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Masala Family Festival 2024 – Karachi

Lives up to its Reputation of ‘Two Days of Feasting, Socialising & Pure Indulgence!

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Pakistan’s biggest and much anticipated family festival, Masala Family Festival (MFF) 2024, Karachi – organised by Masala TV (South Asia’s only 24-hour culinary channel) was held At Expo Centre, Karachi, on February 17 and 18. As anticipated, this year too, the festival attracted a huge number of visitors from not only Karachi but other cities of Pakistan as well. According to Saher Saad, Head of Masala TV and GM, Special Projects & Events, the reason for the event’s huge popularity among the masses is the reasonable ticket pricing. “With inflation at its highest in the country, and myriad economic challenges, when stalls offer discounted items or free goodies, the consumers like to purchase in bulk which helps them maintain their budgets, and since MFFs have stalls covering almost all areas of lifestyle, the attendees have a lot of shopping options.”

“Moreover, the daily drudgery of living in a metropolis and the constant hustle and bustle can be overwhelming for people; hence events such as MFF are a way to provide the common man the much-needed reprieve he needs for a weekend to spend some quality time with his family,” she adds. 

As always, the biggest attraction of the event remained the meet-and-greet sessions with HUM Masala’s chefs namely, Mehboob Khan, Shireen Anwar, Rida Aftab, Zarnka Sidhwa, Saad Butt, Saima Jamil and their live cooking shows, where attendees enjoyed the aromatic scents of freshly prepared dishes as well as sampled them. The cooking shows were hosted by Abeel Javed on Day One and by Kiran Khan on Day Two. The crowd thronged around the stage in Hall Two was a testament to the popularity of Masala TV and their brand ambassadors.

Apart from chefs, there were celebrities who also graced the events. A game show was hosted by Umer Alam, where audiences were given a chance to win exciting prizes from their favourite actors such as Nadia Khan, Muneeb Butt, Osama Khan, Zainab Shabbir and Azfar Rehman.

Beauty Masterclass, a new activity introduced this year, was arranged in Hall 4, with seating arrangement for attendees. The masterclasses were conducted by various, renowned makeup artists including Nadia Hussain and Rashid Salon on the first day, and by Sana Junaid & Sarah Omar, Ramsha Ehsan and Furqan on the second. Saher says the masterclasses were introduced to give masses an access to celebrity beauticians and to learn their makeup tricks and techniques which otherwise they do not have access to and are expensive. She says most of the bridal makeup masterclasses gave a ‘Certification of Participation’ to the attendees so that if they were interested, the certificate could add as a credential for them to enrol in other workshops and master the skill further. “This has gained us huge popularity and appreciation and now we aim to setup a fashion arena where MFF will also feature designers, local cosmetic and beauty brands to build awareness among the masses,” adds Saher.

Visitors also had a field day shopping as all major FMCG companies participated in the event with their stalls set up in other halls which sold everything from household appliances to food items, crockery, clothing, jewellery, personal care products, perfumes, napkins, diapers, stationary etc. There were also pet and auto shows arranged for the attendees on both days.

The large, vibrant space outside was dedicated for the Food Court, where an array  of stalls were lined on both sides offering a variety of foods to cater to diverse tastes and preferences. Tables and chairs were set in between these stalls for people to enjoy their food. With numerous cuisines available, it provided a delightful experience for people of all ages and budgets, ensuring everyone could find something they enjoyed.

A little further from the Food Court was the Kids Zone with dedicated areas for rides and games, where children played in groups or waited for their turns to take rides.

On both days, the festival concluded on a high note with performances by the musical sensation Asim Azher, Khudgharz, Wajhi Farooki, Raffay Israr, Ali Tariq and the crowd puller Young Stunners, who performed to audience requests, danced and sang along to their favourite tunes and gave a thunderous applause to the performers.

Talking about the challenges of managing such an event, Saher says MFF had a daily footfall of 20,000 (40,000 collectively) which was massive in terms of crowd management. But with the network’s competent teams prepared well ahead of the event, they were able to achieve their targets and meet those challenges. “With so many activities scheduled for this event, our main challenge was time management, to see that each activity finished in time so that we could start the other, and for the transition to happen smoothly. I am proud of the fact that we have successfully concluded MFF Karachi and I hope we will manage the one in Lahore as efficiently as we did it here,” concludes Saher.

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In Tune

A Passion for Melody: Ayat Sheikh

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By Ayman Munaf

In the world of Pakistani music, where each voice brings its own shade of emotion and storytelling, at just age nineteen Ayat has carved a place for herself as a soulful and introspective artist, blending emotion and depth into every note she sings. Her journey began at the tender age of eight, singing in school tableaux and the audience’s applause sparked her love for music. Her family’s unwavering support and their encouragement nurtured her passion and what started as a child’s love for singing transformed over time into a deep-rooted dedication to her talent. Today, Ayat is known for her private gigs, concerts and studio projects each one a testament to her dedication and talent.

Ayat’s first major breakthrough came a year back with her rendition of ‘Mora Saiyaan’ for the film ‘Teri Meri Kahaniyaan.’ “The film had three different stories, and my song was part of the second one, a story about a singer. Watching that scene on the big screen with my family, knowing it was my voice, was surreal. I felt butterflies in my stomach, and I even teared up out of happiness. It was a moment of pride and emotion,” she recalls. One of her most challenging experiences with ‘Mora Saiyaan,’ was singing in Punjabi as it wasn’t her native tongue. With guidance from her father and music director Jawad Hyder, she overcame the language barrier, mastering the song in just two hours. This accomplishment solidified her belief that with passion and determination, no obstacle is insurmountable. Emotion, she believes, is a critical component in music, especially in songs that accompany powerful narratives. Ayat acknowledges that it’s an ongoing journey of learning, committed to improving at every step. She approaches each project with openness, learning to communicate the right emotions with every performance.

For Ayat, succeeding in Pakistan’s music industry requires more than just vocal talent. Quick memorization and the ability to adapt melodies are qualities she views as essential, and she’s diligently working to hone these skills. Her musical identity, however, is rooted in a more soulful, relaxed style, contrasting with the energetic ‘dhoom-dharaka’ music often popular in the industry. “I resonate most with slower, relaxing music,” she says, emphasizing her love for calm and soothing melodies. As a fan of soulful melodies, she finds inspiration in the unique style of her favourite singer, Sunidhi Chauhan, whose voice she deeply admires. One song holds a special place in her heart—Lae Dooba by Sunidhi Chauhan, which she has re-sung. Ayat admits that she doesn’t always enjoy hearing her recorded voice, a common sentiment among artists, but she accepts it as part of her growth journey.

Criticism, especially in the digital age, is something she navigates with grace. Ayat keeps her focus on positivity, avoiding the distractions of hateful comments that could detract from her growth. In this era of digital transformation, platforms like YouTube have opened up new avenues for artists, and the young singer has embraced this change, recently launching her own channel. She views digital platforms as a bridge, connecting artists directly with their audience and offering invaluable exposure.

Looking ahead, Ayat has set her sights on one of Pakistan’s most celebrated platforms: Coke Studio. Performing there is a dream, a goal she hopes to achieve as she continues to develop her artistry. Behind the scenes, she keeps her voice in top condition with a dedicated regimen of vocal exercises—sargams, paltay, and samraags—practiced diligently each morning and night.

Reflecting on the industry she loves, Ayat expresses a desire to see a more merit-based environment. “I’d want to address nepotism,” she says, advocating for equal opportunities for all artists based on talent alone.

In a landscape rich with evolving sounds and stories, Ayat is a breath of fresh air, a singer with a heartfelt commitment to her craft and a vision for the future. Through each note she brings a touch of soul, creating a unique place for herself in the world of Pakistani music.

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Entertainment

Short & Sweet – Srha Asghar

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  • What’s one role that scared you but helped you grow the most?

‘Aakhir Kab Tak’ was the toughest role I’ve played so far, but it helped me grow immensely as an actor.

  • If your wardrobe consisted of clothes from one movie, which would it be?

Definitely Emily in Paris!

  • What’s your favourite way to unwind after a long day on the sets?

Coming home, giving my son a big tight hug, and playing with him.

  • What’s one thing about you that surprises people when they get to know you?

That I’m married and have a child—it’s always a shocker!

  • If you could act in any famous movie, which one would you choose?

I’d love to be part of ‘In the Mood for Love.’

  • What’s a trait you believe makes someone truly iconic?

Being true to your work, passionate and compassionate.

  • Favourite holiday destination?

Turkey, hands down.

  • What’s one aspect of acting that people rarely see but means the most to you?

Bringing to life someone else’s character completely different from my own personality.

  • Who’s a fictional character you’d love to spend a day with?

Deadpool! Imagine the fun and chaos.

  • What’s one song that always makes you feel unstoppable?

“Thunder” by Imagine Dragons.

  • If your life was a novel, what would the title be?

‘After a Break.’

  • If you could choose any actor to act your life story, who would it be?

Saba Qamar—her role would do justice to my journey!

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Short and Sweet with Muhammad Subhan Awan

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Glam: If you could have any superpower, what would it be?  

I would love to fly.                                

Glam: If you could act alongside any actress, who would it be?

My wife, TV artist Washma Fatima.

Glam: What’s your favourite thing to do when you are not acting?

I love sports. When I’m not acting I mostly play cricket, table tennis and football.

Glam: What’s a surprising fact about you that nobody knows about?

There are many but I won’t tell, let everyone be curious.  

Glam: What is the one thing you know now that you wish you knew when you were younger?

The less you expect, the more you get.

Glam: What quote do you live by?

‘It’s not the destination, it’s the journey that counts.’

Glam: Any particular character that you would like to play in the future?

An anti-hero character who has supreme power and authority.

Glam: Most cherished memory?

I don’t live in the past. I prefer living in the present and making it worthwhile.

Glam: What’s a movie you can watch over and over again?

The Pursuit of Happiness.

Glam: Which word or phrase do you say a lot?

Yaaaaar.

Glam: Would you rather travel to the past or to the future?

To the future always.

Glam: If you could change one thing about the world, what would it be?

I would rather change myself into a better person than I am now.

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