Entertainment

Media Planning’s ‘Bold & the Beautiful’

Published

11 months ago

April 26, 2024

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.

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?

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In Tune

Carving His Own Niche

Published

2 weeks ago

March 21, 2025

Ayman Munaf

By Ayman Munaf

Suhel Rais Khan, the son of the legendary sitar maestro Ustad Rais Khan, carries a rich musical heritage. Born into a family of extraordinary artists, he has carved out his own unique path in the world of music. Currently visiting Pakistan from India to see his ailing aunt, Suhel was invited to perform—an opportunity that has allowed fans to witness his musical prowess firsthand. During our conversation, he talked about his journey, inspirations, and the evolution of his craft.

Q1. Can you share some of your earliest memories of music and how they influenced your decision to pursue a career in this field?

I grew up in a boarding school called Barnes, one of the top ten British schools in the world. Before that, when I was with my father, I wasn’t interested in classical music at all. Like most people, I was into pop and rock. But when I returned and saw the immense respect my father commanded in the world of Indian classical music, I was drawn to it. It was in my blood, so the transition was natural. The way people revered him inspired me, and once I started exploring classical music. I genuinely fell in love with it.

Q2. Growing up as the son of the legendary sitarist Ustad Rais Khan and the talented dancer Tasneem Khan, how did your parents’ artistic backgrounds shape your musical journey?

My childhood was complex. My parents divorced and my father moved to Pakistan, so I didn’t get a chance to learn directly from him. When I returned from boarding school, I was introduced to my father’s side of the family. My aunt (Bua) was the world’s best Surbahar player. She showed me her work and played my father’s music for me. That’s when I began collecting his tapes.

After nearly 20 years, I finally met my father. Initially, I was reluctant, but after meeting him I felt peace. He heard me sing and encouraged me to play the sitar. My mother, though naturally artistic, didn’t pursue a classical career. But I was fortunate to learn from incredible women like Madhurani Ji, one of the top singers in the world, and Sitara Devi, who taught me dora tukras. In London, I trained under Priya Didi and spent time with senior artists, gathering knowledge from different corners of the classical world.

One thing that needs to be acknowledged is that the song Gungroo Tut Gaye was originally composed and sung by my father, Ustad Rais Khan. Unfortunately, many artists have falsely claimed it as their own composition, which is deeply unfair.

Q3. You completed your formal education at Barnes and were actively involved in music, singing, and drama. How did this academic environment contribute to your artistic development?

Honestly, formal education only provides the basics. The real learning comes from your guru. I initially focused on singing and later realized the importance of playing the sitar. Creating music is expensive—so I opened my own studio, where I learned recording, editing, composing, and arranging. Eventually, I started working on my own albums and recording other artists.

Q4. Can you discuss the significance of your training under your father and how it has influenced your approach to music?

I only had two months of formal training with my father before he passed away. I absorbed whatever I could in that short time. While he profoundly influenced me, I developed my own distinct style. My father trained several successful artists, including Ahmed Jahanzeb.

Q5. Your music blends traditional Indian classical elements with contemporary styles. How do you balance these influences in your compositions and performances?

It all comes down to the sound—what you want to present to the world. My music doesn’t resemble anyone else’s. I usually sing my own compositions, but sometimes when audiences aren’t ready for change, I adapt. There’s nothing wrong with singing another artist’s song, as long as you infuse it with your own style.

Q6. Who are some of the artists, both within and outside the classical genre, that have inspired your work?

Legends like Sonu Nigam, Hariharan, Farida Khanum, Noor Jehan, Salamat Ali Khan, Fateh Ali Khan, Ghulam Ali and Roshan Ara. Music is diverse—everyone has their own preference, and no genre is inherently bad. It’s about what resonates with you.

Q7. Can you walk us through your creative process when composing a new piece?

I can compose very quickly. Give me a line, and I can create a melody in 10 seconds.

Q8. How do you decide when a composition is complete and ready to be shared with the audience?

I know once I hear the lyrics and understand the genre—whether it’s pop, rock or ghazal. I often test compositions by having my students sing them their own way before finalizing the recording. I incorporate elements of ‘80s-style melodies while keeping them accessible to the general audience.

Q9. You’ve performed at various national and international events. Is there a particular performance that stands out in your memory?

My performance in Calcutta is unforgettable. Just as I was about to start, the famous Bengali actress Moon Moon Sen entered in a black saree with a black bindi. I was so mesmerized that I completely forgot my song! I had to stop for five minutes, just looking at her, before she finally said, “Suhel, I’m here. Start your performance.” That moment is etched in my memory.

Q10. How do you prepare for a live performance and connect with your audience?

A successful artist knows how to keep the audience engaged. If I see the crowd isn’t interested in the song, I change the song on the spot. My musicians and I are always ready to improvise.

Q11. What are some significant challenges you’ve faced in your musical career?

I don’t focus on challenges—I focus on my work. I’m Ustad Rais Khan’s son, and my music speaks for itself. I’ve worked with the biggest artists worldwide and have over 40 albums. I don’t compare myself with others; I do what I love. I’m the only sitarist, singer and composer with 600 videos on air, and I’ve even made it to the Guinness Book of Records.

Q12. Receiving the Mitr Pradhan award at 25 was a notable achievement. How did it impact your career?

It was my first award, but it wasn’t heavily promoted. Whatever recognition I’ve earned has been through my own hard work.

Q13. Are there any upcoming projects or collaborations you’re excited about?

I continuously collaborate with artists across genres. Recently, I worked on Fusion for Roland. I believe in supporting talent, even if an artist isn’t famous or wealthy—if they’re good, I’ll work with them. I learn something new every day.

Q14. What are your aspirations for the future, both personally and professionally?

I am content with what I do. I’ll continue making music and exploring new sounds.

Q15. How do you see the role of classical music evolving in the digital age?

Music is evolving, and the key is packaging it correctly. To stay relevant, artists must adapt and present their music in a way that resonates with today’s audience.

Q16. Your younger brother, Farhan Rais Khan, is also a talented sitar player. Do you guide him as an elder brother now that your father is no more?

Farhan has learned from our father and plays better than me. I have my own style and draw inspiration from legends like Ravi Shankar and Vilayat Khan. I’m very close to my brother in ways beyond just music.

In Tune

A Passion for Melody: Ayat Sheikh

Published

2 months ago

January 24, 2025

Ayman Munaf

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.