Nostalgia Trip – Khushiyan Chakh Lo

Being an former exchange student, I’ve had several memories with Shan. I still remember packing several Shan Masala packets for various Desi food treats and taking them with me to USA. At one point I even got my American Host Family hooked to Shan Masala and even they wouldn’t eat their food without sprinkling a bit of Shan Chaat Masala on their food. Such good memories! And this nostalgia trip brings me back to the reason why I started writing this blog; Shan Food’s recent Ramzan ad! First watch it here:

The ad literally had me in tears, reminiscing my exchange year when I used to crave Ammi Ke Haath Ka Khana and Shan used to save the day for me! This Ramzan this is the best that I have seen so far from any brand in Pakistan! The emotional connect is perfect, the message is loud and clear and the relatability is just to the point. Brownie points to Shan for hiting the right notes with just the right product placement.

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The ad and the campaign #KhushiyanChakhLo has already become the talk of the town, winning several hearts with the emotional connect it has formed with people like me who have lived far from home!

Do you have such a story? Share it using the #KhushiyanChakhLo and become a part of the campaign!

For more updates about the campaign follow Shan foods on Facebook!

Writer’s Block

There comes a time in your life when you have a million thoughts stacked up in your mind, several things pending, projects in the pipeline, work waiting to be done, words waiting to be said and you amongst all those quintessentially awesome and incredibly messed up things find yourself disconnected. Detached. Its like you want to flow with all the force but everything in the obvious and obscure time and space is holding you back. To me that’s a writer’s block.

Not being able to let go, not being able to let it all out and especially when words fail me.

I found these ‘Dyslexic fragments’ in an abandoned folder in my phone.

Thought I’d share. Just for the sake of words and all that’s beyond them.

*

He and the entire idea of his being are two things I can never wrap my existence around. Will there ever be enough words, expressions, sighs, touches, heartbeats or moments to make him aware of that?

Will there ever be enough of me to contain enough of him?

Fuck it! I don’t need to.

*

Incredibly close, utterly exquisite and unbearably distant.

What?

Your existence.

*

A pang of pain, a rumble in her chest.

His crooked smile that looked more like a smirk.

Shoes. Her broken heels.

The pile of their clothes at the edge of the bed. Broken pieces of glass everywhere on the floor.

Her need to break, completely. His desire to fall for a broken heart.

Will white pants go with this teal V-neck? Dilemmas.

The need of being loved. To love. Unconditionally.

For her to be his. His precious jewel.

Misery and mystery. The despicable games that can be played.

Adrenaline rush. Drugs running in the veins. Choking on the smoke from the cheap cigarrettes.

A death every moment. A death by choice.

The loss within.

*

Barefoot in the moonlight. A trance created by the joyous souls.

A goodbye to last forever.

The story of the night. Every other night.

The curse in the polite conversation.

The fall of the desperate kingdom of love.

Despise.

Demise.

Disappear.

Relive.

*

Summer

“Ever thought about that perfect idea of summer?”

“Yeah?”

“It starts from this moment onwards.” She said as the waves in the sea wrapped them, sending them to a world of their own.

 

“Darkness. Too much of it.”

“I have better memories associated with that word, just so you know.”

And she walked out, leaving him with his uninterrupted chain of thoughts.

These outbursts…

“Wait, what? You were stalking me?”

“No, I bailed on you last night and whenever I do that I wake up and check your tweets just to know how your night went.” He said and then smiled in surrender.

“Yeah and you thought I’d let the world know what I was going through, huh?”