Is the Palestinian genocide not a Pakistani issue?

This is a narrative war. Media influencers remain unresponsive as ordinary people boycott Israeli-funding products.

As of November 20th, 13,000 innocent Palestinians have been mercilessly killed by Israeli forces since October 7, 2023. Never have we known an example of where the oppressed can control the fuel, food and water of the oppressor and bomb them day and night every day.

Yet, the shapers of Pakistan’s narrative have failed to respond.

My quarrel is not with the citizens; they have outdone themselves with mindful boycotting and protests. Only a few weeks back, my househelp had me Google her grocery list to know which brands to condemn. If they can do it, anyone can.

I would address the current government, but they can’t feel the pain of their own people, let alone the Ummat, so let’s not bother.

My quarrel is with the business leaders and functioning marketing departments. It is with the media, journalists and celebrities. I am not addressing those who have released self-righteous statements that "not everything has to be on social media", are conveniently quiet or continue to honour their brand deals. This is a narrative war; how have those at the forefront decided to disassociate themselves from it? Their silence has exposed where their loyalties lie.

Despite being able to see the genocide in real time, the urge to post 'normal' content with a wretched Bollywood song in the background overpowers us. There is a compulsive dependency on entertainment in the masses. Any time the celebrities from here or there pass a weak, substandard, apologetic statement, we feel so validated. I do not know why. Our neighbours have completely checked out of the conversation though. Genocide is not trending enough for them, but God forbid we develop even a minor dislike for their brutal silence. They will still be part of our weddings, you will see.

But what can we even do?

From among us, the 'commoners' and the 'ordinary', there are individuals and content creators who are leading the movement in a tangible way. They have raised funds, their content is thought-provoking, and they have managed to maintain a sense of urgency in their dialogue. Rather than posting disclaimers saying, "This is my bread and butter; I have to post normal content", just change the narrative altogether. Bring a shift in your thoughts, words and, eventually, actions. 'Influence' with intention – you are not a salesperson. This massacre has alerted the world of a mega shift that is coming. Talk to your followers about it. If the 'normal' content you are posting makes you feel disconnected, then reevaluate your entire brand. Take it as an opportunity and rethink it.

Mohammed Anwar, a peanut vendor standing near Khalid Masjid, Cavalry Ground, Lahore. Photo: Author

We are not taught to merge creativity with empathy. Creativity is taught as self-expression and comes from an egoistic place within. We do not know what being mission-driven is. We either know how to attack, defend or boast. Marketing teams everywhere are struggling to merge the message of humanity with their brands. It is more than just arranging fundraisers.

What is stopping marketing teams from avoiding this narrative? Why isn’t there a rush to promote "Made in Pakistan" products? Dedicate stalls in grocery stores for local sellers. How is this not an opportunity for us to advertise local alternatives with the intention of enabling people to make permanent lifestyle changes? This can be your legacy!

Imtiaz Superstore has taken a brilliant stance and set an example for others to follow. There are other smaller stores in Karachi who have taken this step as well. Photo: Author

The HR fraternity can play a big role in this narrative shift. Make reels on how tea and coffee brands have been swapped out for local ones, how lunch breaks no longer include boycotted fast food, and how gift baskets are stocked with local products – reintroduce your company’s culture openly. This is a massive opportunity to reposition your leadership’s position.

Business Incubation Centers, corporate innovation aspirants and the entrepreneurship sector can hit a sixer right now. A collective call for innovation in the food, healthcare, hygiene, and other categories awaits you. This has to be the most brutal and transparent gap analysis ever done. Your problem statements are lying in front of you – give them a direction.

One thing these genocidal brands do well is that they release an ‘awami’ version of everything. Cannot buy the Rs1,000 chocolate? Buy the local Rs20 version instead! Why don’t we learn from this? From a solely chocolate perspective, this is a big chance for Lal’s to churn out pocket-friendly options and become a mass favourite.

We are surrounded by opportunity only if we care to look for it intently.

Lastly, I would like to address the shapers of the public narrative: the editorial teams, copywriters, journalists and columnists. I have yet to see one powerful headline from a local team. I understand political events, weddings, childbirth, and cricket are all groundbreaking events to report, and probably that is how your bills get paid. But we didn’t sit down even once in these 41 days and scroll through the feeds we proudly are "editors of".

Right now, the social media feeds look heartless, tone-deaf, indifferent and cruel. The language is pathetic. Why are we calling this genocide a 'conflict'? Why are we only reporting the trending developments?

I have spent close to a decade with marketing departments, editorial staff and creative teams. I know the nonchalant way in which we approach our work. The discussions lack empathy and value-based opinions. The focus is almost always on ‘virality’. Why have our agencies and art ‘directors’ not released anything capable of inciting human emotion? A good ad, not the obscenity we see on our billboards, can ignite movements.

What we do need to talk about is that this ‘conflict’ deeply involves you and me. We are perpetrators and victims of this genocide and we do not realise it. We may not own guns and bombs, but we have consumed music, movies and art that has fueled this system. For generations, celebrities and stars everywhere have endorsed products and ideas that have influenced our economic activity. Our media is equally responsible because we are under a heavy influence of what the other ‘woods’ are doing. We are anyway the neglected child of the world media. Our narrative is completely controlled. The whole industry is rooted in the same ideology, but our ‘personal choice’ doesn’t let us believe in this fact.

Never did I think in my wildest imaginations that I will one day be livestreaming a genocide. But there are some forces who did think it and they are among us. The only sure shot way to emerge from the rubble of this destruction is to take back the definitions of words that have shaped our life and reconstruct the narrative that surrounds us.

I will end on a cliche and the biggest truth known to the ‘children of light’: the pen is mightier than the sword. Little do they know that they are oppressing a nation that is not scared to write with their blood. Palestine will be free and they will free us with them.