BY ALI NAQVI –
You must have heard people say, especially politicians, that they want Quaid’s Pakistan. But how many of us really know what exactly was the vision of Quaid-e-Azam Muhammad Ali Jinnah. The concept of Khaadi national song for Independence Day is a mirror image of Quaid’s vision of Pakistan.
Before we delve into what the idea to create a separate homeland really was, let’s look at the conditions that led to that demand. The Muslims of subcontinent during the British subjugation felt that they were being sidelined and were not given their due share politically, socially as well as economically. They had to fight for their rights.
Quaid-e-Azam was initially the most fervent advocate of Hindu Muslim unity. But there was a growing misgiving about Hindus that they will never allow Muslims to grow as a community. Muslim were treated as third rate citizens.
The intensity of this feeling of deprivation became the basic premise for a separate homeland. It was to create a state where all citizens would be treated equally. Unlike Hindustan, every individual irrespective of cast, creed or religion would be given the opportunity to grow and excel as a free citizen.
In his first Presidential address to the Constituent Assembly of Pakistan Quaid-e-Azam said “Now I think we should keep that in front of us as our ideal, and you will find that in course of time Hindus would cease to be Hindus, and Muslims would cease to be Muslims, not in the religious sense, because that is the personal faith of each individual, but in the political sense as citizens of the State.”
Unfortunately Pakistan has been a hostage to the same idea Hindus practiced before partition. We don’t allow minorities, cultural or religious, social or ethnic, to thrive. Khaadi has taken an extremely brave step to rekindle the vision of the Quaid. Pakistan is for all the Pakistanis. The country does not belong only to the Muslims. Each and every religious and ethnic minority is a part of Pakistan.
Khaadi takes on board the iconic folk singer Abida Parveen and ace director Jami for Main Bhi Pakistan Hoon. The song is a true depiction of the national spirit of Pakistan. Brands like Khaadi can play a vital role in educating the people about the origin and objective of Pakistan.
Badlo Bartao by HabibMetro Bank is a recent example of the effectiveness of a brand communication. With the powerful idea, brilliant conceptualization and impeccable execution Khaadi has set a higher benchmark for other brands to follow.
Pakistan has always struggled to hold its people together as a nation. The country has always lacked the strength of nationalism. Khaadi has done a great job that will go a long way in defining the future of the Pakistani nation.