A Random discussion at the studio with my team to create a buzz about myself, infact do something that becomes viral without utilizing a lot of money on marketing ahead of the Eid ul Adha Festive. It had to be fun so I came up with an idea of sending out "parchis" anonymously to Effie Award Jurors. Just one of the recipient knew me as an acquaintance. All the others might have never heard about me ever.
So I invited a bunch of friends over to the studio and discussed this idea. We're all karachiites and millenials and knew what it meant to receive a parchi. Karachiites have lived through those dark times. I visited Mexico quiet a few times in the last 10 years and I can say it without a doubt the gangs of Karachi are a clone of Mexican underworld. They operate in a similar fashion. Once we all agreed that this is an interesting idea, the real task was to identify people's mailing addresses where the parchi's would be couriered.
Parchi Design Elements
( Threat, Nostalgia, Call to Action QR Code, Care for Health, Care for the Industry, Landing page graphic download, Discount)
It had to look like a real Parchi. It should give a sense of recall of those times where a random CG 125 would stop by and two guys would politely hand you over a parchi with a name of their "welfare organisation" and the recipient would instantly know that they have no control over the skins once the qurbani is done. Everyone could relate and feel that bone chilling sensation once they open the envelope.
And one vital element in that parchi should be a Goli..
Now that was something we had the most interesting conversations. Some argued we include panadol, some argued we include a capsule. I knew it had to serve a purpose and it should not be any Goli. It has to be extremely safe and people should find comfort in consuming it .
Once the smackdown of the bull is over. The Kasai's hand you the best undercuts, you've already planned about the brisket party you'll be having with your homies later that evening. And that's where the Goli fits in.
It had to be a digestive supplement. Something that you won't find trouble swallowing.
We reached out to Reckitt Benckiser , the brand manager of Gaviscon, he politely refused and explained that Gaviscon is a regulated medicine and cannot be marketed without several approvals from authorities.
There was newly launched gel tablet by AGP Pharma "Peridots" and I managed to connect to the Brand Manager again but to my vain. They simply refused that they cannot we heard about the concept of sending parchis. the guy never bought this thug level marketing idea.
We eventually ended up using Holly, a digestive homeopathy tablet by Paul Brooks Pharma with our own pocket.
Since the recipients were about 60-70 people, the top marketing gurus, brand managers from best companies , ad agencies in Pakistan. The cost of courier, Golis, and video was something I was not ready to bet my own money at. The direct stakeholders like Pakistan Tanners Association, private leather companies and brands none of them have a vision to connect to consumers for the sake of their own industry. I didn't had a connection with Shaukat Khanum Hospital or other institutions who collect skins so this plan looked like never happening.
Shoot Brainstorming - Two Scenarios
An office and a street.
My exceptionally great friend Hammad Sherjee, who had recently bought a DSLR and a go-pro was excited to shoot and edit the video without any charge. I couldn't be more thankful to him for this gesture.
We shot a video where a tea boy would pick up a parchi right outside their door, thrown out by The Leather Dude ( anonymously ) wearing red goatskin gloves. The parchi is picked up and presented to the boss in his office. He opens up the envelope with the title "Parchi from The Leather Dude" on the front. On it's rare side, there's a title "KHAAL NIKAAL" in red highlighting the threat with a call to action to scan a QR code failing which will make them face consequences.
The street scenario would involve The Leather Dude disembarking from a CG 125 with the parchi heading straight to a camp with Qurbani Animals in there, handing the parchi straight to anyone sitting around and leave.
The shots ended with the recipient opening the envelope and scanning the QR code eventually landing on a page with an carefully designed infographic about skins and hides preservation using salt right after the slaughter.
The infographic explained how many skins and hides gets destroyed every year due to the hot weather and fast decay process in absence of the salt. It urged everyone to take a picture tag the Leather Dude and the infographic sponsoring company TSM & Co to avail discount by acting responsibly.
Brands like HUB also jumped in voluntarily and offered discounts to the public on acting responsibly and tagging them with a picture of the salted hides or skins.
Influencers like Irfan Junejo, who also received a Parchi also shared how the infographic helped him understand the economics of hides and skins and helped him think responsibly on the Eid Festive.
The most interesting outcome and impact of this campaign was a call by Effie Pakistan asking me to submit KHAAL NIKAAL campaign for Effie Award for 2026. I reached out the sponsor TSM & Co but they never felt an urge and the timeline elapsed.
But I was happy that it did create some buzz around. Although it never went viral, but it did went into the circles who would definitely remember receiving these Parchis with a meaningful message and a reminiscence of those turbulent times.
