Category Archives: Media

Celebrating #IndependenceDay Responsibly

71st Independence day of Pakistan was celebrated on digital platforms by brands in very innovative and constructive way. This year the brands step up their digital game with actually quite valuable contributions. Personally, I love most of the campaigns but here I am listing some of the serious campaigns that contributed towards causes I believe in.

#RoshanHarQadam by Soneri Bank

This was the most underrated campaign but most valuable that encouraged people to actually go out of their way to help someone write & learn to sign. Very brand centric yet innovative & giving campaign.

#HumBhiPakistanHain by Khaadi

Through the extension of last years Mein bhi Pakistan hon campaign, Khaadi stepped up to be more inclusive with Hum bhi Pakistan hain campaign. Initially they announced to donate 50% of sales to a cause that Pakistanis will choose but later on Khaadi CEO Shamoon Sultan announced to give all the 14th day sale proceeds every year for Pakistan

Through online voting at Hbph.khaadi.com 59% Pakistanis chose water sector & that’s why Khaadi donated for Diamer Bhasha Dam fund. Kudos!!

#MeriPehchanPakistan by TCF

TCF is doing a phenomenal job in education sector & deserve every penny of your charitable wealth. Education is the key of our brighter future. Do help them either with your money or be a volunteer.

#HumMeinHaiPakistan by Adamjee

Amid all the plantation drives, this one encourages to plant with Azaadi reference. So good to see people realizing & participating in causes that will actually have benefits for us.

Kudos to all these brands & brains behind these campaigns. May Pakistan prosper & live long.

Ameen.

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#60SIFF2018 – Nationwide Short Film screenings encouraging youth to #LetsFilm

If you have a know how of video making & have an idea to film something belonging to categories like Music, Poetry, Food, Architecture, Folklore, Craft or Fiction then 60SIFF (60 seconds International Film Festival) is the event you should be participating in.


The 60 Second Intl. Film Festival (60SIFF) is a platform aimed at empowering the youth by providing them an opportunity to express themselves. 60SIFF encourages anyone with a story to step up and film their thoughts in 60 seconds. 60SIFF has fosteref a community of participants and viewers and each year, it gets one step closer to bridging the gap between cultures and creating strong global ties among aesthetically driven individuals. This year the festival has received 1056 film entries from 56 countries globally.

On 11th May, 2018 Pakistan has seen athe biggest Short film screening event by 60SIFF with multiple film. screenings happening at various places and many cities simultaneously. It is so good to see youth of Dadu, Gilgit Baltistan, Gwadar, Jamshoro as well as Karachi, Lahore and Islamabad’s supporting creativity and learning through the 60SIFF.

To execute such a huge festival with panel discussions about films and techniques at such level is commendable. Following venues across the country has seen #60SIFF2018 in all its glory live.

  • College of Media Sciences, Ziauddin University Karachi
  • Adcore Productions, Faisalabad
  • Filmbailay, Lahore
  • Bahauddin Zakariya University, Multan
  • Café Garage, Islamabad
  • Nutrition Support Program (NSP)

There were Facebook live sessions of film screenings for public sitting at home too. Absolutely enjoyed the Panel discussions that I have seen live about our films as I love watching movies and short films. If you’re one film enthusiast, keep an eye on 60SIFF social pages for future festivals.

Facebook 60SIFF

Twitter 60SIFF.

#HaarKoHarao – Let kids learn through failures 

There’s a famous proverb in Urdu that says, “Tajarba wo kanghi hai Jo insan ko hamesha baal girne k baad hi milti hai”. (Experience is that comb which you can have only after losing hairs). Agree with it or not but to foresee ain’t everyone’s cup of tea. Same is the thing with failures and lessons we learn from it. You cannot plan for success and failure but the way you tackle with such situations is a great learning experience. Everyone behaves differently while being in almost similar situations, that’s where brought up, parenting and kid’s own experiences matter the most.

Being a parent myself now what I see lacking among our kids is the lesson to learn from failures and gain experience out of it. Kids of our age are extremely sensitive and well informed. They learn things way faster than us but are they learning to fail? With the warnings like, “beta test main full marks lana”, how can you boost kids self esteem if they get 8 out of 10 marks? It OK to say to your kids that there are enough toys, you don’t need more. It is OK to teach kids that if you want something then earn it. Make it a test for them. Let them disappoint sometimes when they’re expecting something from you. As a parent we should put kids in challenging situations rather than giving them ideal scenarios. Life is not a bed of roses and they should start learning early.

When I think about my 4 years old daughter I can surely say that she knows what’s 1st and 2nd (she even knows Top is better than 1st) but she has less knowledge about failures. She thinks if teacher will give her less marks then she’ll fail and she hates the description of it. She’s not ready to fail. She’s not ready to be disappointed.

One day she came crying from school and the reason was that the teacher hasn’t drawn a star on her hand while everybody else got it. How do you console kids in such situations? I took it as a challenge and started to make her believe that it is OK to sit on the second bench and it is OK to get 7 marks out of 10 but you shouldn’t stop trying. You can do better. She’s learning and I hope she grows up to be a better person. Failures help you grow and learn. Make every experience count be it failure.

Haar na mano balkay Haar ko harao taakay Jeet milay.

With #HaarKoHarao spirit I came across this TVC by surf excel which my kid can relate so well. When the coach wants to quit his job because the kids were failing as a team, little boy Haroon with lots of hope comes forward. Such is the spirit we need to instill in our kids. AAJ HARAY HAIN TOU KAL JEET BHI TOU SAKTAY HAIN? That’s exactly what every kid should believe in. This message is going to help a lot of kids learn resilience.

Let the kids try and learn new things. Let them experience. They’ll learn some, they’ll fail some but the experience with it will stay with them for life long. I get inspired with this TVC. Show it to your kids too and ask them what they get from it. Celebrate resilience.

Of Crazy Sales and Black Friday in Pakistan 

If there is one thing that makes me crave to buy designer lawn or pret wear, it has to be the magical word SALE. That’s how middle class I am. While going for shopping with my mom in my childhood, I use to wonder why the shops at Tariq Road has these buntings and banners mentioning Sale while it means to sell literally and we are here to buy anyway. Khair!! Samajh aa hi jaati hai time k saath.

Sale means discount and a good sale will become crazy if brands offer flat off of more than 20-30% on any occasion. Like the infamous Agha Noor and Sapphire sale where we have seen women fighting and even breaking the glass door to enter the shop. Both the brands has a history of offering flat 50% off on numerous occasions(which is great btw as a consumer). No wonder Sapphire is the pioneers of such in season huge discount wali sales in Pakistan. The rest of the brands soon joined the bandwagon. 

Agha Noor sale madness. Picture by @Rabeeyah

The most important question is, How fruitful these sales have been for the consumers or brands themselves? From consumer’s perspective I want to admit I didn’t know about Agha Noor as a brand at all before that Glass breaking video. So it worked. For Sapphire, they were the pioneers of fast fashion and flat sales. So a thumbs up here too. Great marketing but did the consumer got benefit of it? Of course!! Hundreds of women got their hands on clothes that won’t fit them or they literally don’t need from the sale and resell it on various pages of Facebook. It is  a win win situation for both public and brands. 

Recently, Khaadi opens doors of their largest store at Lucky One Mall with an irresistible offer of flat 40% off for 40hours and the hell broke loose. Hats off to the management that there weren’t any fights like Sapphire sales and door breaking entries like Agha Noor but the crowd did manage to make it look WTH. Pakistan’s biggest Mall with Khaadi’s largest store ever attracts the biggest crowd from the largest city of Pakistan and it is the moment Jis ne Gulshan ki Sarrkon pe breakain lagwa di. It was a crazy sale but public gets the most out of it. I am sure Gulshan and surrounding areas main now aunties have Khaadi clothing for the next 5 years stocked up.

As a consumer I just love these sales because iGhareeb. Never got the courage to be the part of instore madness. Obviously I don’t want myself to be filmed by the brands and then sharing it as a huge success video all over social media mocking every women. If you’re offering a crazy discount, expect crazy crowd. DEAL WITH IT. MANAGE IT. Instead of contemplating and demeaning customers by posting videos. If the brands can put a cap on pieces to be sold per person, then they might be able to decrease rush during crazy sales but then again, Pakistani Awaam has jugarr for everything. Online sale is what I am comfortable with and love to shop. The problem here is out of stock and gone with the wind kinda items. The pieces that you like won’t be available during sales or the order did not get through as happened with many, many a times. Brands need to sort things out too. 

  • So, Do I ever have something worthy from the online sale?
  • Yes. It was tough but yes, worth it. Yaaay!! Thanks to Bonanza Satrangi, Khaadi, Sana Safinaz, Daraz, Yayvo for the best sales last year. 
  • Do I ever want to be there in store during crazy sales? 
  • Well, Tbh yes, I want to but I couldn’t. Don’t want to die in a stampede. Allah maafi. 

Black Friday, The Western Sale phenomenon has made its way to Pakistani market with the debates over Friday being called black or white and lots more. Keeping it aside, it is for consumer’s benefit that every brand is now offering discounts be it by the name of black Friday or white Friday or blessed Friday etc. All hail daraz.pk for bringing the concept of Black Friday sales to Pakistan and making it big. Black Friday deals by most of the brands are already live or announced for the coming weekend but shop smartly guys. 

https://twitter.com/HariMirchein/status/932916631101206528
Tips to make the most of Sales:

  1. Subscribe to the newsletter of your favorite brands to get first hand knowledge of any sale. 
  2. Have Insomnia. Yes!! Because every online sale will begins at midnight and you’ll have to be checking it at a lightning fast speed. Warna miss. 
  3. Always look out for promotional vouchers or codes etc and payment partners. ECommerce sites like Daraz and Yayvo offers multiple payment options with additional discounts. 
  4. Save enough lol. Warna online shopping resist krna Barra mushkil hai boss. 
  5. Play it safe. Always double check prices and credibility of the website/brand you’re shopping from. 
  6. Start following me (hinasafi) and hashtag #SaleAlert on Twitter coz I post about sales often. Do share what you think about sales in Pakistan specifically black Friday. 

Happy Shopping and Saving!! 

Of gol rotis and being #NotAFailure as a housewife

وہ کہتے ہیں کہ مرد کے دل کا راستہ اس کے معدے سے ہو کر گذرتا ہے اسی چکر میں ہماری عورتیں ساری عمر کچن میں محنت کرتی ہیں کے جانے کب دل تک رسائی ہو جائے.

Gol rotis have always been the standard for potential marriage proposals before the doctor bride craze. Women have always been under the radar for their cooking skills be it before marriage or after marriage life. Rishta aunties always use to ask, “khana wana bna leti hai?, silai karrhai aati hai?”. 

Recently I saw a tweet in which a newly wed doctor bride whatsapped her sister a picture of loki asking, “Ammi se poch isay bnatay kesay hain?”. It was kinda cute too but at the end of the day what we want from a woman is just good/cooked food and that too on time? 

I had an interesting tweet conversation about making gol rotis and the surprising part is men replying that they can make gol rotis too. 

There is much more to a woman than the food she makes for her family despite the traditional standard of perfection set for a woman. National Food’s recent ad campaign focuses on importance of sahulat for women to get sometime out making memories with family. The idea of #NotAFailure hits me right in the feels as I can so relate to it and I see it creating a good dialogue over social media. Love such ads which prompt healthy discussion. Specially the line when she says, “Kitchen main ghanton na lagaon tou kiya main fail hogai?”. 

I have been self employed since my college days as being from middle class you need to start earning as soon as possible. Being the eldest among my siblings and my forever love for food made me interested in cooking from school days. Whenever amma has cooked something I don’t like, I use to make my own portion of timatar rice or at least fries to have. When mom gets ill, I have to cook for the whole family and then I realize how important it is to have sahulat while cooking. Abba realized that I have problems in cooking for the whole family as my spice measurements weren’t perfect back then. He decided to help me with Spice mixes of National. I found my fairy God mother of cooking in the form of spice mix. Now I don’t have to worry about masala measurements and go again and again to amma asking ab kiya daalon? 

It’s been two decades now since I began my foodie kitchen journey. I have then stepped into professional life and then kids happen. Now is the time when I need sahulat the most and I have no shame in admitting that I rely on packet ka masala the most now. Specially the khandaan famous Qorma has its credit to National Foods. Sssshhhhh don’t tell my khandaan. 

No harm in finding yourself some me time or family time by getting an escape from kitchen while availing sahulat once in a blue moon. No need to miss on the Cricket matches you love because you have to cook for the family while they all are watching it Live. Either order food away or pre cook using spice mixes. Don’t miss out on the extra time ever. Never. 

Reh gai gol roti tou guess karain uskay liaye konsi sahulat hai?