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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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Mann Jogi’s Premiere Episode Stuns Fans with Powerful Storytelling

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The latest offering from HUM TV titled ‘Mann Jogi’ made a remarkable debut Saturday night, leaving a lasting impression. Its poignant storyline, combined with stellar performances and high production quality, has drawn in audiences and sparked widespread enthusiasm and fans eagerly anticipate the next episode, eager to see how the story unfolds and to continue their emotional journey with the characters.

‘Mann Jogi’ is the latest project of Ms. Sultana Siddiqui, President, HUM Network Limited, whose reputation for excellence preceded the drama. With Ms. Siddiqui at the helm, viewers were confident that the show would not only be engaging but also thought-provoking and impactful, shedding light on important social issues. The drama’s first episode has lived up to the audience expectation, and anticipation that surrounded its release.

Renowned playwright Zafar Meraj has crafted the masterpiece, and director Kashif Nisar has brought it to life with his expertise. The talented cast, featuring Bilal Abbas Khan, Sabina Farooq, Mirza Gohar Rasheed, Ismail Abbas, and Tipu Sharif, have come together to create a compelling drama. The on-screen pairing of Bilal Abbas and Sabina Farooq, who won over audiences with their outstanding performances in ‘Ishq Murshid’, marks their first collaboration in a drama serial – warmly received by the audience.

In the drama, Gohar Rasheed shines as Sabina Farooq’s husband, delivering a convincing performance. According to fans who watched the first episode and grasped the story’s essence, this drama is a must-watch for the family. It offers valuable lessons on social attitudes and encourages viewers to reflect on their own behaviours. Overall, the drama is a thought-provoking and engaging experience that explores important themes and relationships.

It’s worth noting that HUM TV already has a reputation for tackling sensitive topics in the past, such as ‘Udari’, ‘Dar Si Jaati Hai’,  ‘Sila’, ‘Kitni Girhain Baki Hain’ have inspired audiences to think critically. With its latest drama, ‘Zarad Pathon Ke Bunn’, HUM TV is once again fulfilling its role as a public educator, and playing a vital role in changing societal mind-sets. The channel’s unique strength lies in its ability to seamlessly blend entertainment with social awareness, making its dramas not only popular at home but abroad as well. Hence ‘Mann Jogi’, featuring a talented cast including Bilal Abbas Khan, Sabina Farooq, Mirza Gohar Rasheed, Ismail Abbas, and Tipu Sharif, is expected to be no exception.

This gripping drama explores a society where toxic masculinity is perpetuated, and patriarchal norms are used to justify unacceptable behaviour. The story centres around a man who believes his aggression and mistreatment of others are acceptable, and is unwilling to confront the consequences of his actions. For the woman in his life, every day is a living nightmare as she walks on eggshells, never knowing when her husband’s anger will erupt and bring chaos into her world.

As the drama unfolds, it also highlights the ways in which people manipulate religion to justify their own biases and selfish desires. But amidst the darkness, there are those who have the courage to stand up against injustice and demand accountability. This powerful story is a call to action, urging us to confront our own complicity in perpetuating systems of oppression and to work towards creating a more just and equitable society.

Through ‘Man Jogi’ Ms. Siddiqui, has shed light on the significance of a skilled woman in society. The play showcases women as more courageous and sensitive than men in a positive and empowering manner. It shows that when a woman is entrusted with a responsibility, she rises to the challenge and fulfils it with excellence, dedication, and passion. Each episode will provoke a new thought in them. Moreover, each episode of the drama is designed to prompt thought and reflection, leaving viewers with a deeper understanding of the plot and its gradual development.

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The wait is over: ‘Mann Jogi’ debuts tonight!

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HUM TV has been a trailblazer in the Pakistani entertainment industry, offering a fresh perspective on society every time through its thought-provoking dramas. With its commitment to tackling sensitive topics, the channel has gained a reputation for presenting high-quality dramas that resonates with audiences both domestically and internationally. Shows like ‘Udari’, ‘Darr Si Jati Hai’, ‘Sila’, ‘Kitni Girhain Baki Hain’, ‘Pyar ke Sadqay’, and ‘Zard Patton Ka Bunn’ have not only garnered critical acclaim but also showcased the channel’s ability to transcend cultural boundaries.

Building on this legacy, Sultana Siddiqui, President, HUM Network Limited, as well as a renowned producer, has taken the reins of producing another ground-breaking drama, ‘Mann Jogi’. With a track record of success, including the hit series ‘Zindagi Gulzar Hai’, Ms. Siddiqui aims to create a story that not only entertains but also educates. Her quest for a script that highlights the societal norms and traditions that need to be reformed led her to ‘Mann Jogi’, a drama that explores the transformative power of love, personal growth, identity, and self-discovery.

This gripping drama explores a society where toxic masculinity is perpetuated, and patriarchal norms are used to justify unacceptable behaviour. The story centres around a man who believes his aggression and mistreatment of others are acceptable, and is unwilling to confront the consequences of his actions. For the woman in his life, every day is a living nightmare as she walks on eggshells, never knowing when her husband’s anger will erupt and bring chaos into her world.

As the drama unfolds, it also highlights the ways in which people manipulate religion to justify their own biases and selfish desires. But amidst the darkness, there are those who have the courage to stand up against injustice and demand accountability. This powerful story is a call to action, urging us to confront our own complicity in perpetuating systems of oppression and to work towards creating a more just and equitable society.

Through ‘Man Jogi’ Ms. Siddiqui, has shed light on the significance of a skilled woman in society. The play showcases women as more courageous and sensitive than men in a positive and empowering manner. It shows that when a woman is entrusted with a responsibility, she rises to the challenge and fulfills it with excellence, dedication, and passion. Each episode will provoke a new thought in them. Moreover, each episode of the drama is designed to prompt thought and reflection, leaving viewers with a deeper understanding of the plot and its gradual development.

The story is penned by Zafar Meraj, a renowned writer who requires no introduction, while the direction is handled by Kashif Nisar, whose achievements and contributions are well-known as well. The drama features an impressive cast, including Bilal Abbas Khan, Sabina Farooq, Mirza Gohar Rashid, Asma Abbas, Tipu Sharif, and others. Moreover, this marks the first time that Bilal Abbas and Sabina Farooq are appearing together in a drama serial.

‘Mann Jogi’ is going to be a powerful testament to HUM TV’s commitment to storytelling that challenges the status quo and inspires positive change. By tackling complex issues and presenting relatable characters, the drama promises to be a thought-provoking and engaging watch that will leave audiences moved and inspired.

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Asim Azhar Releases His Debut Album ‘Bematlab’

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Asim Azhar, the renowned Pakistani singer-songwriter, celebrated the launch of his debut album, ‘BEMATLAB’ with an event at District19. The event marked a significant milestone in Azhar’s shiny music career, captivating the who’s who of the entertainment industry and close family and fans with his soulful beats and heartfelt lyrics.

The album’s title, ‘Bematlab,’ meaning selfless, reflects Azhar’s profound gratitude towards his dedicated fan base who has selflessly supported him throughout his journey. In a heartfelt message in the trailer shared six days prior to the launch, Azhar expressed his admiration for his fans, acknowledging their selfless love and importance in shaping his identity as an artist.

The seven tracks navigate through the seven stages of heartbreak and represents Asim’s versatility as an artist. Asim merges contemporary flair with timeless appeal.

Reflecting on the significance of the album, he said, “My life and my supporters are the inspiration and motivation behind this album.”

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