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New Budget For FY2024-25 Leaves Salaried Class Shocked!

By
Zayaan Khan
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Federal Minister Announces Budget
Image Source: Business Recorder

Following the release of Pakistan’s budget for the fiscal year 2024–2025 yesterday, there is a noticeable feeling of shock that sweeps across the country. The public seems to be confused and concerned about the government’s budget plan, which was hailed as a way to get the nation through economic difficulties. But ultimately, this year’s budget announcement is only about to make things more difficult for the people. Let’s have a closer look at the highlights of the recently announced budget.

The Common Man’s Nightmare

The budget for FY2024-25 of 18.9 trillion Pakistani rupees ($67.84 billion), sets high goals in the face of difficult economic conditions. The administration intends to deal with a 6.9% GDP budget deficit while aiming for 3.6% economic growth. With defense spending projected to cost 2.1 trillion rupees and debt servicing is predicted to consume a staggering 9.8 trillion rupees!

The Federal Board of Revenue (FBR) has set an enormous tax revenue target of Rs. 12.9 trillion of the Budget For FY2024-25, which has left many people shocked. This number is a considerable increase over prior years, suggesting that the government will tighten its grip on tax evaders while the salaried class prepares for the consequences.

All The Important Details From Budget FY2024-25

While the budget for FY2024-25SaU cover’s a vast spectrum of domains, we’ll be focusing on the more important aspects. These will in one way or another be directly linked to your average salaried individual. Here are the highlights from the budget announcement of 2024-25:

  1. New Income Tax Slabs: The first thing under crosshairs is the tax slab for the average salaried individual. According to the budget for FY2024-25; the tax rate will be applicable from the 1st of June, 2024 and sees an increase in rates where anyone earning between Rs. 600,000 – Rs. 1,200,000 will be taxed double at a rate of 5% of their annual salary exceeding Rs. 600,000.
    For those ranging above Rs. 1,200,000 and below Rs. 2,200,000, individuals will have to pay a staggering base 15% of their yearly income showing an increase of 2.5% from the previous year. On top of this, they will also be forced to pay a fixed tax of Rs. 30,000. This trend gets worse as you go higher on the tax bracket. More tax brackets are covered in the following image:

  1. Increase In Petrol Prices: The federal government has also increased levy on petrol by a staggering Rs.20, this sees it going from Rs.60 to Rs.80. This sudden increase in levy will ultimately have a ripple effect on numerous amenities such as transport, production and living expenses. Apart from the rise in fuel prices, the government has suggested raising the tax on light diesel oil. There will be an increase in the development levy on light diesel oil from Rs. 50 to Rs. 75 per liter!
  2. Vehicle Tax Registration: In another shocking turn of events, in place of engine capacity, the federal minister stated that pricing will determine the advance tax on car registration. So you can forget about paying a minimal tax on smaller vehicles, instead their actual values will determine the tax percentage.
  3. Phone Pricing: The mobile market proves to be one of the biggest sources of money, specially in cities such as Karachi. According the the new budget, different phone categories will be taxed an astonishing 18% of their value! This means if you’re looking at smartphones for Rs. 50,000, their new price is officially Rs. 59,000 after taxes. We will also see a eye-watering tax of 25% being implemented on smartphones costing more than $500.
  4. Import Items: The federal minister made the decision to no longer exclude luxury car imports from taxes. It has been agreed to raise the $50,000 import vehicle’s taxes and levies. The import tax on glass goods has also been removed by the government. The rate of import levies on steel and paper goods will be raised, as planned. The only exception to import items are essential goods which will not be taxed.
  5. Tax On Cigarettes & Nicotine: According to reports, the government intends on cracking down on factories where fake cigarettes are being reproduced. Not only this, but according to the budget, to deter people further away from drugs, the government has made the decision to tax the materials used to make cigarettes by Rs. 44,000 per ton! Nicotine pouches will also see a FED at a rate of Rs. 1200 per kg.
  6. Branded Apparel: In an attempt to raise the GST on textile goods, the federal minister declared in his address that the government has placed an 18% sales tax on branded clothing, shoes and other imported leather goods in the country.

    Property Construction FY2024-25
    Image Source: Economic Times
  7. Property & Construction: If you thought buying a house for your family was difficult in this economy, well it certainly just got more harder. The minister said that a 5% tax will be applied to the acquisition of new plots as well as residential and commercial real estate. FED on cement used in construction of new homes will be increased to Rs.3 per kg. Not only this, but a 15% tax will be imposed on filers and 45% on non-filers when dealing with property.

Other Affected Sectors And Details From Budget FY2024-25:

While these details might not affect the average salaried class individual in Pakistan, here are a couple of other aspects discussed in the new budget:

  1. Education Scholarships: The government has announced more scholarship programs to be introduced in order to cater more students. An estimate of 10 million students are to be catered according to the new budget.
  2. Solar Industry: In order to support the solar panel business, the coalition government  eliminated import taxes on equipment, including raw materials used in the production of solar panels, inverters, and batteries, as well as plant machinery and associated equipment.

    Solar Panels FY2024-25
    Image Source: ArabNews
  3. Power Generation: Another sight for sore eyes is the allocation of funds for the water resources in the country. Rs. 206 Billion will be allocated which will be distributed amongst the Mohmand, Diamer Bhasha Dams and Chashma Right Bank Canal.
  4. Aviation: Major airports of the country are to be outsourced instead of running them locally and a whopping Rs. 622 billion worth of liabilities have been transferred from PIA.
  5. Increased Salary & Pension: It is reported that government employees from grades 1 thru 16 will see a hefty increase of 25% in their salaries & pensions. While grades above that will receive a handsome increase of 20% in their salaries & pensions as well.
  6. Kissan Package: The budget for FY2024-25 also stated that Rs. 5 billion ha been set aside for farmers’ packagers and that the government has chosen to capitalize on private sector involvement in this area.
  7. Benazir Income Support: The minister stated that a 27% increase in funding has been suggested for the Benazir Income Support Program. The BISP fund would grow to an astonishing Rs. 593 billion! This will in-turn support 0.7 million more people than the previously allocated amount.
  8. Inflation: While this is a hard pill to swallow, the government aims to reduce inflation in the country yet again. The plan is to keep inflation at a steady rate of 12% for the FY2024-25.

Concluding Remarks

The silent pain that the average person endures is ignored in the midst of all these discussions. It appears that the budget does not adequately meet the people’s urgent needs, even though its goal is long-term stability. The government has failed to time-and-time again meet the real requirements of the people and this year looks no different.

The release of the budget for FY2024-25 has resulted in a dire outlook for the upcoming year for the typical Pakistani. The already high cost of living is expected to rise much more. The relief efforts that have been implemented are minimal and hardly begin to address the financial struggles that Pakistani households endure already.

The Budget For FY2024-25 is a sobering reminder of the fine line Pakistan must walk between social welfare and budgetary sustainability as it navigates the economic recovery. It is a call to action for the government to make sure that its citizens are not left behind in the pursuit of economic resilience, in addition to setting lofty goals which might not even be achievable. All we can do now is wait…and hope, as always.

Stay tuned for more insights like these; this has been your average salaried individual Zayaan, Signing Off!

Budget 2023-24: Pakistan Government Unveils New Revenue Measures

By
Usman Kashmirwala
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Budget 2023-24: Pakistan Government Unveils New Revenue Measures
Source: Global Village

The Pakistani government has recently unveiled new revenue measures amounting to Rs223 billion in its latest budget announcement. These measures are in addition to the taxes introduced in the mini-budget announced in mid-February, which will remain in effect. The government aims to generate over Rs500 billion in additional revenue for the tax year 2023-24 through these measures, which include raising the general sales tax from 17 percent to 18 percent, imposing a 25 percent sales tax on luxury item imports, and increasing taxes on cigarettes and drinks.

Key Highlights

  • The government plans to share the tax details with the International Monetary Fund (IMF) and expects that the Fund will not raise any objections, as all their concerns have been addressed.
  • The government intends to allocate Rs23 billion to industries and individuals under the revenue relief changes announced in the Finance Bill 2023. This relief includes Rs13 billion in customs duty and Rs10 billion in income tax. However, no relief has been announced in sales tax and excise duty.
  • The government is optimistic about achieving a 28 percent higher revenue target for the next fiscal year, based on a projected GDP growth of 3.5 percent, average inflation of 21 percent, and the revenue measures outlined in the budget.
  • To promote various sectors, the budget offers major relief in the IT sector for exports, solarisation, agriculture, and real estate.
BUDGET 2023-24: 'Populist' measures in trying times - Newspaper - DAWN.COM
Source: Dawn

Income Tax

  • The Finance Bill proposes the continuation of the super tax but with fair adjustments for individuals earning over Rs150 million. Three new income levels have been introduced: Rs350 million to Rs400 million, Rs400 million to Rs500 million, and above Rs500 million. These income brackets will be subject to tax rates of 6 percent, 8 percent, and 10 percent, respectively.
  • Other income tax changes include a 0.6 percent withholding tax on citizens not on the Active Taxpayers’ List (ATL) when they withdraw cash exceeding Rs50,000. The withholding tax rates on goods supply, services, and contracts will increase by 1 percent, with exceptions for specific items. Furthermore, a final withholding tax of 10 percent will be charged on bonus shares issued by a company, or 20 percent for non-filers of tax.
  • The Finance Bill also proposes adjustments to the withholding tax rates on payments to non-residents using debit/credit or prepaid cards. Similarly, an adjustable advance tax of Rs200,000 will be charged when issuing a work permit/visa for a foreign domestic helper.

Sales Tax and Excise Duty

  • In terms of sales tax and excise duty, the government has made certain adjustments. Sales tax has been withdrawn on edible products sold in bulk under brand names or trademarks. The tax rate has increased from 12 percent to 15 percent on supplies made by point-of-sale (POS) retailers dealing in leather and textile products.
  • Furthermore, a federal excise duty (FED) has been imposed on energy-inefficient fans and incandescent bulbs at rates of Rs2,000 per fan and 20 percent ad valorem, respectively. The scope of FED on services has been expanded to include royalty and fees for technical services.
  • Sales tax has been exempted for another year ending June 2024 on contraceptives and accessories, plant saplings, combine harvesters, dryers for agricultural products, no-till-direct seeders, planters, trans-planters, other planters, bovine semen, and the import of IT equipment by IT and ITeS exporters registered with the Pakistan Software Export Board.
  • In the federal capital, a 15 percent tax will be charged on electric power transmission services. The rate has been reduced to 15 percent from 16 percent on IT-based system development consultants. A lower rate of 5 percent is proposed for services provided by restaurants and other food outlets if payment is made through debit or credit cards, mobile wallets, or QR scanning.
Key highlights of budget 2023-24 - Business & Finance - Business Recorder
Source: Business recorder

The Pakistani government’s new budget is a mixed bag. On the one hand, it raises taxes on a number of goods and services, which will likely lead to higher prices for consumers. On the other hand, it also provides some relief to certain sectors of the economy, such as the IT sector. Overall, the impact of the new budget on the Pakistani economy remains to be seen.

What are your thoughts on this? Let us know in the comments below.

Stay tuned to Brandsynario for the latest new and updates.

Sindh Government Announces Shift To Solar Power For Major Hospitals

By
Usman Kashmirwala
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Sindh Government Announces Shift To Solar Power For Major Hospitals
Source: PakTV

The Sindh government has taken a significant step towards sustainability by announcing plans to shift major hospitals in the province to solar power. This initiative is part of the government’s larger solar power plan, aimed at reducing dependence on traditional energy sources and promoting clean, renewable energy solutions. The announcement was made by the Provincial Minister of Sindh for Energy, Imtiaz Ahmed Sheikh, during the inauguration of a solar power park in the Karachi press club.

The logistics of the plan

The solar power park, with a capacity of 60KV, will play a crucial role in meeting 90 percent of the press club’s power needs. This is a significant milestone in the government’s efforts to harness the power of the sun and provide sustainable energy solutions. Minister Sheikh also highlighted that government buildings, prisons, and schools will be included in the solar power plan, with the aim of ending electricity load shedding in the province.

Sindh govt announces to shift govt offices to solar power - Pakistan Observer
Source: Pak Observer

The minister emphasized that the government’s objective is to address the economic crisis and uplift the country. By investing in solar power, the government hopes to create a more sustainable and self-reliant energy sector. Minister Sheikh took the opportunity to criticize the PTI government, accusing them of hindering power projects in Sindh. He expressed confidence that the PPP (Pakistan People’s Party) will secure victory in the upcoming elections, highlighting their commitment to promoting renewable energy and sustainable development.

Provincial and Federal agenda aligning

This announcement from the Sindh government aligns with the federal government’s efforts to embrace solar power. Earlier, Prime Minister Shehbaz Sharif directed the conversion of all federal government buildings in Islamabad to solar power within a strict timeframe of seven weeks. This directive showcases the government’s determination to reduce the country’s reliance on imported fuel and embrace renewable energy sources. The prime minister also instructed officials to initiate solarization projects in other parts of the country, extending the benefits of solar power to various regions.

With solar mosques and schools, Pakistan's northwestern province pushes clean energy | Arab News PK
Source: Arab News

The shift to solar power for major hospitals is a commendable move by the Sindh government. Solar energy offers a clean and sustainable alternative to traditional power sources, reducing carbon emissions and promoting environmental preservation. By embracing solar power, hospitals can ensure a reliable and uninterrupted energy supply, leading to improved healthcare services. Moreover, the initiative to expand solar power to government buildings, prisons, and schools will have a significant impact on reducing electricity load shedding and enhancing energy efficiency in the province.

The Sindh government’s commitment to renewable energy is a step in the right direction, contributing to the overall development and sustainability of the province. It sets an example for other regions and institutions to follow, encouraging the adoption of clean energy solutions and reducing dependence on fossil fuels. With continued efforts and investments in solar power, Pakistan can pave the way towards a greener and more sustainable future.

Stay tuned to Brandsynario for the latest news and updates.

The Untapped Potential Of Women In Pakistan

By
Anusha Zahid
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Pakistan has a lot of potential for growth but undeniably, one of the biggest untapped resource is its significant female population that still awaits inclusion in the national economy. As per the World Economic Forum’s 2021 Global Gender Gap Report, Pakistan ranked 153rd out of 156 countries, which indicates massive strides the country needs to take to ensure gender diversity and inclusion of women in its socioeconomic mainstream.

Source: Pakistan Labour Force Survey 2020-21

As per the last published Pakistan Labour Force Survey 2020-21, numbers show stark disparities along gender lines. Women’s participation in the national labor force is most concerning being 21.4 per cent of the country’s working-age population, as against the male labour force marked at 67.9 percent.
We interviewed Rabel Sadozai, the newly appointed Director Marketing and Sales at Fatima Fertilizer and the first female to hold such a prominent position in Pakistan’s agriculture and fertilizer sector, to discuss the potential role of Pakistani women to promote the country’s socio-economic prosperity and what it will take towards its realization.

B: How important is it to be recognized as the first woman in Pakistan’s agriculture sector to hold a senior-level management position?

RS: I consider this recognition as a true representation of millions of empowered women, directly or indirectly associated with the agriculture sector of Pakistan. It gives me the opportunity to use my influence for the betterment of farmers in general and female farmers in particular. A recent example of this commitment was marked by Sarsabz – the flagship brand of Fatima Fertilizer, hosting a special panel discussion at the Pakistan Pavilion in Dubai Expo 2020 to celebrate our three exceptionally inspiring female farmers and share their inspirational stories with the World.


The guest panelists included Rabia Sultan – progressive farmer from Muzaffargarh who defied all odds in a male-dominated profession, Nazo Darejo – a brave woman from Sindh who sacrificed a great deal to protect the piece of land she called home and whose inspirational story was highlighted by Sarsabz through a special web series called ‘Kissan Kahani’ to a wide online audience, and Azra Mehmood Sheikh – a progressive farmer from Bahawalpur who actively advocates about the hardships faced by farmers in South Punjab.

Being able to introduce Kissan Day to Pakistan is something that I will always be proud of, as it was not only recognized by the country and its industry stakeholders, but it has also become an annual event to be celebrated on December 18. The campaign was so influential that it was selected by Kotler as a case study in Essentials of Modern Marketing – Pakistan Edition.

B: Tell us about your journey of nine years at Fatima Fertilizer and your key accomplishments related to marketing communications?

RS: I was able to achieve a number of goals during my nine years at Fatima Fertilizer, and I took on as many marketing communication challenges as I could, but being able to introduce Kissan Day to Pakistan is something that I will always be proud of, as it was not only recognized by the country and its industry stakeholders, but it has also become an annual event to be celebrated on December 18. The campaign was so influential that it was selected by Kotler as a case study in Essentials of Modern Marketing – Pakistan Edition.


Over the years, I’ve used data to establish how Fatima Fertilizer’s products are giving on average 10% greater yields as compared to conventional fertilizer. This brand promise has been purposely communicated in such a manner that it shows how a farmer can create a better life for himself and his family that leads to prosperity of the village and eventually impacts Pakistan’s GDP as agriculture contributes on average 22-25%.
We also launched true farmer stories under Kissan Kahani to help educate our stakeholders on the impactful role our farmers are playing in helping sustain Pakistan’s food security.
Overall, our efforts have been duly recognized not only by local platforms such as the Pakistan Digital Awards but also the global ones including MARCOM, AVA, and Effies.

B: In your opinion, what factors are responsible for the under-representation of women within the corporate and civil sectors of Pakistan?

RS: Women may be under-represented in these sectors but not in the agriculture sector. Women are extremely empowered on the rural side to help not just with domestic housework but field work and livestock farming as well. I feel it is my responsibility to clarify this common misconception. As far as corporate and civil sectors are concerned, I feel women are deprived of an environment that helps them balance work and home responsibilities efficiently. The key to my success was not only my ability to effectively manage the roles of a team leader, manager, wife, mother, and so on, but the fact that I was given an environment where I was empowered to manage and balance these roles. Employers whether government or private need to realize that the needs of women are different from men. We need policies and benefits that match their circumstances. For example, women need to feel secure while stepping out of their homes for work, they need to be given daycare facilities or an equivalent allowance to manage it, maternity leaves and so on. According to recent studies, the gender-wage gap in Pakistan has reached 55.6 percent, which is concerning, to say the least, because a woman has to weigh the benefits of her working against the associated costs.

B: How many Pakistani women are currently engaged in Pakistan’s agriculture sector and how can they claim more important roles within this industry?

RS: Currently, more than 22 million women work in the agriculture sector and contribute to the advancement of this sector. As per an earlier issued report by UN Women titled “Rural Women in Pakistan-Status Report 2018”, agriculture is the main labour activity of rural women with approximately 75 percent of women employed in the agriculture sector. The empowerment of these rural women and the realization of their human rights, in addition to their important role in nation-building, is essential for achieving the Sustainable Development Goal (SDG) related to gender equality.
Women need education foremost followed by skill-set enhancement. Companies like ours work with a lot of progressive females and seek to empower them by giving them an opportunity to project their work. For example, we recently helped Ms. Jugno Mohsin, a female farmer who worked to revive a dying breed of local cotton called ‘Khaki Desan’, by providing her with the technical knowledge and giving her the opportunity to create a fabric from this cotton which can be marketed to a global audience.

B: How important is women’s participation to achieve overall economic growth and prosperity for the country?

RS: I think our founding father, Quaid-e-Azam made it clear that women had to work side by side with men if we are to transform Pakistan into a strong and prospering nation. Now whether we do it starting from our homes, schools, offices or factories is dependent on a mix of our own capabilities and opportunities available to us. Women are almost 50% of Pakistan’s population, so there is no question that a big responsibility rests on our shoulders to help develop our home i.e. Pakistan, and I believe being aware of this responsibility is the first step we need to take.

Coronavirus Outbreak Live Updates: Here’s All You Need To Know!

By
Ariba Raza
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Source: Valley Morning Star

Update: 3rd April 2020

Philippine President Rodrigo Duterte has given out a warning that he would order the country’s police and military to shoot anyone who would violate the laws during a month-long lockdown of the island of Luzon, to contain the spread of the novel coronavirus.

Here’s what he said addressing to the nation late at night, on Wednesday.

Let this be a warning to all. Follow the government at this time because it is critical that we have order,”

The coronavirus pandemic has affected the world in the worst possible manner. As it is spreading rapidly throughout the globe, the economy, the events industry, airlines and tourism have taken a huge hit!

With thousands of people affected and killed by this horrifying disease, this doesn’t seem to end anytime soon. However, countries worldwide are taking strict actions against this deadly.

Meanwhile, here’s all you need to know about what’s going around in the world in regards to coronavirus aka COVID-19.

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How to Disinfect your Car & Personal Space from COVID-19!

 

Aamir Ibrahim | CEO Jazz | Brandsynario CEO Stories

By
Web Desk
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Whilst we are successful, we are only as good as our next game- so we can not never be complacent. Aamir Ibrahim, CEO Jazz talks to us about the office culture, success stories, diversity and practices at Jazz while on an office tour at the Headquarters in Islamabad. #jazz #ceo #ceostories

Confidence Among Global Accountants’ Remains Fragile Despite Q2 Rise

By
Sania Saeed
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global
‘Nevertheless, with higher tariffs likely to push U.S. inflation higher over coming months, and as uncertainty and tariffs weigh on the U.S.

Lahore, July 28, 2025:  The ACCA and IMA Global Economic Conditions Survey (GECS) showed improving global confidence in Q2 2025, with the index reaching its highest since Q3 2024. That said, confidence among accountants is still at a low level by historical standards.

The New Orders and Capital Expenditure indices both declined modestly, although the former is at its historical average and the latter not much below,  and both are at levels broadly similar to other readings since the aftermath of Russia’s invasion of Ukraine. Meanwhile, the Employment Index improved and is not that far below its historical average.

Among the major regions, confidence in North America increased in Q2, following some improvement in sentiment among U.S.-based accountants; however, it remains depressed by historical standards. Western Europe saw another moderate gain in confidence aided by a further improvement in the UK from its record low in Q4 2024. By contrast, confidence fell sharply in Asia Pacific, erasing the gains made in Q1 2025. The deterioration in the backdrop for global trade, amid major changes in U.S. trade policy, was likely the key factor weighing on sentiment.

Jonathan Ashworth, Chief Economist, ACCA, said: ‘Global growth has generally proved quite resilient in the first half of 2025, despite the large increases in U.S. tariffs and massive rise in uncertainty. While the key GECS indicators are certainly not pointing to a global economy in rude health, with confidence in particular remaining low, neither are they suggesting that a major downswing is imminent.’

‘Nevertheless, with higher tariffs likely to push U.S. inflation higher over coming months, and as uncertainty and tariffs weigh on the U.S. and global economies, some slowing in global growth looks likely over the second half of 2025.’

Alain Mulder, Senior Director, Europe Operations & Global Special Projects at IMA said: ‘Global cost pressures eased according to accountants, although there are divergent regional pressures. The proportion of North American respondents reporting increased operating costs eased slightly, although it remains on the high side historically after the large increase in Q1, raising the risk that firms may attempt to raise prices over coming months.’

‘Rising inflation would complicate the task of the Federal Reserve, if slowing growth and an easing jobs market begins to increase the need for a loosening in monetary policy.’

For the first time, geopolitics topped accountants’ global risk priorities in Q2. Economic fears tied with regulatory and compliance risks as the second highest risk priority. Talent scarcity and cybersecurity remain critical but were slightly less prominent this quarter. Climate change, fraud, and supply chain risks remained lower down the agenda for respondents, suggesting a renewed focus on macro-external volatility, with boards and executives reacting to intensifying global conflicts, regulatory unpredictability and economic pressure.

 

Zong Continues Nationwide Cloud Showcase with Grand Event in Islamabad

By
Sania Saeed
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Zong
Z SAIS Cloud signals a natural progression in Zong’s journey, extending beyond connectivity to deliver business-ready solutions

Islamabad, 28 July 2025 – Zong, Pakistan’s leading technology innovation company, continued its Z SAIS Cloud showcase with a high-impact event in Islamabad, bringing it to the Capital after a successful series of engagements in Lahore and Karachi that marked a major leap in the country’s digital transformation journey.

Z SAIS Cloud signals a natural progression in Zong’s journey, extending beyond connectivity to deliver business-ready solutions aligned with the strategic priorities of modern enterprises. The Islamabad event offered more than just product updates, it was a curated platform designed to reflect how far the Z SAIS Cloud initiative has come since its kickoff in Lahore and its powerful reception in Karachi, underscoring Zong’s role in enabling nationwide innovation.

A key highlight of the event was the announcement of additional strategic partnerships with leading enterprises, including Cymax Technologies, Pak Gulf, and Appologix. These new signings, marked a significant expansion of the cloud ecosystem and underlined growing cross-sector interest in business-ready and locally hosted cloud solutions.

Reflecting on the occasion, Farooq Raza Khan, Head of Business Solutions, Zong, said:

“This showcase was never just about launching a platform, it was about listening, engaging, and building momentum with the right partners. Our transformation is strategic, not cosmetic; rooted in a deep commitment to enabling enterprise innovation and delivering business-ready solutions that serve Pakistan’s evolving digital ambitions. As we conclude this nationwide showcase, it’s clear that the future of cloud in the country will be shaped by collaboration, built on trust, and driven by local purpose.”

The Islamabad event marked another key milestone in Zong’s ongoing nationwide journey with Z SAIS Cloud, strengthening its position as the trusted enabler of Pakistan’s digital future and setting the stage for deeper enterprise collaboration, innovation, and business-ready cloud-first growth across industries.

Climate Change is Hitting Pakistan, and We Need to Act Fast

By
Shiraz Aslam
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climate-change-is-hitting-pakistan-and-we-need-to-act-fast

Not so long ago, people thought climate change was a hoax. A global conspiracy concocted by powerful groups for nefarious reasons. These ideas were pervasive not only in backwards, uneducated societies, but also in developed countries.

While such ideas still persist, there is little doubt today that climate change, also known as global warming, is real. It is now a question of how bad it will get and what can be done to fight back.

Unfortunately, Pakistan, despite being one of the smallest contributors to global warming, is and will be one of the most affected regions of climate change.

We have already begun to feel the wrath of changing climatic patterns, and we are far from ready.

The Recent Floods are a Wake-Up Call

Pakistan finds itself in the eye of a climate storm, one it did little to cause. Ranking among the top 10 countries most affected by climate change, we are in a vulnerable geographical region.

As evidence of the impact of climate change, look no further than the recent spree of intense floods in July 2025. While monsoon rains were always unpredictable, they were never this severe or vicious decades ago.

Within days, agricultural lands turned into swamps, homes were washed away, infrastructure systems were destroyed beyond repair, and several lives were lost.

Punjab, Sindh, and Balochistan were devastated in the wake of several flash floods. This wasn’t a one-off event, as flooding has become more severe and frequent.

 

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Severe floods were “once in a decade” calamities, but climate change has turned these natural disasters into unnatural annual events.

Rising temperatures have led to intense melting of glaciers in the mountains, increasing water flow into Pakistan’s rivers. Warm and moist atmospheres, fueled by climate change, have led to heavier rainfalls.

On top of these climatic changes, Pakistan’s infrastructure system is outdated, and emergency services are unequipped to deal with such disasters. Karachites can relate to this dilemma pretty well.

Furthermore, poor urban planning and deforestation have also worsened the impact of global warming, which is not limited to heavy rainfall and floods.

Heatwaves have also grown intense in Pakistan, with temperatures reaching 50 degrees in Jacobabad. The floods also create a huge domino effect as they could potentially precipitate food shortages, disease outbreaks, and water scarcity.

How can Pakistan Deal with this Ongoing Crisis?

With vulnerable infrastructure systems, poor urban planning, and ineffective implementation of climate policies, Pakistan is not ready to battle climate change.

First and foremost, there needs to be a government-backed awareness campaign. The public needs to wake up to the realities of global warming, and should be encouraged to minimise the human contribution to changing weather patterns.

Secondly, afforestation programs should be funded, and deforestation needs to be addressed with legislation. A transition to renewable energy sources, such as solar panels, should also be encouraged.

The authorities should maintain their drainage systems, and emergency services should receive better training to respond promptly to threats. Effective garbage disposal and sloping roads could help improve drainage, too.

Lastly, this issue should be addressed at the international level. The whole world is responsible for climate change, which is why there should be global accountability.

Climate change is real, and if Pakistan continues down its current route, irreparable damage and loss of life are inevitable. We need to act fast, before it’s too late. 

Stay tuned to Brandsynario for the latest news and updates!

Remembering Zahra Khan: Entrepreneur, Fighter, Inspiration

By
Areeb Asif
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remembering-zahra-khan-entrepreneur-fighter-inspiration

Zahra Khan, the founder of No-Nonsense Cheesecake (also known as If You Like Cheese), has sadly left us for her final abode. While her life wasn’t long, the warrior woman made sure she lived every second of it to the fullest.

We will make sure the legacy and work of Zahra never goes down the drain or is forgotten. Here is her journey.

Who was Zahra Khan?

Zahra Khan, the founder of No-Nonsense Cheesecake and a breast cancer advocate known on Instagram as @heybreastie, passed away on Sunday, July 27th, 2025, after a courageous battle with metastatic breast cancer. She was already on a ventilator and had been responsive for the past three days.

Zahra publicly documented her journey with breast cancer since 2022 and became a powerful voice for cancer awareness, particularly in Pakistan.

After a period of healing, in 2024, Zahra’s cancer returned and metastasised to critical areas, including her spine and supraclavicular (neck) lymph nodes, marking a significant progression to Stage IV triple-negative breast cancer (TNBC). This was one of the most aggressive and challenging forms of the disease.

She also carried the BRCA1 gene mutation, making her case more complex.

Despite these challenges, she openly shared every stage of her treatment, including chemotherapy, double mastectomy, radiation, and the emotional toll of the illness. This allowed a rare insight into what it truly means to live with metastatic cancer.

Widely admired for her culinary creativity and unflinching honesty about living with cancer, Zahra leaves behind a powerful legacy of advocacy, entrepreneurship and community-building.

 

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A post shared by Zahra Khan (@heybreastie)

No-Nonsense Cheesecake and Before

In addition to her advocacy work, Zahra continued to grow her home-based cheesecake business during her treatment.

Starting from her home kitchen in Karachi, Zahra turned simple ingredients and a few spoonfuls of ambition into No Nonsense Cheesecake, a beloved brand known for its high‑quality cheesecakes. Her kitchen became both a business and a sanctuary, a space where she continued to create and inspire.

 

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A post shared by Babar & Zahra (@ifyoulikecheese)

Before entrepreneurship, Zahra built a strong career in advertising strategy with agencies including Grey Group, JWT, and Adcom. Her journey combined creativity, discipline, and a personal touch that resonated with everyone she encountered.

The World Shall Never Forget Zahra Khan

What made Zahra truly inspiring wasn’t just her entrepreneurial success, but her warmth and honesty. It took immense courage to be this candid and vulnerable online, and her audience knew it and will always respect her for it.

Zahra created a community rooted in authenticity and support where people didn’t just follow her cheesecakes, but they followed her story.

 

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A post shared by Zahra Khan (@heybreastie)

In online tributes, she’s been remembered as a “fierce cancer warrior,” a voice of hope, and a community builder.

Zahra is survived by loved ones and a growing community that remains forever shaped by her story. You will always be remembered, Zahra. Rest in power. Rest in peace.

May Allah grant her the highest place in Jannah and replace her pain with peace. May her soul rest gently, wrapped in mercy. Inna lillahi wa inna ilayhi raji’un.
Stay tuned to Brandsynario for latest news and updates

Not the Best Time to Travel North, But if You Must, Here’s How to Stay Safe

By
Usman Kashmirwala
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safety-tips-to-visit-the-nothern-pakistan-right-now

Northern Pakistan, famous for its towering mountains, glacier rivers, and summer treks, is visited by a different kind of crisis. Since late June 2025, continuous monsoon rains and increased glacial melt have released flash floods and landslides in Gilgit-Baltistan and Khyber Pakhtunkhwa.

At least 260 were killed, hundreds were injured, and scores of tourists are still missing. While we highly suggest you not visit the areas for tourism purposes at the time, if it seems inevitable, here’s what you should know to remain safe and vigilant.

not-the-best-time-to-travel-north-but-if-you-must-heres-how-to-stay-safe
Flash floods are causing havoc.

Flash Flood Hotspots: What You Must Avoid

Tourist destinations such as Swat Valley, Chilas, Naran, Babusar Pass, and Fairy Meadows are now unsafe. Cloudbursts caused flash floods that swept away cars and forced roads to be covered with mud and rocks.

The latest flash floods in the Swat River have so far killed at least eight people, most of them picnickers who were tourists, while three tourists lost their lives near Chilas and 15 others are still missing in Diamer District. Infrastructure in all these areas is devastated, making many routes impassable.

The glaciers in Northern Pakistan are melting fast, fueled by record-high temperatures over 48 °C in certain mountain valleys. Its river systems are supplied by an estimated 7,200 glaciers, many creating fragile lakes.

When they burst, they form glacial lake outburst floods (GLOFs) that devastate river valleys downstream. The monsoon this year delivered 82% more rain than in 2024 and accelerated melting that forecasters say could prompt further abrupt floods.

Rescue Realities: Evacuations and Failures

Authorities launched massive rescue operations: army helicopters airlifted more than 300 stranded tourists close to flood-stricken regions, and heavy machinery removed debris from the Karakoram Highway.

Rescuers keep searching for about a dozen tourists assumed buried in mud and rubble. However, bureaucratic delays and dwindling air resources triggered public indignation. In Swat, four district chiefs were suspended, and riverbed encroachment crackdowns were introduced as criticism grew.

not-the-best-time-to-travel-north-but-if-you-must-heres-how-to-stay-safe
Source: Washington Post

Safety Tip if You Do Go:

  • Postpone journeys to Swat, Chilas, Naran, Babusar Pass, and Fairy Meadows until agencies open them up for travel.
  • Register your plans beforehand with the local authorities or embassy.
  • Check live alert by NDMA and CM Pas dating agencies. The cloudburst and glacial flood alert is still active.
  • Stay away from rivers and valleys after any rain, particularly near streams fed by glaciers.
  • Pack emergency equipment: first aid, water, food, torch, and portable phone chargers.
  • Travel only during the daytime. Steer clear of hiking or camping along flood-risk riverbanks or unstable slopes.

Broader Trends: Pakistan’s Climate Crisis

The crisis is symptomatic of a more profound trend. Since June, the country’s rain and flood-related fatalities in Pakistan have surpassed 250, including damage to power lines, crops, and roads.

Punjab issued a “rain emergency” after 30 fatalities in one district. Experts say Pakistan is now one of the most climate-vulnerable countries despite its negligible contribution to world emissions.

Northern Pakistan is lovely, but unsafe at the moment. Flash floods, cloudbursts, landslides, and glacial lake bursts made a weekend getaway a disaster area. Going there is not only dangerous, but it could be deadly.

The mountains may be calling, but right now, it’s smart to decline the call!

Stay tuned to Brandsynario for latest news and updates

Will Bumrah Play the Final Test? Gambhir Keeps Everyone Guessing

By
Huzaifa Gaba
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jasprit-bumrah-better-than-wasim-akram-varun-aaron

As India prepare for the fifth and final Test of the Anderson-Tendulkar Trophy at The Oval, scheduled to begin on 31 July, one question remains on everyone’s mind: will Jasprit Bumrah play?

After a gritty draw in the fourth Test, where India batted through five full sessions to keep the series alive, the stage is set for a potential series-leveller.

England currently lead the five-match contest 2-1, and the decider promises to be a battle of nerves. But with all that on the line, India head coach Gautam Gambhir is playing his cards close to his chest.

Fit and Ready – But Will Bumrah Feature?

Speaking after the fourth Test, Gambhir confirmed that all the fast bowlers in the squad, including Bumrah, are fit. That should have eased the nerves of Indian fans. But what followed only added fuel to the fire.

Asked about whether Bumrah will be part of the playing XI, Gambhir gave a diplomatic response.

“We haven’t had any conversation around the combination for the last Test. No decision has been made on whether Jasprit Bumrah will play or not,” he said.

The reasoning is understandable. Bumrah has already bowled his heart out this series, playing three of the four Tests and picking up 14 wickets at an average of 26.00. With his heavy workload across all formats, the management is likely treading carefully.

Gambhir’s No-Nonsense Take on the Series

Known for his straight-talking approach, Gambhir didn’t sugarcoat India’s position in the series either. Despite the fighting draw, the coach was quick to underline the reality.

“You are asking someone who only believes in results. We are still 2-1 down in the series.”

It was a blunt reminder that moral victories only go so far. However, he did acknowledge the resilience shown by the team, especially the batting unit.

“Batting for five sessions after being put under pressure shows great character. Going into The Oval, we’ll take a lot of confidence.”

No Clear Combination Yet

Another key takeaway from Gambhir’s press conference was the admission that no final decision has been made regarding the playing XI. That means everything, from the bowling attack to the balance of the side, is still up in the air.

Given the stakes and the conditions at The Oval, India might look to go in with a strong pace battery. But managing Bumrah’s workload will be a tough call.

Is it worth risking your best bowler when the series is on the line? Or is it smarter to play safe, with one eye on future tours?

Stay tuned to Brandsynario for the latest news and updates.

Yes, Vogue Featured an AI Model, and We’re Shook!

By
Usman Kashmirwala
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yes-vogue-featured-an-ai-model-and-were-shook

For decades, Vogue was fashion’s high-water mark of creativity and narrative. But the August 2025 issue, showcasing a completely AI-modelled individual in a two-page Guess ad, reignited furious backlash.

It was the first time an AI-modelled individual had been featured in Vogue’s glossy pages. The action set off intense discussion on authenticity, creative work, and the future of modelling.

Here’s what readers and industry opinion are saying, and why this moment matters.

ai-model-in-vogue
AI model in Vogue

The Very First AI Model in Vogue

The ad campaign, designed by digital agency Seraphinne Vallora, featured a perfect digital model wearing Guess attire. Tiny fine print indicated: “Produced by Seraphinne Vallora on AI.” Although it was in an advertisement, not an editorial, its appearance in Vogue, a magazine long valued for human creativity, triggers a revolutionary change in fashion media.

Most long-time readers of Vogue responded with outrage and dismay. Social media erupted: observers described the move as “lazy,” “tacky,” and insulting the worth of actual models.

A few readers cut their magazine subscriptions in response to what they perceive as a betrayal of fashion’s human history. Critics contend that substituting algorithmic perfection for human touch reduces the craft and feeling involved in modelling.

Cultural & Ethical Concerns

Fashion insiders explain that the ad belittles a decade of inclusivity advancement. Plus-size model Felicity Hayward described it as “disheartening and scary,” cautioning that it would undermine possibilities for authentic, varied talent and erase progress towards representation.

Critics argue that AI models will enforce unrealistic beauty standards and devalue human lived experience.

plus-size-model-felicity-hayward
Plus-size model Felicity Hayward

This isn’t entirely new. Brands like Mango, H&M, Levi’s, and Louis Vuitton have tested AI-generated or augmented “digital twins.” But for Vogue, a leader in fashion journalism, to allow an AI image suggests mainstream acceptance is imminent.

Many voices see this as a precedent that other magazines may now follow. It raises broader questions: Can AI-generated models ever embody the soul and narrative-driven depth that human models bring to the runway?

The Future of Fashion Media

AI supporters suggest it accelerates speed, reduces cost, and enables infinite creative potential, with no more studio time or travel. However, its detractors claim AI is unable to substitute for authenticity, emotion, or identity. They fear it would further entrench homogenised beauty standards and replace marginalised creatives for years to come.

Yes, a model appeared in Vogue, and readers can’t help but be unsettled. Whether AI becomes a supplemental tool or a substitute depends on industry decisions ahead. In the meantime, the dichotomy persists: fashion enthusiasts crave emotion, imperfection, and narrative, and not merely hyper-perfect digital simulations.

Stay tuned to Brandsynario for latest news and updates

Asia Cup 2025: Indian Media in Meltdown Over Pakistan Clash

By
Web Desk
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India Announces Provisional Squad for Champions Trophy 2025-asia-cup

No major cricket tournament is complete without a bit of off-field drama. But trust Indian media to turn even a routine fixture announcement into headline hysteria. With the Asia Cup 2025 schedule finally out, a fresh round of outrage has erupted across India over the clash against Pakistan.

The fixture that gets everyone talking, selling tickets, and breaking internet records is back. Yes, India are slated to face Pakistan on 14 September in the group stage, and if both teams progress, fans could be treated to as many as three high-voltage encounters throughout the tournament.

But instead of gearing up for the cricketing spectacle, sections of Indian media and former cricketers are fuming. Why? Let’s unpack it.

The Noise Machine Fires Up

The moment the fixture was released, several Indian media outlets and pundits went into overdrive, criticising the BCCI for not boycotting the tournament, or at least the Pakistan game.

They cited recent cross-border tensions as the basis for their argument, pushing the narrative that India should not take the field against their arch-rivals.

This isn’t new. Over the years, every India-Pakistan match is met with calls for a boycott from some quarters. But the irony this time? India is officially the host of the Asia Cup. So pulling out is not just unlikely, it’s practically impossible.

No Going Back Now

Sources inside the BCCI have confirmed that a final call on India’s participation, including the match against Pakistan, was taken during the recent Asian Cricket Council (ACC) meeting in Dhaka. That decision, made after formal discussions, is binding.

To quote a BCCI official who spoke to Indian media, “The BCCI cannot withdraw from the tournament or the match now. The decision was agreed upon after the ACC meeting. Since India is the host nation, nothing can be changed at this stage.”

So, while the noise might continue, the plan remains unchanged: India will play Pakistan on 14 September in the UAE.

Déjà Vu: Media Meltdown, Again

The reaction has been fierce. News channels are roasting their own board and even questioning the Indian government’s silence.

Several commentators have drawn comparisons with the recent World Championship of Legends, where a Pakistan-India match was cancelled after Indian players, including Shikhar Dhawan, reportedly opted out.

Former Indian cricketers have also jumped into the debate, urging the BCCI to reconsider the decision. But realistically, there’s little room to manoeuvre. The match is locked in, fans are excited, and preparations are underway.

Stay tuned to Brandsynario for the latest news and updates.

Shadab Khan Likely To Miss ACC Asia Cup 2025

By
Web Desk
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salman-butt-questions-shadab-khan-selection-asia-cup-2025

The countdown to the ACC Men’s Asia Cup 2025 has officially begun, which is scheduled to take place in the UAE from 9 to 28 September. But for Pakistan, the build-up comes with a bit of a jolt as Shadab Khan, their T20I vice-captain, is highly unlikely to feature in the event.

Shadab Khan’s Setback

Shadab’s absence isn’t just about missing a player. It’s about losing one of Pakistan’s most experienced all-rounders, someone who has consistently offered balance with both ball and bat.

The 26-year-old recently underwent shoulder surgery in the UK after sustaining an injury that had already sidelined him from the T20I series against Bangladesh and the upcoming white-ball series against the West Indies.

According to sources close to the team, Shadab Khan will need at least three months to recover fully and return to competitive cricket. That rules him out of the Asia Cup, with a potential comeback likely in October.

No Vice-Captain for Now

Interestingly, the Pakistan Cricket Board (PCB) has yet to name a replacement vice-captain in Shadab’s absence. During the Bangladesh T20I series, no official deputy to skipper Salman Ali Agha was announced. The same trend continues for the upcoming West Indies tour, where the squad does not include a designated vice-captain either.

The lack of a named second-in-command might not seem like a huge concern now, but with a major tournament looming, leadership depth will matter, especially in high-pressure fixtures.

Asia Cup 2025 – What to Expect

The Asian Cricket Council (ACC) recently revealed the much-awaited schedule for the Asia Cup 2025, which returns in the T20 format this year.

With eight teams divided into two groups, the tournament will serve as a vital preparation ground for teams ahead of next year’s T20 World Cup, co-hosted by India and Sri Lanka.

Group A:

  • India
  • Pakistan
  • UAE
  • Oman

Group B:

  • Bangladesh
  • Afghanistan
  • Sri Lanka
  • Hong Kong

The event kicks off on 9 September, with Afghanistan facing Hong Kong in the curtain-raiser. Pakistan will open their campaign on 12 September against Oman, a game they’re expected to win comfortably, but one they cannot take lightly in modern-day T20 cricket.

Then comes the big one. The mother of all battles. India vs Pakistan on 14 September, a match that always delivers drama, passion and nerves, regardless of form or conditions.

If both teams qualify from their groups, fans could be treated to another India-Pakistan clash in the Super Four stage on 21 September. The grand finale is slated for 28 September.

Stay tuned to Brandsynario for the latest news and updates.

Money Back Guarantee is Perhaps One of Fawad Khan’s Best Works: Don’t Sleep on it

By
Areeb Asif
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money-back-guarantee-is-perhaps-one-of-fawad-khans-best-works-dont-sleep-on-it

Recently, I was surfing for some Pakistani movies to watch, but I couldn’t bear the typical cliché commercial movies that were out there these days. Perhaps this led me to dig more, and I came across Fawad Khan’s Money Back Guarantee.

This masterpiece is probably the most underrated movie in the Pakistani cinema, and it’s evident why. Who likes a reality check? Certainly, no one from our political and societal panel.

Digging down the rabbit hole was a blessing because I will never forget how much I enjoyed this satirical comedy (that has THE Fawad Khan too).

Disclaimer: If any part of this film bears resemblance to you or your country…you flatter yourself!

Meet the Cast of Money Back Guarantee

Faysal Qureshi’s directorial debut, Money Back Guarantee (MBG), had a star-studded ensemble cast featuring:

  • Fawad Khan
  • Hina Dilpazeer
  • Gohar Rasheed
  • Javed Sheikh
  • Mikaal Zulfiqar
  • Kiran Malik
  • Adnan Jafar
  • Ayesha Omar
  • Wasim Akram and Shaniera Akram
  • Muniba Mazari
  • George Fulton

The film was released on April 21, 2023, during Eid al-Fitr, and it’s safe to say that the audience at that time didn’t expect what was coming for them. Maybe this is why it didn’t click with them, as the film was truly ahead of its time.

They Did it for the Plot (Quite, Literally)

Ah yes, the critics called it “confusing,” “incoherent,” and accused it of “trying to do too much.” To that, I say: exactly. When has great art ever been understood in its time?

The story follows a diverse group of misfits plotting a bank robbery, not just for cash, but as a rebellion against a broken system. Don’t let the slapstick fool you; beneath the jokes lies a razor-sharp commentary on class inequality, greed, and the shattered promises of democracy.

The film boldly explores the tug-of-war between capitalism and socialism, touching on a buffet of societal ailments: corruption, VIP culture, stereotyping, theft, political point-scoring, systemic injustice, and good old-fashioned discrimination.

It strikes a tone that’s equal parts satire and absurdist dramedy. What makes Money Back Guarantee remarkable is that it knows it’s ridiculous, yet it leans in unapologetically. The plot is carried by a chaotic ensemble of lovable degenerates who, while embodying chaos, also hold up a mirror to the very values the film critiques.

These degenerates represent Pakistan’s ethnic mosaic, each one a caricature drenched in irony. The film both mocks and magnifies the stereotypes society won’t let go of: Pushtoons as “dumb,” Christians as “Karanta” or “Choora” (slurs we still haven’t retired), Punjabis as “forever hungry,” and more.

Symbolism has been used at a stretch in the film, with the setting taking jabs at the core values of the subjects it inhabits.

Spoiler alert: Even Donald Trump has a cameo in this film… almost. Here is a glimpse:

The Main Roles: Fawad Khan and Wasim Akram

Now, onto the main point, Fawad Khan. Let’s not pretend that we didn’t go for Fawad Khan. We always go for Fawad Khan. In MBG, Fawad plays the polished face of a broken system; a man who can talk about economic reform while pocketing your wallet.

Fawad’s role as a cheapskate bank manager, Bux, who caters only to the wealthy and listens only to the powerful, is written to perfection. Tell me this doesn’t sound familiar! That’s an average “guy in finance” in Pakistan. Funny how midway in the movie, the film feels less satirical and more and more relatable.

His dialogue delivery and maniacal expressions are beautiful, to say the least. You can see why he is the highest-paid actor in Pakistan, specifically through this role.

the-main-role-of-fawad-khan-and-wasim-akram
Fawad Khan as Bux in Money Back Guarantee

However, I do have one complaint: Fawad should’ve gotten more screen time, but then again, maybe the whole point was to keep us wanting more. The corrupt elite never show up too much; they just hover around the edges, pulling strings while the rest of us flail around in chaos.

Now onto the other main lead that also debuted with this movie: Wasim Akrim. One might think that this cricketer turned actor was a bad choice, but surprise, surprise, turns out he is an all-rounder. Apart from the iconic “Ariel Ariel” ad, the cricketer also excels in acting.

There’s something weirdly perfect about casting a national cricket legend as a cold, corporate puppet master. The same guy who once swung Yorkers now swings economic jargon like he’s been doing this all his life.

And Shaniera Akram? She plays the white-saviour role with such self-aware irony that you almost forget she’s an actual NGO figure in real life.

The Film was Truly Ahead of its Time

All in all, Money Back Guarantee needs to be watched for the variety it offers in terms of cast and characters, the awami comedy, the political jabs and definitely the scope of production.

Perhaps, if only it were released today, it might have gotten the recognition it deserves. But satire, that’s a mirror that never works well in our society, does it? We are better off with commercialised Bollywood-ish rom-coms that don’t burst our bubbles.

But for what it is worth, we really need to give the movie a try, and best believe you won’t be asking for your money back. You’ll be asking why we don’t make more films like this.

Stay tuned to Brandsynario for latest news and updates

“Show Real Issues Like Noor Mukadam, Zainab,” Says Saheefa Jabbar

By
Sania Saeed
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show-real-issues-like-noor-mukadam-zainab-says-saheefa-jabbar

Saheefa Jabbar Khattak has ignited an important discussion by calling out the Pakistani drama industry for ignoring real-life tragedies and systemic issues.

In a recent Instagram carousel post, she revealed the hidden truths behind the television screens, encouraging content creators to move beyond superficial storytelling and focus on bringing impactful, thought-provoking narratives to the forefront.

A Bold Critique of the Drama Industry’s Priorities

Saheefa Jabbar didn’t hold back when she called out production houses for putting profit ahead of purpose. She pointed out that many projects lack the depth, sincerity, and bravery needed to tackle important societal issues. Instead of sharing genuine stories, the emphasis often shifts to glamour, ratings, and predictable drama.

Even though she’s received numerous acting offers, Saheefa has only appeared in five dramas. She made it clear that her choices were deliberate. “I always had more than enough work,” she shared, “but I didn’t say yes to everything. There were projects I simply didn’t believe in.”

Among her few screen roles, she passionately supported just two dramas, Beti and Bhool, because they conveyed strong messages that resonated with her.

Shallow Scripts and Cosmetic Storytelling

In her post, Saheefa expressed her frustration with the shallow way storytelling is often approached. She pointed out that many scripts don’t get the respect they truly deserve. “It’s pretty rare for a drama to be taken seriously during production,” she noted. “If we keep making dramas just to sell, we’ll continue to lose our purpose, our integrity, and the genuine stories that really need to be told.”

She also criticised the excessive glamorisation of characters, highlighting how lavish makeup and unrealistic costumes often overlook important aspects like class context or cultural background.

“We need to bring in stylists who understand how to dress a character according to their story, class, and culture,” she stressed. “What we need isn’t fantasy, it’s realism.”

A Growing Chorus Against Exploitation

Saheefa’s impactful message resonates with a growing number of actors who are finally finding their voices. Seasoned stars like Marina Khan and Syed Mohammed Ahmed, along with rising talents such as Alizeh Shah, Ramsha Khan, and Khushhal Khan, have all expressed their frustrations about late payments, subpar working conditions, and a lack of transparency in financial matters.

 

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A post shared by VeryFilmi (@veryfilmi)

These united voices are no longer just murmurs; they’re evolving into a powerful movement that’s calling for accountability from production companies, directors, and broadcasters.

Time to Reclaim Integrity in Pakistani Drama

Saheefa Jabbar’s post isn’t just a simple complaint; it’s a powerful wake-up call for an industry that seems to have lost its way. Her requests aren’t extreme; they’re just the basic standards we should expect in any healthy and ethical workplace.

She’s advocating for genuine storytelling, professional integrity, and, most importantly, accountability from those in creative positions.

Pakistan’s media has the incredible ability to produce content that can truly transform culture. But to achieve that, it needs to address its shortcomings, starting from how scripts are chosen to the treatment of actors on set.

Stay tuned to Brandsynario for latest news and updates

TikTok Removes Nearly 25 Million Videos in Pakistan Over Policy Violations

By
Sania Saeed
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Tik Tok
TikTok was quick on the draw, removing 99.4% of flagged videos proactively and getting rid of 95.8% of them within just 24 hours.

TikTok took significant steps to tackle harmful content in Pakistan, removing more than 24.9 million videos from January to March 2025. The company shared these figures in its Community Guidelines Enforcement Report for the first quarter of 2025.

The platform took down these videos because they broke community guidelines. TikTok was quick on the draw, removing 99.4% of flagged videos proactively and getting rid of 95.8% of them within just 24 hours.

On a global scale, TikTok took down 211 million videos, which accounts for roughly 0.9% of all uploads. Their automated systems were responsible for detecting and removing over 184 million of those videos. Interestingly, TikTok also reinstated more than 7.5 million videos after a thorough review. The platform boasted an impressive 99% proactive removal rate worldwide, managing to take down 94.3% of flagged content within just one day.

TikTok’s report revealed key reasons behind the takedowns:

  • Misinformation: 45.5%

  • Sensitive or Mature Themes: 30.1%

  • Privacy and Security Violations: 15.6%

  • Safety and Civility Issues: 11.5%

  • Manipulated or AI-Generated Media: 13.8%

The platform emphasised its dedication to being transparent and keeping users safe, highlighting that these enforcement actions help maintain trust within the community. Users can find the complete Q1 2025 report available in both Urdu and English on TikTok’s Transparency Centre, which also provides resources for content moderation and digital safety.

With these proactive measures, TikTok is taking a strong stance against harmful, misleading, and unsafe content, working to create a safer environment for millions of users in Pakistan and beyond.

Stay tuned to Brandsynario for latest news and updates

Tesla Signs $16.5 Billion Chip Deal with Samsung Electronics

By
Maham Hussain
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tesla-signs-16-5-billion-chip-deal-with-samsung-electronics

Tesla CEO Elon Musk confirmed the automaker has signed a $16.5 billion chip supply deal with Samsung Electronics. Samsung had earlier announced the deal without naming the customer due to a confidentiality request.

According to three Reuters sources, Tesla is the buyer. Musk said on X, “Samsung’s giant new Texas fab will be dedicated to making Tesla’s next-generation AI6 chip. The strategic importance of this is hard to overstate.”

elon-musk-on-x
Elon Musk on X

Samsung shares rose more than 4% after the news. The deal runs through the end of 2033. If referring to Samsung’s new plant in Taylor, Texas, the agreement could revive the delayed project.

Samsung has been struggling to secure major clients amid losses in its foundry business. Analyst Pak Yuak at Kiwoom Securities estimated foundry losses of over 5 trillion won ($3.63 billion) in the first half of this year.

Musk also posted, “Samsung agreed to allow Tesla to assist in maximising manufacturing efficiency. This is a critical point, as I will walk the line personally to accelerate the pace of progress. And the fab is conveniently located not far from my house.” The statement highlights Tesla’s involvement in production optimisation.

elon-musk-on-x
Elon Musk on X

Samsung trails TSMC and SK Hynix in the AI chip race. This lag affects its profits and share value. Samsung is the world’s top memory chip maker but faces challenges in its logic chip foundry business. TSMC leads the advanced chip market with clients like Apple, Nvidia, and Qualcomm. Analysts say Samsung’s client loss is due to technological gaps.

Lee Min-hee from BNK Investment & Securities said the order is unlikely to involve Samsung’s 2-nanometer tech, which still faces production issues. Still, the deal may support South Korea’s push for U.S. partnerships in chips and shipbuilding, amid concerns over potential 25% U.S. tariffs.

Stay tuned to Brandsynario for latest news and updates

Tom Lehrer, Harvard Mathematician and Satire Icon, Dies at 97

By
Maham Hussain
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tom-lehrer-harvard-mathematician-and-satire-icon-dies-at-97

Tom Lehrer, the mathematician‑turned‑musical satirist, died Saturday at his home in Cambridge, Massachusetts. He was 97 and had earned cult status in the 1950s and ’60s through darkly witty songs. He blended sardonic lyrics with cheerful melodies to create a unique style.

Lehrer taught at Harvard, MIT, and UC Santa Cruz, as well as writing songs. He began his songwriting career in college with parody pieces that gained quick attention.

His 1953 debut album, Songs by Tom Lehrer, became a mail‑order sensation. It sold over 500,000 copies. It helped establish his cult following nationwide.

He wrote songs often seen as controversial because they tackled taboo subjects. He addressed religion, war, and vice using biting humour. His style sparked both praise and criticism.

Lehrer wrote politically charged songs for NBC’s That Was the Week That Was. He also wrote educational tunes for PBS’s The Electric Company. Each work showcased his sharp wit and intellect.

Despite his popularity, he ended his performance career in 1967. He said he preferred writing over public applause. He focused on academics after leaving the stage.

In a surprising move, Lehrer relinquished all rights to his music in 2020. He allowed the public free use of his lyrics and melodies. This act made his entire catalogue freely available.
He never married and had no children, and leaves no immediate survivors.

He maintained a private life even as his fame grew. His focus remained on work rather than personal publicity.

Lehrer’s influence lives on through generations of comedians and musicians who followed his unapologetic style of satire. His legacy remains one of sharp intellect. It endures in cultural critique and originality.

Stay tuned to Brandsynario for latest news and updates

War Crimes Don’t Empower Palestinian Women

By
Ayesha Anjum
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benjamin-netanyahu
benjamin-netanyahu

It’s a contradiction that’s hard to ignore. A man whose government has systematically bombed hospitals, flattened homes, starved civilians, and overseen one of the worst humanitarian catastrophes in modern history stands on a global stage and declares:

“You know what the women in Gaza are? They’re property. They’re nothing. They have no rights.”

These aren’t the words of a fringe extremist or generated by AI.  They were spoken by the Prime Minister of Israel, Benjamin Netanyahu.

Let that settle for a moment. The same man whose military has dropped bombs on maternity wards, blocked food and medical aid, is the same man now pretending he’s fighting this war to save Palestinian women.

Liberation Doesn’t Come with Airstrikes

In his world, the logic goes something like this: Muslim societies inherently oppress women. Therefore, the only way to liberate them is by killing them. Airstrikes are a form of emancipation, forced starvation is a tool of justice, and death is the ultimate freedom.

But has anyone stopped to ask the women of Gaza what they think of this?

Because no one is saving the women of Gaza, they are targeting them. Airstrikes reduce their homes to rubble as their children die before their eyes. In what universe is this liberation? He talks like he has a mission. That he’s here to free them, the “lesser evil” would be to bomb them before their society can “oppress” them.

Throughout history, occupation has always begun with the same tired rhetoric: We’re doing this for your own good. From colonial empires to modern military regimes, the excuse remains eerily consistent. Oppression is masked as protection, and violence is virtue.

palestinian-women
palestinian-women

Starvation Isn’t Justice

In the 21st century, one might hope that such reductive, dehumanising narratives would no longer hold power. When a world leader accused of overseeing what many human rights experts and UN officials describe as genocide speaks condescendingly about women’s rights, it reminds us how easily history repeats itself.

Since October 2023, the people of Gaza have endured conditions that defy comprehension. Entire neighbourhoods erased. Bombs buried families under debris. Israeli forces cut off access to food, electricity, and medicine. And yes, they didn’t spare women and children. They killed Palestinians queuing for flour, imprisoned them, brutalised them, and treated them as collateral damage in a war they never chose.

This Isn’t Liberation. It’s Erasure

So when Netanyahu talks about women having “no rights,” but that is not only false, it is erasure. The question that must be asked: Who took those rights away?

It’s not Palestinian men, it wasn’t their culture, and certainly not their religion, who made access to food a daily gamble. Who severed their access to healthcare? Who turned schools and shelters into mass graves? Because it wasn’t their culture or their choice. It was war, it was the occupation. A system that has deliberately, methodically stripped women of their most basic dignity. Netanyahu now has the audacity to claim moral superiority.

 

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But the fact of the matter is, Gaza’s female literacy rate stands at 97% well above the global average. Women in Gaza are not cloistered in silence. They are scientists, journalists, teachers, doctors, engineers, activists, and artists. Gazan women are leading protests and raising generations. They are writing and resisting.

Because real empowerment does not come from the barrel of a gun. And no amount of political spin can mask the simple truth: You cannot bomb a woman into freedom and call it liberation. You don’t get to starve children and call it justice. You don’t get to paint yourself as a saviour while burying people under rubble.

If Netanyahu truly cared about women’s rights, he would let them live. But it’s never been about that, has it?

It’s about power. It always has been.

Twist in Pindi ‘Honour Killing’ as Second Husband Surrenders

By
Maham Hussain
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Honour Killing Pindi Twist: Victim’s 2nd Husband Surrenders

A heartbreaking twist has shaken Rawalpindi’s Pirwadhai area as a suspected honour killing case took a dramatic turn. Usman, the second husband of the 19-year-old victim, surrendered to the police late Saturday night, adding new depth to the ongoing investigation.

The young woman was allegedly killed on July 16, a few days after marrying Usman in Muzaffarabad. Her body was secretly buried on July 17. The murder reportedly followed a jirga verdict, an unlawful tribal decision that sparked outrage.

According to the FIR registered by her first husband, Zia-ur-Rehman, the woman had left their home on July 11, taking along gold jewellery, Rs150,000 in cash, and her personal belongings. He discovered she had married another man despite already being his wife.

However, police sources confirmed that the woman had filed a formal statement in court declaring her marriage with Usman was consensual. She also revealed that her father had passed away, her mother had remarried, and Zia had verbally divorced her.

The Nikahnama confirmed her marriage to Usman was solemnised on July 12 in Muzaffarabad. Usman, a mechanic working near the Pirwadhai bus stand, hails from Chehla Bandi. Fearing false implication in her murder, he turned himself in voluntarily.

His father, Muhammad Ilyas, released a video explaining the ordeal. He said he helped the girl with Rs30,000–40,000 so she could seek legal protection. He also arranged and witnessed the marriage.

But only four days later, armed men stormed their home and threatened the family. Fearing for their lives, they handed the girl back to her relatives. Within two days, they received the devastating news of her murder.

Ilyas appealed to the authorities for protection, stating that his family, poor labourers, now faces serious threats. The case remains under active investigation.

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Flood Havoc in Gilgit: Over 500 Homes Wrecked

By
Maham Hussain
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flood-havoc-in-gilgit-over-500-homes-wrecked

At least 10 people have died and dozens remain missing as heavy monsoon rains triggered flash floods across Gilgit-Baltistan (GB). The disaster has caused widespread destruction and prompted an urgent response from both local and national authorities.

According to officials, Babusar Valley remains the most severely affected area. So far, the valley has reported seven deaths, with 15 people still missing. Additionally, two deaths occurred in Astore district, and one in Thore Valley (Diamer). Rescuers also recovered the body of an unidentified woman from the Indus River in Chilas, believed to be one of the missing tourists.

Rescue teams, including the Pakistan Army, district administration, and volunteers, continue to search affected areas. Most tourists trapped in Fairy Meadows have been safely evacuated. Authorities have now reopened the Silk Road for all traffic, easing connectivity to remote areas.

However, the scale of damage is overwhelming. Officials report that over 500 structures, including homes, bridges, and roads, have been destroyed or severely damaged. Landslides have worsened the situation, cutting off entire communities.

Faizullah Faraq, spokesperson for the GB government, stated the total financial loss exceeds Rs20 billion. He stressed that the province “runs on grants and aid” and cannot manage the recovery alone. Therefore, federal assistance is essential.

Chief Minister Haji Gulbar Khan formally requested Rs7 billion in emergency funds. He confirmed that floods have impacted seven districts, with Diamer suffering the worst. So far, 300 homes were destroyed, 200 were partially damaged, and 40 water channels across 30 villages were swept away.

Despite the urgent need, GB has only Rs1 billion reserved for emergencies. Additionally, the provincial government carries Rs3 billion in liabilities from previous disasters.

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Engro Fertilizers and Bank Alfalah Partner to Launch PKR 250 Million Financing for Farmers across Pakistan

By
Yousuf Yaseen
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engro-fertilizers-and-bank-alfalah-partner-to-launch-pkr-250-million-financing-for-farmers-across-pakistan

Engro Fertilizers, a major fertilizer company in Pakistan and Bank Alfalah Limited, Pakistan’s leading commercial bank, announced a strategic partnership aimed at empowering farmers across the country through enhanced lending facilities.

This collaboration will extend financing of up to PKR 1 million to farmers registered through Engro Markaz outlets and UgAI – the first integrated agricultural e-commerce platform for Pakistan.

engro-fertilizers-and-bank-alfalah-partner-to-launch-pkr-250-million-financing-for-farmers-across-pakistan

The signing ceremony took place at Bank Alfalah’s Head Office in Karachi and was attended by senior leadership from both the organizations, including Ali Rathore, CEO of Engro Fertilizers; Atif Bajwa, President and CEO of Bank Alfalah Limited; Atif Mohammad Ali, Vice President of Marketing at Engro Fertilizers; along with other senior executives.

The pilot initiative will be launched with a total funding allocation of PKR 250 million (comprising both secured and unsecured components), offering average loan amounts of approximately PKR 0.6 million to 300–350 farmers.

With an estimated reach of up to 2,000 beneficiaries, the program marks a critical step in forging a direct value chain between the fertilizer provider, the financing institution, and the end-user farmer, ensuring resources flow efficiently from source to soil with a robust value-chain.

Currently, the program will be accessible through four Engro Markaz locations across Pakistan: Sahiwal, Sargodha, Bahawalpur, and Muridke.

The project is designed to enhance financial access for farmers, providing them with clean and collateral-based lending solutions tailored to their needs.

These credit facilities offered subsidised interest rates up to 4.5% lower than the market rates, enabling farmers to purchase high-quality Engro fertilizer products, directly contributing to improved crop yields, and a significant increase in their overall income and livelihood.

The collaboration also features digitisation of payments and implementation of a closed loop spending solution via P2M (person-to-merchant) transaction enablement.

According to the Pakistan Economic Survey 2023–24, credit facilitation played a major role in driving improved crop yields during FY2024, leading to a significant impact of agricultural financing on national food security and rural productivity.

According to the World Bank, access to agricultural finance can make farming up to four times more effective in reducing poverty highlighting the transformative impact of inclusive credit systems on rural livelihoods.

Ali Rathore, CEO of Engro Fertilizers, stated, “At Engro Fertilizers, we remain committed to supporting Pakistani farmers, who play a vital role in sustaining our country’s economy. This collaboration with Bank Alfalah is a meaningful step toward improving farmers’ access to financial resources, enabling them to invest in quality inputs, enhance productivity, and work toward a more secure future. We hope this initiative contributes to the broader goal of promoting sustainable agriculture and strengthening the resilience of farming communities.”

Atif Bajwa, President and CEO of Bank Alfalah Limited, added, “Bank Alfalah is proud to partner with Engro Fertilizers in this important initiative. We recognize the potential of Pakistan’s agricultural sector and the critical role that accessible financing plays in unlocking it. By offering tailored lending solutions, we are investing in the productivity, resilience, and financial empowerment of our farmers, contributing directly to food security and economic stability across the nation. This collaboration exemplifies our dedication to inclusive growth and supporting the backbone of Pakistan’s economy.”

Through this partnership, Engro Fertilizers and Bank Alfalah Limited are committed to bridging the gap between financial institutions and the agricultural community. This collaborative effort has been designed to enable a more inclusive, robust, and productive rural economy.

Citation:
World Bank: https://www.worldbank.org/en/topic/agriculture/overview

Pakistan Economic Survey:
https://www.finance.gov.pk/survey/chapter_24/2_agriculture.pdf

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Why Lionel Messi Has Been Given a One-Match Ban by MLS

By
Yousuf Yaseen
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why-lionel-messi-has-been-given-a-one-match-ban-by-mls

Lionel Messi has been handed a one-match ban by Major League Soccer (MLS) after missing the 2024 All-Star Game without official clearance. Alongside teammate Jordi Alba, Messi was removed from the All-Star squad just hours before kick-off. He will now miss Inter Miami’s upcoming fixture against FC Cincinnati.

The two Inter Miami CF players were originally selected for the 26-man roster to face the Liga MX All-Stars, but neither travelled for the event. They were withdrawn from the squad just hours before the match began.

The MLS All-Stars went on to win 3–1. However, attention quickly turned to whether Messi and Alba would face penalties for their absence.

According to league rules, any player who fails to take part in the All-Star Game without prior approval is automatically suspended for one match.

Messi and Alba’s unavailability for Inter Miami’s clash with FC Cincinnati on Saturday, 26 July, has now been confirmed.

Messi and Alba to Miss Cincinnati Clash

A statement from the league read: “Inter Miami CF’s Jordi Alba and Lionel Messi will be unavailable for the club’s match against FC Cincinnati on Saturday, 26 July, due to their absence at this week’s Major League Soccer All-Star Game. Per league rules, any player who does not participate in the All-Star Game without prior approval from the league is ineligible to compete in their club’s next match.”

Inter Miami head coach Javier Mascherano, speaking at his pre-match press conference on Friday, said he had not been informed about any suspensions.

He noted that Messi was experiencing fatigue and had participated in limited training throughout the week.

“Well, Messi showed normal fatigue from the number of games and minutes he’s been playing,” Mascherano said.

“Look, players always have discomfort, especially when they play every three days. But luckily, he is returning today. Let’s hope he can train alongside the group so we can count on them for tomorrow’s game. We haven’t received any [sanction].”

Saturday’s match is a crucial one in the race for both the Eastern Conference title and the MLS Supporters’ Shield.

FC Cincinnati currently top the standings with 49 points, while Inter Miami trail with 41 points but have three games in hand.

Just two weeks ago, FC Cincinnati defeated Inter Miami 3–0. In that match, Cincinnati’s Designated Player, Evander, took on the role of MLS All-Star captain in Messi’s absence.

FC Cincinnati head coach Pat Noonan had already assumed Messi and Alba would be unavailable.

“I don’t necessarily know that we need clarity. There are rules. I’m aware of those,” he said before the suspension was officially confirmed.

“We’re under the impression that we’ll prepare for the game without those two available.”

Mascherano Blames Fixture Congestion

Mascherano pointed out that Inter Miami have played more matches than most other clubs this term.

However, statistics show that the team has actually played fewer games across the Concacaf Champions Cup, MLS season, and FIFA Club World Cup than clubs such as Vancouver Whitecaps FC, who have played 34 games and still sent four players to the All-Star Game.

Mascherano has also relied heavily on a core group of around 15 players for much of the season. Messi has played more than 80 minutes in 23 matches. Nonetheless, the coach said he supports the concept of the All-Star Game, but believes it needs better scheduling.

“What I think is that if they want to do this type of event, it’s great to do it, and the truth is that it’s great for the league,” he said.

“There shouldn’t be a date in the schedule. It’s crazy. Four of our last five games have been away. We’ve practically had a match every three days.”

Messi had previously skipped the 2024 MLS All-Star Game due to an injury sustained while playing for Argentina in the Copa América. At that time, both Jordi Alba and Sergio Busquets fully participated in the event.

The match against FC Cincinnati is scheduled to kick off at 7:15 p.m. ET on Saturday at Chase Stadium in Fort Lauderdale, Florida.

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Pakistan Urges Ceasefire in Russia-Ukraine Conflict

By
Yousuf Yaseen
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pakistan-urges-ceasefire-to-the-ongoing-russia-ukraine-war

Pakistan has renewed its call for a ceasefire and a peaceful resolution to the ongoing Russia-Ukraine war, urging that “echoes for peace must be heard.”

Ambassador Usman Jadoon, Deputy Permanent Representative of Pakistan to the United Nations, addressed a UN Security Council meeting on Friday regarding the war, which began with Russia’s invasion of Ukraine in March 2022.

“Peace in Ukraine is long overdue,” said Ambassador Jadoon. He emphasised that the ongoing calls to end the conflict should not be “masked by the continued drums of war.”

As he chaired the 15-member meeting, he stated that Pakistan has consistently supported de-escalation and promoted dialogue over military solutions.

Pakistan Stresses Dialogue Over Conflict

“Only a sincere and meaningful dialogue, which addresses the mutual security concerns of all sides, is anchored in the principles of the UN Charter and international law, and respects the relevant multilateral agreements, can help lead to a peace that is durable, just and long-lasting,” Ambassador Jadoon said.

He further warned that a military solution and ongoing escalation would lead nowhere, calling it “a dead end.”

He noted that continued violence has only increased suffering for those affected by the war.

“Sustainable peace demands de-escalation, a ceasefire, and an unwavering commitment to dialogue,” he stated.

Little Progress Despite Ceasefire Efforts

Jadoon Referred to earlier diplomatic attempts, including UN Security Council Resolution 2774 and temporary ceasefires. He remarked that these efforts have not resulted in real progress.

“While prisoner exchanges and talks in Istanbul offer a glimmer of hope, it is unfortunate that the ongoing violence, death, and destruction from relentless attacks have continued to cast a shadow over the nascent and fledgling peace efforts,” he added.

Jadoon stressed the importance of protecting civilians and said that attacks on civilians and infrastructure are never justifiable.

He supported continued talks between Russia and Ukraine, stating that they should lead to concrete steps towards peace.

“These [talks] must translate into tangible de-escalation, and steps such as prisoner swaps should catalyse broader political negotiations aimed at ending this conflict,” he said.

He also added that Pakistan is ready to support all regional and international efforts towards a peaceful resolution.

UN Officials Warn of Civilian Suffering

A UN official, Miroslav Jenča, Assistant Secretary-General for Europe, Central Asia and the Americas, told the Security Council that Russian missile and drone strikes on Ukrainian cities are increasing, with serious effects on civilians.

He cited UN human rights data showing that civilian casualties in Ukraine were the highest in three years during June.

Ukrainian authorities said that Russia launched over 5,183 long-range munitions in July, including a record 728 drones on 9 July.

Jenča noted that while recent diplomatic meetings between Russia and Ukraine, including the third in Istanbul this year, were positive, they must be backed by political will to end the violence.

No Safe Place Left in Ukraine

Joyce Msuya, Assistant Secretary-General for Humanitarian Affairs and Deputy Emergency Relief Coordinator, told the Council, “There is no safe place left in Ukraine.” She said that the use of long-range weapons in populated areas is causing major harm.

Civilians are struggling to access basic necessities such as food, water, electricity and healthcare.

Msuya said that nearly 13 million people in Ukraine need aid, but limited funding is hampering relief efforts. “For many displaced women and girls, safety remains out of reach,” she said.

She also warned about the threat of anti-personnel mines. Msuya expressed concern over a decree by the Ukrainian president to withdraw from the convention banning these weapons.

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