Article #1- Roman Urdu
Advertising mein aana kaisay hoa ?
Ishtiharaat hain zamanay ke !
Ep-1
Written by : Azhar Azmi
( Aik ishtihari ki baatein )
Advertising mein aana kaisay hoa ?
Likhnay ka marz bachpan mein lag gaya tha.Panchwin ya chhatti class mein they to is ki alamaat zahir ho gayeen. waalid sahib Kausar Sultan poori, Rehman Brothers mein deegar idaron ki tarha accounts ke mamlaat dekha karte they.Un ke yahan se bachon ka mahnama risala Ghuncha nikla karta hai.Waalid sahib ko baghair betaye –apne cousin Ather Najmi ( jo ab aasooda khaak hain ) ki shararaton par aik mazmoon" ustaad shararat" likha.Waalid ko dekhaya aur woh print ho gaya.Aik do aur mazmoon likhay to tabiyat mein afaqa hoa.Aur is marz se waqti nijaat mili.Yeh likha ka marz bhi ajab hai.Mere sath to yeh hai ke likh lau to tabiyat sambhal jati hai .
Waqtan foqtan jahan jis ne mauqa diya haath saaf karte rahay.Kisi ne koi kitabcha likhwa liya kuch nahi to kisi ki saalgirah par chand lakerain khech den.Kisi ka intqaal hoa to sogwaraan ke kehnay par marhoom ki rawaangi ko saneha azeem qarar day diya.Hamari akhbaari likhat aur khabrain tarjuma karne aur likhnay ki ibtida Molana Jawad Ul Aghar ki zair idart niklnay walay haft roza" Irshad" se hoi jo 80 ke awail mein khadim Hussain ke zair e intizam nikla karta tha baad azan yeh zimma daari un ke damaad Jaffer imam ne sambhaal li. aik martaba aik siyasi poster likhnay ka mauqa bhi mila lekin jab woh poster dewaron par chaspan sun-hwa to dar gaye.Hamaray chhootey bhai Wajahat Abbas ( Bazmi ) ke aik dost Asad Naqvi zia mukhalif jamaat yaqeenan peoples party hi thi, mein they.Un ke aik siyasi rehnuma paband salasil they hum se un ki rihayi ke liye poster likhnay ko kaha. hamara khayaal tha ke chupna wapna hai nahi likh diye.Is mein likhay do ashaar aaj bhi zehan mein hain. Allah janey kis ke hain ?
Jazbaat ke izhaar pay pehray nah bithao
Khamosh raho ge to ghutan aur barhay gi
Go manzil maqsood abhi daur hai lekin
Ruk jaye musafir to thakan aur barhay gi
Ab atay hain ke yeh passion hamara profession kaisay bana? 1988 ke shuru ke mahenay hain.Mohalla mein aik koonay ke ghar mein Ishaq sahib ki dukaan thi.Is ke sath peepal ke darakht ke neechay be rozgaar people baithtay hain. jin ka kaam siyasi soorat e haal par be raag tjziye karna,thathol baazi karna (shaistagi ke dairay mein ) aur yeh khabar rakhna ke kon sa larka chhutti ke waqt kis larki se 20-25 qadam daur – apne hisaar mein le kar usay baghair betaye ghar taq bah hifazat chore kar aata hai.Yeh" hamaray zamane ke" sharefana ishhq hoa karte they jis mein pehla fareeza sheree ki ghar taq bah hifazat supurdagi Shewa Aashqaan thi .
Hamari zindagi 1982 se sarhh satti ka shikaar thi.Yeh hum nahi hamaray aik dost hamari haalat dekh kar kaha karte they. hamein khud bohat baad mein pata chala ke yeh kya bulaa hai.Samajh len taleem ho rozgaar sab darwazay mqfl aur hum aeye din do chhate walay kamray mein ja kar Allah taala se apni qismat ke shikway kya karte.Aksar yeh shair parhte :
Mujh ko shikwah to nahi katib taqdeer magar
Ro parre to bhi agar mera muqaddar dekhe
Soorat e haal Mirza Ghalib ke is misra taq poanch chuki thi
Maqdoor ho to sath rakhon noha gir ko mein
Daant phatkaar aur nakaargi ke taanay suntay suntay 1988 agaya.Mulk mein General Zia Al Haq ka marshal law aur hamara astrological marshal law jari tha.1977 ki bhuto mukhalif tehreek mein jab hum school mein parha karte they lekin siyasi ba khabri ki latt paros mein rehne walay husn bhai se lag chuki thi.Is zamane mein ilaqai satah par filmi andaaz ke Peoples Party ke leadrs ke ishtihar ki photo copy kar ke chupka diye jatay jo bilkul aik naya idea tha .
Yeh baat 1988 taq hamaray zehan mein thi hamaray paros mein aik sahib PQR ( Pakistan qaumi razakaar ) mein sun-hwa karte they. un se hamara hansi mazaq chalta rehta tha.Aik din kisi bahanay se un ki aur aik do aur larkoon ki passport size taswerain len.Daily Jang ke filmi safha se adakar aur adakaron ki tasweer len.Un ke sir katay ( tasweer se ) aur joor jaar kar aik mazahiy filmi ishtihar bana diya. is ka aik jumla mujhe abhi bhi yaad hai : yeh is waqt ki kahani hai jab pyaaz mehngi aur khoon sasta tha.Lijiye janab ishtihar tayyar hogaya. photo copy hui aur mohalla ki sab se chalti hui Ishaq sahib ki dukaan par laga diya.Ishtihar ka wahid maqsad tafreeh aur jin ki taswerain is ishtihar mein hain un se nehari kha kar original ishtihar phaar dena hona tha. ishtihar dopehar mein laga aur hamari taqdeer ka faisla honay mein chand ghantay reh gaye .
Ishaq sahib ki dukaan ke bilkul samnay hamaray Aziz tareen dost Safdar Mirza raha karte they.Un ke waalid jinhein hum khalu kaha karte they (hamaray zamana mein kisi se bhi aunti uncle wali rishta daari ka rivaaj qaim nah hoa tha.Nanhyali rishta daari baais tazeem thi) Chughtai art ke musawir they aur kisi jagah mulazmat kya karte they.Is se ziyada hamein kisi maloomat ki zaroorat bhi nahi thi. jab kabhi Safdar Mirza ko bulatay aur agar woh nikal atay to Salam ke baad kehte" khalu Safdar ko bhaij den. Safdar Mirza ke waalid ka naam dilawer Mirza tha. Mirza Sahib ka yeh tha ke shaam ko daftar se aakar –apne barray betay ke bachon yani grand sons ke liye biscuits waghera lainay atay. is din bhi aeye lekin tareekh batati hai ke woh hamein lainay aeye they. dukaan par aeye aik nazar hamaray ishtihar ko dekha aur Ishaq sahib se poocha ke yeh kis ne banaya hai. Ishaq sahib hamari is harkat par khush nah they lekin mohalla ki dkandari ki wajah se khamosh they, bolay" arrey Mirza sahib yeh wohi Azmi hai. aisi harkatein is ke ilawa kon karta hai ". Mirza sahib ne jatay jatay kaha ke woh aeye to mere paas behjna .
Hum dukaan par puhanche to Ishaq sahib ne barray tanz bharay lehja mein kaha" Jao" Mirza sahib bulaa rahay hain ".Unhon ne ishtihar ka zikar nahi kya. hum samjhay ke hamari koi shikayat hogi. hum Safdar Mirza ke paas gaye aur poocha" o. .. bhai khalu ne bulaya hai mein ne to kuch bhi nahi kya ". Safdar Mirza ne kaha ke abbu to andar baithy chaye pi rahay hain mujh se to unhi ne tumhara koi zikar nahi kya. hum baatein hi kar rahay they ke khalu khud bahar aagaye. hum dar gaye. Salam kya aur socha ke ab kuch hoa. khalu ne dukaan par lagey ishtihar ki taraf ishara kar ke poocha" yeh tum ne banaya hai? ". mein ne drtay drtay haan mein sir hilaya. bolay" kal subah theek saarhay aath bujey mere sath mere office chalna ". hum ne jana ke mulazmat ke assaar Huwaida hue .
Yeh baat snkr ghar doray gaye to ghar mein khusi ki lehar daud gayi. subah ki tayari raat ko hi shuru ho gayi. eid par saly paint aur shirt nikaali gayi. istri hui. ammi ne das bujey hi yeh keh kar hawala bistar kardiya ke tum to shuru ke nesti maaray ho kahin subah sotay hi nah reh jana. waalid sahib ne kaha" sahibzaday aap ghoray beech kar sotay hain. jaldi so jayen "
Aglay din 7 bujey uth gaye. nahaye dhuain. likhte likhte wasif Ali wasif ka yeh shair yaad araha hai .
Nah janey kon si manzil hai wasif
Jahan Nehla ke blwaya gaya hon
Dilchasp baat yeh hai ke ja to rahay hain magar yeh khabar nahi ke kaam kya karna parre ga. bhai itni museebatein gilaay par jki theen ke kuch bhi karne ko tayyar they. bakol shkhse kisi mozi marz ka shikaar bukhaar ko sahet yabi samjhta hai. qissa ul taweel khalu waqt muqarara par ghar se bar aamad hue to hum un ke gate ke bahar mojood they. un ki Vespa motorcycle par baithy aur shahrah Faisal par mojooda mehdi towers ke sath petrol pump ke peechay aik bngle mein Vespa park kar di gayi. maloom sun-hwa ke yeh aik advertising agency hai aur khalu ( yahan Mirza sahib ) art director hain .
Mirza sahib ke sath sath chaltay chaltay aik kamray mein puhanche jahan koi bukhari sahib mojood they Mirza sahib ne un se khasi be takalufi se baat karte hue kaha" bukhari sahib is bachay se milo, dil khush ho jaye ga. bohat creative hai ". Allah jaanta hai mujhe creative lafz ka is mauqa par istemaal bilkul pallay nah para. Mirza chalay gaye ab hum aur bukhari sahib. kuch ghar avrtalim ka poocha aur phir table se aik pan utha kar haath mein day di aur bolay" is pan ke ultay seedhay tumahray zehan mein jo bhi istemaal ayen woh likh do. hamaray to dimagh mein pan chubh gayi ke yeh kahan aagaye. kya yeh log panno ka kaarobar kar rahay hain aur uski farokht badhaane ke liye hamein mulazim rakh rahay hain. hamari khamoshi dekh kar bukhari sahib bolay" miyan likh lau gaye. Mirza sahib to barri tareef kar gaye hain ". Mirza sahib par harf atay dekha to phir hum ne ao dekha nah tao. woh woh istemaal likhay ke chand aik to yahan likhnay ke qabil bhi nahi. bukhari sahib ko bohat mukhtasir waqt mein aik taweel fehrist thama di gayi. bukhari sahib ne fehrist parhi aur muskuraye. Mirza sahib ko bulaya, haath milaya aur kaha" Mirza sahib yeh chalay ga nahi doray ga ghoray ki terhan" hamein aik dam raat wali waalid sahib ki baat yaad aayi" sahibzaday aap ghoray beech kar sotay hain" magar hamein to ab dornay wala ghora qarar diya ja chuka tha .
nokari pir bhi nahi mili. abhi thokrain baqi theen .
baqi aindah
Next Episode
Mohallay ki Aurten humein dekhti thein rahm bhari nazron se
Ek larki ny pheli baar liye pyaar se hamara pura naam.
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