Punjab CM Maryam Nawaz faces criticism as her digital media campaigns lack clarity, creativity, and appeal, with observers blaming poor strategy, weak agency choices, and internal rifts within Punjab’s information setup.
IMRAN MALIK, LAHORE — Political observers and media professionals have expressed concerns over the digital media campaigns of Punjab Chief Minister Maryam Nawaz, questioning the creative direction, strategy, and execution of the province’s online outreach.
According to analysts, the digital content promoting the chief minister lacks clarity, visual appeal, and engaging messaging. Despite Maryam Nawaz being the first woman chief minister of Pakistan’s largest province, observers argue that her online campaigns fail to reflect the magnitude of her political profile.
In contrast, Federal Minister Ahsan Iqbal’s recent campaign highlighting his national award generated significant online traction. Media experts cite its strong visibility, sleek design, and sharp messaging as examples of how digital content should effectively resonate with the public.
Tilted picture:
“The problem lies in treating digital campaigns like conventional media,” one digital strategist said. “Creatives for television or print do not work the same way on digital platforms. The Punjab government has not grasped this distinction.”
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Questions have also been raised about the criteria for selecting digital agencies and the overall creative process. Insiders allege a growing rift between the Directorate General Public Relations (DGPR) and Punjab’s Information Minister, Azma Bokhari, further complicating coordination. While Bokhari is considered an effective spokesperson on camera, critics argue that she is not well-equipped to lead the province’s digital media strategy or finalize creative artwork.
Tilted Picture:
The issue came to light most recently during Maryam Nawaz’s official visit to Japan. While the tour was diplomatically significant, critics argue the digital campaign surrounding it backfired. The tilted designs and poorly executed visuals diluted the intended message of projecting a progressive image of Punjab abroad.
Observers warn that unless Maryam Nawaz rethinks her digital communication strategy, the gap between her political stature and online representation will continue to grow. Experts suggest she empower seasoned digital professionals with creative liberty rather than relying solely on the Information Ministry for planning and execution.
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