Why is this cryptic morning message going viral in Pakistan?

Something big is about to happen, find out what we know

Thursday morning started out like any other morning, stale. Making our daily breakfast trip to Dunkin Donuts gave the morning some context when we happened upon the new design on their dozen donut box.

In a time when someone or the other is promising to make something “… great again!” we found ourselves overly engrossed in a conversation about a box, absurd promises and how badly we needed some excitement in our drab morning routine.

Spotted at Dunkin Donuts in Karachi.

The icons on the box depicted donuts, coffee and a broadcast mic adorned with a question mark. We didn’t make much of it though. These days everyone is coming up with campaigns based around pop-culture norms and gimmicks; being true to ourselves, we dismissed this as just that.

#MakeMorningsGreatAgain found at another Dunkin Donuts branch.

This wouldn’t be the last we hear of the #MakeMorningsGreatAgain hashtag though, having said that, who can resist a Mooroo video? This video popped up on the internet in which the artist himself put to bed the notion that this was a Dunkin Donut campaign. The video clearly mentions how they want a certain someone or something to “come back” and make their “mornings great again”.

[brid video="134797" player="7247" title="#MakeMorningsGreatAgain"]

At this point we had a few ideas, revolving mostly around once revered breakfast places making an apparent comeback; however, our ideas left us feeling deluded because we just could not make any sense of it. The hype seemed too much for an opening of an eatery.

More Sightings of the hype.

If we started the day out as just ‘a little curious’; by midday we were in full Sherlock Holmes mode. Pictures started pouring in from all over Pakistan. From Xanders, Mews and Sattar Baksh in Karachi to Café Jade, Gloria Jeans and Emporium in Lahore and Islamabad. It was everywhere by the end of the day. So much so that we made the trip to Xanders to see for ourselves, and sure as day follows night, the first thing we saw on our table was #MakeMorningsGreatAgain.

#MakeMorningsGreatAgain at Xanders.

Never before has a cryptic message been spread this indiscriminately. If the end product is as engrossing as the hype, Pakistan is in for something special. Not much overwhelms us, but it goes without saying, our interest has been piqued.

For more on this phenomenon, watch this space.