Content THREE

04 KamzKirz MMG Workshop Series at IBA05 Oscar Nitangle !08 83rd Oscar Pictorial09 Conceal Marketing & ICC12 Ali Zafar rocks the ICC World Cup 201113 Ambush Marketing defeating cricket chiefs14 Spring Lawn War 1115 3D Pakistan Revolution15 Aki Endorse in New Look !16 Disobeying PEMRA17 Who would be Barbie?17 Romance crossed 800 Weeks20 Fashion Insight 201122 Hits & Runs ! Tees Mar Khan24 Alvida ! “Javed Fazil”26 Meera goes for Sawyamver27 Mobilink & NADRA join Hands for Solution27 CMO council expands …28 Samsung Mobile Printing28 LG Sets New Standard]29 Ufone & Nokia Redefine Access for Web29 Etihad & Radio 1 Fly Contest Winner30 Haier Strenthen Position30 Mega Mach3 Displays at Metro Karachi31 Telenor Services Enlogized !31 PTCL’s New Positioning31 2 Millionth TV Application32 L&R Unveiling New Brand ID33 Exceptional Decade of Ufone34 Bombay Dreams in Karachi

Editor’zzzSecond in the succession on your monitor. TGMacquired another stair for 2nd issue in magazinestand of World Wide Web. We receivedapplauded response from the personnel ofmarketing, advertising and media. Especiallyappreciated the online nature of newsletterbecause due to increasing budgetaryconsequences and affordability ranges, readersavoid to buy expensive newsletters with silk andshinny art papers available in the market, whileTGM not only present the latest and updatednews and features from the marketing, mediaand advertising industry but also charging noprice.

The 2nd TGM is getting the cover story of world’smost elegant and fashioned awards The 83rd

Oscar Awards’ review report with specialdedicated pictorial page. The 2nd TGM collectedthe dozens of news and reports with a variety ofthoughts. Issue is getting review about recentlyconducted Workshop Series by KamzKirz MediaMarketing Group at IBA.

TGM also present the 2nd second cover story onAmbush Marketing and ICC World Cup 2011 witha view of different MNC Campaigns and raisedissue in the host countries including India. Insupportive features you will emerging marketingand advertising campaigns of LAWN Brands, 3DRevolution in Pakistan, Barbie Doll War betweenAishwerya and Katrina. Issue also contain the

34 Bombay Dreams in Karachi35 VISA Financial Literacy Program for Media37 Historic Frere Back in Town39 Mathira goochi guchi !

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Aishwerya and Katrina. Issue also contain therecently happed local marketing news with a 100Weeks completion report of Legendary Movie ofNew Era i.e. DDLJ.

After moving of UN Consulate, Karachites regaintheir old British Raj infrastructured Frere Hallreport. For fashion lover we have FashionInsight 2011 too as a part of TGM. Thepersonalities we discussed in 2nd TGM are LateJaved Fazil with his sudden demised lose,Lollywood babe MEERA with her GEO TV’sSawyamver and Youth Icon Mathira.

2nd TGM is proudly present the most discussedlandmarks in business like 10 Years Success ofUfone and New Corporate ID Launch of Lowe &Rauf Pakistan. We anticipate that 2nd TGM willmake waves in your nerves and veins.

TGM is an Online Newsletter & Available at:www.karachiadfest.co.nr

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KamzKirz MMG

Workshop Series at KamzKirz MMG (Media Marketing Group), a name behind Pakistan’s first ever &World’s 20th Advertising Festival “Karachi Advertising Festival”; has been started aseries of workshop at Karachi’s leading institute of management sciences i.e. IBA –Institute of Business Administration. The workshop comprises on PowerPointPresentation, Interactive Videos, Corporate Games and Course Material. The topics ofworkshop are marketing and advertising related and the workshops are FOC – Free ofCost for the IBA Students. Prof. Ejaz Mian from IBA has supports for organizing theseries of workshops at IBA.

The lead trainer of these workshops is Mr. Kamran Jawaid (Managing Director, KamzKirz MMG and Event Director, KarachiAdvertising Festival. The first workshop of the series on "Conceal Marketing" has been held on Februray 28, 2011 at IBA MainCampus (1150-1415). Concept and Term First Time Introduced by Kamran Jawaid. In Conceal Marketing, Kamran Jawaidcombine Branded Entertainment, Ambush Marketing and Sports Marketing in One Basket. He discussed Ambush Marketing inrelation with ICC World Cup 2011 Marketing.

Conceal Marketing is the first term of Marketing Theoryintroduced by Kamran Jawaid in the workshop. He definedthat Conceal Marketing is based on Hidden Marketing tacticsbased or support with known event either the entertainment orthe sports. Kamran Jawaid defined Ambush marketing as amarketing strategy wherein the advertisers associatethemselves with, and therefore capitalize on, a particular eventwithout paying any sponsorship fee. The Macmillan EnglishDictionary defines ambush marketing as a marketing strategyin which a competing brand connects itself with a majorsporting event without paying sponsorship fee. According toMcCarthy, ambush marketing is a type of marketing by acompany that is not an official sponsor of an event, but which

FOUR

company that is not an official sponsor of an event, but whichplaces advertisements using the event, to induce customersto pay attention to the advertisement. From a theoreticalperspective, ambush marketing refers to a company's attemptto capitalize on the goodwill, reputation, and popularity of aparticular event by creating an association with it, without theauthorization or consent of the necessary parties. KamranJawaid further added that Branded entertainment, also knownas branded content or advertainment, is an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy. Thepurpose of a branded entertainment program is to give a brand the opportunity tocommunicate its image to its target audience in an original way, by creating positive linksbetween the brand and the program. These projects are often the result of a contentpartnership between brands, producers and broadcasters. He also discussed SportsMarketing as one of the basic and important aspect of Conceal Marketing that Sportsmarketing is divided into three sectors. The first is the advertising of sport and sportsassociations such as the ICC Worldcup. The second concerns the use of sporting events,sporting teams and individual athletes to promote various products. The third is thepromotion of sport to the public in order to increase participation. In the first case, thepromotion is directly related to sports. In the second case, the products can but do not haveto be directly related to sports. When the promotion is about sports in general, sports teamsor sports events, the use of this kind of strategy is called “Marketing of Sports”.

FIVEThe 83rd Academy Awards ceremony, presented by the Academy of Motion Picture Artsand Sciences (AMPAS), honored the best films of 2010 and took place February 27, 2011,at the Kodak Theatre in Hollywood, Los Angeles beginning at 5:30 p.m. PST / 8:30 p.m.EST. During the ceremony, Academy Awards (commonly referred to as Oscars) wereawarded in 24 competitive categories. The ceremony was televised in the United States onABC. Actors James Franco and Anne Hathaway co-hosted the ceremony, marking the firsttime for each. In related events, the Academy held its second Annual Governors Awardsceremony at the Grand Ballroom of the Hollywood and Highland Center on November 13,2010. On February 12, 2011, in a ceremony at the Beverly Wilshire Hotel in Beverly Hills,the Academy Awards for Technical Achievement were presented by host Marisa Tomei.

The King's Speech won four awards, all in majorcategories: Best Picture, Best Director, BestActor, and Best Original Screenplay. Inceptionalso won four awards, all in the technicalcategories. Other multiple winners included TheSocial Network with three awards and Alice inWonderland, The Fighter, and Toy Story 3, withtwo awards each. In addition, Black Swan, In aBetter World, Inside Job, and The Wolfman eachreceived one award; the non-feature films Godof Love, The Lost Thing, and Strangers No Moreeach won in their respective short-subjectcategories. The telecast garnered nearly 38million viewers (in North America) and receivedmainly negative reviews for the hosts.

The nominees for the 83rd Academy Awardswere announced on January 25, 2011, at theSamuel Goldwyn Theater in Beverly Hills,California, by Tom Sherak, president of theAcademy, and actress Mo'Nique. Filmsreceiving the most nominations were The King's

Oscar Nightingale !

receiving the most nominations were The King'sSpeech with twelve, followed by True Grit withten. The winners were announced during theawards ceremony on February 27, 2011.

Though Corey Haim had been one of the world'smost bankable actors before he turned 21 dueto his roles in Lucas, The Lost Boys andLicense to Drive, he was omitted from the 'InMemoriam' tribute montage at both the 17thAnnual Screen Actors Guild Awards and the83rd Academy Awards in the year following hisdeath. Perceived by the press as a 'snub',Haim's omission from the Oscars receivedwidespread media coverage.

On February 25, 2011, reporter Nikki Finkeleaked a detailed schedule for the entireceremony on the website Deadline.com. Theleaked schedule indicated that, among otherdetails, Tom Hanks would present the firstaward of the night for Best Art Direction, hostsFranco and Hathaway would appear in anopening segment in which they are digitallyinserted into the ten Best Picture nominatedfilms, previous host Billy Crystal would make aguest appearance, Kathryn Bigelow wouldpresent the Best Director award, and StevenSpielberg would present the Best Picture award.

A poll conducted by Fox News showed amajority of 57% of viewers ranking the show asthe worst Oscars ever. The American telecaston ABC drew in an average of 37.90 millionpeople over its length, which was a 10%decrease from the previous year's ceremony.An estimated 71.45 million total viewerswatched all or part of the awards.

The show received mostly negative reception from media publications. Some mediaoutlets were very critical of the show and most critics judged the hosting duties ofHathaway and Franco as a mismatched affair, with some praising Hathaway's hostingduties while criticizing Franco's unease and lack of energy on stage. Film critic RogerEbert criticized the telecasting, noting that it was "The worst Oscarcast I've seen, and I goback awhile." He went on to praise the winners of the night, but he ended his review withthe words, "Dead. In. The. Water." The Hollywood Reporter called the show "spectacularlybad" and stated that "This year, the Oscars hit a new low. Like it fell into a hole." Thesimilar conviction was also echoed by Rolling Stone critic Peter Travers, calling it the"worst Oscars ever". A review from CNN graded the show a C and, commenting on thehosts said "The Oscars were trying to be like the Lady Ga Ga Grammys: Let's try to beyoung and hip. But with the combo of James Franco and Anne Hathaway as hosts, it fellflat. Anne did her best, but Franco seemed dazed and confused.“ E! Online alsoquestioned whether it was the worst Oscar show in history stating, "This was sizing up tobe everything the Oscars are not supposed to be: clunky, amateurish, and pretty muchlacking in actual entertainment value for those of us not picking up awards.“

Some media outlets received the broadcast more positively. Entertainment Weeklytelevision critic Ken Tucker stated that the show was "Funny, poised, relaxed, and smart,Anne Hathaway and James Franco made for marvelous Oscar hosts. Their combination ofrespect and informality struck the right tone for the night, a happily surprising productionthat had its share of fine moments both planned and ad-libbed." On the overall aspect ofthe ceremony, they concluded "all in all, it was a fun, briskly paced night." MaryMcNamara from the Los Angeles Times gave a moderate review, commenting on Francoand Hathaway, "the two seemed to be following the directive to "first do no harm," as ifthey knew they couldn't score as big as Jimmy Fallon did with the Emmys but weredetermined to avoid becoming morning show fodder like Ricky Gervais was after thisyear's Golden Globes. The result was a show that moved along, with a few draggy bits andhigh notes, like precisely what it was: a very long and fancy awards show." Her reviewfurther said "Overall, the evening had an oddly business-like feel, a mind-numbingevenness that was exacerbated by the relentless predictability of the winners, and the factthat none of the acting winners were played off no matter how long their "thank-yous"went." Entertainment columnist and blogger Paul Sheenan commended Franco andHathaway’s performance overall remarking that they “may not have had the sexualchemistry that some reviewers lusted for, but their playful kidding put me in mind ofsiblings who actually get along. And with her mother but not his featured in the openingmoments, could they be?”

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EIGHT

83rd Oscar Pictorial …

NINE

Conceal Marketing & ICC

The International Cricket Council, the game's governing body, will haul into court companies and suspend players associated with unofficialendorsements during the upcoming World Cup as part of a range of measures launched to protect the interests of the event's sponsors."Taking action against perpetrators is not fun for us. We will have no option but go to court to protect our rights and those of our commercialpartners," says ICC legal head David Becker. The ICC has formed a 100 strong anti-infringement team to track those using directly ordeceptively the name, logo and mascot of the event, due to start on February 19.The International Cricket Council (ICC) has threatened tothrow any player out of the World Cup 2011, who is found to be indulging in “ambush marketing.” “(Any player) breaches the squad terms mayface sanctions”, David Becker, ICC’s legal head stated in a memo saying that the guilty player may be excluded from the event along withfinancial penalties. The memo was sent to all the international players and the cricket boards of the participating countries regardingguidelines for commercials and endorsements during the World Cup. The memo read that the squad members could not allow their names andimages to be used by any third party for any commercial purpose that implies its direct or indirect association with the event. According to thememo, the players would not be able to endorse a brand seven days prior to the start of the World Cup and the restriction will end only when ateam is knocked out of the much-awaited event. Becker stated that the players are barred to advertise a brand or insignia of any third party onteam uniform, team kit or practice kit or any other clothing directly related to the game. However, the ICC has allowed the members to featurein any advertisement if they are appearing in “casual clothing” and not representing national colors. The issue caused a huge ruckus duringthe 2007 World Cup and it directly affects the players, who have already tied themselves with their respective Indian Premier League (IPL)endorsements. Sources state that the Indian players Sachin Tendulkar, Yuvraj Singh, Ashish Nehra, and Harbhajan Singh are to meet theBoard of Control for Cricket in India (BCCI) chief on Friday to discuss the restrictions. The ICC has been cracking down on companies andother marketing heads that are attempting to ambush the World Cup and violating or infringing their intellectual property rights. The game’sgoverning body has been active in Bangladesh, who is one of the co-hosts of the event, over the past week in order to protect the officialWorld Cup sponsors. The ICC has been removing the official logos and trademarks from online advertisements, especially the travel agentsthat are seeking to cash in on the event’s hype. The ICC had earlier signaled that their legal marketing team will crack down on any“unlicensed commercial exploitation”.

Indian batting maestro Sachin Tendulkar and skipper Mahendra Singh Dhoni are likely to be banned for ICC Cricket World Cup 2011.The Indianplayers have locked horns with the ICC sponsorship guidelines.In October last year, the legal head of the International Cricket Council (ICC)had issued a stern warning that players who – knowingly or unknowingly – indulge in ambush marketing will be excluded from participation inthe 2011 World Cup. “During the period of seven days prior to the first match of the event and the departure date of the team, squad membersmay not allow their name, likeness or image to be used by any third party in any advertising or endorsement (or for any other commercialpurpose) wearing team kit, team uniform or practice kit (or any other clothing confusingly similar thereto),” the ICC memo says. “Squadmembers may not display the branding, marks or insignia of any third party (apart from an approved kit manufacturer, team sponsor or teamlogo) while on the field of play,” it adds. Sachin Tendulkar has inked a deal with Coco Cola while Sony and TVS Motors have signed skipperDhoni recently. And as per the ICC sponsorship guidelines, Coco Cola Sony and TVS motors are not the official sponsors. The ICC’s officialsponsors are Pepsi and Hero Honda. In such circumstances, Indian cricketers will not endorse any rival brand. Tendulkar and Dhoni will haveto sit out of the World Cup if they breach the ICC guidelines. Tendulkar, Yuvraj Singh, Harbhajan Singh and Ashish Nehra sought clarificationfrom Indian cricket board president Shashank Manohar Friday on the ICC clause that protects the official sponsors of the event and imposesrestrictions on the personal brand endorsements of players seven days before the World Cup. The players also wanted to know about a similarclause in the Indian Premier League (IPL).

To the connoisseurs of the game who are dead against players doing anything else other than playing cricket, this article isn’t for you.Obviously there is no discussion regarding cricket but instead marketing and advertising. And no discussion in cricket can remain completewithout discussing about endorsements. Whether it was Sachin for Coca Cola or MSD for Aircel, endorsements pay in crores. Obviouslybefore IPL they got more from ads but to an extent today one can get probably a good amount of cash from cricket too. So all is hunky–doryright? You play cricket and score runs and become the best in the country. Patriotic and rich at the same time, how cool isn’t it? But sadlythere is an obstacle. Before every ICC event, the issue of ambush marketing comes into play which makes things go off balance to someextent. And when that happens, it’s pretty bad for the players as the penalties range from suspension for a few matches to bans from the entiretournament. In the real sense of the word, ambush marketing involves a brand trying to indirectly sponsor an event through a particular player.Brands like Pepsi and Reliance who are sponsoring the Cricket World Cup have direct competition from Coke and Aircel. But then why blameplayers for such things? In a true business world, they are just trying to get the best deal. Isn’t it upto the brands themselves to regulate suchissues among each other? Aren’t players being made a scapegoat unnecessarily?

Interestingly a survey of the various events where ambush marketing has taken place shows us that sporting events across the world fromOlympics to the Super bowl have been victims of ambush marketing. The bottom-line is that everyone does that and rules need to be enactedto prevent it. But those rules shouldn’t hold the player responsible. And anyway at the end of it, it’s all about making your brand get noticed.This is controversial, sneaky and wrong but there are no particular rules against it. And till that happens no one will be held guilty.Interestingly according to the rules the players shouldn’t advertise for their respective brands 7 days prior to the World Cup and the departureof the team. This involves not having the name, logo or anything else related to any third party on their playing kit. So now that means thatSachin, Bhajji, Nehra and everyone else stand to lose a good amount of cash. Only time will tell how this fares out. But one thing is for sure,the lawyers for the players will have to make sure they know the rules and regulations of Bangladesh and Sri Lanka too, since the event isscheduled in the three countries. … Interesting times ahead, isn’t it?

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TWELVE

Ali Zafar rocks the

ICC World Cup 2011First it was reported that Atif Aslam will be singing the official song PakistanCricket team for the world cup 2011 but this was fake. A poll put king of popAli Zafar on the top and now he has prepared the song. Lyrics have beenwritten by Ali Zafar himself. The video has also been prepared in QaddafiStadium. The official song will be released very soon. As soon as that song ison air, we will be providing our viewers the latest video of that song. Till thattime, enjoy this song made for world cup.

Cricket World cup is a big occasion for all social life circles of Pakistan andprobably one of the very few sources of excitement left for us. It makes all themore sense for us to celebrate it as much as we can. Another source for us tocelebrate is our music. These two combined together is a lethal combination.And who better to sing for this joyous moment than our very own mostcelebrated Ali Zafar. Ali Zafar is singing, writing and composing the world cupsong, video for which is in the process of shoot. Normally the biggest starsand singers are chosen by Multi nationals all over the world to render theworld cup song for sports like Shakira was chosen for football with WakaWaka. And surveys put Ali Zafar on the top of the list for our region. It is heardthat Ali Zafar took special time off from his bollywood ventures and lockedhimself in the studio for one week to compose, arrange and write the song.Seems like we have a winner this time, if not in the game then probably in thesong.

World cup the biggest entertainment that could ever happen for cricket frenzy countries. The event grabs theattention of millions of people all around the world. All the teams, all the star players are making for the best andmost exciting Cricket World Cup in history. We only have to wait a few more days to watch with major interest tosee who will win the 2011 ICC Cricket World Cup and top the world!!

The excitement is not only restricted to cricketers. The spectators enthusiasm is unmatchable. They cheer andcheer so much that the teams try their level best to keep their fans happiness entact. And with that why shouldour musicians stay behind in raising their favourite teams spirits. And they are doing it by releasing what we callnational songs. These national songs empower nation’s enthusiasm and represents national identity, unity andculture of the country. In Pakistan, songs like “Jazba Junoon” by “Junoon” (1996), “Hai Koi Hum Jaisa” by“Strings” (2003), “Hum Hain Pakistani” by Junaid Jamshed were released for World Cup and are still famous.

For this year’s cup many Upcoming bands have come up with national songs to try their luck. “Cricket We LoveYou” by “2D”, “Aisi Ki Taisi” by “Siege Band ”, “We Will Rock The World” by “Raga Boyz ” are constantlysearched on internet and added their little bit to the sporting spirits of the nation. Also Lets not forget ‘Play for thegame’ World Cup Anthem sung by various Asian Singers. Pakistan’s legend “Ali Azmat” too came up with “Josh-e-Junoon” which instantly became a hit and Ali Zafar has come up with two songs “Sach Jazba” for Mobilink Jazzand “Yeh Duniya Hai Dilwalo ki” for Pepsi. Not only this it is speculated that “Jal The Band” too is coming up withtheir song “Uraan” which is dedicated to team Pakistan. This song is sponsored by LG. The band is currentlytouring India and have performed this song in a concert. The video has been shot in Karachi, as reported by AishaAli. So with so many exciting songs and of course the most exciting tournament in the world of cricket we oughtto buck up our spirits and say cheers to our team !!

EIGHT

Ambush Marketing defeating

CRICKET CHIEFSCricket's popularity in India and the huge revenue it generates is hamperingthe governing body's efforts to crack down on ambush marketing there,according to experts on the eve of the World Cup. The tournament, organisedby the International Cricket Council (ICC), will be co-hosted by India, SriLanka and Bangladesh and starts on Saturday. The final is on April 2.Ambush marketing refers to companies promoting their brands or productsby associating them with a team, league or event without paying for theprivilege. It is the biggest bugbear for official sponsors at sporting eventswhose outlay often runs into tens of millions of dollars.

"In a country like India, where there is so much money that's generated fromthe game, it is difficult for the ICC to come down very heavily or enforce thoserules strictly on the players or the companies," said columnist Ashok Malik,an expert on the business of sports. Recently, Indian cricket captainMahendra Singh Dhoni was rapped by the ICC for promoting and endorsingthe products of Sony Corp and Aircel, which are not official sponsors of theCup, according to unconfirmed media reports. The ICC has signed firms suchas Reliance Communications LG, Pepsi , Reebok, Hero Honda , Emirates,Yahoo, Castrol, MoneyGram and Hyundai Motors India as official sponsors.

In October last year, the legal head of the ICC had issued a stern warningsaying players indulging in ambush marketing would be excluded fromparticipation in the World Cup. However, media reports said Dhoni was onlygiven a written warning for promoting Sony and Aircel, although the globalcricket body declined to confirm this. Latika Khaneja, director at Collagecricket body declined to confirm this. Latika Khaneja, director at CollageSports Management, a firm that handles endorsement deals for several Indiancricketers, said there was generally a seven-day cooling off period for non-sponsors to take their advertisements off before the event begins. Theresponsibility to do so should lie with the company and not the sportsperson,Khaneja added.

Similarly, organisers of the London Olympics of 2012 have set up an anti-ambush team to crack down onanybody who tries to crash the party. The team would initially operate on an educational basis, telling the publicthe dos and don'ts for brands, which are not official sponsors. However, in India, most companies are willing totake a chance, owing to the soft treatment of ambush marketing tactics, columnist Ayaz Memon said. "In acountry like India, where so many eyeballs are guaranteed during an event like this, a lot of companies are willingto take the chance because of the mileage you get and the money you can make is huge," said Memon.

RIGHTS PROTECTED

South Korean consumer durables maker LG Electronics, one of theofficial sponsors, said it was spending 700 million rupees ($15.49 million)on the event, excluding sponsorship fees. "We have been assured bythem (ICC) that they will make sure that our rights are protected," saidL.K.Gupta, chief marketing officer, LG Electronics, India. However,officials say it was difficult to keep a tab on advertising mediums otherthan television or newspapers."There are places, like railway stations, where it is just not possible tostop ambush marketing," Lalchand Rajput, former Indian cricketer andjoint secretary of the Mumbai Cricket Association, said.

There have been instances of ambush marketing in other countries and inother sports that have been dealt with by an iron hand. Last year, twoDutch women were arrested in Amsterdam for wearing skimpy orangedresses in a marketing stunt by brewer Bavaria at a match between theNetherlands and Denmark during the soccer World Cup in South AfricaFifa has launched 2,500 legal actions around the globe to protect itsWorld Cup brand.

FOURTEEN

Spring Lawn War !!

Driving around in Karachi from Clifton toKorangi, Gulshan to Gulberg, or Karsaz throughShara-e-Faisal, there is this much repetitive sightno one can miss out on… the humongous, color-blasting, eye-reckoning billboards of super hotmodels marketing their summer collection ofLawn fabrics.

Every single mile you drive, you come across atleast three sequential competitor billboardsmarketing upcoming seasons Lawn fabrics. I nowknow by heart where which billboard is placed inthe city, next to which one that just passed by,and who was the model for which brand. I know itall. And I bet if you are a Karachi’ite… you do too!I recognize these pretty celebrity faces, not bytheir names, but by the Lawn brand theyambassador. I randomly asked my (male as wellas female) friends which celebrity representswhat brand…90% of the time I got correctresponses. That’s pretty strong marketing, Isuppose.

However, it is one thing to make an attractive

By BeenaR

However, it is one thing to make an attractiveadvertisement that catches your eye, anotherchallenge to remember the name of your productand yet another notch up to make you buy it! I ampositive that with the massive, redundant displayof billboards advertising Lawn Exhibitionsthrough out the city, the marketing departmentsof these brands have created satisfactoryawareness of their products. Then to be able tosell the product we need to see who the targetmarket is. And to figure the target market weneed to know the price ranges of these brands. Afew are as follows:

•Gul Ahmed- From Rs 1900 and above•Vaneeza –From Rs 2000 and above•Firdous – From Rs 2000 and above•Sana Safinaaz – From Rs 2200 and above etc.

Now I’m wondering who buys such expensive summer wear in the metropolis. According to recent statistics, about50% of the 13,052,000 population of Karachi is deemed as ‘poor’ based on an absolute poverty line derived fromstandard consumption norms. So if poverty is defined in terms of ‘the minimal requirements necessary to affordminimal standards of food, clothing, health care and shelter’, then definitely this half of the city is more interested inbeing able to barely cover their bodies with any form of clothing.

The rest not-so-poor 50% of which assuming 25% are women, have aslo got the smaller competitors in the Lawnindustry who sell their products for much cheaper and affordable price ranges; from Rs 350-900 in various printsand qualities. Also, not everyone wants to make new clothes for summer every year. So basically, we are left onlywith roughly at the most 10% of the metropolis population that comprises of high fashionista females. So I believeits now safe to say that a city over-pouring with fashion fabrics billboards is not marketed for the masses but to onlya certain high-end market segment of about 10%. For the rest the billboards merely serve as an eye-candy.

Excerpts from Chatkharey Blog

FIFTEEN

3-D Animation industry is more than a billion Dollar industry allover the world. specially Philippine and Korea are highly preferredcountries. But now a days even India and Pakistan are growingimmensely. Though India is more advance but is also moreexpensive then Pakistan. I will not compare Pakistan and India. Thereason is i am myself not sure which is more better. These days ihave heard that India (Yash Raj Films) is planning a movie withcollaboration of PIXAR. But at the same time Pakistan (PostAmazer) has already worked on an international project of 3-Danimation on the movie Son of Mask ।।।।

More over Pakistan’s top class animator Mukeem Khan has alsoworked on international project of FINAL FANTASY।।।। So the goodthing is that we have showed that we have the potential to work atand for international market।।।। But over here i will be talking aboutthe local industry.

3D Pakistan Revolution

In the last few years media industry has got a great boom. And so the advertising field too. Lots of animation andquality post production work has at-least brought us at a level where we can easily compete the Asian market. Thereason i am not talking about the whole world is that we are still far back in creating concepts. The reason for it isthat nearly all the companies when comes too Ad agencies they believe Pakistan is still a country on un-educatedpeople who cant understand the indirect concepts of Ads (I think they are living in the fool’s Heaven)

Coming back towards 3-d animation we have production houses like Post Amazer, Sharp Image and H2O whohave really worked well. Pakistan is lucky to have training institute like Arena Multimedia which has some high

By Adeel Akhter

have really worked well. Pakistan is lucky to have training institute like Arena Multimedia which has some highprofiled teachers, And many quality students have come out from this institute. Though the Pakistani animators ingeneral are not experts but the reason for it is that no production house has dared to enter into animatedfilmmaking, neither we have the best machines available for rendering.

But many animators believe that some day they will launch there own animated movie. Though the speed is slowbut after all slow and steady winds the race.

Excerpts from Lollywood All About Pakistani Film Industry Blog

Aki endorse in new look !If you've been watching TV, you certainlywould have seen Akshay Kumar's newcommercial for Micromax mobile. The adfeatures Akshay stranded on an islandsporting a beard and unkempt look. All hehas for company is his Micromax mobilephone. He then puts the phone to variousinnovative uses and finds a way to surviveon the island.

The ad reiterates Micromax's belief to thinkand act differently. The commercial is like asnapshot, a projection of Micromax's visionof the future of the way they would thinkand the mobile handsets that they wouldbring someday. This certainly goes on tosay that Micromax is "Nothing likeAnything". The ad has been conceptualisedby R. Balki.

SIXTEEN

Disobeying PEMRA !According to Mr. Muhammad Tahir, Deputy General Manager, Media & PR, Pakistan Electronic MediaRegulatory Authority (PEMRA) while upholding its regulatory due and orders of the Supreme Court, tookserious notice of airing of ICC World Cup cricket matches through un-authorized and some illegal channels inPakistan. In its continuous drive these days, PEMRA had not only served adequate warnings to all TVchannels / cable TV operators to abide by the legitimate rights conferred to telecast ICC Cricket World Cup2011 in Pakistan territory but also raided number of CTV operators disobeying PEMRA and the Court orders.In the press release issued byPEMRA, it was added that theAuthority has also issued show-cause notices to nearly 16 TVchannels found airing illegitimatelive opening ceremony of cricketworld cup. Authority is fullycommitted to safeguard legitimaterights of broadcast of cricketmatches conferred to the channel/sin Pakistan and would not tolerateany violation in this regard stated thepress release.

On first day of ICC WorldCup event, PEMRAenforcement teamscracked down againstnumber of cable TVnumber of cable TVnetworks across thecountry, reportedly,violating orders of the Apex Court and impounded gadgets of nearly 100 CTV networks involved in distributingillegal sports and other channels. Besides, some cable networks were completely seized on account ofdeliberate and gross violations e.g. three in Balochistan, two in Kyhber Pakhtonkhwa and about half a dozen inAJK.

During similar course of action in Punjab, ten cable TV networks were completely shut down, five each in Multanand Lahore. In addition to physical raid, 36 cable TV networks in Lahore, Okara, Sheikhupura, Lalamusa,Faisalabad, Gujrat, Kamoki, Mandi Bahauddin, Pasroor and Pindi Phattian were served warnings.

PEMRA enforcement teams in Islamabad, Rawalpindi and Sargodha raided 30 cable TV networks. Of these, threecable TV networks in twin cities were partially seized and equipment was confiscated. PEMRA resolved to continueits drive against all odds of electronic media apparatuses till the time sanity prevails and every stakeholder realizestheir responsibility towards healthy and objective growth of electronic media.

SEVENTEEN

Who Would be BARBIE ?

After the talks that Aishwarya Bachchan wouldbe immortalized as a Barbie doll, there wasspeculation that Genelia D’Souza wasconsidered too because of her doll like andyounger face. Then suddenly it came out thatKatrina Kaif would be the Barbie and sheclaimed that Ash was not in the running at all.Katrina also went around telling whoever caredto listen that she’s the first Indian to get thatprivilege. Well, many ridiculed that claim ofhers as she holds a British passport. And shemight claim that she has nothing againstAishwarya and that she respects her and allthat, but smart cookie Aishwarya isn’t one tostay quiet without clarifying things. Aishwaryahit back by saying that she refused the Barbiedoll deal due to her professional commitments.

In fact her representatives were in negotiations with Barbie’s manufacturer Mattel, who planned to give the iconicdoll a Bollywood face.But the deal did not take off. In fact since 1994 when Aishwarya won the Miss World title, thecompany has made numerous attempts to make a celebrity doll modeled on the Indian beauty.However, she couldnever make time for their endeavor, due to her professional commitments. Again on the doll’s 50th anniversary,Aishwarya was approached to appear decked up as a celebrity Barbie but she had to opt out of that too due to herprior commitments with filmmakers whose shooting schedules clashed with the event. A statement issued byAishwarya’s spokesperson said, “Mattel was keen to have the actress walk the ramp on Lakme Fashion Week‘Barbie dolled up’ in a winning design as Single Likeness Barbie, which would be unveiled and auctioned for acharity of her choice.” God alone knows what the whole truth is. Hopefully we’ll get a glimpse of the whole truthcharity of her choice.” God alone knows what the whole truth is. Hopefully we’ll get a glimpse of the whole truthone fine day Till then, Katrina can shut up and enjoy it all.

ROMANCE crossed 800WeeksYash Raj Films" most successful movie Dilwale Dulhania Le Jayenge has been loved by millions of fans and evenafter 15 years of its release, the movie still continues to make news. The movie is going to complete its 800 weeksat the Maratha Mandir Cinema in Mumbai next year. Interestingly, the owner of the theater Manoj Desai is in nomood to stop the screening of this blockbuster film. The classic romantic drama, which was released in 1995 underthe Yash Raj banner, has really made a history by becoming the longest running film in the Indian cinema history.Producer Yash Chopra is reportedly planning an extravagant celebration in the February next year when the filmcompletes 800 weeks. The preparations for this mega event have already started in typical grand style of Chopra.According to a source, “This extravagant celebration is likely to take place either at the Maratha Mandir Cinema orat a five-star hotel in Mumbai". On October 20, 1995, DDLJ was released with full houses and till then it has beenscreening in Maratha Mandir.

PRESENTS

CALL: 0332-3515450 ; 0345-2230680 or VISIT: www.karachiadfest.co.nr | www.kamzkirz.co.nr

10 Hours Certification Course

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Best Opportunity for Business Graduate and

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KamzKirz Media Marketing Group proudly

announce “KamzKirz Honor Awards –To

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Techniques, Branded Entertainment, Utilizing

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OWN KARACHI (A Project by CDGK)

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are honoring the personalities in three

categories:

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In Sub Categories of Business, Advertising,

Education, Cinema, Television, Theatre,

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KAMZKIRZ HONOR AWARD RECIPIENTS OUR SUPPORTERS

PANEL DISCUSSIONS WITH INDIAN & PAKISTANI GURUS

Jamil SyedAdvertising Practitioner

Asst. Professor at

SZABIST, GREENWICH

& DADABHOY Inst.

Imran AshrafPresident – PAPC

Sole Event Partner of

ABBY International

Advertising Awards - INDIA

Irfan IftikharDirector SAARC MEDIA

Mumbai – India

Expert of Ad Film

Production in INDIA

Fatima BajiyaFormer Advisor

Chief Minister

& Known Script Writer

of Pakistan

Jehan Ara HaiVice President

APWA

& Known TV

Personality

Ejaz MianAdvertising Practitioner

Asst. Professor at

IBA – Institute of Business

Administration

Dr. Kamran

SiddiqiAsst. Professor at

IBA – Institute of Business

Administration

Athar Javed SufiPresident

Pakistan Film and

Television Journalist

Association

LAUNCHING CEREMONY WITH JEHAN ARA HAI (VP –EDUCATION) APWA

DAY ONE WORKSHOP ON AD FILM MAKING – 8 HOURS

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Chairperson Dr. Nadira JawaidEnlightened the Inauguration Lamp

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Chief Guest Jehan Ara Hai & Kamran Jawaid Managing Director

Chief Guest Jehan Ara HaiAddressing the Attendees

Chairperson Dr. Nadira JawaidPresenting Shield to Chief Guest

Jamil Syed, Former Executive Director - PBA

Moin Qureshi, CEO – Creative Head Quarter

Kamran Jawaid, Managing Director –KamzKirz Media Marketing Group

Irfan Iftikhar, Director – SAARCMEDIA, Mumbai - India

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PRESENTS

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MEMENTO DISTRIBUTION CEREMONY WITH FATIMA BAJIYAA

ATTENDEES OF 1ST KARACHI ADVERTISING FESTIVAL

Jamil Syed, Former Executive Director - PBA

Neil Christy, CEOHeadlion Advertising

Attendees Discussions During Workshop

Kamran Jawaid, Managing Director –KamzKirz Media Marketing Group

Day Two Workshop Attendees

Presenting Memento to Kamran Jawaid

Presenting Memento to Radio One FM 91

Presenting Memento to Institute of Business Admin - IBA

Presenting Memento to DAWN NEWS

Fatima Bajiyaa and Dr. Nadira Jawaid

EIGHTTEEN

Fashion Insight 2011With music becoming stagnant, a litigious commercial theatre scene and a deceased film industry, Pakistan thrives on fashion. Be it forglamour or business, fashion has been our saving grace in recent times. With four fashion weeks lined up for the first quarter of 2011 and adesigner lawn fiesta in spring next in line, expect bigger and better things from the fashion industry this year. When Images on Sundayapproached eight of the biggest names in fashion about their activities, their answers surpassed our expectations. Here’s what we canexpect from the veterans of the Pakistan fashion fraternity in the year 2011.

TARIQ AMIN

Q. You kept away from fashion councils and fashion weeks but you agreed to head IslamabadFashion Week. Reason?

TA. Islamabad Fashion Week (IFW) is not going to be your average entertainment show. It’s afive-day trade show with a different format that will feature prêt collections in the day time andshowcase couture collections in the evening. There will be different stylists and choreographersfor each day. The new models are a result of a model hunt which was conducted in Lahore andIslamabad (15 boys and 15 girls were chosen from each city). Prêt is a more mass-orientedmarket which is a different ball game altogether. Retailers cater to every level of fashion andgarment designing. This is what appeals more to the West. Even buyers from neutral cities wereinterested in coming out for this trade show. I wanted to do something for the business aspect offashion that was the fundamental reason of heading IFW. For the record, the reason why I’ve notbeen a part of any fashion council or fashion week earlier was because I’ve never beenapproached by any fashion council to date. Other than that, I see fashion weeks in Karachi andLahore being the product of a one-man vision. The ramp is flooded with stuff that is not ready-to-wear and the designs are being repeated each year, yet these people are being patted on theback. Nowhere in the world is fashion being handled like that. I don’t see anyone making an effortto evolve or think out of the box. Mediocrity rules and criticism is shunned. There is no sense ofrealism left. With IFW, I intend to project the real face of fashion. Unlike the larger-than-life showscreated by the other fashion weeks, I want to bring talent together and put it forward. I’m doingmy own thing not for any personal gain or to be judged but for the betterment of the industry. In aspan of 25 years I’ve helped create half of the existing talent in the industry and I’ve earned the

By Fathma Amir

span of 25 years I’ve helped create half of the existing talent in the industry and I’ve earned theright to say all this.

NABILA

Q. You have become the poster child for cosmetic surgery. What next?

Nabila. I have been an image consultant for professionals, politicians,models, rockstars, celebrities and aging women for a while now. Workingclosely with cosmetic surgeons and clients has made people realise theimportance of going to a consultant before any kind of surgery. Nabila issynonymous with hair, image, beauty, excellence and power. I havesuccessfully created a colossal brand. After giving it my sweat and bloodfor more than two decades, it has reached a milestone. Now the time hascome to leverage my brand, its time to take off. My 25 years in this industrywill be marked by my book launch in the first week of January. I’m in theprocess of finalising a television programme based on cosmetic surgerytitled Nabila Changes that will air after the first quarter and my eponymousbrand will be launched in the third quarter of 2011.

SHAHZAD RAZA OF ATHER SHAHZAD

Q. Critics say that Ather Shahzad, who steered the styling industry for more than a decade, has fizzled out. How do you plan to make a comeback?

SR. I’m amazed to hear this. This is nothing but a manifested rumour. Pick up a magazine orwatch TV, we are doing the maximum amount of shoots with top designers and a lot ofcommercial work, too. This is other than the massive bridal work we do. Even internationally, westill get unbelievable response. By the grace of God, we are completely satisfied with our workand 2010 has been one of the best years of our career. I admit after almost two decades in thebusiness we don’t just jump on every opportunity that comes our way. We have become selectiveand particular about what we do. Furthermore, we try to avoid fashion shows because I believeour creativity is restricted, thus hampered. The only reason we did a segment at the BridalCouture Week was because I’m the brand ambassador for the title sponsor and we support themin every way possible. We were given two days to prepare and were required to showcaseunique, western hair trends at the hair show. If superstar Shahrukh Khan doesn’t appear in a filmfor two or more years, or even if his last film was a flop, the minute his new flick hits the theatres,everybody goes crazy about it. I’m totally against washing my dirty laundry while the world iswatching but it’s appalling at how superstars are decimated instead of being created in ourcountry.

CONTINUES ON NEXT …

TWENTY ONE

Continues …

Fashion Insight 2011HASAN SHEHERYAR YASIN

Q. After creating and showing prêt and couture collections,participating in local and international fashion weeks,choreographing a fashion week and winning multipleaccolades, what are your plans for 2011?

HSY. By the grace of God, 2010 proved to be an incrediblyfulfilling and happy year for me professionally andpersonally. Other than well-received collections, I receivedmy third LSA, this time in the Best Menswear category andthe Best Couture designer award at the Dubai fashionweek. I was also chosen to represent a particular productby becoming its brand council member and I visited Mexicofor the first time ever. What’s more, all this happened justin time for HSY’s 10th year celebration in December. Thewhole element of being in a business that you love is thatyou get to do a lot of things. The year 2011 kicks off withHSY taking the label to another level by making it availableto a larger clientele. It will be affordable for the masses.Others might have done this before but this concept isentirely new for my brand. Also, I’m the only Pakistani tohave been nominated for the Best International AsianDesigner and Most Stylish Personality at the Dubai AhlanMasala Awards in 2010.

SHAMAEEL ANSARI

Q. You took over Fashion Pakistan from Maheen Khan, would you yearn to uphold the council’sposition or improvise completely?

SA. Fashion councils and fashion weeks are a fairly new phenomenon. We need to understandSA. Fashion councils and fashion weeks are a fairly new phenomenon. We need to understandthat in Pakistan fashion cannot translate into mimicking the west. I’ve seen various fashionweeks’ copy and updates on western fashion, and it doesn’t make any sense. We need to matureas an industry. We cannot cater high fashion internationally so we need to stop looking at Vogueor Harper’s Bazaar. Fashion is a business that requires originality and working with one’s ownstrength.

RIZWAN BEYG

Q. The grapevine has it that you are forming another council. How true is that?

RB. I was part of the Fashion Pakistan which initiated and directed two fashionweeks successfully. The benchmark was set for others to follow and it hassustained itself. Although the new administration has deviated from theoriginal aim of the council and is focusing more on self-promotion now. Toanswer your question, I’m not forming another council, rather I’m findingalternatives to promote fashion now. Using my sources, I’m actively promotinggenuine, young talent independently. I took Fahad Hussayn and AdnanPardesy to showcase their designs at Ogaan which were well received.Similarly I’ll be taking Zaheer Abbas among other credible designers to Indiathis year. Also, I’m opening up a multi-brand boutique in Lahore that will onlystock collections by upcoming designers. Personally, I spent much of 2010consolidating my prêt collection that will be showed at the Colombo FashionWeek in February 2011. I’m exploring burgeoning markets internationallybecause being a Karachi-based designer I see no point in promoting myselfhere.

Excerpts from Inpaper Magzine, Dawn

We need to produce indigenous Pakistani products using local fabrics andtechniques that cater to a universal client. Fashion is about trade rather thanshowmanship. With a pool of knowledge to disseminate, FP will initiate 25seminars with a vast curriculum for almost 500 people that will commence after thethird week of January. We plan on conducting this seminar every month or two inKarachi and Lahore. This course of action will determine three things: maturingraw talent, improving their design skills and finding placement in the industry.Instilling a new ideology, we are open to view collections by young designerswhich will be evaluated and suggestions would be given to help them. The councilalso intends on holding capsule shows followed by same-day exhibitions forupcoming designers and the FP lounge flagship store will be set up in Karachi. Asfor me, I’m coming out with nine collections every year including lawn.

TWENTY TWO

Hit & Runs ! Tees Mar Khan

Farah Khan’s latest film is a box office hit but fails to be more than skin deep “Acting islike chewing gum,” Tabrez Khan aka Tees Maar Khan tells his sweetheart Anya in thefilm. “It loses its sweetness and you want to spit it out after a while. ”He may be referringto acting in general but it aptly applies to Farah Khan’s films as well. Mindless comedy,based on Bollywood references, was refreshing in Om Shanti Om (the last film shedirected) but the flavour starts to wear off in Tees Maar Khan. What begins as a joyrideends as the kind of headache that too many rides on the merry-go-round can give you.

TMK is the story of one Tabrez Khan portrayed quite decently by Akshay Kumar, conmanpar excellence, who steals the watch off his doctor’s wrist as soon as he is born. Hegrows up to be a criminal who plans a grand theft to rob billions worth of nationaltreasures off a speeding train. The plan includes befooling unsuspecting villagers ofDhuliya Gaon and convincing them that it’s all part of a film he is directing. Key players inthis plan are his three minions — Soda, Dollar and Burger — and they involve an Oscar-obsessed Bollywood actor to ensure the plan hatches successfully. Akshay Kumar, as‘the actor’, is the strongest character of the film and the usually sober actor is absolutelybrilliant in his neurotic rendition as a crack. He goes around wearing a tee shirt that reads‘STAR’ and reprimands his assistant/agent for mistaking Danny Boyle for DannyDezongpa when he called him for the casting of Oscar-winning Dumbdog Millionnaire.The film is fun, if you can stomach two hours of absurdities. And let’s be honest thatmost of us can. TMK is unpretentious and unhypocritical in its approach and in itshonesty lies its strength. It is plain, unapologetic humour, the kind that doesn’t thinktwice before cracking racist jokes.

By Aamna Haider Isani

When director Day Shyamalan (as opposed to Night Shyamalan) can’t find a gora-looking man to cast as a Britisher in his film, he pulls in the albino sweeper and stuffsbubble gum in his mouth as a language barrier. The stunning Katrina Kaif — who’snever looked better — is the quintessential Bollywood dumb blonde who knows shenever looked better — is the quintessential Bollywood dumb blonde who knows sheneeds to do nothing more than look good. And that she does to perfection. “It’s betterto be an item girl than a thief,” she exclaims at Tabrez but does nothing to stop him.Life is one big set for her. If the scene requires added drama, she knows that all sheneeds is an added layer of face powder. The hit song Sheela ki Jawani goes on to provethat she needn’t be more than a beauty to be successful heroine. It’s okay if she has theintelligence of a gnat.

The weakest thing in the film is its story, rather lack of it. Whatever its worth should becredited to the Italian film, After the Fox, which TMK is adapted from. The story alsodraws one to the conflict/controversy that arose between director Farah Khan and heronce best friend Shahrukh Khan, who was the originally chosen protagonist. TMKscreeches of a role tailor made for SRK. But apparently they fell out of each other’sgraces when he kept sending the story (written by Shrish Kunder, FK’s husband) backfor tweaking. It goes without saying that SRK’s contributions to the films he choosesare always priceless. He would have given it some grey matter if nothing else. Withouthim, it falls flat in places.

The year 2010 hasn’t been a very successful year forIndian cinema — considering the big banner releases(like Veer, Kites, Raavan, Guzaarish) that have flopped atthe box office — but it has to be said that the ‘Khans’have given it a financial boost, if nothing else. My Nameis Khan pushed the year into action and while Tees MaarKhan is being thrashed by critics, it has been raking inbox office moolah. As the soundtrack goes during itsclosing credit roll “everyone wants a happy ending.” Thatis exactly was Farah Khan has given in this film andcritically speaking, nothing more. Farah Khan hasestablished a film genre of her own, one which usesBollywood as the punch line. She will have to improviseas the comedy tends to get stale but until then she willcontinue to have the hit and runs: films that are boxoffice hits but fail to run deep with the critics.

CONTINUES ON NEXT …

… TMK Review Continues

BOX OFFICE REPORT ON TMK

Tees Maar Khan was recorded to have the third most successfulopening (after Dabangg and 3 Idiots) in India and according toAtif Rasheed, Vice Chairman IMGC (International Multi Group ofCompanies) Pakistan, official importers and distributors of thefilm, the response raked in an overwhelming “one crore, fortylakhs in the opening weekend (in Pakistan) alone.”

Mr Rasheed told Images on Sunday that 21 prints of the filmwere released all over the country and they all had a full houseresponse, in some instances they even witnessed “forced breakins” and similar hyper-activity that is often associated withpopular films. The super-hit item song Sheela ki Jawani was anunfaltering crowd pleaser and young boys responded with wolfwhistles and even dhamaal (dances) in cinemas in Faisalabad.

Indian films, Rasheed feels, have helped pump money into thePakistani film industry as theatres earn 50% of all profits made.IMGC has imported hit films such as Dostana and will now bebringing No One Killed Jessica and Dhobhi Ghaat to Pakistannext.

Excerpts from Dawn

TWENTY FOUR

For a director in Lollywood, the biggest aim is to sustain and survive —churning out a quality film comes second due to the decline of the industry.However, for Javed Fazil compromising on quality was the last thing on hismind and he went on directing hits despite the failure of films by hiscontemporaries. The veteran director passed away on December 29, 2010, inKarachi. Mohammad Javed Fazil was born in 1940, and joined the film industryduring the ‘60s, soon after completing his studies. He assisted numerousdirectors including Qadeer Ghori and S Suleman during his career as anassistant/associate director but turned to direction with Goonj in 1977. The filmdid well considering it was his first foray as a mainstream director and markedthe beginning of what turned out to be one of the most successful careers inPakistan’s entertainment history.

Alvida ! “JAVED FAZIL”

For a director in Lollywood, the biggest aim is to sustain and survive — churning out a quality film comes second due to thedecline of the industry. However, for Javed Fazil compromising on quality was the last thing on his mind and he went on directinghits despite the failure of films by his contemporaries. The veteran director passed away on December 29, 2010, in Karachi.Mohammad Javed Fazil was born in 1940, and joined the film industry during the ‘60s, soon after completing his studies. Heassisted numerous directors including Qadeer Ghori and S Suleman during his career as an assistant/associate director butturned to direction with Goonj in 1977. The film did well considering it was his first foray as a mainstream director and marked thebeginning of what turned out to be one of the most successful careers in Pakistan’s entertainment history.

For a director in Lollywood, the biggest aim is to sustain and survive — churning outa quality film comes second due to the decline of the industry. However, for JavedFazil compromising on quality was the last thing on his mind and he went ondirecting hits despite the failure of films by his contemporaries. The veteran directorpassed away on December 29, 2010, in Karachi. Mohammad Javed Fazil was born in1940, and joined the film industry during the ‘60s, soon after completing his studies.He assisted numerous directors including Qadeer Ghori and S Suleman during hisHe assisted numerous directors including Qadeer Ghori and S Suleman during hiscareer as an assistant/associate director but turned to direction with Goonj in 1977.The film did well considering it was his first foray as a mainstream director andmarked the beginning of what turned out to be one of the most successful careers inPakistan’s entertainment history.

Javed Fazil was one of the few directors who achieved cult status both at home andabroad. Be it his family drama Bazar-i-Husn or his action flick Faisla, or the typicalfilmi production Dehleez, he remains the most copied director of the last 20 yearsfrom this side of the border. Many Indian directors thrived on his work as they madePaap Ki Duniya out of Faisla, Bazar-i-Husn became Pati Patni Aur Tawaif, whereasDehleez was copied as Oonche Log. Even his comedy caper, Ustadoon Kay Ustad,became an inspiration for Bollywood comedies such as Andaaz Apna Apna and Jan-e-man. He was the only director ever to convince Waheed Murad to wear glasses andportray an older man. He also directed film star Nadeem in more than half of hisfilms, most of which did well including Saima, Aahat, Lazawaal, Dehleez, Naraz,Faisla, Kundan, Bazar-i-Husn and Bulandi. His last film, Main Ek Din Laut KayAaonga, which he directed after a gap of a decade, also featured Nadeem.

The veteran thespian remembers him as one of the most-talented directors he everworked with. “Javed Fazil was not just a director but a personal friend as well. Hiswork was everything to him.

CONTINUES ON NEXT …

We don’t have such dedicated people these days, and his demisehas further weakened the ailing film industry. It was an honour towork alongside him in so many films. The list of his films speaksfor itself which includes hits such as Saima, Aahat, Dehleez,Lazawaal, Faisla, Bulandi, etc,’ says Nadeem.

Javed Fazil’s films are known for their music as well. Hecollaborated with musicians including Nisar Bazmi, Sohail Rana,Amjad Bobby, M Ashraf and Robin Ghosh during his career withthe result that songs such as Baja Bajnay Wala Hai (Saima),Chaman Chaman Kali Kali (Aahat), Aaj Tu Ghair Sahi (Dehleez),Aap Apni Misaal (Lazawaal), Zindagi Geet Hai (Faisla), AakhriSaans Tak (Bulandi) and Dil Kay Taar Bajay (Main Ek Din LautKay Aaonga) went on to rule the airwaves. If one compiles thelist of the most famous songs of the past three decades, most ofthem would be from films directed by Javed Fazil.

… Continues

them would be from films directed by Javed Fazil.

Following the decline of the film industry during the ‘90s, JavedFazil moved to television. Actor Behroze Sabzwari recalls him asthe only film director who could prove his mettle on TV, “He wenton to become the most successful TV director due to hissuperior technical knowledge and understanding of the field. Infact, he was one of the few directors to have a command over setdesign, camera techniques and acting. He even directed me inone song sequence of Aakhri Mujra, a film by Madam ShamimAra. Since she is a mentor to all of us, including Javed Sahib, hecalled the shots when asked by her.”

During the last decade-and-a-half, Javed Fazil directed many TVplays, including the magnum opus, Janay Anjanay, ChandniRaatein and Mehndi. He returned to direct his last film, Main EkDin Laut Kay Aaonga, that had songs by Indian singers AshaBhonsle and Alka Yagnik and music by Jawad Ahmed along withacting talents from Pakistan. “It was Javed Sahib’s dream tomake a film in India, something he achieved with Main Ek DinLaut Kay Aaonga,” remembers Javed Sheikh. “We mostly shot inthe Indian city of Hyderabad and during the shooting heconstantly reminded me: ‘Dekha, main na kehta tha ke India mainfilm banaoon ga’!”

Humayun Saeed terms him a director with a will to do anything,“We used to tease him about his growing age yet he always said:‘Main jaoonga to kaam karte jaoonga’. He was scheduled to callthe shots of Aurat Ka Ghar Konsa the morning he died. Mostimportantly, he will be remembered as a friend who always gavehis best.”

Adds Behroze Sabzwari, “Javed Fazil Sahib was a great friendwho was always in high spirits. Losing him is a great blow to theshowbiz industry of Pakistan. May his soul rest in peace.”

TWENTY SIX

Meera sets off find her ‘perfect match’ in perhaps the biggest reality show of the season. Just when we

thought there was nothing left for the ‘26-year-old’ Meera to accomplish, she has surprised us yet again

with her latest reality television show, Kaun Banega Meera Pati. The name is pretty self explanatory:

Meera is going to be choosing a husband amongst 13 suitors on live television. It’s like the Survivor

series, with eliminations, tasks and obstacles, the only difference being that the winner gets Meera’s

hand in marriage. The name of the show has received some criticism, where people have wonderedwhy Meera is going to find a ‘Pati’ (the Hindi word for husband) instead of a‘Shohar’ (the Urdu word for husband.) Imran Aslam, Director of Geo TV Network,cleared up the air and answered questions like these and many more at a recentpress conference. He went on to explain how the honour and value of being Meera’shusband is on the same level as being a ‘crorepati’ or a ‘lakhpati’ thus the choice ofname. Also, he frankly added that the name ‘MeeraPati’ is catchier and has a certainring to it. The evening was hosted by Ali Safina, who is also the host for the show.Before our Meeraji started answering any questions, they first showcased a showreel with some of our celebs who had recorded their messages for Meera. Everyonehad their own idea about the kind of man Meera should marry. Actor HumayunSaeed thought that “Meera should marry someone tough, like a bodyguard!” whileactress Umaima relayed the message: “Meera should marry someone explosive,who is a lot like her... he should be a total drama, a little over the top and a lot of funjust like our Meera!”

Meera herself then explained what she felt about doing this show. “I’m very excited about this show and I’m also excited aboutgetting married. Shaadi karna bahut mushkil kaam hai, but kya karain, shaadi toh karni hai na? I’m also very grateful to all myfans who have shown so much love. So many people sent me their proposals via email; if you check my email inbox, I havereceived 12,000 proposals. If you check Geo’s mailbox, they have also received one lakh proposals for me, and I hear girlscomplaining nowadays keh unnko koi rishtay naheen aatay!” So how did Meera ji choose only 13 lucky fellows to get the chanceof wooing her? Imran Aslam explained, “We had a lot of people sending us videos and emails and we held an audition for theseboys who were interested. Even though there were lots of people who wanted to marry Meera, we had the difficulty of choosingsomeone who is actually serious about this, but is fun, exciting, telegenic, and also has the ability and the strength to take theshow forward.”

Apparently, Meera has been so excited about this show that she can’t think about anything else. This was evident whensomebody from the crowd asked Meera what she felt about the future of Pakistani films. She answered, “At the moment, I’m onlyconcerned about my future. I’ve been feeling great lately and I’m only thinking about marriage right now.” Imran Aslam alsodecided to erase all the controversies around this show, claiming that apart from the side of Meera which has been built up byhype and sensationalism, there is another side of Meera, which is of a woman, who also deserves the basic right to find her soulmate. “We came up with this idea 3 years ago, and we thought it would be a perfect tribute to Meera for all the hard work she hasput in being where she is. We all know that she is an icon and an accomplished actress; we’ve laughed with her at her Meera-isms; been puzzled by her antics. We also know her for being bold, unpredictable and sometimes a little over the top. But thisshow is about dreams, the dreams of many people who wish for the chance to get to be close to our favourite star, and also aboutthe institution of marriage.” Meera has never abided to the rules and has always been out of the box. Then why should we expecta conventional wedding for this star?She claims that by the end of the 26th episode, Meera will be a marriedwoman. We all will have to follow her till the grand finale to find out, kaunbanega Meera Pati? What can one say about Meera? The iconic Pakistani filmstar is a class apart! With millions of words written about her, and even moresaid about her everyday, it has always been hard to gauge who the real Meerais…that is until now! About to launch exclusively on GEO is a unique realityshow entitled Kaun Banega Meera Patti. A show which will try to discover thereal person behind this iconic beauty as she goes in search of the perfect lifepartner. With our camera crew by her side, Meera is all set to embark on ajourney to find that one person she can depend on for the rest of her life.

Someone who values her as aperson and not just a film starand will love and cherish herforever more: in other words‘the perfect husband’. So whowill that lucky gentlemanbe…well it could be absolutelyanyone, including you! All youhave to do to be in with achance of being a contestanton the show is fill in the formbelow. Tell us all aboutyourself.

Do you think you have the wit, charm, looks, charisma and sensitivity to wooone of the most famous Pakistani film stars ever born? What is it that is uniqueabout you and sets you apart from everyone else? Do you think you could bethat one person Meera wants to spend the rest of her life with? Do you think youcould well be Meera Patti?! Well if you do then we are waiting to hear fromYOU... who knows, you might well be the person Meera is looking for!

TWENTY SEVEN

Mobilink & NADRA

Join Hands for SolutionMobilink, Pakistan's market leader in cellular services and a part ofOrascom Telecom Holding (OTH) has formally collaborated with NADRATechnologies Ltd to facilitate payment of Utility Bills. This service will beavailable Free-of-Charge and around the clock. Deputy Chairman NADRA,Tariq Malik and Vice President Marketing Mobilink, Bilal Munir Sheikhinked the agreement to this effect. NADRA Technologies Ltd (NTL) hasundertaken this innovative approach to develop an e-Sahulat billingswitch to provide an integrated system response to clients for payment ofutility bills through alternate channels like mobiles phones, internet, ATM,bank branches and telcos outlets. The facility will empower Mobilinkretailers to accept and deposit utility bills from all Mobilink and NonMobilink customers, even people who do not own a mobile phone canavail this service by walking into a Mobilink retailer's outlet anddepositing their utility bills round the clock, within the due dates.

At the signing, Tariq Malik, Deputy Chairman NADRA said, "We are pleased to partner with the Mobilink which is the country'slargest cellular family with the most widespread retail and distribution network. Through this service, we are taking the billpayment facility to places where banks haven't." He further emphasized that "e-Sahulat platform is a tip of the iceberg and NTLis in process of transforming this platform into National Smart Service Platform for e-commerce. Through this Smart ServicePlatform organizations can utilize e-Sahulat touch points for cash in and cash out transactions under branchless regulationsissued by State Bank of Pakistan. This arrangement will help commercial banks and Telecom operators to extend branchlessbanking concept through e-Sahulat without raising any infrastructure thereby saving capital and operational cost."Bilal Munir Sheikh, Vice President Marketing, Mobilink commented, "We commend NTL's efforts to reach out to the commonpeople of Pakistan, a vision we are pleased to share with them. As there is no charge or fee associated nor any condition toown a mobile phone, all segments of the society can avail this convenient facility"

e-Sahulat is a truly enabling service that cuts across infrastructural barriers in line with the spirit of branchless banking. Thisarrangement once put in place will facilitate general public especially in rural areas with solutions housed in congenialenvironments, while exposing the public to state-of-the-art-technology.environments, while exposing the public to state-of-the-art-technology.

CMO Council Expands …The CMO Council announced the expansion of its membership base inPakistan, continuing its commitment to the cultivation of marketingleadership committees in emerging regions. In conjunction with its localpartner Revelation Inc., the Council has added 35 prominent marketingexecutives, five of whom have been appointed to the Middle East-NorthAfrica (MENA) Advisory Board. These new board members will head theinitiative in Pakistan by sharing content, insights and intelligence on thelocal market with the CMO Council's 6,000 global members, who controlmore than $200 billion in annual marketing spend.

New additions to the MENA Advisory Board include Ghufran Atta Khan of Karachi Electric Supply Co., Aly Mustansir of HabibBank Ltd., Usman Javaid of Telenor Pakistan, Fuad Chundrigar of Engro Foods and Mahmood Nanji of Ülker. Working withother advisory board members from Pakistan and the rest of the MENA leadership council, these marketing executives willshare their expert knowledge on the region’s market dynamics and best practices to the entire CMO Council globalmembership base. “Pakistan is among the many emerging country markets with large, youth populations and economicgrowth potential,” noted Donovan Neale-May. “While often characterized and stigmatized by internal turmoil and controversy,there are many committed and innovative marketers in Pakistan overcoming inherent challenges in infrastructure, services anddistribution systems.”

After suffering from internal political disputes and low levels of foreign investment for decades, the Pakistani market is steadilygrowing behind a dramatically improving mobile communications infrastructure, as well as rising Internet usage. Mobile-cellular subscribers reached over 100 million people in 2009, a dramatic increase from approximately 300,000 in 2000. With atotal population of 184 million, 90 percent of residents live in areas with cellular coverage, and half have access to a cell phone.Since 2006, Internet users have grown by 7 million and now constitute 10.5% of the population. “There is a strong appetite forinternational marketing knowledge in Pakistan,” added Ghufran Atta Khan, marketing head at the Karachi Electric Supply Co.“With more than 50 percent of Pakistan’s population under the age of 30 and some 30 percent concentrated in urban areas, weexpect both domestic and foreign brands to flourish as the geo-political situation stabilizes and marketers modify and adaptproducts, pricing and programs for local conditions. The CMO Council’s expansion into Pakistan will provide a burningplatform for local senior marketing professionals to interact with a global network of top marketing gurus and exchange realinsights and best practices.”

TWENTY EIGHT

Samsung Mobile Printing

Samsung Electronics Co. Ltd., a global leader in consumer electronics, information technology, digital media and digitalconvergence technologies, today introduced the Samsung MobilPrint app at the Consumer Electronics Show 2011 in LasVegas. The app runs on Android or iOS smart phones and tablets. This will allow smart phone and tablet users to connectdirectly to Samsung wireless printers through the Wi-Fi or network linked printers and print their photos, PDF and web pages

directly from their devices. Italso allows scans from theprinters to be sent directly tothe user’s smart phone or tabletallowing users the flexibility toadjust the quality of thescanned image, change the filetype, or choose between coloror black-and-white scans.

“Samsung has quickly become a recognized brand in the global printing industry through the launch of its affordable, user-friendly products for the office and home. This solution delivers the next generation in seamless convenience, building onSamsung’s heritage in the consumer electronics business and experience with connectivity. The mobile phone is aconsumer’s constant companion; we’ve now expanded its everyday functionality into a whole new realm,” said Mr. HeeChang Yee, Managing Director Samsung Electronics Pakistan.

The Samsung MobilePrint app requires no driver installation or network configuration to work with a Wi-Fi. The app isavailable for Android smart-phones; Android tablets and iOS based devices and can be downloaded from their respective appstores. The app has a built-in auto-detect option which is able to automatically discover any wireless Samsung printers in thearea. It also allows file sharing between smart-phone’s and tablets running on the same operating systems.

LG

Sets

New

Standard

LG Electronics (LG) recently unveiled three new premium notebooks at the 2011 Consumer Electronics Show (CES) inLas Vegas. Featuring sleek outer casings and streamlined style for a modern look, LG P210, LG P420 and LG A520deliver a new dimension in notebook design and technology. Offering compact, elegant design for style-conscioususers, the P210 and P420 provide high-speed connectivity while on-the-go. LG A520 delivers advanced cinematic 3Dtechnology (FPR: Film Patterned Retarder technology) for a one-of-a-kind, portable 3D entertainment experience.All three models combine the mobility and connectivity of notebooks with the unbeatable performancemobile computers require day in, day out. “LG is proud to introduce this exciting new line-up of award

winning and innovative notebooks,” said J.J Lee, EVP and Headof LG Electronics PC Business Unit. “LG P210 recently won an iF(International Forum Design Award) and the P420 display’s LG’sunique DNA design.

Together with the A520, the 2011 line-up ofnotebooks provides durable technology withnext generation performance capabilities.”

In addition to sleek design, LG premium notebooks offer an easy-to-usemultimedia experience with Media Funtasia, which makes it easy to share mediacontent with other DLNA-friendly devices. LG P210 and LG P420: A newstandard for notebooks, style with slim-edge bezel. The P210 and P420’s sleek,compact, and lightweight frame offers a refreshing alternative to typicalcompact notebooks. Offering a streamlined interior design with a bezel that isup to 40 percent slimmer than regular models, the P210 and P420 create aminimalist feel and set a new standard in notebook design.

Click: www.kamzkirz.co.nrAsk: +92-332-3515450

TWENTY NINE

Ufone & Nokia Redefine Access to Web

The country's rapidly expanding telecomcompany Ufone and world renowned Nokiahave announced the launch of "My FirstMobile Internet Screen" initiative; a lowpriced Nokia Handset with lowest priced

The package deal willprovide Internet facility byUfone on Nokia C1 sets.

Internet service in Pakistanby Ufone that will empowerconsumers to availcheapest internet accessever offered in Pakistan.

The service will be pre-configured on these devices. It merits mentioninghere that with a common vision to bring the 1st internet experience onmobile devices for the youth of Pakistan, the two companies are the torchbearers of the initiative called "My First Mobile Internet Screen".

Click: www.kamzkirz.co.nrAsk: +92-332-3515450

Etihad & Radio 1 Fly Contest Winner

Etihad Airways, the national airline of United ArabEmirates, in conjunction with Radio FM91,haslaunched a series of on-air promotions offering listeners the chance to win holidaypackages to Abu Dhabi and full day passes to the newly-opened Ferrari World, theworld’s first Ferrari theme park. The competition, which will run until January 28, willair on three of Pakistan’s top radio shows:

•Darna Mana Hai with Waqar Zaka, every Tuesday from midnight to 2.00 am;•Drive On with Naveen Waqar, every Monday to Thursday, from 5.00 pm to 8.00 pm; and

•Desi Girl with Anoushey Ashraf, every Friday, from 11.00 am to 1.00 pm.

Listeners will have to answer questions related to Etihad Airways and Ferrari World in Abu Dhabi. One lucky winner will beannounced on each show per day between now and January 28. Amer Khan, Etihad Airways’ Country Manager in Pakistan, said:“Abu Dhabi has become one of the most sought after emerging tourist destinations in the world and we are pleased to partnerwith Radio 1 FM91 to promote our airline’s home base through this contest.” Winners of the radio contest will each receive areturn Coral Economy ticket from one of the airline’s four destinations in Pakistan - Karachi, Lahore, Islamabad and Peshawar -to Abu Dhabi, and full day passes to Ferrari World. Shazya Aamir, General Manager of Radio 1 FM91, said: “Continuing what hasnow become a trademark tradition of bringing forth the biggest giveaways on the most innovative of platforms, Radio 1 Fm 91marks yet another chapter in an enterprising and engaging history of campaigns between ourselves and Etihad Airways throughthis contest. “This is a fabulous promotion to start the year and we look forward to working with Etihad closely in the future andexpanding what has undoubtedly proved to be a fruitful relationship.”

THIRTY

HAIER Strengthens Position

Haier extends its global brand market share to 6.1 percent, topping theEuromonitor Global Major Appliances 2010 Brands rankings for the secondconsecutive year (Qingdao, China) December 13, 2010.

The Haier Group announced that Euromonitor International, the world'sleading independent provider of business intelligence on industries,countries and consumers has again ranked Haier as the number one brandof Major Appliances in the world with 6.1 percent retail volume marketshare in 2010.

Haier extends its global brand market share by almost 20percent from 2009. Haier also tops EuromonitorInternational's ranking in three product categories,expanding its market leadership in each of them year onyear. Haier's top ranking for a second consecutive year isproof yet again that an ever-growing number ofcustomers value the innovative and products tailored totheir needs that Haier offers to them.

The company's continued expansion both within Chinaand internationally reflects customer's growingconfidence towards the Haier brand.

"Haier became the world leader in Major Appliances in 2009. While we have reached one of our goals, Haier has not stoppedits efforts to design and provide consumers around the world with solutions that ease their everyday lives.

Euromonitor's 2010 rankings show the increasing trust consumers have in the Haier brand. We expect our leadership tosteadily increase in the future as Haier continues to focus its innovation towards offering better solutions and servicesglobally, bringing more value to our customers" said Ms Zhang Tieyan, Director of Haier Global Branding Operation.

Gillette Pakistan, the premium world renownedmale grooming brand, unveiled a mega Mach3display at Metro Karachi in the midst of anexcited crowd. The display that carries GilletteMach3 razor packs and cartridges is one-of-itskind and measures an astounding 199 feet inlength, making it the largest Mach3 display inGillette’s history.

The highlight of the unveiling of mega Mach3display was the announcement of a lucky drawwith several prizes. Two lucky winners will getthe perfect opportunity to win cash prizesfacilitating them in fulfilling their dreams towatch world cup live*. Sharing the lucky drawparticipation guidelines, Salman Yousuf BrandManager Gillette Pakistan said that the contestparticipation has been kept very simple; anyconsumer buying Gillette Mach3 razor from thisdisplay will be eligible to participate in a luckydraw which will come to a close on January 27,2011.

Gillette Mach3 was launched at an amazing priceof Rs. 199 last year. Now, Pakistani men canenjoy Mach3’s PERFECT SHAVE which lasts forup to 3 months^. Mach3 blade has threediamond like coated blades, advancedlubricating strip and a pivoting head which givesan irritation less and comfortable shave.

Mega Mach3 Displays at

METRO KARACHI

globally, bringing more value to our customers" said Ms Zhang Tieyan, Director of Haier Global Branding Operation.

Sharing his views, SaadAmanullah Khan, CEOGillette Pakistan, said“Gillette has a long-standing relationshipwith sports. We knowPakistan as a nation ishighly passionate aboutcricket. Our brand givesmen confidence and anintense belief that theycan succeed, andtherefore, through thelaunch of this lucky draw,we want to bring themcloser to our brand in aunique way. This day isspecial not only becausewe are creating Gillette’shistory by making thismega Mach3 display butwe are also givingconsumers this once in alifetime chance to be partof the World Cup.”

THIRTY ONETelenor Pakistan announced that its Chief Executive Officer (CEO), Jon Eddy Abdullah,is set to leave the company on March 1st who has been appointed CEO of the TelenorGroup's Thai mobile operator DTAC. "I am very pleased with Jon's achievements asCEO of Telenor Pakistan. Under his leadership the company has strengthened itsposition as a leading mobile operator, launched several innovative services likeeasypaisa, and taken a clear position on corporate responsibility", said Sigve Brekke,Executive Vice President of Telenor Group, and head of Telenor's Asian Operations. "Iam excited that the Telenor Group will continue to benefit from his vasttelecommunication experience and his knowledge about Asia in another of our Asianmarkets". "Even though I am thrilled to take up new challenges, I have to admit thatleaving Telenor Pakistan will not be easy. My period here has been very rewarding, and Iwill take many fond memories with me. In Telenor Pakistan I have had the privilege ofworking with a highly qualified and dedicated team that has continuously focused ondeveloping services that benefit our customers. The company has experiencedfantastic growth since it was established in 2005, and I believe it is well positioned forthe future", said Jon Eddy Abdullah. Jon will succeed Tore Johnsen who has beenappointed new CEO of Grameenphone, the leading mobile operator in Bangladesh. ToreJohnsen previously served as CEO of Telenor Pakistan.

TELENOR Services Eulogized !

Pakistan Telecommunication Company LTD (PTCL) has launched new "PositionStatement" 'Hello to the Future' at the start of the New Year. PTCL's new positioningstatement illustrates the company's aim to transform the world of telecommunicationand the way its customers communicate. "Hello to the Future" is a fusion of vision,brand philosophy, brand values and strategy. The "Hello to the Future" joins two mostsignificant words in the arena of communication ie "Hello" that provides the inwardcommunication, a word which is related to the telecommunication history and has been

PTCL’s New Positioning…

communication, a word which is related to the telecommunication history and has beenused ever since and will be used in future, whereas through the use of second word"Future" PTCL promises to lead its customers, in to future with futuristic ideas andproducts. The newly chosen position statement sums up the PTCL philosophy of providing

planned and proactive solutions and products to its customers and holds the promisethat PTCL is committed to ensure complete customer satisfaction through innovativeand futuristic services and products. It outlines the brand values like evolution,innovation, humanistic trustworthiness and quality consciousness that PTCL cherishand uphold. The two main words chosen for the position statement ie 'Hello and Future'together depicts PTCL welcoming nature, customer centric approach and itscontinuous evolution and achievements to take its customers to the future. NaveedSaeed SEVP Commercial said that the new positioning statement of PTCL portrays notonly its effective relationship building with its valued customers but also establishes itas a futuristic entity which is working constantly towards inventing paramountsolutions for its customers.

Samsung Electronics Co, Ltd. today announced that Samsung Apps, the world’s first application store for the television, hasreached its two millionth TV application download globally. Samsung reached the 2 million mark within a year of the launch ofSamsung Apps and the number of apps downloaded has doubled since November, when it reached one million downloads.Samsung Apps allows users to purchase and download applications from a wide variety of content and service providers, directlyfrom their Smart TVs. Samsung Apps boasts around 380 applications designed for Smart TV, of which 259 are free. The store iscurrently available in 120 countries around the world. Samsung Pakistan’s Managing Director, Mr. Hee Chang Yee said; “Thisachievement and the short period in which it was achieved demonstrate the rapidly growing popularity of applications and contentfor Smart TVs. Samsung’s leadership role in this category has paid off and allowed us to provide new experiences for consumersthat are more rich and integrated than any before.” Some of the most frequently downloaded applications from Samsung Apps areYouTube, Hulu Plus, ESPN Next Level, AccuWeather, Google Maps and Texas Holdem, and other sports, movies and gaming.Throughout 2010, Samsung held “Free the TV Developer Days” and contests around the world, bringing together developers andnotable leaders across the connected TV ecosystem. Samsung announced a series of high-level partnerships with cable televisionleaders Comcast and Time Warner as well as online video leaders Hulu and Adobe.

2 Millionth

TV Application

THIRTY TWO New brand identity embraces and celebrates local culture. With aheritage spanning 6 decades, Lowe and Rauf, affiliated with Lowe andPartners moves into the second decade of the 21st century byunveiling its new brand identity… ‘kites’. The new logo was inspired bythe colorful ‘patangs’ that are traditionally flown to celebrate the springharvest festival of ‘basant’. Originating from within Pakistan’sagriculture heartland, the festival is a culmination of the sheer blood,sweat and tears that go into raising a crop.

UNveiling New Brand ID

The ultimate joy of experiencing it comes tofruition, once expressed through the uniquespirit of kite flying, where the young are guidedby the experienced as they begin to learn theart.

Lowe has simultaneously rolled out its new brand identities across the Asia-Pacific region; Australia, China, Hong Kong, Lowe Lintas (India), Indonesia,Japan, Malaysia, Pakistan, Philippines, Singapore, Sri Lanka, Taiwan, Thailand,Vietnam; and over the next few months, the global roll out shall follow in aphased manner.

Chairman of Lowe + partners, Tony Wright said: ‘Lowe is a very different kind ofnetwork in that we want to maximize the local specialness of our companies andour brands, yet have them connect together in a deeper and more interestingways than the conventional agency networks. It feels absolutely perfect that weare rolling it out first in Asia- Pacific’. upan Desai, President Asia-Pacific , lowe +partners, said; “The new identities are a true reflection of what makes all ouroffices proudly unique and jointly competitive, as a network. As a globalcommunications company, our biggest competitive strength is the synergy ofdiversities. We operate in a multi cultural identity and the new identity is a way ofexpressing uniqueness of each culture whilst staying truthful to one Lowe DNA.expressing uniqueness of each culture whilst staying truthful to one Lowe DNA.This is the first time anywhere in the world where a single global brand hascreated country unique identities for every country which draws inspiration fromthe local culture.

Khalif Rauf, chairman and CEO Lowe and Rauf: ‘Over the last 6 decades, Loweand Rauf has not only witnessed both the nation’s and industry’s growth, but hasalso represented the spirit of the Lowe network within and environment thatrepresents enormous opportunity for the advertisers. We look forward to soaringnew heights as our kite takes the flight!’

Exceptional Decade

THIRTY THREEExceptional DecadeUfone celebrated its 10thanniversary on 29thJanuary with great fervour.This day is memorable forall as 10 years ago thelaunch of Ufone was thedawn of a revolution withinthe telecom industry.Ufone started out as aservice for the masses andit pushed to remove theperception and reality thatcellular services were onlyfor the elites in thecountry. Today cellularservices are enjoyed bypeople from every walk oflife which has been made areality thanks to thepromise that Ufone oncemade to the people ofPakistan and has fulfilledthat promise through thisjourney of 10 years. Overthe last decade thetelecom industry has seen

continues …

telecom industry has seenfierce competition with anexceptional decrease intariffs, a major focus onvalue added and customerservices in which Ufonehas taken the lead. Ufonehas shown vast growthand endurancethroughout, even thoughwith the intensecompetition; theorganisation has showngreat reverence with itsincrease in revenue andhas always remainedprofitable.

THIRTY FOUR

Over the years, English theater in Pakistan has experienced tremendous growth. Warid has become a leader in promoting arts inthe community. Greatly supporting the young talents, Warid GLOW has become synonymous to quality theater in Pakistan. Themuch hyped and awaited play 'Bombay Dreams" is now staged at the Karachi Art Council for 25 days consecutively, startingfrom 27th, January to February, 20th, 2011. Originally, the play was an Andrew Lloyd Webber production, created by famousIndian music director A R Rahman. Directed by Shah Sharabeel, it is an adaptation of the original one in accordance with thelocal scenario. The play beautifully hints at the identity issues confronting human beings.

GLOW and Center Stage Productions staged an array of successful plays over the years in the cities of Lahore, Islamabad andKarachi including; The Phantom of the Opera', Tom, Dick and Harry, Home Is Where Your Cloths Are, You Only Marry Twice,Moulin Rouge and Bombay Dreams. These are the largest plays of this magnitude in the region and believed to be the mostexpensive stage shows in Pakistan. The long association between Warid and CSP has not only set a precedent of quality stagefor dramatic presentations in Pakistan but has also groomed the audience which comes to appreciate quality theater. CenterStage Productions is the most recognisable figure in Pakistan theater that is rewriting the rules of commercial theater for ourentertainment starved society for over 10 years. Back in 2010, Sharabeel brought 'Moulin' Rouge' to Karachi with this promisethat he will return to Karachi again in 2011 to stage Bombay Dreams.

Commenting on Warid's backing of the play Suhail Jan, General Manager Commercial, Warid Telecom said‚ "We greatly supporttheater in the country because it is a way for us to foster the local talent of Pakistan and help our young leaders to pursuepassion and also cultivate enthusiasm for arts and entertainment in the community. These plays are the biggest showcase ofperforming arts in Pakistan. In a country where talent is in abundance but finances can be a hurdle‚ Warid is proud to be a leaderin promoting arts in the country."

Director of the play Shah Sharahbeel said, "On behalf of Centre Stage Productions, I am deeply grateful to Warid Telecom andits team for supporting Center Stage Productions. I am sure we as a Nation have all the guts and the talent to become a trulyprogressive Nation. We don't just do plays but we are building a norm, driven by our philosophy of being faithful to our talents.We demonstrate our best and that's what makes Center Stage Productions the finest and the most disciplined theatreproduction company in the country. Once again I am extremely grateful to Warid Telecom for all their generous support" "Theplay is known for its rhythmic tones composed by A R Rahman and will definitely cheer the audience of Karachi" added ShahSharabeel the director of the play.

THIRTY FIVE

Visa, one of the leading payment solutions providers, hasrolled out its financial literacy programme for media inPakistan by organizing the first educational workshop onfinancial literacy at the Karachi Press Club (KPC). Workingwith members of KPC and the Karachi Union ofJournalists (KUJ), the workshop is aimed at helping tocreate a better understanding of money management skillsamong the people of Pakistan.

The workshop was conducted by Visa CorporateCommunications Manager in the Middle East Ms. LamaKabbani and Country Manager for Visa Pakistan andAfghanistan Mr. Amer Pasha. The workshop was attendedby leading journalists from print and electronic media.

Commenting on Visa’s financial literacy program, Ms.Lama Kabbani, said: “Visa believes the most importantfinancial tool is not a product — it is knowledge. That iswhy, for more than a decade, Visa has been developingfinancial literacy programs that teach individuals how tospend, save and budget responsibly. Possessing the skillsto make the right money management decisions givespeople greater control over their finances, the ability todeal with unexpected costs, and the skills to budget andsave responsibly.”

Financial Literacy Program for MEDIA

Also, speaking on the occasion, Mr. Amer Pasha said: ‘With more than five million Visa cardholders in the country, this was anideal time to launch our financial literacy campaign in Pakistan, with the aim of raising awareness around the importance offinancial management. Visa’s Financial Literacy initiative is based on the premise that we can use our expertise in globalfinancial services to empower people and help them to understand the responsibilities that come with owning a Visa debit,credit or prepaid card.”

As part of its Financial Literacy programme, Visa also has plans to launch a localized version of its dedicated financial literacywebsite, www.mymoneyskills.com to help people of all ages across Pakistan to strengthen their knowledge of personal finance.Providing fundamental personal finance information in both Urdu and English on topics such as learning how to plan a budget,preparing for the future, using a credit card wisely and spending responsibly, the website will form an engaging platform for allaudiences including young people, families and schools to improve their financial literacy skills.

In addition, Visa is also set to launch a university program in which a series of seminars will be organized in business schoolsby combining finance and fun to create further understanding of money management skills among young people in Pakistan.

THIRTY SEVEN

Historic Frere Back in TownPeople have begun trickling into one of the oldest parks in the city, Bagh-i-Jinnah, after security officials were quietly withdrawn from the place a fewdays ago in the wake of the relocation of the American consulate from itsvicinity to the Mai Kolachi bypass area.

Security barriers and checkpoints set up on Abdullah Haroon Road alongthe park a few years ago by different security agencies have also beenremoved, clearing the way for all kinds of vehicles, including publictransport, to freely pass through.

During a visit to the park, a few children were seen playing cricket and amiddle-aged man reclining on a bench was watching the gentlemen’s game.

The number of visitors to the park, which also houses an architecturalmonument comprising a gallery and a public library, had dwindled over thepast few years due to security restrictions.

The Bagh-i-Jinnah is sandwiched between Abdullah Haroon Road where theconsulate-general of United States was located until recently and FatimaJinnah Road along which the US consul-general residence is situated.

Entry of buses, minibuses, vans and pickup trucks to Abdullah Haroon Roadhad been banned for past some years for the security of US consulate-general after a bomb explosion near the place. The road was found openedto general traffic after the consulate was relocated to a place along the MaiKolachi Bypass and Maulvi Tamizuddin Khan Road a few weeks back.

However, entry to Fatima Jinnah Road is still restricted with security barriersbecause the consul-general residence has not been shifted so far. Speakingto Dawn, police officials on duty said that the shifting of the residence hadto Dawn, police officials on duty said that the shifting of the residence hadalso been planned, but the decision was changed after some unrest wasreported in the Sultanabad area that neighbours the new location of theconsulate. He said it had been decided that the residence would stay herefor the time being and so would the restrictions on entry to the FatimaJinnah Road.

“The entry and exit points of the Bagh-i-Jinnah facing Abdullah HaroonRoad have been reopened and since no general announcement has beenmade by the government in this regard, the people in general do not knowabout it,” said a park visitor who lives nearby. He added that people in factentered the park when they saw no security personnel around and theirconfidence increased when no official intervened even at a later stage. “Nowyou can see people strolling in the sprawling lawns,” he said, recalling thathe used to come to the park until security personnel moved in some yearsago. He said he was happy that people had finally got the public park back.

The young children playing cricket at one side of the park told Dawn thatthey had never watched anyone playing in the park until recently thoughtheir parents had told them that the park used to be open for public. Earlier,there were some strange people in the park who harassed childrenattempting to enter, said a boy who lives nearby. He added: “We had to visitPolo Ground (Gulshan-i-Jinnah), which is comparatively far from this place,but now we can come here and play.”

Some children said a few people recently told them that the barbed wiresand barriers would be removed from the park within a couple of days afterwhich they could play and sit in the park as they pleased.

A city district government spokesperson said that the library and the artgallery in the Frere Hall had never been closed though the number ofvisitors had declined sharply after the security personnel had moved in. Thespokesperson added that the CDGK had nothing to do about it. Now afterthe security personnel have moved out, the number of visitors to the park,library and gallery has been on the rise and will gradually become normal.

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THIRTY NINE

MATHIRA goochi gughi !She can be sassy. She has the chutzpah to speak her mind. She has a strange but listenable accent. And she knows all the loveindicators. There are numerous morning show anchors and chat show hosts in Pakistan and none of them has in recent timesgarnered more viewership, or is being talked about more, than Mathira. She hosts a late-night programme titled Love Indicator onVibe TV. Slender in appearance and never short of words, the teenager (yes, she claims she is still in her teens) began to turnheads last year by virtue of her candid chattering and uninhibited sartorial sense on her show. As the title suggests, you can easilyguess the kind of frankness that’s required for it. Mathira’s television career took off with a programme on which she appeared asa yoga instructor (she’s a yogi too!). A tad baffling as it is, she explains, “As a kid I lacked confidence. Once in school I nearlydrowned in the swimming pool and became hydrophobic. Then I started taking yoga classes and they turned out to be the bestway to overcome fear. It also keeps you healthy.”

By S. Salman

She’s touchy about the subject and can opine endlessly on its merits. “When we startedthat yoga thing a lot of people spoke against it, saying it was against our culture andstuff. I want them to know it has nothing to do with culture. Yoga keeps you healthy andconnects you to your soul.” Indeed, not only soul, it can also make a showbiz person goplaces, for that particular gig provided her with the chance to feature on a late-nightshow. Mathira says, “When I became a bit known, my boss, Babar Tajammul, came upwith the idea of doing a late-night programme. I had no prior experience of hosting. Wedid it as an experiment to try and see if it worked. It did. It’s a live show on which we takecalls and play songs. Now that it’s a known venture, we plan to take the next step andbring in some more interesting segments into it, for example, interviews.”

One of the things that Mathira became famous for is her accent. It raised quite a fewquestions about her origin, nationality and schooling. She doesn’t shy away from baringit all, “My father is from South Africa and my mother is a Pakistani. I was born on Feb 25,1992, in Harare, Zimbabwe and did my O and A levels from there.” Interesting bio, onehas to say. The girl is 18 and has a long way to go. Surely education is not her priorityanymore. “No, I want to get a degree either in psychology or gynecology. My motherwishes so,” she clears the situation. What? Gynecology? Let’s not probe further on thatwishes so,” she clears the situation. What? Gynecology? Let’s not probe further on thatfront. Not unexpectedly, with fame come offers and a plethora of them. What kind is shegetting? “I’ve been thinking of branching out into acting. I have two or three offers foracting in Pakistani plays.”

What about Bollywood? “Why not?” she replies with an emphatic interrogatory phrase.“If you get a chance to prove your worth, you should go for it. Why do people watchPreity Zinta’s films? Because she’s in them. They love her. Not only that, I think Indianactors should come to Pakistan and partake in our plays and films.” Let’s hand it to her,the girl is uber confident. However, getting Indian stars to act in Pakistani plays soundsway too dreamy. Mathira disagrees, “Nothing is impossible. Everything is possible. Youcan even get Shahrukh Khan to come to Pakistan and act in a Pakistani film. All it takesis proper planning and a strong will.” Wow, she’s one self-assured lass. This must meanthat Mathira is well aware of her new-found celebrity status. Given her age, as sheclaims, it may have gone to her cute little head. “No, not at all. If you fly high, you’ll onlyland six feet under. Once you’re a known person, you must behave. You’re an idol now.You must cut out all the things that can have a negative influence on your viewer. I usedto party a lot. Not anymore. These days after work I go back home like a good girl. Youshould respect your position.”

Where does this self-belief come from? “The kind of job that I do needs you to be boldand confident. I don’t know why this double-standard exists in our society that whenBipasha Basu wears a mini skirt and dances in front of everybody, she’s accepted. Butwhen someone like me acts upfront about things they feel strange.” The girl has a point.Then comes the eventual question: is she single? “I am single right now. I’ve been in arelationship when I was in Harare. That was a long time ago. I’m still looking for MrRight.” Showbiz is not a bed of roses, as it often turns out. Mathira fans are aware of anincident that happened during her show when an obnoxious call was put through, whichshe handled pretty wisely. “You see, it takes all kinds. There are a hundred people wholike you, a hundred who hate you and a hundred who are jealous of you. I was shockedto receive that call. I didn’t know how to respond. I think I tackled it fairly well. I’m surethe caller must’ve felt like a hero after making that call. The thing is you have to takesuch things in your stride.” Mathira’s future plans? “I don’t plan things in advance. Evenif I do, I wouldn’t reveal them to be put on a newspaper’s page.”

Yes, the girl is not afraid to air her opinion. Even to journalists.