MIR ABDUL QAYYUM
PIONEER OF ADVERTISING IN PAKISTAN SINCE 1948
MAQ Communications was borne out of a humble desire to pay homage to, and to restore rightful recognition to the late, great humanitarian, Mir Abdul Qayyum as the true pioneer of advertising in Pakistan. Simply put, Grandpa MAQ is our inspiration, our motivation and above all, our raisôn d'être.
In early 1948, merely six months into the birth of a new country and the subsequent sprouting of various new businesses, Mir Qayyum felt the need to lay the foundation for quality advertising provision. And so, Crescent Publicity Service became the country's first ad agency- an independent, full-service, all media advertising agency with headquarters in Karachi and an auxilliary branch in Lahore. In due course, it would become fully accredited, evolve into the award-winning, renowned behemoth, Crescent Communications International (C.C.I) and expand to represent a hundred leading national and international clients including Panaroma, Tasneem Brothers (Kawasaki), Karim Silk Mills, K.E.S.C., MCB, Dada Soap, Nawab Brothers Steel Mills, Eastern Pharmaceuticals, United Trading (Kala Kola), Bonanza, Dadabhoy Silk Mills, Hussein Textiles, Metalex Corporation (Millat Fans), National Cosmetics, Union Bank of Middle East, A&B Beverages (7-Up), H&S Beverages (Canada Dry Orange), Red Cow Milk, Burq Detergent and Hotel Imperial, amongst many others. C.C.I enjoyed an esteemed position in the industry until the passing of Mir Qayyum in 1993, shortly after which the company was also laid to rest.
During his impassioned existence, Mir Qayyum was a charismatic yet principled, devoted family man of means and a plethora of accomplishments, with interests spanning the berth from business to philosophy to literature. Being the true embodiment of a creative spirit and magnanimous soul, he was a gifted author, a glorious poet, an incredibly eloquent orator, a legendary philanthropist and a highly celebrated pillar of the burgeoning Pakistani advertising community. He personally scripted countless radio ads, and holds the record for writing Pakistan's first radio jingle for Karilin Shirts in early 1960s. As the pioneer of advertising in the nation and trailblazer of the creative revolution, he was a revered paragon of excellence and elegance; a shining beacon of inspiration for all the dreamers and doers alike- aspiring artists, writers and music composers, vying for an opportunity to be in his employ. Included amongst the notable stars of the nation who worked at Crescent for several years were legendary actor Talat Hussain; singer Alamir; Pakistan's most senior journalist & editor of Morning News, Mr. Mushtaq Ahmed; Shaheed Zulfiqar Ali Bhutto's personal photographer, Daud Subhani; and Sind Assembly speaker Nisar Khoro's wife, late Shehnaz Khoro.
In a word, our beloved grandfather was a luminary with a heart of gold, and we intend to emblazon his prestigious name for what we hope, are eons to come.
Vive le MAQ!
A TIMELINE OF ADVERTISING AND PRODUCTION MILESTONES IN PAKISTAN
Because our founding father, Mir Abdul Qayyum was also the father of advertising in Pakistan, he was at the forefront of the nation's creative revolution, contributing many "Firsts" to the industry in his tenure (the first print ad, the first radio ad, the first radio jingle, the first international TVC production, etc.) He was succeeded by his equally talented son, Tariq Mir, who single-handedly served as Crescent's C.E.O, creative director and TVC director/producer of many of Pakistan's most memorable communications to date, and took great strides in further chronicling his father's pioneering trajectory by bestowing even more "Firsts" on both creative and production fronts (allowing C.C.I to become the first ad agency with an in-house production set up in 1979). Additionally, he introduced Photoshop software to Pakistan in 1988, pioneered computer graphics imagery (CGI) and in 1989 brought the art of 3D animations to our television sets , utilizing the nation's first animation system which he personally imported from the United States.
The animated timeline below depicts some (but not nearly all) of C.C.I's totems of pioneering creativity and advertising tactics which made our clients exceed sales goals far beyond their expectations; pioneering national and international in-house productions; and lastly, pioneering computer graphics and animations. (Details are revealed upon hovering.)