packaging should serve not only a functional purpose or aesthetic but also experiential. The packaging needs to reflect the brand values and personality in more ways than having the brand colour palette. This requires time and effort and skill. To achieve this, simple things can be added like a slogan or a message.

If you ever eat at Nando’s you would have noticed the napkins that have the humorous message of “Now remove all the evidence”. The take away packaging of the brand makes you laugh because it says “Your place or mine”. Another example is Broadway pizza, the brand is based on the world-famous theatre area in New York, so to convey that experience, the pizza boxes have the line “Every bite is a performance”.

Innovations in the area of food brand packaging have come and gone, such as Olper’s Ecolean microwaveable pouches or the iconic Nestle Milkpak triangle. Added cost, handling, and storage issues mean companies have been forced to go back to the drawing board. The field of packaging design is largely untapped at present, but in years to come, local brands will definitely be focusing more on this ‘P’ of the marketing pie.

A Delicious Tour of Punjab’s Top Restaurants

Naheed Zahra

-

November 26, 2024

0

A Delicious Tour of Punjab’s Top Restaurants

Welcome to the sizzling, savoury, and sometimes slightly spicy world of Pakistani food! If you thought fast food was just about burgers and fries, think again. Pakistan’s food scene is a deliciously diverse landscape that promises to tickle your taste buds and perhaps even set them on fire.
Let’s take a delightful detour through some of Pakistan’s most beloved food chains.
Grab a napkin; things are about to get messy. Get ready to drool!

The Mad Italian: Extra Madness

Let me tell you about The Mad Italian, a culinary adventure that takes you straight to Italy, right here in Lahore, Pakistan. Their pizzas are a game-change, thin crust, perfectly crispy, and bursting with delicious flavour. The real stars of the show are Hunter Beef and Burnt Chicken. Trust me, it’s an experience you won’t soon forget. The Pasta is good, and the Panuozzo is a heavenly concoction of bread, cheese, and delicious fillings. Trust me, if you’re craving authentic Italian fare that’s made with love, The Mad Italian is where it’s at.

Johnny & Jugnu: Bite into Bliss

Let’s talk about Johnny & Jugnu, the dynamic duo of fast food in Pakistan. These guys have turned the humble burger and wrap into an art form. Imagine biting into a burger so delicious, that it makes you forget all your worries, that’s Johnny & Jugnu for you. With their quirky menu names and lightning-fast service, it’s no wonder they’ve garnered a cult following. Their “Wraps” are legendary, and their sauces? Well, let’s just say they should come with a warning label: “Highly addictive!” If you’re ever in need of a quick, satisfying meal that hits all the right spots, Johnny & Jugnu is your go-to joint.

**Butt Karahi: Spice of Life**

Butt Karahi, originating from Lahore, offers a traditional Pakistani dining experience with a modern twist. Their karahi dishes are rich, spicy, and cooked to perfection, bringing the essence of Lahore’s culinary heritage to every plate. Butt Karahi’s success lies in its commitment to using fresh ingredients and traditional cooking methods. Their expansion to Karachi has only increased their fan base, proving that good food knows no boundaries.

Khan Baba: A Taste of Tradition

How could I even forget about the desi khabay (traditional foods)? If there’s one place that stands out, it’s Khan Baba, Chauburji Lahore. This is the only family restaurant where the desi food is so amazing that it makes you feel like you’ve been transported straight to a foodie’s paradise. Khan Baba is famous for its mutton dishes and daal, and believe me, their daal with paratha is so good it could make you weep tears of joy. And don’t get me started on their Palak Gosht, it’s one of my all-time favourites. If you haven’t been yet, you’re seriously missing out on some next-level desi deliciousness!

Monal Islamabad: Where Views Meet Flavours

Perched on the gorgeous Margalla Hills, Monal Restaurant isn’t just one of the top restaurants in Islamabad, it’s a whole experience. This place has killer views of Islamabad that make you feel like you’re dining in a postcard. Monal’s rustic charm and scenic surroundings create a magical vibe. With a menu featuring Pakistani, Chinese, and Continental dishes, there’s something for everyone. It’s perfect for special occasions, family gatherings, or romantic dates. Missing out on Monal when in Islamabad is like going to Paris and skipping the Eiffel Tower.

Haveli Restaurant: Feast Like a Maharaja!

In the heart of Punjab, Haveli Restaurant offers a royal dining experience without the royal price tag. From the moment you step inside, you’re transported to a world where tradition meets taste. The interior, adorned with traditional Punjabi decor, sets the stage for a feast fit for kings. The menu boasts a variety of dishes that celebrate the rich culinary heritage of Punjab. The Butter Chicken and a Karahi is a must-try, with its creamy, rich gravy that feels like a warm hug. And then there’s the Naan, soft, fluffy, and perfect for scooping up every last bit of sauce. Haveli’s ambience, combined with its mouth-watering food, guarantees you’ll leave with a full stomach and a happy heart. So, if you are in Lahore, grab a seat, order up, and let the Haveli Havoc begin!

Café Zouk: Every Bite is an Adventure!

At Café Zouk, you’ll find a menu that mixes classic and modern dishes from around the world. From desserts to mocktails, they have it all. The portions are big, and the variety is exciting, making it a top spot for food lovers. Start with Royal Mulligatawny Soup or Buffalo Wings, then move on to mains like Roast Chicken California Club or Thai Cashew Nuts. Don’t miss out on favourites like Chicken Milano or Pasta Alfredo. With so much to choose from, Café Zouk ensures a delicious and unforgettable dining experience.

Spice Bazaar: A Hot Spot for Bold Flavours

Let’s talk about the ultimate destination for anyone who loves bold, spicy flavours, Spice Bazaar. This lively restaurant specialises in dishes that pack a punch, making it a hit among spice enthusiasts. As soon as you step inside, the mouthwatering aromas of grilled meats and spices fill the air, promising a meal that’s far from ordinary. Start your day right with Spice Bazaar’s delicious breakfast options. From hearty parathas to spicy scrambled eggs, their breakfast menu is a flavourful way to kickstart your morning. For lunch and dinner, their Handi is delicious, Bbq Tawa Chicken is grilled to perfection, offering a smoky flavour that pairs wonderfully with tangy chutneys. When the heat gets too intense, the lassi swoops in like a cool superhero, offering sweet and refreshing relief.

Bagh – The Family Restaurant: Where Every Meal’s a Celebration!

Finally, there’s Bagh – The Family Restaurant, Lahore, where the ambience is as inviting as the food. If you want some Desi Tarka, Bagh is your go-to place. This isn’t just a place to eat; it’s a place to make memories. With a menu that caters to every taste bud, from spicy biryanis to creamy karahis, Bagh has something for everyone. The staff is so friendly, they’ll make you feel like part of the family. Whether you’re out for a family dinner or a casual hangout with friends, Bagh is the perfect spot to kick back, relax, and indulge in some seriously good food. Trust me, once you visit Bagh, you’ll keep coming back for more.

Now, who’s hungry?

I am a little bit! Okay, I could go on and on, but I think you get the idea. Pakistani fast food is a culinary adventure waiting to happen. So, the next time you’re in Pakistan, skip the fancy restaurants and head straight for these local gems. Your taste buds will high-five you, I promise!