Has life been planned for you from the start or was it the other way round?
Back in 2000, I started my MBA at LUMS. During the first few classes, I realised that I wanted to get into marketing. My first class with the marketing professor, Dr. Wasim, who also happened to be the vice chairman of LUMS at the time, was memorable, as I was the first person be questioned, and we ended up having a discussion that lasted 20 minutes. That gave me confidence and inspired me to follow the marketing field. My next class was Finance, and I did not understand or develop an interest in anything being taught. The very first day of my MBA, I knew what direction I wanted to go into. What happens at LUMS is that you get internship placements during the break between your first and second year. At that time, Proctor and Gamble had an internship programme, which they still do, and it was the most prized one. To be honest, I didn’t even know what Proctor and Gamble was back then, nor did I have any idea about what an internship was. I had a good friend who was a topper in class, and he said that P&G is coming in two days, and they’re looking for interns. He said that it was his dream job, and that is why he came to LUMS in the first place, to be a part of that organization. He piqued my interest, so I tagged along with him. I took the exam, passed, went for the interview and got selected for an internship at Proctor and Gamble. On the final day of my internship, I had an evaluation, and I was very scared of the manager, even though he was a nice person. I asked him how I fared, and he said, “I hope to see you next year, as one of their associates.” I guess I got lucky enough to have people take care of me.
Professionally, where do you stand today and where are you heading forth?
One does not completely achieve what they really want to achieve, because life is an evolutionary process; when you get somewhere, you start to plan what to achieve next. However, I’m fairly satisfied with where I am today, and I especially enjoy the work that I’m doing these days. I’m managing Coca Cola in Pakistan and Afghanistan, and I look after Coke Studio Pakistan, which is a huge music platform. I think we all take pride in Pakistan’s achievements, and I’m really lucky to be one of the people behind the scenes to take care of a valuable asset for our country. A common discussion that professionals tend to have with friends, and even themselves, is about what they want to do next, and for me there are two choices; whether I should continue to stay in Pakistan or move abroad. Aside from that, once you become a senior in marketing, you have to decide whether you want to stick to it or go to the general manager department. Currently, I am evaluating all these options, but nothing is certain, and I hope Allah will guide me regarding my future.
Beverage industry seem slime every day is among famous music stars, but what is the reality?
It’s pretty funny, the people who have had the privilege of being on the stage of Coke Studio and behind the scenes know that it’s not a party at all. It is hard work, and most people are very serious about what they have to deliver because it is a responsibility that you have towards Coke Studio and the nation. While it is a very satisfying experience, it’s not really a party but you do have your enjoyable moments.
Would you like to share any interesting incident that happened to you during your career?
We were having a discussion earlier about lifestyle, and when you work for Coca Cola, there are moments when you get to experience the high life. When I was in Dubai, I was looking after an energy drink business. The thing with an energy drink business is that it’s supposed to be high octane, and the lifestyle of the manager needs to be high octane as well. The energy drink, which was called Burn, was a sponsor of Formula One, so I used to get passes to pedal club, which is very exclusive, so one pass was worth $8000 for one person. I would manage that for the company, and I was also among the people who attended it. One day, at the Abu Dhabi grand prix on the final day, I forgot that we had to go for dinner at a restaurant called Cipriani, and people usually get on the waiting list 6 months earlier to get a reservation. There was a joke in the Iron Man movies I think, where a girl asks Iron Man how Tony Stark is struggling to get a reservation at Cipriani New York, so that’s the kind of high end place it is. It is slightly off Yas island, once we got to that place, we were stuck there for the night because there was no transportation that would take us back. I was standing there with my colleagues and I saw a Rolls Royce coming over, I joked that maybe it was a tax and everyone laughed. As a joke, I tried to hail the Rolls Royce and it actually stopped and the driver rolled down the window and asked, “Where shall I take you?” It took us around a 100 dirhams, which is equivalent to $30 to travel for one kilometer.
If given a chance to switch today, what would you like to be?
In my perspective, there are a number of things one should do and if you’re in a great place, working with the biggest brand, in the best market, then you can’t do it indifferently. People make their choices based on what their interests are and the way I see it, I think I should move onto the general manager aspect of things, because it is something I have evaluated. It also exposes you to a very different market that can help you establish connections while improving your skill set in handling an emerging market versus a developed market.
Tell us about your childhood, you do not seem naughty or are these looks deceptive?
I can get away with a lot of things because I look very sweet, not good looking, but I look innocent. That helped me a lot as a child, because I was among the naughtiest kids in the class. I would be the one scheming all the things, and let others execute them. I went to Crescent Model School, Lahore and it’s a mid-tier school that caters to middle-class households, I wasn’t really a good student because I never applied myself that well. I got more involved in academics when I went to Government College, I topped in my second year board exams, and from then on I received a couple of good opportunities and I ended up in LUMS for my MBA, and that’s when I started my career.
Married? Happily? (If not, when are you tying the knot)?
My wife Nazia and I have three kids, my son Wasay is 8 years old and my daughter Noor is 5, and my other son Hamdan is 2. We live with our parents, and it’s great to be with everybody, the kids get see their grandparents every day. There are some things that money can buy, but certain things are invaluable, so living with your family is one of those experiences.
Define your social life? Extrovert or Introvert?
I was discussing this with another friend a couple of days ago, and on the spectrum of being an extrovert and an introvert, I tend to lean towards the introvert side slightly. Oddly enough, it has never impacted my ability to interact with other people. I have my own way of interacting with people, I’ve never been the funniest, or the loudest, but there have been studies which indicate that introverts connect with people on a deeper level, so maybe that’s something that’s helped me.
Tell us about your friends circle?
Alhamdulillah, I have been blessed some very good friends. My very first best friend is still my best friend, and we’ve been friends since class one, so it’s been over 30 years now. I’ve been fortunate enough to make friends at every stage of my life. As I’ve been to many places, I have a wide circle of friends but I do tend to differentiate between Facebook friends and real friends.
What is your perfect solace from this happening world?
I think there are two or three different aspects to it. Heading home to my family every night and spending time with my kids is definitely something gives me peace. Since I am an introvert, I do need my ‘me’ time. I need some down time, the weekend at least, 2-3 hours just to myself. I love travelling, and I like to travel to places that are more peaceful, as opposed to happening. At one point, New York was my favourite place to visit, but now I’d rather go to hilly areas or the countryside.
Your favourite place?
In Pakistan’s Northern Areas, it would be the Rama Lake, it’s in Istol, which is 2 and a half hours away from Gilgit. Imran Khan used to have a rest house at that place, because it’s absolutely beautiful, and Imran is a well travelled man, aside from the political bias. That place is so beautiful that the lake is between two mountains, and as you ascend the mountains to look into it, you get the impression that the mountains are going into the lake, because the water is so clear that it reflects the mountains surrounding it. It is one of the most beautiful things I have ever seen in the world.
When it comes to fashion, what inspires you in the morning to how you dress up for the day?
I’ve organised my wardrobe a certain way and I have three sections. I divide my clothes for 5 weekdays in 3 clusters. The first two days of the week, I would generally dress up formally; black trousers with white or blue shirts, it’s just how I operate, I take the first two or three days of the week very seriously, because I like to get a lot of work done. After that, I start to dress more casually, like today, I’m wearing jeans and a jacket. I usually keep a jacket in my office, it helps me transition into a more formal look. On Fridays, I usually wear Shalwar Kameez.
Give us 5 things you would never leave your home without?
I wouldn’t leave without the things that a lot of other people use too. A mobile phone is a universal thing that nobody leaves home without. My laptop is another thing because I need it for work. My wallet, my glasses and car keys.
Rapid Fire
Favourite food? Pakistani food.
Favourite Automotive? Aston Martin, one day!
Favourite friend? I’d have to say my Wife.
Apparel Brand? Polo.
Grooming Salon? Some guy in Mini Market, Gulberg Lahore.
Favourite person from the same industry?
One person that I’ve learned from a lot in Pakistan is my boss, Ali Akbar, he’s the marketing director for Coca Cola Pakistan. I think he is the best marketeer in the country.
Lollywood Actress? Mahira Khan.
Hollywood Actor and Actress?
Al Pacino, perhaps? For female actresses, I’d have to do with Meryl Streep.
Never have I ever smoked? I have.
Never have I ever been I’m handcuffs? I have.
Never have I ever done something I regret? I have.
Never have I ever attempted suicide? Never.
Never have I ever been in a car accident? Never.
Never have I ever been a bathroom singer? I have.
Never have I ever donated blood? I have.
Never have I ever sleepwalked? I’ve been told that I have.
Atif Aslam or Ali Sethi? Ali Sethi.
Favourite female model? Imaan Ali.
Favourite Male Model? Shehryar Munawar, if he is still modelling.
Favourite actress from all over? Deepika.
Favourite actor from all over? Aamir Khan.
Prettiest face in Pakistan industry? Mahira Khan.
Your bucket list for 2017?
- Spending the summer in Austria.
- You got the genie, now make 3 wishes?
- I don’t want to work for the rest of my life, and still live well. I would want a house in Austria.
Your weakness you tend to hide? I have a very short temper.
