'Pakkay Dost' returns to revive childhood learning

A major Children Day celebration in Karachi placed renewed national focus on early childhood development and culturally rooted programming as renowned musician Bilal Maqsood launched 'Pakkay Dost: Season Bachpan Bemisal' in collaboration with UNICEF during a well-attended event at in Karachi.

The launch drew significant attention from entertainment figures, including actor Sanam Saeed, filmmaker Omer Adil, producer Baneish and senior actor Ayaz Khan, each emphasising the growing demand for high-quality content that supports both learning and emotional development among Pakistan's youngest audiences.

Maqsood told attendees he wants to make Urdu appealing for children, noting that it tragically becomes the "most boring" subject in school, even though it remains central to cultural identity, familial communication and the shared national heritage passed across generations.

He said episodes of the new season are being screened across multiple schools, adding that 'Bachpan Bemisal', developed with UNICEF's partnership, combines entertainment with structured learning to stimulate curiosity, creativity and social awareness during the earliest formative years.

Sanam Saeed underlined the importance of pre-school home training, stressing that the first five years shape a child's emotional resilience, communication abilities and behavioural patterns, making parental involvement vital before formal schooling begins.

She said the latest season of 'Pakkay Dost' provides families with accessible guidance by addressing everyday dilemmas children face, presenting them through age-appropriate storytelling that supports early learning and nurtures empathy, cooperation and confidence in relatable, culturally familiar settings.

Producers Baneish and Omer Adil said global feedback for 'Pakkay Dost' has been overwhelming, demonstrating a clear public appetite for children's storytelling that reflects Pakistani life, language and values rather than relying solely on foreign programming with limited relevance.

They explained that the series was developed after carefully studying children's psychology, ensuring that each character and narrative supports healthy socialisation and learning. This approach, they said, explains the enthusiastic response from young viewers who remain deeply engaged with the content.

Senior actor Ayaz Khan praised the project by likening Bilal Maqsood's commitment to the creative legacy of his father, Anwar Maqsood, saying the younger Maqsood is making meaningful contributions that strengthen cultural representation within Pakistan's evolving media landscape.

UNICEF representative Dr Saba Shuja and Melissa Corkum from the polio programme outlined the project's broader objectives, noting that the series helps reinforce positive behaviour, public health awareness and early childhood learning through simple, entertaining messages accessible to diverse audiences.