By Abdul Majeed Abid

History tells us that relations between Pakistan and United States started on the right note, as demonstrated by aforementioned speech of Prime Minister Liaqat Ali Khan. It was followed by the decade of co-operation between the two countries in matters of trade and military training. As we can see, the seeds of perceived animosity were laid during the 1965-71 period during which United States stopped the military aid to both Pakistan and India in the wake of the 1965 war. The people responsible for arousing these sentiments were the dexterous politicians of Pakistan and to some extent the religio-political parties and they did that just to mask their own shortcomings.

A similar attitude was shown by Mr. Bhutto when he blamed the alarming political situation upon the machinations of United States that wanted to “stop him from forming a Muslim-bloc”. In his book ‘Political Dynamics of Sindh 1947-1977’ Tanvir Ahmed Tahir suggests that the post-1971 anti-Americanism in Pakistan was more an occupation of progressive and leftist groups. This is confirmed in Hassan Abbas’ book, ‘Pakistan’s drift into extremism: Allah, the Army and America’s War on Terror’.

According to Lubna Rafique’s 1994 paper, ‘Benazir & British Press, ( Rafiue, Lubna. Benazir and British Press. 1986-1994, Gautam Publishers, Lahore, Pakistan, 1994) it was only in the last year of Z.A. Bhutto’s regime (1977), that he started to allude to moving out of the ‘American camp,’ calling the US a ‘white elephant.’ He also went on to accuse the Jimmy Carter administration for financing the religious parties’ agitation against him in 1977.
After the ousting of Mr. Bhutto came the martial law decade(1977-88) orchestrated by General Zia ul Haq. The setup that came to power because of unrest created by parties that were essentially anti-American in outlook ended up becoming a pawn in the hands of the same Americans. Zia-ul-Haq milked the opportunities when neighbor Afghanistan was attacked by USSR and a communist government was installed there. The flow of dollars towards the coffers of Pakistan continued until 1986. In 1985, Section 620E(e) (the Pressler amendment) was added to the Foreign Assistance Act, requiring the President to certify to Congress that Pakistan does not possess a nuclear explosive device during the fiscal year for which aid is to be provided. With the Soviet withdrawal from Afghanistan, Pakistan’s nuclear activities again came under intensive U.S. scrutiny and, in 1990, President Bush again suspended aid to Pakistan. Under the provisions of the Pressler amendment, most bilateral economic and all military aid ended and deliveries of major military equipment ceased.  In 1992, Congress partially relaxed the scope of the aid cutoff to allow for food assistance and continuing support for nongovernmental organizations (Congressional Research Service Issue Brief for Congress on Pakistan-U.S Relations, Feb 2006).
It was followed by the dwindling relations between the two countries in the 90s culminating in an ebb in the relation during 1998 following the Nuclear tests conducted by Pakistan. Interestingly, when the Pakistan Army was caught with its pants down in Kargil, it was the United States that acted as the peace-ensurer following an ugly fight.
The Musharraf era (1999-2008) witnessed the ascent of Pakistan-U.S relation to an altogether different level of co-operation following 9/11 attacks. Despite the fact that not a single Pakistani was involved in the horrendous attacks on World Trade Center, Pakistanis were targeted by and large by the American media and hate-crimes surfaced against Pakistanis living in the United States. The U.S attack on Afghanistan did not help regarding the negative feelings harbored by Pakistanis towards U.S since the 70s and then the 90s. This anti-U.S sentiment was cashed by the alliance of religio-political parties in NWFP(now Khyber-Pakhtunkhwa), one of  Pakistan’s provinces bordering Afghanistan and for the first time in the history of Pakistan, religious parties won a landslide victory in 2002 elections. On the official front, Pakistan was awarded the non-NATO ally status while the leaders of various parties kept blaming America for all the ills in the country. The top command of Al Qaeda and Taliban sought refuge in the treacherous terrain of semi-autonomous tribal agencies that form Pakistan’s border with Afghanistan. This led to unmanned drone strikes by the U.S to eliminate threats to its personnel in Afghanistan and its own security. The drone strikes not only killed the insurgents but also the innocent people present around that area creating strong grievances against the mighty America and its army. This issue was used to create furor by religious parties and right-wing politicians including a certain Imran Khan. Massive sit-ins were held at various places in the country and media fuelled the emotion even further by inflammatory programs. In the last one year, several major developments happened vis-à-vis relations with the United States that have made the relation more unstable than it already was. Raymond Davis, a security contractor, killed 3 people at a busy thoroughfare in Lahore, a U.S SEAL team raided a house in Abbotabad killing Osama Bin Laden and 24 Pakistani soldiers were killed in a gunfight with NATO forces at the Afghan Border.
(continued)

By Stephen Magagnini for The Sacremento Bee

KARACHI, Pakistan — On a moonlit Thursday night in February, a television network executive hosted an elegant affair for journalists and diplomats at his villa above the Arabian Sea.

Karachi’s privileged dined on lamb, shrimp, chicken, mutton and fettuccine in mushroom sauce, and were surprised by a quartet of wandering minstrels, soulful Sufi poets who serenade for their supper, uncorking ballads about love.

On the south side of this city of 18 million, a group of Afghan refugees, who scrape out a living collecting cardboard and other recyclables in a slum straddling a swamp of open sewage, were mopping up gravy with roti – Pakistani bread.

About 900 Afghans live in this fetid slum, down the street from poor Pakistanis and water buffalo. They earn about $60 a month and survive on bottled water, chewing tobacco and roti.

“We’re happy in Pakistan,” said 33-year-old Shaezhad, leader of a cardboard collection station. “We get food and respect.”

At the party across town, talk-show hosts and other Pakistani elites blew cigarette smoke into the faces of U.S. journalists, criticizing U.S. foreign policy and the toll the war in Afghanistan has taken on their country.

Many Pakistanis resent American aggression in the region and want more respect from U.S. policymakers, but they don’t hold individual Americans responsible. Yet everywhere we went, we were held to answer for U.S. wars and Americans’ deep misunderstanding of Pakistan.

“You are arrogant, playing video games with our lives,” Abdul Moiz Jaferii, political analyst for CNBC Pakistan, said over lunch one day in Karachi. He was referring to U.S. drone attacks that have killed Pakistani and Afghan civilians.

“And we hate America because the U.S. has always been the biggest, closest ally of the military dictators. You have done nothing to help democracy.”

The impact of the war in Afghanistan has permeated nearly every pore of this country of 180 million. More than 2 million Afghan refugees have fled to Pakistan, and some have brought a culture of violence. Since 9/11, 35,000 Pakistanis have been killed in terrorist attacks by suicide bombers and other war-related violence, according to Pakistan’s intelligence agency. The victims include 6,000 soldiers and 29,000 civilians.

The unpredictable violence and the kidnapping of foreign workers have created a climate of fear in this country. We weren’t allowed to visit villages outside urban areas, where 40 percent of Pakistanis live. Two shotgun-wielding security guards protected our buses in Islamabad, Lahore and Karachi. We entered our hotels through metal detectors and were rarely allowed to interact with average citizens in public places.

Pakistan – strategically located between Afghanistan, India, China and Iran and influenced by Saudi Arabia – remains an enigma to many Americans, who aren’t sure whether it’s friend or foe, democracy or military dictatorship.

Pakistan has provided critical support to NATO troops in the Afghan war – drones are launched from here, NATO supplies are sent through this country, and Pakistani troops have helped recapture terrorist strongholds along the volatile Afghan border.

But distrust of the United States in the wake of deadly drone attacks and the deaths of 24 Pakistani soldiers in a cross-border battle in November is such that rather than calling for more U.S. aid to build needed power plants, schools and hospitals, a growing number of Pakistanis want nothing to do with the United States. The government of Punjab – Pakistan’s most powerful state with about 90 million people – has decided to reject U.S. aid.

The killing of Osama bin Laden by U.S. Navy SEALs in Abbottabad in the heart of this country embarrassed and angered the Pakistan military and made Americans question why bin Laden was allowed to live in essentially a resort town. Some U.S. politicians have called for an end to the $18 billion in financial aid pledged since 9/11.

An Islamic republic?

Some of the world’s largest, most beautiful mosques are here, and to celebrate the Prophet Muhammad’s birthday on Feb. 4, 10,000 people named Muhammad gathered in prayer in Karachi.

We saw few women wearing hijabs, or head coverings, except those at Islamabad’s Faisal Mosque, which can hold 10,000 people for Juma, or Friday prayer.

Professional women drive cars, dress like their counterparts in U.S. cities and run government ministries, clinics and newsrooms. Women, who constitute 52 percent of the population, are increasingly getting advanced degrees. There’s a Pakistani proverb: “Every girl who goes to university gets a husband.”

Despite Islam’s ban on liquor, at a party in Islamabad guests of both sexes repaired to a speakeasy in the basement to drink wine or Johnny Walker Black and smoke cigars.

Though most marriages are still arranged, as many as 20 percent are “love marriages,” said Samina Parvez, director general of the government’s external publicity agency. “The divorce rate is also increasing – it’s about 10 or 15 percent,” Parvez said. “The majority of us are not practicing Muslims.”

Kamoran Sani, sales and marketing director for the Sheraton Hotel in Karachi, declared, “What you’ve heard about the Islamic Republic of Pakistan’s a big farce. There are orgies, voyeurs’ lounges, raves.”

A diverse nation

Pakistan didn’t become a nation until the British sliced India into Muslim and Hindu majority states in 1947. Pakistan – an Urdu acronym for Punjab, Afghania, Kashmir, Sindh province and Baluchistan (“stan” means nation) – varies wildly from region to region.

“There is no such thing as Pakistan,” Jaferii said. “First comes your family, then your clan, third your region, fourth your province – the nation comes a distant fifth.”

Much of rural Pakistan is a feudal society dating back to the 13th century. Mullahs, or religious leaders, still invoke blasphemy laws exacting punishment against those accused of insulting Islam. Last year, the governor of Punjab was killed by his bodyguard for criticizing the law as he sought a pardon for a Christian woman sentenced to death.

But Pakistan has tremendous religious and ethnic diversity. Muslims include Sunnis, Shiites, Ismaelis, Ahmadis and Sufis – each practicing their own brand of Islam. At Lahore University of Management Sciences, I chatted with Muslims, Hindus and Christians who were all friends.

From the Sufi love poems to Pashtun folk songs about social justice, music plays a key role in Pakistani identity.

In the center of Karachi there’s a Catholic church – St. Patrick’s Cathedral, built by the Jesuits in 1931. There’s a Jewish cemetery. Sikhs worship throughout Pakistan. The ancient city of Taxila was occupied by Alexander the Great and reflects Persian, Moghul, Buddhist and Christian traditions.

Pakistan’s future

Sixty percent of Pakistan’s population is under age 30; half is under age 20. Half the kids haven’t been to school, and fifth-grade students are reading at a second-grade level, said Nadeem ul-Haq, deputy chairman of the government’s planning commission.

“We have 2 million kids a year entering the labor force. What are these kids going to do?” ul-Haq said. There is no building boom to provide jobs, and foreign investments have been scared away by terrorism.

“Entrepreneurship is the key thing we need to focus on,” he said. “Overseas Pakistanis have been very entrepreneurial, sending back $13 billion a year to their poorer relatives.”

From 7-Elevens to Silicon Valley firms and venture capital funds, ex-pat Pakistanis are thriving in the United States. The 500,000 Pakistanis in the United States, including 100,000 in California, send $100 million a year to charities in Pakistan, said Ahson Rabbani, CEO of I-Care, which connects donors with 30 nonprofits.

In Northern California, Pakistanis raised more than $100,000 for Pakistani flood relief efforts spearheaded by cricket star Imran Khan, who may lead the country if his party wins the next election. Khan has gained credibility by building a cancer hospital for the poor in honor of his late mother. His party includes a women’s wing that has direct access to him.

Philanthropy is playing a growing role in Pakistan, financing schools in poor villages and slums. The Citizens Foundation is educating 100,000 students.

“I mentored six girls,” said Karachi journalist Samia Saleem. “One was 13 and said she didn’t want to get married – she wants to be a teacher.”

Ali Shah Haider, 17, wants to be a commercial pilot. “I sleep from 2 p.m. until 4:30 p.m., then go to work at the textile factory from 8 p.m. to 5 a.m. to support my family – there are 12 of us. I do my homework between shifts.”

A nation’s dreams

Though life seems cheap in Pakistan, the people are upbeat survivors who often describe life as bo hat acha, which means “great!” in Urdu, their main language.

Last year 1,575 people were killed in Karachi, where 2 million weapons are in circulation, said Francisco Quinones of Arcis International Security. A doctor was killed in Karachi the day before we landed. Violence has been blamed on the Taliban, rival political gangs, Sunni and Shia militants, rogue security forces, and Afghan refugees.

Some refugees have been recruited by the Taliban. Others like Shaezhad, who collects recyclables in the slums of Karachi, are glad to be alive under the green and white crescent flag of this country.

Still, he wants to go home to Afghanistan. “We want our land back, we want to live with respect and we want employment.”

Azhar Abbas, the managing director of Geo TV news who hosted the party in Karachi, said that “democracy is taking hold” in his Pakistan despite the violence many here believe followed the U.S. war on terror.

The business editor of daily newspaper the News, Amir Zia, said the United States can still play a positive role in Pakistan. “If Americans pull out without getting the job done, the Islamic extremists will say it’s a victory and will become much more organized.”

But at the National Defense University, business and technology expert Bilal Munshi called Pakistan “a psychologically scarred nation suffering from a mass form of PTSD (post-traumatic stress disorder).”

If the 4 million young people entering the workforce each year get jobs, “we will be a power … but if they don’t see a future they’re going to pick up the gun, and you’re going to be in real trouble.”

The U.S. can help develop Pakistani schools, Bilal said, “but don’t interfere in our internal affairs – let us do things our way.”

Filed under: Afghanistan, American Muslims, Democracy, England, India, Muslims, Nuclear, Pakistan, Pakistan Army, Pakistan Cricket, Pakistani Taliban, Pakistanis, President Obama, Saudi Arabia, Taliban, Tehrik-i-Taliban, terrorism, US Army, US-Pakistan Relations Tagged: Afghan Refugees, Afghanistan, Alexander the Great, Citizens Foundation, Geo Tv, Imran Khan, Karachi, Moghul, NATO, Overseas Pakistanis, Pakistan, Pakistani Americans, Pakistanis, Pashtun, Persian, Punjab, Sikhs, St. Patrick’s Cathedral, Taliban, Taxila, United States, Urdu, US-Pakistani relations

A good thought provoking article by Nusrat Jawed. http://www.express.com.pk/epaper/PoPupwindow.aspx?newsID=1101452646&Issue=NP_LHE&Date=20120218  

By Reza Sayah for CNN

Pakistani authorities vowed Tuesday to use the international police agency Interpol to arrest former Pakistani President Pervez Musharraf in connection with the assassination of former Prime Minister Benazir Bhutto.

“The government is moving for his (Musharraf’s) red notice,” Interior Minister Rehman Malik said, referring to the Interpol’s international arrest warrant.

“We will get him through Interpol to Pakistan.”

Malik made the announcement as part of a progress report of the four-year-long assassination probe that was presented to provincial lawmakers Tuesday in Bhutto’s home province of Sindh. The briefing lasted several hours and was broadcast live on Pakistani TV.

Bhutto was assassinated in a gun-suicide attack in December 2007, shortly after she came back to Pakistan from self imposed exile to take part in the 2008 general elections.

Malik and the head of the investigation team said former Pakistani Taliban leader Baitullah Mehsud plotted the assassination and paid the equivalent of about $4,500 to a network of Islamist militants to carry out the killing.

Using a Power Point presentation, pictures and video to outline the evidence they had gathered, authorities said Mehsud had Bhutto killed because she supported the west’s war against Islamist militants. Investigators said they collected much of their evidence from the accused plotters’ cell phone records before and after the killing.

Last November a Pakistani court charged five alleged Islamist militants with aiding the suicide attacker and two senior police officers for failing to provide adequate security.

Musharraf has also been accused of failing to protect Bhutto. In February 2011 a judge issued an arrest warrant for Musharraf after he didn’t show up to court for questioning.

Musharraf has been in self-imposed exile ever since he left Paksitan in 2008. Last August authorities confiscated his property in Pakistan and froze his bank account. The former military ruler has denied having anything to do with Bhutto’s killing.

In Tuesday’s briefing Malik and investigators said Musharraf rejected Bhutto’s request to use a western private security contractor for protection when she returned to Pakistan. They suggested Musharraf intentionally left Bhutto vulnerable because he felt politically threatened by her return.

“It was the duty of the government to provide the prime minister with protection,” Malik yelled at one point. “Why did you not give security? What was the problem?”

Filed under: Democracy, England, Pakistan, Pakistan Army, Pakistanis, Taliban Tagged: Asif Ali Zardari, Baitullah Mehsud, Benazir Bhutto, Interpol, Pakistan, Pakistanis, Pervez Musharraf, PPP, Sindh, Taliban

I just added comments of some readers for this article.  As I am totally agree with them. “I just wonder till when will they be left to suffer alone!! it just infuriates me the way the media and the political … Continue reading →

This is the second part of the Transform Marketing Conference 2012.

Brand Engagement: Achieving Higher levels of performance and results.

Salman Yousuf – Brand Manager – Gillete, Braun, Oral-B & Duracell

Salman Yousuf – Brand Manager – Gillete, Braun, Oral-B & Duracell

• A brand is a person’s gut feeling about a product or service.
• Interactions + Feelings = Brand
• Stairway to Brand Heaven & Hell : positive interactions and consistency send a brand on its way to brand heaven like Google, unpleasant interactions and inconsistency lead to brand hell like Vista.
• Brand Engagement is basically a person taking voluntary action with a brand in a way that will drive brand preference and thus purchase.
• BE drives engagement/action which pushes brand to TOM (Top of Mind) which finally leads to consumer advocacy.
• Consumer engagement:
1. Matters to the consumer
2. Serves the brand
3. Need to seed and feed
• Heineken one of the leading beer brands in the world, came up with dual screening campaign during the football world cup whereby people could choose the camera angle as well as predict goals and penalties to win prizes. 
• Nike came up with the ‘Write the Future’ Campaign, a challenge to counter Adidas’ sponsorship of the world cup. This campaign spawned retail space, social media, pretty much everything and resulted in a staggering 7.1% increase in sales in addition to raving reviews from the prestigious publications.

• Domino’s ‘Show Us Your Pizza’ was a successful campaign that ran into problems midway through.
• Domino’s objective was to show that it didn’t use any photoshop effects on its pizza promotional communication, and what they consumers saw in the ads was what they actually got delivered. It showed behind the scenes tricks of how food photography is tampered to give a great artificial image of the food item. It then offered its customers to send photos of its domino’s pizza they bought and win $500 worth of free pizza.
• All these photos were posted by the customers on social media, and to Domino’s horror, some of the pizzas were delivered in appalling condition. In order to recover from this PR damage, the CEO himself appeared in an ad showing one of the spoilt pizzas, apologized and promised free pizzas or refund to these customers.

• Gillete Groomin Gurus was a local campaign launched to increase the penetration of Gillete Mach 3 amongst the youth using Strings as brand ambassadors. The team visited different universities all over the country to impart grooming advice. Moreover, people were given free tickets to Strings concert on the purchase of Mach 3, and the concert itself was organized by Gillete.

Salman Yousuf – Brand Manager – Gillete, Braun, Oral-B & Duracell

Q&A SESSION

Q. Do you know Pakistan has only 10% internet penetration, then how can you expect to reach people through this medium? Why are you only going to private universities, why not to government institutions?  Plus your marketing strategy is such that it ignores the people with beards. – Kashif – Oasis Insights

A.  Who you target depends on your product and its target market. We approached the people that we did because we felt that was our target market.

Neil Christy: That was a very polite way of putting things. The point is, people with beards are not likely to buy a product as Mach 3. As such targeting a segment from where you’re not going to generate sales is just a complete waste of money.

Secondly, the impact of the internet is largely downplayed and underestimated in Pakistan while the top 10 fads/trends to appear in Pakistan in the last couple of years, Sialkot beating, Imran Khan campaign, were largely a result of social media. 

The Power of ‘No’

Shahzad Nawaz  – CEO Shahzad Nawaz Consulting

• Franka Rose refused to sit at the back of the bus just because she was colored.
• 136 people died in Lahore because of the medicine tender going to the lowest bidder pharma.
• Corporate world is in a rat race. And even if you win that race, you’re still a rat.
• There’s a culture of staying late in the office, and employees are afraid to say No to that.
• CEO is the wrong title given to me. I’m not a proper company. I’m just a one-man operation. I prostitute my time when I need to make some bucks.
• No one is free in today’s world. Even the CEO is a servant of the corporation that he works for.
• Billboards is one of the most dishonest businesses in Pakistan. I was the first one to introduce them here, but then when I realized you had to grease so many palms to survive, I got out. People have made billions in this business.

Q. How do you get out from this rat race? Where do you start? Yasmeen Zafar IBA

A. To be brutally honest, resign if you don’t agree with it. However, this drastic step is not always feasible, especially from an economic point of view. Even Islam tells you to stop an evil either physically, verbally or at the very least in your heart. So start with that. And don’t compromise on your values.

Q. Why aren’t our ad agencies churning out good creative ads? Why the same stuff is being copied time and again?

A. That’s because our ad agencies don’t have the guts to say No to client if he wants something nonsense. I left the advertising world back in 2002 because of such issues especially exploitation of women. I only once used a woman in an ad and even then it was because it was the requirement of the strategy not the client. The creative doesn’t bother coming up with something original because they know the seth of the advertising agency would reject it instead of defending it if the client doesn’t like it.  

Neil Christy:

You can afford to say no to people since you’ve already made a name for yourself. But people starting out in their career, how are they going to get anywhere if they say no to everything.

A.  By no I meant, something which is not ethically fit with your values. Don’t compromise on that. The sustenance that has been ordained for you, you will get one way or the other. It’s up to you how you earn it.

Neil Christy:

If I start saying No to my clients, pretty soon I will be sitting outside. You have to listen to your client and give him the brand strategy that he wants. You can’t run an ad agency with more disagreements than agreements with your client.

• A. By brand I meant Life. There’s a Chinese proverb that says Life is like a room with two doors. You enter from one door, spend some time and leave through the other without any trace. Only a few are able to write something on the walls of the room whilst there.

Brand Building in Cultural Tension

Taher A.Khan

Taher A. Khan – Interflow Communications

• I once told Unilever chairman he doesn’t need to hire MBAs to run their marketing. The poor souls don’t have the liberty to provide any input. All the creative templates come from abroad. All that the people on the ground need to do is execute them. And that can be done by any person with a little bit of marketing experience.
• Once I asked their brand manager the reason for blindly following the strategy from India for a tea brand which involved people performing a classical dance which wasn’t going to work in Pakistan. He said that if he rejected that coming up with his own strategy and that didn’t work, he would lose his job. But if he followed the dictated strategy and that didn’t work, he would still keep his job.
• India used to have the same problem. But the Indians have discovered themselves and are shedding their colonial skins. They’ve finally learnt to say No.
• Today, dramatic changes have the potential to occur at a breakneck pace courtesy social media.
• Visited Egypt just a couple of months before the Arab Spring and there was not an inkling of what was coming. Hosni Mubarak was still popular and very much in control.
• There are 6.2 million Facebook users in Pakistan. The largest newspaper in Pakistan has a circulation of not more than 0.5 Mn. The largest English newspaper has an even less at 400,000.
• Marketers still rely on the newspapers by and large.
• Mass media of today is social.
• Ad agencies today have different creative and digital departments which is strange. If a creative doesn’t know how to use digital media, he doesn’t deserve the job. When television first started, the creative didn’t know how to come up with TVCs, but they learnt it fast and today a creative is not considered worthy if he can’t come up with TVCs.
• Marketing has evolved: from a controlling phase to a shut-out phase to a conversation phase.
• Marketers today have to engage customers in conversations.
• Conversation leads to relationship which leads to affinity which results in communities.
• Marketers need to be out there where their target market is. If they can’t sit in a dhaba or ride a bus, they’ve no business being in this profession.
• Rizwan Jamil, one of the Unilever directors once spent three days living with a poor family as part of a ethnography study. He was shocked to see that the family had just boiled water with sprinkled spice along with a chapatti for all the three meals of the day. That was the extent of their poverty, and yet contrary to what we believe, they were all cheerful. They didn’t have the line of thinking that because of our abject poverty we are doomed, as so many of us far better-off than this family think.
• The strategy for the Big Idea is only possible from the intersection of customers insights and the brand’s best self.
• Mountain Dew sells more than Coke in Pakistan. Last month it sold more than Pepsi, becoming the largest selling soft drink in Pakistan.
• In Pakistan, it sells most in Khyber Pukhtunkhwa. Ought to be called the official drink of Taliban.
• Outside of North America, Pakistan is the biggest market for Mountain Dew in the entire world.
• Today on an average, 25% headlines in the world are negative, 3% positive and 72% neutral.
• Azme Alishan is a local brand we’re trying to build to rekindle the spirit of patriotism. It’s brand motto is that Pakistan would be a better place if we saw the glass as half full and not half empty.
• The brand has received some noteworthy success: 80,000 facebook fans, 60,000 youtube views, 600 tweets and 210 followers.
• What Azme Alishan has done is inspire other brands to come up with such uplifting projects. Telenor’s Karo Mumkin was a direct result of that, which was then followed by Mobilink and Cadbury.
• Azme Alishan has spawned many sub-brands including:
• National Song Competition
• Challenge Hai Pakistani
• Manzare Pakistan
• Behtar Pakistan
• Azam Awards
• Cadbury is just one of the brand that wants to sponsor the Azam awards.
• In today’s world, the only way forward for sustainability is a compelling narrative and an engaging dialogue.

Taher A.Khan

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Rehman Malik Relied on Punjab Police Report on Bhutto Murder Briefing Sindh Assembly

NADEEM MALIK

It seems as though not much has been achieved in the Benazir Bhutto murder case as Interior Minister Rehman Malik on Tuesday not only admitted that planners of the murder are still at large, but also insisted that more time is required to collect further evidence.
Malik shared this and other details of the investigation of the former prime minister and Pakistan People’s Party chairperson’s murder case while briefing the Sindh Assembly session. He blamed Baitullah Mehsud, the Haqqani network and the banned Tehrik-i-Taliban Pakistan (TTP) for planning the murder and said 27 terrorist groups helped in executing the plan. (Dawn)

Reported News Details of the CID Reports
The United Nations Inquiry Commission, headed by Heraldo Munoz, was informed by the CID officials of Punjab Police during the course of its investigations that the assassination of Benazir Bhutto had been masterminded by the slain Ameer of the Tehreek-e-Taliban Pakistan (TTP) Commander Baitullah Mehsud and the bomber, who exploded himself outside the Liaquat Bagh in Rawalpindi, was one Saeed alias Bilal, a resident of South Waziristan Agency.
According to official documents provided to the UN Inquiry Commission by the CID Punjab, a group of 12 militants was actually dispatched to the garrison town of Rawalpindi, a day prior to Benazir Bhutto’s December 27, 2007 election rally, to physically eliminate the PPP leader, who was touring Punjab in connection with her party’s election campaign. The FIR of the Benazir Bhutto murder case was registered by the Rawalpindi police under sections 302/324,435,436,120-B/4/5ESA,7/ATA while investigations were carried out by the Additional Inspector General CID Punjab Chaudhry Abdul Majeed.
According to the CID documents, four of the 12 militants tasked to kill Benazir Bhutto belonged to Madrassa Haqqania in Akora Khattak near Peshawar, which is also referred to as Darul Uloom Haqqania. The Madrassa is being run by Maulana Samiul Haq, the pro-Taliban Ameer of his own faction of the Jamiat Ulema-e-Islam. Three of the 12 TTP militants have been shown in the CID documents as already killed, including the suicide bomber. Of the remaining nine accused, five have already been arrested by police while the remaining four are still at large.
Additional Inspector General of the CID Punjab, Malik Mohammad Iqbal, when asked if the Punjab CID still owns its findings into the Benazir Bhutto murder case, said the assassination inquiry was actually conducted by a Joint Investigation Team (JIT), which was headed by the then additional DIG CID and representatives of the Rawalpindi police.
He said it was a joint probe on the basis of which the challan of Benazir Bhutto murder case had been submitted with a Rawalpindi anti-terrorism court, which still holds ground and the trial of the arrested accused is still on.
The three accused shown as already dead include the human bomb Saeed alias Bilal (r/o Waziristan), Nadir alias Qari Ismail (r/o Madrassa Haqqania, Akora Khattak) and Nasrullah r/o Madrassa Haqqania, Akora Khattak). Four other accused in the Benazir Bhutto murder, who are still at large and have already been declared proclaimed offenders include Ikramullah r/o South Waziristan, Abdullah alias Saddam r/o Mohmand Agency, Faiz alias Kiskit, an ex-student of Madrassa Haqqania, Akora Khattak and Abdur Rehman alias Noman alias Usman, an ex-student of Madrassa Haqqania.
The remaining five accused already in the custody of the Rawalpindi police and being tried for the Benazir Bhutto murder include Rafaqat, Hasnain Gul, Sher Zaman, Rasheed Ali and Aitzaz Shah.
According to the findings of the CID, Baitullah Mehsud had given Rs 400,000 to one Qari Ismail, who subsequently dispatched a group of suicide bombers and shooters to Rawalpindi to kill Benazir Bhutto.
The UN Commission was told by some senior CID officials that the TTP militants had planned to target Benazir Bhutto in different cities, wherever she was going in connection with her campaign, until she was finally killed.
According to the CID narrative, 15-year-old Aitzaz Shah from the Mansehra district of the NWFP, and his co-accomplice Sher Zaman, reportedly trained at Miramshah, were the first ones to be arrested after the Benazir Bhutto murder from Dera Ismail Khan by a joint investigation team of the Punjab police, headed by Chaudhry Abdul Majeed. Two more suspects, Hasnain Gul and Rafaqat, were later arrested from Rawalpindi. Rasheed Ali was the last one to be nabbed but Aitzaz was the first one to have furnished some vital information to his interrogators pertaining to the Benazir murder.
As the police obtained physical remand of the arrested accused and broadened the scope of investigations, it was learnt that Aitzaz Shah had actually obtained Jihadi training from a well known Deobandi religious school in Karachi — Jamia Binoria, also referred to as Jamia Islamia and known for its pro-Taliban leanings. As per the CID report, after being brainwashed and trained to kill, Aitzaz was sent to South Waziristan from where he had travelled to Darul Uloom Haqqania Madrassa in Akora Khattak. Afterwards, Aitzaz was taken to a Jihadi training centre in Akora Khattak – Wali Mohammad Markaz and tasked with the assassination of Benazir Bhutto.
According to the CID findings, Baitullah had provided Rs 50,000, a suicide jacket and other necessary items to someone else, but he could not attack Benazir Bhutto. After his suicide bombers’ failure to hunt down the PPP chairperson in Karachi, Peshawar and other places, Baitullah Mehsud had assigned Qari Ismail of Akora Khattak and given him Rs 400,000 to execute the Benazir assassination plan. After reaching the Rawalpindi bus stand on December 26, the assailants had stayed at a Quaid-i-Azam colony house. In the evening, they visited the Liaquat Bagh site in a taxi and decided after surveying the area to hit their target from different directions during or after the public meeting.
As per the assassination plan, Saeed alias Bilal was to carry out the suicide attack in case he failed to shoot down Benazir while Ikramullah was to detonate himself if Saeed failed. Both Saeed and Ikramullah were provided logistics by Hasnain Gul, including an explosive-laden suicide jacket, a pistol and an optical device.
The assailants had reached the Committee Chowk in a taxi and later gone to the Liaquat Bagh via Iqbal Road and College Road. An unarmed militant went inside the Liaquat Bagh to give his accomplices updates about the movement of Benazir Bhutto, especially about her arrival and departure from the venue of the rally. As per the CID claims, the assailants had first attempted to enter the Liaquat Bagh to carry out a suicide attack close to the stage, but they had failed in their designs, chiefly due to foolproof security arrangements.
The UN Commission was further informed that several suicide bombers and sharp shooters were waiting for the PPP leader at the crime scene outside the Liaquat Bagh after their failure to enter the venue. Going by the CID account, the assailants had started chasing Benazir Bhutto as soon as she came out of the Liaquat Bagh and it was none other than the fearless PPP chairperson, who actually provided them with a golden opportunity to target her, when she decided to come out of her bullet proof vehicle Toyota Land Cruiser from its sunroof to wave to her cheerful supporters. That was the time gunshots were fired, aiming at Benazir Bhutto. As Saeed alias Bilal failed to hit Benazir Bhutto, he blew himself up, killing the PPP leader and 23 others, mostly on the spot. However, the Dopatta, which Benazir Bhutto was wearing at the time of the blast, could not be traced despite frantic efforts by the investigators.
Narrating the motivation of the crime, the CID findings say the accused had said during interrogations that they were annoyed over the pro-West approach of Benazir Bhutto who had returned to Pakistan at the behest of some foreign powers and, therefore, they feared a strong government action against the militants if she was allowed to come to power after the elections.
However, the fact remains that much before coming to power after the 2008 general elections; the PPP leadership had rejected the confession made by Aitzaz Shah and his other accomplices about their involvement in the Benazir Bhutto murder.
The then PPP spokesman and now presidential spokesman Farhatullah Babar had described Aitzaz’s confession a cock and bull story intended to reduce pressure on the Musharraf regime, saying the arrested youth, who has already been declared a juvenile by the court, had been made to narrate exactly the kind of things the Pakistani authorities wanted to hear, backing up their earlier conclusions reached within hours of the Benazir Bhutto killing.
The trial of the five accused in Benazir Bhutto murder case was deferred on August 22, 2009 by the Rawalpindi anti-terrorism court following a federal government request to transfer the case to the Federal Investigation Agency so as to enable it to arrive at a definitive conclusion. Subsequently, on August 25, 2009, the federal government had formed a high-level team to re-investigate the Benazir murder.
The Special Investigation Group of the FIA was assigned the task to fix criminal liability on the assassins and planners of the gun-and-bomb attack on Benazir Bhutto. It was announced that the SIG’s investigation would be parallel to the probe being carried out by the United Nations Inquiry Commission.
“The main reason for the fresh probe is that the inquiry report to be prepared by the UN Commission can’t be presented before any court of law as desired by the UN. The government requires a separate investigation report for a proper trial against the criminals in the court”, a senior FIA official had said on August 25 in Rawalpindi, adding that the United Nations report would have no legal standing and it could not be used for prosecution.
When this correspondent tried to take version of Jamia Binoria, Karachi, no responsible person was found. However, the person present there termed the Punjab police-CID report malicious and baseless. Expressing similar sentiments, a person in Madrassa Haqqania, Akora Khattak, said this report is part of the campaign to discredit religious schools.

Islamabad Tonight – 27th December 2011 Senator Dr. Safdar Ali Abbasi PPP and Naheed Khan PPP in fresh episode of Islamabad Tonight

Islamabad Tonight – 4th November 2010 :5 Ws of Benazir Bhutto’s Assassination 5 Ws of Benazir Bhutto’s Assassination – such as Who, What, Why, Where, How, When Naheed Khan and Safdar Abbasi in Islamabad Tonight with Nadeem Malik

UN report on Bhutto murder finds Pakistani officials ‘failed profoundly’

15 April 2010
Security arrangements by Pakistan’s federal and local authorities to protect assassinated Prime Minister Benazir Bhutto were “fatally insufficient and ineffective” and subsequent investigations into her death were prejudiced and involved a whitewash, an independent United Nations inquiry reported today.The UN Commission of Inquiry, appointed last year by Secretary-General Ban Ki-moon at the request of the Pakistani Government, reached no conclusion as to the organizers and sponsors behind the attack in which a 15-year-old suicide bomber blew up Ms. Bhutto’s vehicle in the city of Rawalpindi on 27 December 2007.

But it found that the Government was quick to blame local Taliban commander Baitullah Mehsud and Al-Qaida although Ms. Bhutto’s foes potentially included elements from the establishment itself.

“A range of Government officials failed profoundly in their efforts first to protect Ms. Bhutto and second to investigate with vigour all those responsible for her murder, not only in the execution of the attack, but also in its conception, planning and financing,” the Commission said.

“Responsibility for Ms. Bhutto’s security on the day of her assassination rested with the federal Government, the Government of Punjab and the Rawalpindi District Police. None of these entities took necessary measures to respond to the extraordinary, fresh and urgent security risks that they knew she faced.”

General Pervez Musharraf was president at the time of the suicide bombing in Rawalpindi. The report said the then federal Government lacked a comprehensive security plan, relying instead on provincial authorities, but then failed to issue to them the necessary instructions.

“Particularly inexcusable was the Government’s failure to direct provincial authorities to provide Ms. Bhutto the same stringent and specific security measures it ordered on 22 October 2007 for two other former prime ministers who belonged to the main political party supporting General Musharraf,” it stated.

“This discriminatory treatment is profoundly troubling given the devastating attempt on her life only three days earlier and the specific threats against her which were being tracked by the ISI (Inter-Services Intelligence agency),” it added, stressing that her assassination could have been prevented if the Rawalpindi District Police had taken adequate security measures.

Turning to the immediate aftermath of the attack, the Commission found that police actions and omissions, including the hosing down of the crime scene and failure to collect and preserve evidence, inflicted irreparable damage to the investigation.

“The collection of 23 pieces of evidence was manifestly inadequate in a case that should have resulted in thousands,” it said. “The one instance in which the authorities reviewed these actions, the Punjab (provincial) committee of inquiry into the hosing down of the crime scene was a whitewash. Hosing down the crime scene so soon after the blast goes beyond mere incompetence; it is up to the relevant authorities to determine whether this amounts to criminal responsibility.”

It also found that City Police Officer Saud Aziz impeded investigators from conducting on-site investigations until two full days after the assassination and that the Government’s assertions that Mr. Mehsud and Al-Qaida were responsible were made well before any proper investigation had started, pre-empting, prejudicing and hindering the subsequent investigation.

“Ms. Bhutto faced serious threats in Pakistan from a number of sources,” the Commission said. “These included Al-Qaida, the Taliban and local jihadi groups, and potentially from elements in the Pakistani establishment. Notwithstanding these threats, the investigation into her assassination focused on pursuing lower-level operatives allegedly linked to Baitullah Mehsud.”

It stressed that investigators dismissed the possibility of involvement by elements of the Pakistani establishment, including the three persons identified by Ms. Bhutto as threats to her in her 16 October 2007 letter to General Musharraf. It also noted that investigations were severely hampered by intelligence agencies and other Government officials, which impeded an unfettered search for the truth.

“The Commission believes that the failures of the police and other officials to react effectively to Ms. Bhutto’s assassination were, in most cases, deliberate,” it declared.

The three-member panel, which was headed by Chilean Ambassador to UN Heraldo Muñoz and included Marzuki Darusman, former attorney-general of Indonesia, and Peter Fitzgerald, a veteran official of the Irish National Police, urged the Government to undertake police reform in view of its “deeply flawed performance and conduct.”

It also recommended the establishment of a fully independent Truth and Reconciliation Commission to investigate political killings, disappearances and terrorism in Pakistan in recent years in view of the backdrop of a history of political violence carried out with impunity.

Ms. Bhutto’s widower, Asif Ali Zardari, is the current Pakistani President.

In a statement issued by his spokesperson, Mr. Ban commended the commissioners and their staff for completing their challenging nine-and-a-half month-long task “expeditiously and in a professional manner.”

In a later news conference today, Mr. Muñoz stressed that the Commission interviewed more than 250 interviews with Pakistanis and others both inside and outside Pakistan, reviewed hundreds of documents, videos, photographs and other documentary material provided by federal and provincial authorities in Pakistan and others.

In the report, the Commission said it was “by the efforts of certain high-ranking Pakistani Government authorities to obstruct access to military and intelligence sources” but during an extension of its mandate until 31 March it was able eventually to meet with some past and present members of the Pakistani military and intelligence services.

Press Release

8 February 2008

BEGINS

SCOTLAND YARD REPORT INTO ASSASSINATION OF BENAZIR BHUTTO RELEASED

The findings of a Scotland Yard inquiry into how Mohtarma Benazir Bhutto died after being attacked during a political rally in Rawalpindi were presented to the Government of Pakistan today.

The conclusions of the inquiry were outlined in a detailed report handed over to interim Interior Minister Hamid Nawaz by Detective Superintendent John MacBrayne, accompanied by a senior official from the British High Commission, during a meeting in Islamabad.

The text of the executive summary of the report is as follows:

On the 27th December 2007, Mohtarma Benazir BHUTTO, the leader of the Pakistan People’s Party (PPP), died as a result of being attacked in Rawalpindi, Pakistan.

Following discussions between the Prime Minister and President Musharraf, it was agreed that officers from the Metropolitan Police Counter Terrorism Command (SO15) should support the investigation into Ms Bhutto’s death. The primary focus of the Scotland Yard team was to assist the Pakistani authorities in establishing the cause and circumstances of Ms Bhutto’s death. The wider investigation to establish culpability has remained entirely a matter for the Pakistani authorities.

The SO15 team was led by a Detective Superintendent Senior Investigating Officer, and comprised two forensic experts, an expert in analysing and assessing video media and an experienced investigating officer. The team arrived in Pakistan on 4th January 2008 and spent two and a half weeks conducting extensive enquiries. During the course of their work, the team were joined by other specialists from the United Kingdom.

The UK team were given extensive support and co-operation by the Pakistani authorities, Ms Bhutto’s family, and senior officials from Ms Bhutto’s party.

The task of establishing exactly what happened was complicated by the lack of an extended and detailed search of the crime scene, the absence of an autopsy, and the absence of recognised body recovery and victim identification processes. Nevertheless, the evidence that is available is sufficient for reliable conclusions to be drawn.

Within the overall objective, a particular focus has been placed on establishing the actual cause of death, and whether there were one or more attackers in the immediate vicinity of Ms Bhutto.

The cause of death

Considerable reliance has been placed upon the X-rays taken at Rawalpindi General Hospital following Ms Bhutto’s death. Given their importance, the x-rays have been independently verified as being of Ms Bhutto by comparison with her dental x-rays. Additionally, a valuable insight was gained from the accounts given by the medical staff involved in her treatment, and from those members of Ms Bhutto’s family who washed her body before burial.

Ms Bhutto’s only apparent injury was a major trauma to the right side of the head. The UK experts all exclude this injury being an entry or exit wound as a result of gunshot. The only X-ray records, taken after her death, were of Ms Bhutto’s head. However, the possibility of a bullet wound to her mid or lower trunk can reasonably be excluded. This is based upon the protection afforded by the armoured vehicle in which she was travelling at the time of the attack, and the accounts of her family and hospital staff who examined her.

The limited X-ray material, the absence of a full post mortem examination and CT scan, have meant that the UK Home Office pathologist, Dr Nathaniel Cary, who has been consulted in this case, is unable categorically to exclude the possibility of there being a gunshot wound to the upper trunk or neck. However when his findings are put alongside the accounts of those who had close contact with Ms Bhutto’s body, the available evidence suggests that there was no gunshot injury. Importantly, Dr Cary excludes the possibility of a bullet to the neck or upper trunk as being a relevant factor in the actual cause of death, when set against the nature and extent of her head injury.

In his report Dr Cary states:

• “the only tenable cause for the rapidly fatal head injury in this case is that it occurred as the result of impact due to the effects of the bomb-blast.”
• “in my opinion Mohtarma Benazir Bhutto died as a result of a severe head injury sustained as a consequence of the bomb-blast and due to head impact somewhere in the escape hatch of the vehicle.”

Given the severity of the injury to Ms Bhutto’s head, the prospect that she inadvertently hit her head whilst ducking down into the vehicle can be excluded as a reasonable possibility.

High explosives of the type typically used in this sort of device, detonate at a velocity between 6000 and 9000 metres per second. This means that when considering the explosive quantities and distances involved, such an explosion would generate significantly more force than would be necessary to provoke the consequences as occurred in this case.

It is also important to comment upon the construction of the vehicle. It was fitted with B6 grade armour and designed to withstand gunfire and bomb-blast. It is an unfortunate and misleading aspect of this case that the roof escape hatch has frequently been referred to as a sunroof. It is not. It is designed and intended to be used solely as a means of escape. It has a solid lip with a depth of 9cm.

Ms Bhutto’s injury is entirely consistent with her head impacting upon the lip of the escape hatch. Detailed analysis of the media footage provides supporting evidence. Ms Bhutto’s head did not completely disappear from view until 0.6 seconds before the blast. She can be seen moving forward and to the right as she ducked down into the vehicle. Whilst her exact head position at the time of the detonation can never be ascertained, the overwhelming conclusion must be that she did not succeed in getting her head entirely below the lip of the escape hatch when the explosion occurred.

How many people were involved in the immediate attack?

There has been speculation that two individuals were directly involved in the attack. The suggestion has been that one suspect fired shots, and a second detonated the bomb. All the available evidence points toward the person who fired shots and the person who detonated the explosives being one and the same person.

• Body parts from only one individual remain unidentified. Expert opinion provides strong evidence that they originate from the suicide bomber.
• Analysis of the media footage places the gunman at the rear of the vehicle and looking down immediately before the explosion. The footage does not show the presence of any other potential bomber.
• This footage when considered alongside the findings of the forensic explosive expert, that the bombing suspect was within 1 to 2 metres of the vehicle towards it rear and with no person or other obstruction between him and the vehicle, strongly suggests that the bomber and gunman were at the same position. It is virtually inconceivable that anyone who was where the gunman can clearly be seen on the media footage, could have survived the blast and escaped.

The inevitable conclusion is that there was one attacker in the immediate vicinity of the vehicle in which Ms Bhutto was travelling.

In essence, all the evidence indicates that one suspect has fired the shots before detonating an improvised explosive device. At the time of the attack this person was standing close to the rear of Ms Bhutto’s vehicle. The blast caused a violent collision between her head and the escape hatch area of the vehicle, causing a severe and fatal head injury.

John MacBrayne QPM

Detective Superintendent

Counter Terrorism Command

1st February 2008

Filed under: CURRENT AFFAIRS

Transform 2012 Marketing Conference

Although the theme given was What’s Next in Brand Management and Generational Marketing, the topics covered were diverse, ranging from personal branding to running a social media campaign.

 Here are the proceedings of the morning session:

Transform 2012 Marketing Conference

Corporate Image Development in a Changing World

Fahad Qadir – Director Public Affairs and Communications –Pak Afghan – Coca-Cola Export Corporation

•  We are living in a world of changing cultures.
• Tahrir Square was a revolution sparked by Twitter.
• In 2002, Netscape IPO was the biggest in history, today the company is no more.
• Facebook has swept the world with lightning speed, becoming equivalent to the second biggest country in the world.
• ‘It takes 20 years to build a reputation and just five minutes to ruin it.’ – Warren Buffet. 
• Actually it takes longer than 20 years to build your reputation. Some of the most reputable companies have been around for more than 100 years.
• Consumers are not attracted by sleek packaging anymore.
• Corporate image is a major part of what sells a company and its products.
• Corporate image building results in trust.
• Coke has been instrumental in helping out with the relief efforts in Pakistan whenever required and goes all the way to help out instead of just writing a cheque.
• Wendy’s Hamburger was one of the most famous burger joints in US, until 2005 when a woman discovered a human finger in her burger. Wendy’s refused to talk to the media while investigating the incident including checking the fingers of its employees in that joint. The woman sued Wendy for $10 million. It was finally revealed that the woman was a conman who pulled such stunts. The finger belonged to her boyfriend. Wendy’s never really recovered from this PR fiasco.
• Tony Howard, CEO of BP went for a holiday with his son in the middle of the 2006 Gulf of Mexico oil spill controversy, pretending as if nothing had happened. He came back and said to the media ‘… I would like my life back…’. He was sacked.
• Toyota in 2010 recalled 700,000 cars which had an issue with the brakes.
• Facebook ran into privacy issues 2010 which they didn’t address properly.
• Iphone 4 had an antenna issue whereby if you kept your hand at a certain point, the signals were lost. No real action taken.
• You could argue that these issues didn’t impact these two giants. Apple is going great guns with $97 Billion in cash reserves alone.
• The point is to stay prepared for the bad times by resolving all issues right then and there.
• Three pillars of Corporate Image:

1. Corporate Politics
2. Corporate Culture
3. Design of the organization

• The golden triangle : Government – Community – Culture
• Jack Welch changed the entire corporate culture of GE, making it one of the biggest American corporations during his reign. He had to take some decision like firing quite a few people but he got it done.
• Coke Studio is a perfect example of the benefits of positive corporate image.
• Coke Studio has done much to improve Pakistan’s image in the eyes of the world, receiving raving reviews on such prestigious publications as Wall Street Journal.
• It is the fourth largest music entity in the world on Google.
• The website receives most hits outside of Pakistan especially from Europe.
• On social media, it has received thousands of views and reviews.
• Interbrand has ranked Coke as the No.1 brand in the world for nine consecutive years.
• Coke is one of three most reputed companies in Pakistan.
• ‘21^st century CEOs will be judged not only by how they changed their industries, but also how well they led their companies to have positive impacts on the world.’ – Hecto Ruiz – Chairman & CEO AMD

Fahad Qadir – Director Public Affairs and Communications -Coca Cola

Q&A SESSION:

• What was the impact of New Coke fiasco? –Yasmeen Zafar - IBA

A.  Somewhere in 1992 our then CEO decided to leverage the Coke brand and come up with a new formula for Coke. After extensive research New Coke was launched while the classic Coke was phased out. People, especially die-hard fans of Coke rejected the new Coke, thousands of letters were sent to the CEO demanding the return of the Red Coke.

• What was the tangible impact of New Coke or even Coke Studio? –Yasmeen Zafar – IBA

A. Both of these incidents affected the bottom-line. I can’t tell you the figures, but it was double-digit.

• You mentioned Coke has indulged in CSR, with the relief efforts and all. Can you give the specifics of it?     -Zeeshan – Owner private firm

A.  Coke was the first entity, even before the US government to not only pledge but disburse $2 million within 24 hours for the 2005 Earthquake. It then gave $3 Mn for the relief of flood victims. Apart from that, Coke initiates sustainable projects. For example there’s one in Nathiagali that has been going for four years, then Women Empowerment through KAAF Foundation since 2 years. All these projects have been devised to be self-sustaining, that at some time we can hand them over to the people to by run by themselves and help the community on their own.

• What has been the impact of negative sentiments associated with America on Coke being an American brand?

A. Yes, Coca-Cola originated in US and we’ve had our fair share of troubles and pitfalls owing to the negative perception of US in this part of the world, but this was 125 years. Now Coke is an entity owned by millions and not by one country. Warren Buffet has the most shares, but that’s just about it. In Pakistan just like everywhere else it is run by the locals. No ‘Gora’ comes here to run the operations, we do it ourselves.  The entire supply chain operation of Coke employs 5 million people. Coke contributes 1.5% of the total tax revenue of Pakistan.

Personal Branding

Yousuf Bashir Qureshi – YBQ Studios

Yousuf Bashir Qureshi -  YBQ Studios

• I thought I was going to be lecturing a group of students. What I’m faced with now is a room full of intellectuals more educated than me. I’m not an MBA. I didn’t have any mentors in my life. I went to cadet college, then I became a food scientist.
• Before my 21^st birthday, I was the most fight-prone person. I just loved to get into a fight. If anyone wanted to pick a fight with someone, he would put me in front. Nothing frightened me.
• On my 21^st birthday party, a female friend of mine much younger than me told me that I was the most afraid person, that I was afraid of what people think about me. All my ego went down the drain. I got angry and threw her out of my party. Later I begged her for forgiveness.
• Our perception of what is desirable and what is not is completely influenced by the media.
• In the 80s, we were told that Cindy Crawford and Brooke Shields were the most beautiful women on the face of the planet. They were mere teenagers and large-frame women as opposed to today’s supermodel definition.
• Then in the early 90s Kate Moss with her negligent chest and hips and a face full of freckles became the darling of the media. All of a sudden, women wanted to grow freckles.
• Further into the 90s, tanned skin and Brazilian hips came in vogue.
• I as a person have no opinion. I’ve to go along with what the media feeds me.
• When a mother goes looking for his son’s bride, the traits used to track down the perfect match are what the media tells you – fair, slim, pretty, educated. The match is finally found and the nuptials tied. The man is congratulated by his peers on getting the trophy wife. The man himself feels proud of having a trophy wife. And yet he goes and has an affair with the maid. The maid is the complete opposite of his trophy wife, of whom he’s proud of, and yet he still has an affair. Why is that?
• I once interviewed a kidnapper, and asked him why did he indulge in this cruel trade. He said it was his family business. Plus he didn’t kidnap the poor people. He only kidnapped rich people who could afford to pay. Likewise the brain can justify even murder.
• You don’t need the outside world to tell you what is good for you or not. The mind, heart and body are enough to make you succeed in life provided that you listen to it.
• Take smoking for example. When you first smoke, the body coughs telling you it’s bad for you. You do it again and again, and the body finally allows you to do it and eventually kills you for abusing it.
• I opened my studio in a small dilapidated alley. People told me who would come here. I didn’t know anyone in Karachi as I had been in the US for 15 years and before that I spent five years in cadet college. I still tried, relying solely on my self-belief.
• Prejudice is a natural fear of strangers and is alright as long as you don’t nurture it which then turns into racism.
• I reinvented my attire, making generous use of pagri, dhoti, and all sorts of non-conventional clothing.
• Initially, I was faced with stiff opposition. People would not allow me into the hotels, thinking I was a worker or something and I would play along with them.
• Once at Heathrow airport, I was standing in the line in all my fashion glory  when one of the attendants approached me and asked if I needed a translator. I said I do if you don’t understand English. She cracked up laughing and got me through the immigration in no time.
• Once I was stopped at the entrance to Sindh Club because of my dhoti. I told the guard that please allow me, the girl who had just entered was wearing a frock that was higher than my dhoti.

Yousuf Bashir Qureshi – YBQ Studios

Q&A SESSION

•  How do you deal with competition and how do you succeed by being different

1. You have to take calculated risks. Without risks, you will go nowhere. Competition will always be there and you’ve to take it all in in a healthy spirit. I’m actually flattered when someone copies my designs. You just need to have unshakeable belief that your Creator will provide you sustenance and then do your own thing.

Marketing to Youth

Noman Asar – Head of Planning JWT

Noman Asar – Head of Planning JWT

• 180 Million people of Pakistan present an ideal opportunity for any marketer.
• This becomes all the more lucrative when you consider that 63% of these people are below the age of 25.
• There are 39 Million people in the age bracket 15-24 years and they constitute 21% of the total population.
• Only 53% of these youth are literate. Females only 42% literate.
• An overwhelming 82% of the females in this bracket are married while only 31% males are.
• This presents an interesting dynamics for the dating scene since the number of males searching for their soul mate far exceed the available females.
• Just because 63% of the population is youth doesn’t mean that they are one big segment and can be marketed as such.
• In reality, there are numerous sub-segments within it that require a unique marketing strategy tailored to it.
• The following is a rough break-up of the youth composition:

1. SEC A – 8%
2. SEC B – 8%
3. SEC C – 15-20%
4. SEC D,E – Remaining

• A rough break-up of the sub-segments within the youth:

1. Primary – Madressah, Government, Private
2. Secondary – Matric/Inter,  O/A Level
3. Young Executives

• The way to know these youth is to go out, intermingle with them or watch them in their habitat.
• I was once observing a couple of kids from SEC C at a swimming pool when one of the kids said to his friend, ‘Why are you vibrating?’. If I wasn’t there observing them in action, I would never have known that the new word for shiver in this target market is ‘Vibrate’. This shows the extent to which mobile devices have seeped into our psyche.
• The learning can be had via three different methods:

1. Ethnographic Studies
2. Qualitative Research
3. Quantitative Research

• People born between 1987 and 1997 either do not know or have had no affect on their mindset, a number of major events like Lebanon massacre, Zia ul Haq, Fall of Russian Empire, Revolution in China etc.
• This group is more influenced by General Musharraf, Taliban, war on terrorism etc.
• JWT conducted a focus group of the young adults and the following insights were gleaned from that session wrt their traits:
  • Traditional, simple but outgoing.
  • More personal bonding with family.
  • Consider their parents as friends. They are more like their ‘peer-ants’.
  • Independent, however within their tradition and cultural norms.
  • Want to increase the quality of their life and their family.
  • The youth value ‘Me’ time more than the previous generation. While the National average is 2 hours, the youth average is 3 hours.
  • There has been a paradigm shift in the ownership of electronic devices. While at one time it was cassette players and video players, today the dominant device is the cellphone, surpassing even DVD and MP3 players.
  • According to a study, 58% of the youth value Ads whereas just 43% of the entire country.
  • According to a study conducted in August 2011 by Anxiety Index, youth were asked positive or negative reaction about a number of factors including Food and petrol prices. Not a single factor was rated positive by them.
  • The problems of Roti, Kapra aur Makaan that were dominant 30 years ago are still relevant and directly affect the youth.
  • The levels of anxiety amongst the Pakistani youth are one of the highest in the world at 89%, just behind Japan at 90%.
  • What’s even more alarming is the level of pessimism. They feel alienated in their own country. 
  • They were also asked to rate their favorite TVC and from what they told us, we’ve a fairly good idea of what to show in a TVC.
  • You need to create a TVC which is either Escapist, Revolutionary or inspires Hope.
  • The challenge is to come with a campaign which increases your market share in spite of all odds, including the pessimistic state of the state and the target market.
  • Band-Aid is one brand that was able to increase its sales in spite of holding 82% of the market share and having a product that didn’t inspire, and was looked down upon.
  • They did it by hiring the Brazilian designer Alexandre Herchcovitch to come up with innovative designs for the bandage and use it on fashion models during his shows.
  • The result: using band-aids became a fashion statement, with people using band-aids on all sorts of apparels and accessories apart from on their own self.

• Ford used the popular social networking site Bebo to strike a conversation with its target market in New Zealand for its new Fiesta in an interview style campaign. 
• Kit Kat in Japan is called Kittu Katsu, meaning ‘Wish u luck’. Because wishing luck is an important part of Japanese culture, and they still use snail mail to send such cards, Kit Kat created a brand alliance with Japan Post Office whereby people could send Kittu Katsu to their loved ones whose wrapper was shaped in the form of a post-card.
• This strategy created $11 Million worth of free publicity.

• Indian Panga League was a spoof of Indian Premier League created by Virgin Mobile whose purpose was to promote its new call rates during the IPL. The activity went viral on social media.

• Coke Studio’s success was largely due to the digital medium instead of just the TV.

Q. How do you propose marketing to the rural market as social media is still very limited in penetration in a country like Pakistan.

A. TV ads are still very important and one of the most effective ways of reaching the mass market that social media cannot. Having said that, TVC alone cannot achieve your brand goals and it will have to be part of a campaign in which social media plays a big part as well.

End of First Part…….

Transform 2012 Marketing Conference

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1. Transform 2012 Conference: What’s Next in Brand Management & Generational Marketing After the  success of Transform 2011 Conference: What’s Next in…

In light of attacks on NATO troops carried out by Aghan soldiers, the defense ministry of Afghanistan has begun ordering soldiers who have families in Pakistan to move them to Afghanistan in a bid to rid the army of Taliban infiltrators. It is the lovely news, now we can enjoy less Pakhtuns and properly rolled [...]

Afghan government to depopulate Pakistan is a post from: PakMediaBlog All Rights Reserved.

Another act of barbarianism by so-called godfathers of Islam. They are brutal butchers, they have no right to be called as human being. They are worse than animals. They kill innocent people just for their own benefits  and pretend it … Continue reading →

By Yaroslav Trofimov, Tom Wright and Adam Entous for The Wall Street Journal

Afghan President Hamid Karzai on Thursday met with Pakistan’s leaders, trying to gain Islamabad’s support for his peace outreach to the Taliban, as U.S. officials worked to keep expectations in check about the strategy’s prospects for yielding direct peace talks with the Islamic militant group.

The Taliban, meanwhile, denied Mr. Karzai’s claim that they have been negotiating with the Afghan government.On the first day of his three-day visit to Pakistan, Mr. Karzai met with Pakistani Prime Minister Yousuf Raza Gilani, who promised Pakistani cooperation in investigating the September assassination of the chief Afghan peace negotiator and voiced support for an Afghan-led peace process. Pakistan’s Army Chief of Staff Gen. Ashfaq Kayani, who wields considerable influence over the country’s foreign policy, also took part in the talks.

In Islamabad, Mr. Karzai reiterated that respect for the Afghan constitution and for women’s rights remain his “crucial conditions” for any future deal with the Taliban.

Defense Secretary Leon Panetta, who has been skeptical of reconciliation efforts in the past, at a Thursday news conference lauded Mr. Karzai’s remarks—made in a Wall Street Journal interview—about Kabul’s willingness to engage with the Taliban.

“What President Karzai’s statement confirmed is that Afghanistan is very much involved in the process of reconciliation and that is extremely helpful and important to determining whether or not we are ultimately going to be able to succeed with reconciliation or not,” Mr. Panetta said. “The news that Afghanistan has joined those reconciliation discussions is important.”

Mr. Panetta said he didn’t know whether additional three-way sessions between the U.S., the Afghan government and the Taliban have been planned.

Another senior Obama administration official remained cautious about whether such confidence-building contacts would translate into direct peace talks, calling the process “complicated and precarious.”

A day after Mr. Karzai told the Journal that Afghan government representatives have had contacts with U.S. and Taliban officials in an attempt to end the 10-year war, the Taliban said they had no intention of negotiating with “the powerless Kabul administration.”

“If someone met the Karzai administration representing the Islamic Emirate, he is an impostor,” said a statement by the Taliban leadership, which calls itself the Islamic Emirate of Afghanistan. The Taliban in the past denied reports of peace talks with the U.S., only to confirm them in recent months.

U.S. officials have confirmed Mr. Karzai’s remarks, saying at least one three-way negotiating session occurred in recent weeks.

Admitting negotiations with Kabul would be fraught will political risks for the insurgent leadership, possibly undermining the morale of Taliban fighters, and weakening the militants’ resolve amid coalition offensives.

The intensity of the conflict already declined dramatically in recent months, Afghan and coalition officials say, though it is unclear whether this drop is due to the spreading news about peace talks, unusually harsh winter weather, or a strategic decision by the Taliban to hold their fire as foreign forces withdraw.

Pakistan, which U.S. officials say provides shelter and support to the Taliban leadership, plays a crucial role in Afghanistan’s peace outreach.

Mr. Karzai’s relations with Pakistan neared a rupture point after the September assassination of former President Burhanuddin Rabbani, the peace negotiator, by purported Taliban peace emissaries. At the time, Afghan officials blamed the killing on Pakistan, something that Pakistani officials denied. Two suspects have since been arrested in Pakistan.

The White House wants to show progress on the reconciliation track before a May summit of North Atlantic Treaty Organization leaders in Chicago. There, NATO leaders are expected to announce plans to shift to a train-and-assist mission in Afghanistan in 2013, giving Mr. Karzai’s security forces the lead role in combat operations before most U.S. and NATO troops pull out at the end of 2014.

Where Pakistan fits into tentative peace talks with the Taliban remains unclear. The U.S. has not kept Islamabad informed about developments in the peace process, Pakistan civilian and military leaders claim.

U.S. and Afghan officials say they are concerned Pakistan might try to undermine peace talks. In January 2010, Pakistan detained a senior Taliban leader, Mullah Abdul Ghani Baradar. Afghan and U.S. officials claim Pakistan arrested him for contacting the U.S. and Mr. Karzai’s government without Pakistan’s knowledge, a claim denied by Pakistan.

Afghanistan has asked for Pakistan to transfer Mr. Baradar to Kabul, but this hasn’t happened so far. Pakistani officials deny they back the Taliban.

Pakistan will stay on the sidelines in the tentative peace process as long as the U.S. remains distrustful of Islamabad, said Imtiaz Gul, director of the Islamabad-based Center for Research and Security Studies.

“We’re not sure to what extent the U.S. wants Pakistan to play a role,” Mr. Gul said. “The Pakistani role at this moment seems very limited.”

Pakistan’s ability to play a meaningful part in talks has further been hampered by a deterioration in relations with U.S. after an American helicopter strike in November mistakenly killed 26 Pakistani soldiers along the Afghan border.

U.S. officials say they are still trying to hammer out an agreement with Taliban representatives on a sequence of confidence-building measures aimed at laying the ground for any future direct negotiations on ending the war.

In addition to the establishment of a political office for the Taliban in Qatar, the U.S. wants the Taliban to issue a statement distancing itself from international terrorism and to agree to stop fighting in certain areas of the country.

The U.S., in turn, would transfer of up to five Taliban militants held at the U.S. military prison in Guantanamo Bay, Cuba, to Qatar. Key U.S. lawmakers have raised objections to the prospective prisoner transfers.

Officials have identified the five Guantanamo detainees who may be transferred to Qatar as Muhammad Fazl, a former senior Taliban defense official; two former local governors, Khairullah Khairkhwa and Noorullah Nori; former Taliban intelligence official Abdul Haq Wasiq; and top Taliban financier Muhammad Nabi.

Messrs. Haq Wasiq, Fazl and Nori were among the first 20 detainees who arrived at Guantanamo Bay 10 years ago, when the prison was opened on Jan. 11, 2002.

The U.S. has received assurances from Qatar that the five militants, if transferred, won’t be released by the government or handed over to the Taliban. But officials said the men could be freed later as part of a future Afghan-Taliban peace deal.

Filed under: Afghanistan, Democracy, Pakistan, Pakistan Army, Pakistani Taliban, Pakistanis, Peace, President Obama, Taliban, Tehrik-i-Taliban, terrorism, United States, US Army Tagged: Afghan-Taliban Peace, Afghanistan, Hamid Karzai, Islamabad, Kabul, Leon Panetta, NATO, North Atlantic Treaty Organization, Pakistan, Qatar, Taliban, United States, Washington DC

After reading following news, I just became speechless, I couldn’t stop my self to crying. I just don’t understand what is going on in this country. May Allah curse upon these cruel people. http://www.express.com.pk/epaper/PoPupwindow.aspx?newsID=1101450850&Issue=NP_LHE&Date=20120216