Article # 25 (Roman Urdu)
Ep # 3
Advertising mein aana kaisay hoa ?
Aik hafta mein mulazmat ( Internship) se farigh !
Jahan bhi gaye wahan no vacancy ka board laga tha
Ishtiharaat hain zamana ke
Guzashta se paiwastah
Tehreer : Azhar Azmi
(Aik ishtihari ki baatein )
Mein ne hawaas durust karte hue kaha" jee ".Telephone opreater ne khilaaf tawaqqa bataya ke woh aik courier service se baat kar rahi hai. aap ne darkhwast di thi ( Allah jany is zamana mein to classified aur display kisi bhi ad mein taleemi qabliyat graduate likhi hoti to hum darkhwast rawana kardiya karte they ). Aik baat zehan mein rahay ke courier service companies mein ziyada tar mulaazmaten riders ( motorcycle chalanay walay ) ki hoti hain aur hum ne zindagi mein kabhi is" ghora sawari" ko haath bhi nah lagaya tha. is company ka office zainab market se qareeb building mein tha.Hum yeh soch kar ke shayad koi office job ho interview ke liye poanch gaye. Koi bohat ost darja ki koryir service thi. interview kya hi hona tha. un ko rider chahiye tha aur qismat hamein copy writer bananay par tali baithi thi. Yahan se bahar niklay to maz aydortayzng agency ka office nazar agaya. yeh zeam ke copywriting ki abjad se waaqif hain, ghis gaye. yeh agency Mukhtar Azmi ki thi jo is zamana mein aur is ke baad bhi Pakistan Advertising Association (PAA) ke sarkardah logon mein shumaar hotay they. wahan Abbas Azmi aur Zulfiqar Azmi se mila ( yaqeenan inhen yaad bhi nahi hoga ). unhon ne" try" ke liye kaha ke you s add par kuch likh layein. ab yeh yaad nahi ke wahan dobarah gaye ke nahi lekin is waqt ka likha aik slogan yaad hai :
U.S. Aid ka mansoobah
Taamer o taraqqi soobah soobah
Maaray maaray phir rahay they. Mohalla mein aik Agha Dry Cleaners thi jahan din mein hum waqt guzari ke liye baith jaya karte they. Yeh pehlay Martin Road par raha karte they. un ke waalid Radio Pakistan mein mulazim they. Inhen hum apni bipta sunaya karte they. aik din bolay ke Martin Road par hamaray waalid ke sahafi dost rehtay hain woh kisi magazine mein hotay hain. Aap wahan apply kar den.Naam yaad nahi Albata yeh yaad hai ke bangali they. soqot e dhaka ke baad ahliya chunkay Karachi ki theen is liye ruk gaye. bohat shareef aadmi they. Unhon ne bhi apni si koshish ki magar sab be sood. Aik din unhon ne mujhe mojooda sab marion chowrangi ke paas United Advertising Agency ke accounts department mein Abba Ali sahib ke paas bhaij diya.Unhon ne to chhootey hi keh diya jab kahin copywriter ki job hi nahi ki to mulazmat kahan se day den. hum mun latkaye ghar wapas aagaye.Is douran IAL bhi Rasheed Ahmed Rasheed se bhi mulaqaat hui. intahi nastaliq ensaan hain. kaafi arsay se mulaqaat nahi hui. kabhi kabhi Shabir Rana ( actor ) ke zariye kheriyat mil jati hai .
Aik martaba nai khilnay wali Prim Advertising ka ishtihar aaya. yeh agency Nafees Siddiqui advocate ne banai thi jo is waqt Pakistan Peoples Party mein they aur yeh jamaat is waqt barsar e Iqtidaar thi. Yahan kisi Abdullah sahib ne mera interview liya lekin baat is se agay nah barh saki .
Halaat bay qaboo hue jarahay they magar hamara copywriter ban'nay ka junoon barhta ja raha tha. Syed Sadiq Hussain ki ghazal ka yeh shair baar baar parha karte. ( aksar log is shair ko a\Allama Iqbal ka khayaal karte hain )
Tundi baad mukhalif se nah ghabra ae uqaab
Yeh chalti hai tujhy ouncha urane ke liye
yeh sab kuch bohat taiz taiz ho raha tha kyunkay hamein jaldi mulazmat par charhna tha. aik din phir chacha zad behan bhagee bhagee aayi aur boli ke Babba bhai aap ka phone aaya aur is martaba phone aik advertising agency tha jahan hum ne trainee copywriter ke liye apply kya tha.Yeh agency Punjab Colony ke is waqt ( 1988 ) ke signal ke aik janib bunglow mein waqay thi aur naam tha Corl Adertising. Hum waqt muqarara par puhanche. Miss Yasmin wahan Creative Director theen. intahi ba aetmaad shakhsiyat ki haamil. mera kyunkay ghar se bahar professional khawateen se pehli martaba paala para tha. is liye mein waqai un ke aetmaad se mutasir balkay maroob hoa. pehlay bhi bta chuka hon. traineecopy writer laga yani kay Internship thi.Fori tor par office jany ke liye waalid sahib ne hungami bunyadon par Ali tilrz se do qabil mulazmat paintd silwa dein.
Subah pehlay 4h se Empress Market atay aur is taweel ul qamti ke sath bil umoom kharay ho kar Z2 vagon mein Punjab colony ke signal par utar kar samnay bunglow mein waqay Coral pahunchte. naye naye AC say woh bhi yakh basta mein baithy to jism hi thanda par gaya. peeron taq mein thand sarayiat kar gayi. naye naye they miss Yasmin ne puranay Englis ad ke mujlad kitaaben pakra den aur kaha ke aap abhi sirf ad dekhen.Company ke maalik Shehryar ko hum ne bas atay jatay dekha. khush shakal aur khush libaas shakhs they. suna hai ke pehlay kisi air line mein jahaaz par hoa karte they. Dopehar ko khana khanay khamoshi se Dehli Colony chalay jaya karte. mutmaen they ke zindagi kisi dagar par aayi. mohallay aur khandan mein bachon ki modeling ki farmaaish aana shuru ho gayeen. ab hum inhen kiya batatay hum wahan teen mein hain nah tera mein. lekin hum ne yahi zahir kya ke kuch nah kuch hojaye ga. aik din is zamana ke mashhoor dress designer Tanveer Jamshed ( TJs ) se aik meeting hui to ginti poori karne ke liye hamein bhi bitha diya gaya. poori meeting mein sehmay sehmay baithy rahay .
Abhi aik hafta hoa tha ke bomb phatt gaya. Shehryar ne teen chaar logon ko farigh kardiya. hamaray liye wajah yeh batayi gayi ke hum is job ( copywriter ) ke ahal nahi. hum Santosh Kumar ( har ghar ka sab se pehla larka ) se ujri sohagan mein tabdeel hogaye. hamein yaqeen sa tha ke waqatan hum ahal hi nahi lekin salam karta hon Miss Yasmin ke unhon ne meri himmat bundhayi aur kaha ke tum aisa bilkul nah socho. Shehryar ne koi mehanga art director rakh liya hai. is ki salarypoori karne ke liye woh logon ko farigh kar raha hai. doosri baat yeh ke abhi tum ne kon sa ad likha jo salahiyaton ka imthehaan ho. Miss Yasmeen ne kaha tum aaj se yahan se farigh ho magar subah office aao. mein tumhen aik aur advertising agency bhaij dun gi. Wahan vcancy hai. Hum ko 265 rupees shayad diye gaye. Z2 mein baithy. Empress Market aeye. wahan Jahangir Park ke sath dukanon mein poori masala lagi fish dekh kar bara jee lalchata tha. Hum ne socha nokari gayi to gyy apni fish wali khwahish to poori kar len. 50 ya 60 Rupees jo 1988 mein barri raqam thi. khoob dil bhar fry fry fish khayi. bas pakri, ghar aeye aur yeh rooh farsaa khabar suna di magar sath yeh bhi Naveed suna di ke kal aik doosri jagah bulaya gaya hai .
osray din hum Coral Advertising puhanche to Miss Yasmin ne kaha ke aap Nadeem Farooq Paracha ke paas Wings Communications chalay jayen jo ke defence phase 2 mein AGFA labortaries ke aqab mein hai. is zamana mein Punjab Colony se wahan to koi bas vagon nahi jati thi. shadeed garmi mein hum koi aik bujey Punjab Colony se niklay aur seedhay paidal chaltay hue dhoond dhand kar Wings puhanche. Nadeem Farooq Paracha se miley. khayaal tha ke mulazmat mil jaye gi magar Nadim Farooq paracha ne kaha ke fil-waqt to koi jagah khaali nahi. umeed ke diye phir bujhaty nazar aeye .
Nadeem Farooq Paracha ne jawab to tika sa diya lekin aik umeed bandha di aur kaha ke aap mere waalid Farooq paracha ke paas kal chalay jayen wahan vacancy hai. mein un se aap ka bata dun ga. hum phir ghar ko lout chalay. dosray din Lal kothi, Shara e Faisal ke stop par utre aur mein road par waqay Bond Advertising ke office ja puhanche. Farooq Paracha se mulaqaat hui. yaqeen tha ke job ho jaye gi. unhon ne bataya ke Nadeem ne aap ka zikr to kya tha magar abhi copywriter ki jagah khaali nahi. umeedon ka silsila toota nahi tha. Farooq Paracha ne kaha ke aap Maxim advertising chalay jayen. wahan vacancy hai. mein phone bhi kiye deta hon .
Maxin is zamana mein Abdul Quddos sahib ki hoa karti thi aur Aisha Bawani Gollege ke samnay duplex apartment mein thi. hum isi waqt Lal kothi se Maxim poanch gaye. Abdul Quddos sahib ne bhi tika sa jawab diya. Pichlle walon ki terhan unhon ne umeed ka koi diya bhi nahi diya aur hum be rozgaar dukhay dil ke sath ghar chal diye. udasi thi. ghar puhanche. chacha ke haan se Wings Nadeem Paracha ko phone kya. saari rudaad sunai. Nadeem ne phir meri himmat bandhai aur kaha ke mein aaj phir waalid sahib se baat karoon ga. Aap kal mujhe subah mein phone kar len. Iss soorat e haal mein koi Khushgawar khabar milna mushkil lag raha tha. Ab aik taraf mushkil yeh bhi thi ke hum ghar mein kya jawab den. bas waalid sahib yahi puchtey " haan mian kya raha ?" jawab kahin se bhi haan ka nahi araha tha .
sawal karti kayi ankhen muntazir hain yahan
Jawab soch kar hum aaj bhi nahi aeye
Aashufta Changezi
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