Entertainment
Media Planning’s ‘Bold & the Beautiful’

Meet Amna Khatib Paracha, a trailblazing advertising professional who has recently been promoted to the position of Managing Director at Mindshare Pakistan. With her exceptional talent and determination, Amna has carved a niche for herself in the world of media and among advertising’s ‘Mad Men’, becoming one of the few women to hold a C-suite position in Pakistan.
Starting her career with Interflow as an intern right after her studies, her career took a significant leap forward in 2001 when she joined Mindshare, a company that would play a pivotal role in shaping her future. After having spent seven years there, Amna moved to PakMediacom in 2008, further enhancing her expertise in media planning and strategy. In 2009, she took on the role of Chief Operating Officer at Universal McCann, however, her passion for digital planning led her to shift gears in 2011 and join Converge Technologies as VP, Technologies where she successfully transitioned from traditional communication planning to digital planning. This move proved to be a game-changer for her, as it allowed her to stay ahead of the curve in an ever-evolving industry.
In 2014, she rejoined GroupM and took on the challenging task of establishing and spearheading its digital arm. As the Chief Digital and Strategy Officer, Amna played a pivotal role in driving the company’s digital transformation, ensuring that GroupM stayed at the forefront of the industry.
Now, as the Managing Director of Mindshare Pakistan, she is determined to take the company to new heights. GLAM talked to her about her new role, the challenges she has faced coming this far in her career, as well as her future plans for herself and her organization.
GLAM: What inspired you to pursue a career in advertising, especially when you did your MBA in HR and Marketing?
AMNA KHATIB PARACHA: I got into advertising by pure chance. As for getting an MBA degree, the inspiration came from two people. One was my suave grandfather who I remember, had a very stylish leather briefcase which he carried to work every day. That briefcase sparked the desire in me to become successful and be part of a profession where I could also carry such an accessory. The second person was my aunt, who was pursuing an MBA degree from IBA. She served as a potent role model for me as I was impressed by her personality.
Looking back now, I think my journey into advertising and media was a natural progression. Even as a child I knew I had strong interpersonal skills and a creative mind, so I sought a profession which could allow me to fully utilise my strengths. But I think it was during my internship at Interflow Communications that I discovered my true calling in advertising and media.

GLAM: So, at what point precisely did you feel that it was the right place and advertising was indeed the profession you wanted to pursue further?
AKP: My first project at Interflow was a Pepsi UTC Campaign, during the Cricket World Cup, where the winner could win a blue Mercedes. We had to plan the whole campaign, including the roll out, planning the media etc. What got me excited was the whole creative process.
At that point in time, media was very new to me. But then one day my to-be-future boss at Mindshare came over at Interflow to deliver a lecture on media planning. I was intrigued by the information he imparted because it had a lot of numbers and a whole science behind it. So after almost a year at Interflow I joined Mindshare.
GLAM: You have recently been appointed Managing Director, Mindshare. What in your opinion are the strengths that you brought to the table and what changes are you planning to implement?
AKP: I have been with Mindshare now for quite a while. I began my career with Mindshare and spent good seven/eight years. Even later on in my career, I stayed connected with Mindshare, so it has always been very close to my heart. As for becoming the Managing Director, it was an honour for me as I had always admired the previous directors who had started Mindshare, in this role. I understood the responsibilities of stepping into their shoes and knew that I had to strive towards embodying their remarkable achievements.
As for your second question, the biggest asset that I bring to the table is my people skills, to connect with people both internally and externally. Also, this industry thrives on building and maintaining a robust network, fostering strong relationships and retaining valuable team members to optimise resources. I think I have honed these skills well through various life experiences, and they have nurtured my creative thinking and leadership qualities. By collaborating with others and thinking outside the box, I have been able to shape my career. I understand this is a different level and I have to adapt to the unique challenges the new position brings but the fundamental blocks remain the same. I hope I do justice to my new role.
My children really make fun of me when I talk in slang to them and tell them I know this app you guys are using, and their reply is ‘Maa, you can’t possibly be on this app’, and I tell them it is my job to be there and know what they do there as I need to target consumers who fall into your profile.
GLAM: How has media planning evolved over the years? With so many channels and ever changing media consumption habits, how challenging has it been to plan media for clients?
AKP: Media has definitely evolved but the basic principles remain the same. Every day we reach out to the right consumer audience wherever they are, observe the mediums they consume, and then strategize ways to be a part of their environment to get our message registered. This is the concept and basis of media planning.
Yes, it has evolved tremendously because the channels have increased and the touch points for consumers have increased also, and the consumers have evolved too. At the beginning of our careers, we used to be asked to watch television, listen to radio, read newspapers, magazines etc. not just to stay abreast but also to know what kind of content each medium runs and then reach out to consumers and question them on their preferences. Though we still do all of this, it has now become much more challenging because there are umpteen options to choose from, customers are spoilt for choice. Earlier it was just PTV and a few other channels or radio, but now we have digital, e-commerce, performance marketing, and we have to know who watches what on which platforms or apps. But having said that I feel our work has become even more exciting, since we have to stay up-to-date on whatever’s happening on the media front and that gives us an opportunity to experience so many new platforms.

My children really make fun of me when I talk in slang to them and tell them I know this app you guys are using, and their reply is ‘Maa, you can’t possibly be on this app’, and I tell them it is my job to be there and know what they do there as I need to target consumers who fall into your profile.
So they are my information points and I learn from them what apps are popular, and used by their age groups. I find it very interesting.
GLAM: As a female managing director in a predominantly male-dominated industry, how do you ensure your voice and perspective and those of your female colleagues, are heard and valued?
AKP: That’s an interesting question. You would like to think that by now it should be equal for both genders and it should be the thought leading than the gender… but sometimes this is lacking in the industry.
I have been lucky that I worked at places with really good people, clients, mentors, bosses and team mates who encouraged the right thinking and ideation, regardless of whether it was coming from a man or a woman, but there have been such situations. I recall I was not that junior when during a meeting I said something and one of my male colleagues a while later repeated the same thing and the third colleague said ‘what a good idea’; and I would just stare at them and say ‘but I just said the same thing a few minutes ago!’ So it does happen at times but I think what we need to do is to stand our ground and make sure that we are heard and known for the right reasons; that people know us for the hard work we do and the amazing ideas we come up with.
We do not need to play the female card and think of ourselves as lesser beings but instead play to our strengths, but this has to be internal first. First you have to have confidence in yourself and then it sort of comes out automatically.
I remember people said that since I was a working woman, I would not be able to take care of my children and give them the kind of attention they wanted, but I proved that I could because thankfully, I had a good support system. I am grateful to my mum and my husband, both of whom were very helpful, and to my supportive work environment. That was how I was able to work through the years when my kids were younger.
GLAM: But a lot of women say media and advertising are areas where women are always given a level-playing field. Do you agree with this?
AKP: I think times have changed. I never faced anything of the sort where I felt that because I am a woman, I am not being heard. Also, we do not ‘not hire’ a woman because she is married or because soon enough, she will have children and will not be able to carry out her duties. We hire women on merit, from all sorts of backgrounds, give them opportunities. But having said that, yes, issues such as level-playing field, equal salaries and opportunities still do exist, but I think you have to choose the right places and right people to work with. That makes a lot of difference.
Also you must have the right mentors. I have a lot of female mentors who have gone through the same situations as I have, and I take inspiration from them. This is what I advise young colleagues to do, whether they are males or females: do have mentors in your industry or workplaces because their experiences can add up to your journey, and through their guidance you can learn to deal with challenging situations.

GLAM: What have been some of the challenges getting to the top?
AKP: I think everybody has his/her unique set of challenges. What worked for me was prioritisation and time management. I also have two girls, and though they are grown up now, when they were little I had a stressful time managing work and family. I joke with my friends that I was in the right profession to successfully balance both sides because of media planning, the other planning (my family and kids) also comes naturally to me. And most mums would agree with me and if you go and see their note section or calendar, everything will be marked out. So it is imperative to focus on priorities. I remember people said that since I was a working woman, I would not be able to take care of my children and give them the kind of attention they wanted, but I proved that I could because thankfully I had a good support system. I am grateful to my mum and my husband, both of whom are very helpful, and to my supporting work environment. That was how I was able to work through the years when my kids were younger. So, everyone has different solutions, but planning is key and then its patience… give it time and things will settle down in their right places.
GLAM: What’s next for Amna Khatib Paracha?
AKP: Interestingly, so many people during my career have asked me my five-year plan and I have always told them that I never have one. I always go with the flow. Let’s see what comes next because, thankfully, it has been going very well. Throughout my life everything that has happened, I never really planned it, so I want to keep it that way. I like surprises.
GLAM: What’s next for Amna Khatib Paracha?
AKP: Interestingly, so many people during my career have asked me my five-year plan and I have always told them that I never have one. I always go with the flow. Let’s see what comes next because, thankfully, it has been going very well. Throughout my life everything that has happened, I never really planned it, so I want to keep it that way. I like surprises.
In Tune
Faakhir Mehmood – Music Embedded in the Soul
Meeting an artist whose voice defined an era, Faakhir Mehmood greets you not with the air of a pop legend, but with the warmth of an old friend. Witty and friendly, Faakhir’s journey from the Awaz days, crafting patriotic anthems and soulful ballads is a chapter in Pakistan’s music history.
Now, as digital waves replace cassette decks and TikTok trends redefine hits, Faakhir continues making melodies and staying true to what first pulled him into music. “Honestly, it feels like riding a wild musical roller coaster,” he smiles, reflecting on his journey. From engineering classrooms to global stages, the transformation has been surreal. “I barely recognize the engineer-turned-musician in old pics!”

Faakhir’s musical career first took flight with Awaz, the iconic ’90s pop band that helped shape the sound of a generation. And while the band has long disbanded, the memories remain golden. “What I miss the most is the friendship, the chaos,” he says fondly. “Haroon’s energy, Asad’s stratocaster riffs, my frantic keyboard noodling… and those epic moments when we’d finally agree on a final version of a song. It was electric.”
From those jam-packed, impromptu sessions to today’s meticulous studio marathons, Faakhir’s process has evolved with time but the same heart remains. “Back then, we’d jam until someone had to escape for a date,” he laughs. “Now it’s long hours in the studio, powered by karak chai or a strong Americano.”
While his discography is filled with iconic hits, it’s ‘Kaash Hum Juda na Hotay’ from the album Mantra that holds the deepest place in his heart.“It came from a very personal space,” he shares quietly. “It still gives me goosebumps every time I hear or sing it.” His breakout solo anthem, “Dil na Lagay Pakistan”, still stirs hearts across the country—something he says was born out of youthful hope and a desire to connect with the nation. “I wanted to give people a proud, emotional wake-up call for loving the country. It just came in my heart one day.”
And who could forget ‘Mahi Ve’—the song that became a cultural reset? “Ironically,” he chuckles, “that melody was actually a rejected jingle from an ad I did. Later, I turned it into a full-fledged song. Never thought it would become a classic!”
A man of many hats—composer, singer, director—what role does he enjoy the most? “Composing,” he answers instantly. “It’s like cooking a fusion dish. But performing live? That’s the ultimate high. That energy, that crowd—it’s addictive.” Despite the quieter public presence in recent years, Faakhir’s creativity hasn’t slowed down. “I’m always composing,” he reveals. “I have tons of unreleased material sitting in my vault.”
Still, he admits the changing tides of the music industry have been a lot to keep up with. “Streaming, social media, TikTok—it’s overwhelming,” he says honestly. “I desperately need someone to help me with that part!” He credits Coke Studio for keeping local music alive and ever-evolving. “It’s like a chemistry lab,” he says. “Taking old, new, folk, pop—mixing it all together to create something that resonates with everyone. It’s genius.”
To young musicians trying to find their voice in this fast-paced world, his advice is delightfully simple,“Stay weird. That’s your flavour,” he says. “Learn the tools, sure, but don’t let them erase your creative spark.”

Behind the scenes, Faakhir still surprises fans. Did you know he’s a certified electrical engineer? “Yes, I can probably fix your Wi-Fi router,” he jokes, “but only after I’ve tuned a piano.”
As for what’s next, the composer hints at a few exciting collaborations. “They’re brewing,” he says with a mischievous grin, “but I’m so lazy! Fingers crossed.”
If he could give his younger self any advice? “Pace yourself. Don’t be lazy, don’t get too comfortable.”
And what does success look like to Faakhir Mehmood in 2025? He smiles thoughtfully. “A peaceful home, a cup of karak chai, a melody on the keys… and knowing that someone out there still hums one of my songs and understands the heart behind it.”
In the end, how does he want to be remembered—not just as a musician, but as Faakhir? He answers simply, without pause, “As someone genuine, generous, kind-hearted… and who truly loved his craft.”
Entertainment
Hundan: Touching the Core of Humanity

In the bleak, haunting silence of Gilgit-Baltistan’s snow-capped mountains, a story of nature, love, loss and its consequences took place centuries ago. Told in hushed tones by flickering firesides by the elders, it was immortalized in the film Hundan. Written, directed and produced by Karamat Ali, who belongs to the area, the filmmaker has a deep-rooted passion for folklore and cultural preservation.
A mass communication graduate, Karamat Ali brings to the screen a story bound in legacy. Hundan is a docu-drama that protects forgotten voices, confronts environmental exploitation and resurrects the dying Burushaski language.

“My grandmother used to cry while telling me this story.”Karamat said,when asked what inspired him to make Hundan. “This story was part of my childhood. My grandmother would narrate it with such emotion that it stayed with me. There was no television, no other distractions in those days. The story is about coexistence, and how doing wrong never goes unpunished.” That seed of storytelling was planted in 2007. After an initial attempt as a documentary and a reenactment performance that won hearts at a cultural event, he decided to take the bold step into narrative cinema. Eighteen years later, Hundan was born.

“Trophy hunting is not sport, it’s a crime against innocence.”At its heart, Hundan is a powerful protest against trophy hunting, a practice that has devastated local wildlife, particularly the endangered species like the ibex.“Who has given us the right to kill an innocent being just for entertainment?” Karamat questions with intensity. “We portrayed both sides — the greedy, and those trying to stop the greed. But my intention was clear: to show the heartbreak, the loss. There’s a scene where a mother ibex is killed in front of her young. That pain is real. And unforgivable.” The symbolism goes deeper. “Hun means wood, and dan means stone. Together, ‘Hundan’ is a metaphor — when you go against the path of righteousness, nature will respond. It becomes your teacher.”
Hundan also protects Burushaski, a dying language native to the region. “When someone is about to die, people go to see them with all their emotions. That’s what I’ve done with Burushaski — I’ve shown its joy, sorrow, anger, peace and mourning,” says Karamat with feelings. Though the film is being dubbed in Urdu for a wider audience, its original language remains its soul.
Filming Hundan was anything but smooth. The movie was supposed to be shot during the snow season, but due to climate change, the team found themselves waiting weeks for snowfall that never came. “I had to manually fill snow in some patches to make the scenes consistent,” he explained. Budget was another battle. “Most of the money went into fuel — we needed heaters, electric mattresses and generators to survive the mountain cold.”
But passion found a way. The cast, though not professional actors, were chosen with precision. Shahino was played by Alhan ul Qudrat, a seismologist, while Mayon was brought to life by Zahid Azeem, a school principal, both belonging to the area. Their physical endurance made it possible to shoot in the toughest terrains. “I didn’t stick to a fixed script,” Karamat says. “I’d explain the previous and upcoming scenes and asked the actors to speak in their own way. Munira Shah, who played Nisa, didn’t speak Burushaski — she had to learn her dialogues and understand it from scratch.” The grandmother’s character was portrayed by a real elderly woman, encouraged to act as naturally as she would. An old man who was also a professional storyteller delivered the final tale in the film.
Hundan is dedicated to Ghulam Uddin Hunzai, a beloved teacher and poet who translated the Quran into Burushaski and wrote educational books despite having only learned through the Qaida. “He was selfless. He taught generations — and now, they are all successful in their fields.”
When asked what advice he has for aspiring filmmakers, Karamat doesn’t hold back, “You need to be madly in love with your story. Don’t make films just to get views – make them to change lives. If your story doesn’t have a purpose, don’t tell it. And don’t do it if you don’t have the resources — unless you’re truly passionate. You need to be mad about your work.”
Karamat isn’t done telling stories. His next project, “A Missing Piece — Peace,” is a short film series focusing on the alarming youth suicide rate in Gilgit-Baltistan. “In one year, 56 suicides were reported aged 14 to 35. That’s heartbreaking. The lack of opportunity, peer pressure etc, it’s real, and it’s killing our youth.” He’s also preparing for a cross-border film on Pakistan-China friendship, partially shot in China. “It’s a story of a child’s struggle, a message of unity.”

“If Hundan could stop just one person — many just come for the fun — from trophy hunting,” Karamat says, “we’ve succeeded. Why not turn it into a sight-seeing opportunity instead? The animal doesn’t know it’s part of the game — it’s not a sport, it’s murder. Shoot it with a dart and make it unconscious, don’t kill it for the sport of it.”
Hundan: An Echo of a Dirge is more than a film. It’s a resurrection of language, a cry against cruelty, and a tribute to the power of folklore. Through the eyes of a grandmother, the blood of the mountains, and the beating heart of a culture on the edge, Karamat Ali has told a story that refuses to be forgotten. And as long as the stones whisper and the wood remembers, Hundan will echo its message.

Cast & Crew Share the Soul Behind Hundan
Alhan Ul Qudrat (Shahino)
“I never imagined I’d step into acting — it just wasn’t part of the plan. But growing up in the mountains, we’ve witnessed these stories all our lives. They’re part of who we are. The message of Hundan — that we must preserve wildlife and avoid harming nature — really resonated with me. Because what we destroy in nature eventually finds a way back into our own lives. It was also a proud moment to be part of the first film ever made in the Burushaski language. I gave it my all.”
Zahid Azeem (Mayon)
“Like Alhan, this was my first time in front of the camera — and honestly, I never thought I’d be able to do it. But with Karamat’s mentorship and the support on set, everything felt possible. Burushaski is my own language, and I feel lucky that I could express this story in words that come from my roots. It made the experience even more personal.”
Munira Shah (Nisa wife of Shahino)
“I don’t speak Burushaski, and I was really nervous about my accent. I told Karamat I wasn’t sure I could do it — but he simply said, ‘I’ll support you,’ and that meant everything. I had always dreamed of visiting Hunza, but I wanted to go with purpose. The love and support I received were overwhelming. We weren’t just a crew — we were a family. Every moment was joyful, filled with warmth and laughter.”
Shagufta Rasool (Asst. Director)
“Karamat is an incredible director — truly committed and calm even during duress. Yes, there were challenges during the shoot, but every problem was taken care of. The support from our team, especially our First AD Amjad — who’s also Karamat’s brother — made it all smooth. We pulled through as a strong, united crew.”
Extract: Filming Hundan was anything but smooth. The movie was supposed to be shot during the snow season, but due to climate change, the team found themselves waiting weeks for snowfall that never came.
In Tune
Abdul Rafay: A Voice with a Soul

In the vibrant world of music, where every note tells a story and every lyric speaks to the soul, Abdul Rafay stands out as a voice that resonates with emotion and depth. His melodic journey began at home, with an elder brother whose passion for music lit the first spark. A simple introduction to a classical music teacher became a turning point, as the guru recognized Rafay’s talent—a voice reminiscent of the classical Patiala gharana. From that moment, Rafay’s path in music was destined.

Under the mentorship of Intezar Hussain at NAPA, Rafay’s talent blossomed. “Sir Intezar was more than a teacher, he was a mentor who pushed me to explore, innovate and perfect my craft,” Rafay shares. This guidance not only honed his classical roots but also introduced him to the nuances of stage performance and vocal versatility.
At just 13, Rafay’s win at the Youth Festival, competing against seasoned vocalists proved his mettle. “That moment was surreal,” he recalls. “It was a validation of my hard work and the first major milestone in my life.” The nation’s interest for Rafay deepened during his stint as a finalist on Pakistan Idol. His soulful performances captivated millions, propelling him onto international stages and into the hearts of fans across continents. “Pakistan Idol was a game-changer,” Rafay says. “It opened doors I hadn’t even dreamed of.”



In 2019, Rafay’s contributions to patriotic music earned him the prestigious Pakistan Peace Award from the Air Force. “It was an honour to be recognized for something that resonates so deeply with me—using my voice to uplift and unite.” Sharing the stage with legends like Abida Parveen, Ali Zafar and Sonu Nigam has been another feather in Rafay’s cap. “Sonu Nigam’s humility left a lasting impression on me. It’s these experiences that fuel my passion to keep growing and learning,” Rafay reflects.
Rafay’s discography is as impressive as his journey. From the heartfelt Na Hone Du Juda for B4U Music in India, to the soulful Woh Pyar Tha for Bol Beats, his voice has resonated across borders. His song Piyaaa with Laal Series showcases his versatility, while the patriotic Khaak Ki Qasam stirs national pride. Rafay has also lent his voice to popular OSTs like Apne Hei Tu Hain for Green Entertainment and Main Hun Kahani for Express Entertainment, cementing his place in the hearts of drama enthusiasts. His musical style is a blend of classical rigour and contemporary flair, drawing inspiration from artists like Arijit Singh. “Classical music is my foundation, but I enjoy experimenting with genres, always staying true to the essence of each.”
His journey hasn’t been without challenges. Navigating the music industry without connections has been tough, but Rafay’s resilience remains unshaken. “I focus on improving my craft, believing that opportunities will come when the time is right.” Looking ahead, Rafay is excited about upcoming projects, including original soundtracks and collaborations. “I’m also keen on exploring international collaborations. Music is a universal language, and I want to use it to bridge cultures and connect people.” For young, aspiring singers, Rafay’s advice is: “Stay true to yourself, work hard, be humble, and let your authenticity shine through. Success will follow.”
Reflecting on his journey, Rafay cherishes every moment, especially those with his mother, his unwavering supporter. “Her belief in me is the cornerstone of my success,” he says. As Rafay continues to enchant audiences with his soulful voice and heartfelt performances, his legacy of authenticity, passion and perseverance is one that will inspire generations to come.
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