URDU POETRY...SAFI LUCKNAVI

GHAZAL USS NE CHEDDI, MUJHE SAAZ DENA
ZARA, UMR-E-RAFTA KO AWAAZ DENA

urdu poetry...arzoo lucknawi

haath se kis ne saaghar patka mausam ki be kaifi par
itna barsa toot ke baadal, doob chala maikhaana bhi

husn-o-ishq ki laag mein aksar chedd udhar se hoti hai
shama ka shola jab lehraya, udd ke chala parwana bhi

RDU POETRY...ZAFAR ALI KHAN

AAP KEHTE HAIN PARAAYON KIYA HUM KO TABAAH
BANDA PARWAR! KAHIN APNON HI KA YEH KAAM NA HO

URDU POETRY...RIYAZ KHAIRABADI

WOH JAANA MERA ROOTH KAR MAIKADE SE
SURAHI KA MUJH KO WOH AWAAZ DENA


BACH JAYE JAWANI MEIN JO DUNIYA KI HAWA SE
HOTA HAI FARISHTA, KOI INSAAN NAHIN HOTA

HUS SPOKE SWAMI VIVEKANANDA...SERVICE

HIM I CALL A MAHATMAN WHOSE HEART BLEEDS FOR THE POOR ; OTHERWISE HE IS A DURATMAN.

THUS SPOKE SWAMINANDA...SERVICE

THE ONLY GOD TO WORSHIP IS THE HUMAN SOUL IN THE HUMAN BODY. OF COURSE, ALL ANIMALS ARE TEMPLES TOO, BUT MAN IS THE HIGHEST, THE TAJ MAHAL OF TEMPLES. IF I CAN NOT WORSHIP IN THAT, NO OTHER TEMPLE WILL BE OF ANY ADVANTAGE.

THUS SPOKE SWAMI VIVEKANANDA...SERVICE

LOOK UPON EVERY MAN, WOMAN AND EVERYONE AS GOD. YOU CAN NOT HELP ANY ONE; YOU CAN ONLY SERVE; SERVE THE CHILDREN OF THE LORD, SERVE THE LORD HIMSELF, IF YOU HAVE THE PRIVILEGE. IF THE LORD GRANTS THAT YOU CAN HELP ANY ONE HIS CHILDREN, BLESSED YOU ARE ; DO NOT THINK TOO MUCH OF YOURSELVES. BLESSED YOU ARE THAT PRIVILEGE WAS GIVEN TO YOU WHEN OTHERS HAD IT NOT. DO IT ONLY AS WORSHIP.THE POOR AND THE MISERABLE ARE FOR OUR SALVATION, SO THAT WE MAY SERVE THE LORD COMING IN THE SHAPE OF THE DISEASED, COMING IN THE SHAPE OF THE LUNATIC, THE LEPER AND THE SINNER.

JUNOON SE GUZARNE KO...SHAKEEL BADAYUNI

JUNOON SE GUZARNE KO JEE CHAHTA HAI
HANSI ZABT KARNE KO JEE CHAHTA HAI

JAHAN ISHQ MEIN DOOB KAR REH GAYE
WAHIN PHIR UBHARNE KO JEE CHAHTA HAI

WOH HUM SE KHAFA  HAIN HUM UNN SE KHAFA
MAGAR BAAT KARNE KO JEECHAHTA HAI

ADVERTISING...WHO ARE WE TALKING TO? II

INFORMATION

IN ADDITION TO THE INFORMATION WHICH ADVERTISING CONVEYS, THE CONSUMER USUALLY HAS SOME OF HIS OR HER OWN.

THEREFORE, AN ADVERTISEMENT IS ONLY ADDING TO OR TRYING TO ALTER WHAT IS IN THE CONSUMER'S MIND.

IF THE CONSUMER FIRMLY BELIEVES THAT LIFEBUOY IS THE BEST TOILET SOAP FOR HEALTH THEN THE TASK OF THE COMPETITOR WHO WISHES TO ENTER HIS PRODUCT IN THIS ADVERTISING AREA IS QUITE CLEAR CUT.

HIS TASK IS TO MAKE THE CONSUMER UNLEARN THE THINGS SHE KNOWS ABOUT LIFEBUOY AND THEN LEARN ABOUT THE NEW SOAP.

THE CONSUMER MUST NOT ONLY BELIEVE THE NEW MESSAGE IN PREFERENCE TO THAT OF LIFEBUOY, BUT SHE MUST ALSO REMEMBER THE PRODUCT'S NAME AT THE POINT OF SALE, SHE MUST RECOGNIZE THE NEW PACKAGING TO ASSURE HERSELF THAT SHE IS GETTING WHAT SHE ASKED FOR.

THE GOLDEN KEY

TO MANY PEOPLE IN ADVERTISING THE SELLING PROBLEM IS SEEN AS A SIMPLE STATEMENT: 

EVERY PRODUCT FILLS A NEED

IN THEORY, OF COURSE, THIS IS AN EXCELLENT STARTING POINT IN THE CHARTING OF A PRODUCT'S ADVERTISING CAMPAIGN.

BECAUSE PEOPLE DO BUY THINGS TO FILL SPECIFIC NEEDS.

MEN WHO FEEL A NEED TO REMOVE THE HAIR FROM THEIR CHEEKS BUY BLADES, RAZORS AND SHAVING CREAMS.

WOMEN WHO DESIRE SUPPLE, SOFT SKIN BUY CREAMS AND LOTIONS.

PEOPLE BUY PRODUCTS TO FILL NEEDS.

AND EACH OF THESE NEEDS FALLS INTO ONE OF THE BASIC MOTIVATION WHICH GOVERNS HUMAN BEINGS.

PHYSIOLOGICAL NEED IS PROBABLY THE MOST POWERFUL OF ALL. IT AFFECTS THE VERY BASICS OF LIFE: FOOD, CLOTHING AND SHELTER. IT IS ONLY WHEN THESE NEEDS ARE FILLED TO A SATISFACTORY LEVEL, THAT A PERSON MAY SUCCUMB TO THE OTHERS.

SECURITY IS THE LOGICAL SEQUEL TO THE FILLING OF PHYSIOLOGICAL NEEDS. ONCE A PERSON HAS THE BASICS, HE WANTS TO PROTECT THEM. HE WISHES TO ELIMINATE UNCERTAINTY FROM HIS LIFE AND BRING ORDER INTO HIS HOME.

LOVE FOLLOWS THE PHYSIOLOGICAL AND SECURITY NEEDS QUITE CLOSELY. A PERSON WHO HAS THE BASIC NECESSITIES OF LIFE AND A SUFFICIENT DEGREE OF SECURITY TURNS TO THE FAMILY, FRIENDS OR LOVED ONES FOR ACCEPTANCE. THE NEED TO BELONG ESTABLISHES ITSELF. THERE IS ALSO THE STRONG DESIRE TO BECOME A MEMBER OF SOMETHING.

SELF-ESTEEM IS THE STAGE AT WHICH A PERSON IS REALLY SEEKING SELF-CONFIDENCE. HERE THE PERSON NOT ONLY SETS OUT TO ACHIEVE BUT ALSO TO ENSURE THAT THE ACHIEVEMENTS ARE COMMUNICATED TO THOSE WHO ARE OF SIGNIFICANCE IN THE ACHIEVER'S EYES.

SELF-FULFILLMENT IS THE GREATEST OF HUMAN NEEDS, MAINLY BECAUSE IT IS NEVER ACHIEVED. IT IS THE HUMAN QUALITY WHICH DOES NOT ACKNOWLEDGE SATISFACTION.

LETS CONCLUDE BY ASKING A QUESTION WHICH MAY WELL HAVE BEEN ASKED AT THE BEGINNING; ' AS ADVERTISING MEN WHAT ARE WE SEEKING WHEN WE  SAY WHO ARE WE TALKING TO '.

IN ALL HONESTY, WE ARE TRYING TO DETERMINE HOW THE CONSUMER SEES HERSELF OR HIMSELF. BECAUSE ONCE WE KNOW THE EXACT SELF-IMAGE OF A PERSON, IT BECOMES THAT MUCH EASIER TO FILL HIS OR HER NEEDS.

 

ADVERTISING....WHO ARE WE TALKING TO?

THE FUNCTION OF ADVERTISING IS TO INFLUENCE DECISIONS.

DECISIONS ARE TAKEN BY HUMAN BEINGS. THEREFORE, OUR FIRST STUDY OF ADVERTISING MUST BE HUMAN NATURE, IN RELATION TO THE TASK IN HAND. SO WE TRY AND  ASCERTAIN WHY PEOPLE BEHAVE THE THE WAY THEY DO.

TO DO THIS, WE MUST STUDY THE HUMAN BEING IN TWO STATES; AS AN INDIVIDUAL AND AS PART OF A PEER ( OR REFERENCE ) GROUP. BECAUSE IT IS ONLY WHEN WE UNDERSTAND THE BEHAVIOUR OF THE CUSTOMER THAT WE CAN BEGIN TO APPLY GO PRINCIPLES OF GOOD ADVERTISING.

THE TWO GROUPS EXAMINED ON THE INSIDE

ANY PURCHASING DECISION IS FIRST INFLUENCE BY THE PERSONALITY OF THE PERSON CONCERNED. TO HELP AN ADVERTISER DECIDE ON WHICH TYPE OF PERSONALITY HE SHOULD AIM HIS PRODUCT AT, PHILIP KOTLER HAS PROVIDED FOLLOWING LIST.

RANGE

COMPULSIVE TO NON-COMPULSIVE

EXTROVERT TO INTROVERT

DEPENDENT TO INDEPENDENT

CONSERVATIVE TO LIBERAL TO RADICAL

LEADER TO FOLLOWER

HIGH ACIIEVER TO LOW ACHIEVER

OF COURSE, NO SINGLE PERSONALITY WILL FALL INTO ANY ONE CATEGORY PERFECTLY, NOR WILL PEOPLE USUALLY BE AT ONE EXTREME OR THE OTHER OF THE RANGE; BUT PLOTTING OUT A CONSUMER PROFILE ON SUCH LINES WILL HELP TO IDENTIFY THE ATTRIBUTES WHICH WILL INFLUENCE COMMUNICATION. BUT IT IS CERTAINLY ESSENTIAL TO CLASSIFY OUR PROSPECTS ACCORDING TO THEIR CHARACTERISTICS SO THAT WE KNOW WHICH TYPE OF CONSUMER NATURE WE SHOULD APPEAL TO.

THE FIVE SENSES

THOUGH WE COMMONLY BELIEVE THAT PEOPLE JUDGE PRODUCTS BY ONE OR MORE OF THE SENSES, SIGHT, SMELL, TOUCH, HEARING AND TASTE, THIS IS NOT EXACTLY TRUE.

WHAT PEOPLE ARE REALLY DOING IS COMPARING RATHER THAN JUDGING. THEY ARE PLACING THE PRODUCT WITHIN A REFERENCE FRAME FORMED FROM THEIR OWN EXPERIENCES AND ALSO OF THEIR ASPIRATION GROUPS.

THE PERSON WHO IS ASKED HIS OPINION ON A DISH OF SHRIKHAND, BASES HIS DECISION ON THE BEST SHRIKHAND HE HAS TASTED, OR THE ONE HE NORMALLY HAS, OR WHAT HIS MOTHER MAKES AT HOME. HIS OPINION IS ALSO INFLUENCED BY WHETHER HIS ASPIRATION GROUP CONSIDER SHRIKHAND AN ACCEPTABLE OR UNACCEPTABLE DISH.

THEREFORE, TO CREATE EFFECTIVE ADVERTISING IT IS VERY NECESSARY TO TRY AND UNDERSTAND THE STANDARDS BY WHICH TARGET AUDIENCE WILL JUDGE THE PRODUCT, NOT THOSE OF THE PEOPLE ENTRUSTED WITH THE SELLING THE PRODUCT.

THE CONSUMER REACTION IS NOT SOMETHING WHICH SHOULD BE GUESSED AT. IF SUFFICIENT KNOWLEDGE IS NOT AVAILABLE ON HOW THE CONSUMER CAN BE EXPECTED TO REACT, IT MUST BE OBTAINED THROUGH RESEARCH.

PS: NEXT PART OF THIS PIECE SHALL BE UPLOADED TOMORROW

 

JAAN JAANE KO HAI

AAJ TAU RUK JAAO
KABHI TUM NE MERI BAAT NA MAANI
KABHI TUM NE MERE DIL KI NA SUNI
AAJ KA DIN
MERA AAKHRI DIN HAI
ISS DUNIYA MEIN
KHDARA
AAJ TAU RUK JAAO

JANAM JANAM KE RISHTE...EK AFSAANA

USS SE MERI MULAAQAT , EK AISI HI SHAAM HUYEE THI.WOH EK HASEEN SHAAM THI. SOORAJ DHEERE-DHEERE PASCHIM KI ORR APNE PAIR BADHA RAHATH. SAMUNDAR KE KINARE KUCH LOG CHAHAL-QADMI KAR RAHE THE, UNN DINO SAMANDAR KINARE ITNI BHEED NAHIN HUA KARTI THI KE DUM GHUT JAAYE JABKE LOG SAMANDAR KINARE TAAZA HAWA LENE JAATE HAIN.

KUCH CHAAT KHA RAHE THEAUR KUCH LOG THANDI RET PAR BATHDI THANDI-THANDI HAWAON KA AANAND LE RAHE THE.MAIN, GEELI RET PAR AAHISTA AAHISTA QADAM JAMATA CHALA JAA RAHA THA.HAATH MEIN CIGRATTE THA JO BAAR-BAAR MERE HONTON SE LAGTA AUR PHIR DHUAN HONTON SE NIKAL KAR HAWA MEIN CHAARON ORR PHAILNE LAGTA. USS ROZ SHAAM BHI KHUSGAWAR THA AUR MERA MOOD BHI KAAFI ACHCHA THA.

KUCH DER BAAD POORA SOORAJ PAANI MEIN GHAYEB HO GAYA. ANDHERA CHAARON ORR PHAIL GAYA. MAIN NE APNE QADAM SADAK KI ORR BADHAYE,\. ABHI MAIN MUSHKIL SE DO-CHAAR QADAM HI BADHAYE THE KE WOH MUJHE NAZAE AAYEEWAISE TAU MAIN USSE PEHLI BAAR DEKH RAHA THALEKIN MUJHE LAGA JAISE MAIN USSE BARSON SE JAANTA HUN.AKSAR AISA HOTA HAI KE KE HUM KISI KO PEHLI BAAR DEKHTE HAIN LEKIN AISA LAGTA HAI JAISE HUM USSE EK MUDDAT SE JAANTE HON. HO SAKTA HAI SHAYED YAHI PICHLE JANAM KE RISHTE KI BAAT HO.

MUJHE BHI AISA LAGA JAISE MAIN EK NAHIN KAI JANMON SE USS KO JAANTA HUN. HALKI GULAABI QAMEEZ AUR SAFED CHOODI-DAAR AUR GULABI DUPATTE MEIN USS KA GULAB SA CHEHRA MAIN NE DEKHA TAU DEKHTA HI REH GAYA. USS NE BHI MUJHE UCHAT-TI NAZRON SE DEKHA AUR AAGE BADH GAYEE.

USS KE BBAAD MAIN GHAR AA GAYA. ISS GHATNA KO KAI DIN BEET GAYE. MAIN BHOOLA TAU NAHIN THA LEKIN KUCH BEKHABRI KA AALAM THA. JAISE HUM AKSAR KISI BAAT KO BHOOLTE NAHIN HAIN LEKIN WOH HAR WAQT HAMARE DIMAAGH PAR CHAAYEE NAHI  REHTI HAI.

SUBAH-SAVERE MAIN TAYYAR HO KAR OFFICE JAANE KE LIYE GHAR SE NIKLA HI THA KE MUJHE SADAK PAR WOH PHIR NAZAR AA GAYEE . ULJHE-ULJHE BAAL, NEEND MEIN DOOBI AANKHEN AUR KAPDON PAR PADI SHIKAN KEH RAHI THI KE KE USS KA GHAR WAHAN SE DOOR NAHIN THA, WOH KAHIN AAS-PAAS HI REHTI THI AUR SUBAH-SUBAH TAYYAR HUYE BINA HI KISI KAAM SE NIKAL PADI HAI.

....TO BE CONTINUED

ALLAMA IQBAL..GHAZL

KABHI AYE HAQEEQAT-E-MUNTAZAR, NAZAR AA LIBAAS-MAJAZ MEIN
KE HAZAARON SIJDE TADAP RAHE HAIN MERI JABEEN-E-NIYAAZ MEIN

TU BACHA-BACHA KE NA RAKH ISSE, TERA AAINA HAI WOH AAINA
KE SHAKISTA HO TAU AZEEZ TAR HAI NIGAAH-E-AAINA SAAZ MEIN

NA KAHI JAHAN MEIN AMAAN MILI, JO AMAAN MILI TAU KAHAN MILI
MERE JURM-E-KHAANA KHARAAB KO TERE AFW-E-BAMDA NAVAAZ MEIN

JO MAIN SAR-B-SIJDA HUA KABHI , TAU ZAMEEN SE AANE LAGI SADA
TERA DIL TAU HAI SANAM AASHNA, TUJHE KYA MILE GA NAMAAZ MEIN

ADVERTISING CREATIVE...RESEARCH

FACT-THE BASIS OF AN EFFECTIVE ADVERTISING CAMPAIGN

ULTIMATELY, THE CHANCES OF AN ADVERTISING CAMPAIGN ACHIEVING ITS OBJECTIVES ( CREATING AWARENESS, ESTABLISHING BRAND PREFERENCE, OR PERSUADING PEOPLE TO BUY ) WILL DEPEND TO A LARGE EXTENT ON HOW WELL THE ADVERTISER HAS UNDERSTOOD HIS CONSUMERS, MARKET CONDITIONS, HIS PRODUCT, AND MEDIA  VEHICLES ( TELEVISION, RADIO, PRINT PUBLICATIONS, INTERNET ETC. )HE IS USING TO TALK TO HIS CONSUMERS. KNOWLEDGE OF THESE ELEMENTS- THE CONSUMER, THE MARKET, THE PRODUCT AND THE MEDIA MIX- CAN BE OBTAINED BY THE MANUFACTURER THROUGH RESEARCH.

WHEN COMPETITION INCREASED IN MANY INDUSTRIES AND SELLERS FOUND THEMSELVES IN A POSITION WHERE BUYERS HAD THE UPPER HAND, SELLERS BECAME CONVINCED THAT IN ORDER TO SURVIVE IN BUSINESS THEY HAD TO STUDY THE CONSUMER, DISCOVER (  TROUGH RESEARCH ) WHAT SHE WANTED, AND THEN PRODUCE AND SUPPLY A PRODUCT THAT WOULD SATISFY THESE WANTS. THIS ATTITUDE CAME TO BE KNOWN AS MARKETING CONCEPT. THE MARKETING CONCEPT PLACES IMPORTANCE ON THE CONSUMERS' NEED.

THE USE OF CONSUMER RESEARCH AS THE BASIS OF AN ADVERTISING CAMPAIGN ORIGINATES FROM THE MARKETING CONCEPT. TODAY, AN ENLIGHTENED MANUFACTURER SEEKS TO KNOW:

EXACTLY WHICH CONSUMERS ARE MOST LIKELY TO BUY HIS PRODUCT? WHAT IS THEIR AGE, EDUCATION AND INCOME LEVELS? WHERE ARE THEY GEOGRAPHICALLY LOCATED? 

ARE THEY ALREADY BUYING ANOTHER BRAND IN THIS PRODUCT CATEGORY? WHAT DO THEY LIKE ABOUT THE BRAND? WHAT ARE THE REASONS FOR THEIR NOT BUYING THESE BRANDS ( OTHER THAN THEIR FAVOURITE ) THAT ARE CURRENTLY AVAILABLE IN THE MARKET ?

HOW LONG HAVE THEY BEEN PATRONISING THEIR PRESENT BRAND ? SIX MONTHS? A YEAR ? FIVE YEARS ?  TEN YEARS ?

HOW OFTEN DO THEY PURCHASE THE PRODUCT ?  HOW SOON THEY CONSUME IT ? IS THE PERSON WHO BUYS THE PRODUCT THE SAME AS THE PERSON WHO USES THE PRODUCT ( THE BUYER AND USER OF A PRODUCT MAY NOT BE THE SAME PERSON, E.G. A WIFE A WIFE BUYING AN AFTER SHAVE LOTION FOR HER HUSBAND, OR A MOTHER BUYING A SAOP FOR HER SIS-YEAR OLD )? WHAT PUBLICATIONS DO THEY READ, CINEMAS DO THEY VISIT? WHEN DO THEY WATCH TELEVISION ? WHAT PROGRAMME ?

NATURALLY, THE TYPE OF INFORMATION COLLECTED IN A CONSUMER RESEARCH  SURVEY WILL DEPEND ON WHAT THE MANUFACTURER WANT TO KNOW IN THE FIRST PLACE, ABOUT HIS CONSUMERS. 

THERE ARE TWO TYPES OF INFORMATION WHICH ARE OBTAINED IN A CONSUMER REASAERCH. THE FIRST CATEGORY OS QUESTIONS IS PURELY DESCRIPTIVE IN NATURE; IT SEEKS ANSWERS TO QUERIES SUCH AS WHO BUYS WHAT, HOW MUCH OF IT, WHEN AND HOW OFTEN WHERE ARE BUYERS LOCATED; WHAT ARE THEIR AGE, EDUCATION INCOME PROFILES, AND SO ON. ANSWERS TO THESE QUESTIONS CAN BE OBTAINED LARGELY BY THE DIRECT QUESTIONS-ANSWER TECHNIQUE WHERE THE INTERVIEWER 

ASKS QUESTIONS OF THE RESPONDENT AND NOTES THE ANSWERS  DOWN..

ANSWERS TO THIS TYPE OF QUESTIONS CAN RARELY BE ACCURATELY OBTAINED BY DIRECT QUESTION-ANSWER APPROACH. ACCORDING TO PROFESSOR PAUL E GREEN AND DONALD S TULL, " PSYCHOLOGISTS HAVE LONG RECOGNISED THAT DIRECT QUESTIONING OF PATIENTS IS FREQUENTLY OF LITTLE VALUE FOR DIAGNOSTIC PURPOSES.THE PATIENT IS USUALLY UNABLE AND OFTEN UNWILLING TO GIVE ACCURATE ANSWERS TO DIRECT QUESTIONS. TO SOLVE THIS PROBM, A NUMBER OF TECHNIQUES HAVE BEEN DEVISED TO OBTAIN INFORMATION BY INDIRECT MEANS. MOST OF THESE TECHNIQUES EMPLOY PRINCIPLE OF PROJECTION.THAT IS ,  THE SUBJECT GIVEN  THE DESCRIPTION A NON-PERSONAL, AMBIGUOUS SITUATION AND ASKED TO DESCRIBE IT. THE PERSON GIVING THE DESCRIPTION WILL NEED TO INTERPRET THE SITUATION IN TERMS OF HIS OWN NEED, MOTIVES, AND VALUES. "

THE TECHNIQUE USED TO ELICIT THE REASON FOR A CONSUMER'S BEHAVIOUR ARE SOMETIMES TERMED " PSYCHOLOGICAL METHODS ".

URDU POETRY...SAHIR LUDHIANVI

JO TAAR SE NIKLI HAI, WOH DHUNN SAB NE SUNI HAI
JO SAAZ PE GUZRI HAI WOH KIS DIL KO PATA HAI

HUM PHOOL HAIN, AURON KE LIYE LAAYE HAIN KHUSHBOO
APNE LIYE LE-DE KE BAS EK DAAGH MILA HAI

URDU POETRY...SALEEM KAUSAR

MAIN KHYAAL HUN KISI AUR KA, MUJHE SOCHTA KOI AUR HAI
SAR-E-AAINA MERA AKS HAI PAS-E-AAINA KOI AUR HAI

MAIN KISI KE DAST-E-TALAB MEIN HUN TAU KISI KE HARF-E-DUA MEIN HUN
MAIN NASEEB HUN KISI AUR KA, MUJHE MAANGTA KOI AUR HAI

WAHI MUNSIFON KI RAVAYETEIN, WAHI FASEELON KI IBAARATEIN
MERA JURM TAU KOI AUR THA PE MERI SAZAA KOI AUR HAI

JO MERI RIYAZAT-E-NEEM SHAB KO SALEEM SUBAH NA MIL SAKI
TAU PHIR ISS KE MAANI TAU YEH HUYE KE YAHAN KHUDA KOI AUR HAI

URDU POETRY,,,PARVEEN SHAKIR

1.MERE CHEHRE PE GHAZAL LIKHTI GAYEEN
   SHER KEHTI HUYEE AANKHEN USS KI

2. TERI CHAAHAT KE BHEEGE JUNGLON MEIN
     MERA TAN, MOR BAN KAR NAACHTA HAI

3. USS NE JALTI HUYEE PESHANI PE JAB HAATH RAKHA
     ROOH TAK AA GAYEE TAASEER MASEEHAYEE KI

URDU POETRY...ISMAIL MERATHI( MUST READ )

KABHI BHOOL KAR KISI SE , NA KARO SULOOK AISA
KE JO KOI TUM SE KARTA, TUMHEIN NAGAWAAR HOTA

URDU POETRY...DAAGH

KHOOB PARDA HAI KE CHILMAN SE LAGE BAITHE HAIN
SAAF CHUPTE BHI NAHIN, SAAMNE AATE BHI NAHIN

ZEEST SE TANG HO AYE DAAGH TAU JEETE KYUN HO
JAAN PYARI BHI NAHIN, JAAN SE JAATE BHI NAHIN

URDU POETRY...DAAGH

KAABE KI HAVAS HAI, JABHI KOO-E-BUTAAN KI HAI
MUJH KO KHABAR NAHIN, MERI MITTI KAHAN KI HAI

URDU HAI JIS KA NAAM, HUM HI JAANTE HAIN DAAGH
HINDUSTAN MEIN DHOOM HAMARI ZABAAN KI HAI

RDU POETRY...DAAGH

RUKH-E-ROSHAN KE AAGE SHAMA RAKH KAR WOH YEH KEHTE HAIN
UDHAR JAATA HAI DEKHEN YA IDHAR PARWANA AATA HAI

DAGHA, SHOKHI, SHARARAT, BE HAYAYEE, FITNA PARVAAZI
TUJHE KUCH AUR BHI AYE NARGIS-E-MASTANA AATA HAI

RDU POETRY...DAAGH

KHAATIR SE YA LIHAAZ SE MAIN MAAN TAU GAYA
JHOOTI QASAM SE AAP KA IMAAN TAU GAYA

DEKHA HAI BUTKADE MEIN JO AYE SHAIKH, KUCH NAPOOCH
IMAAN KI TAU YEH HAI KE IMAAN TAU GAYA

HOSH-O-HAVAAS, TAAB-O-TAWAN DAAGH JAA CHUKE
AB HUM BHI JAANE WALE HAIN, SAMAAN TAU GAYA

RDU POETRY...DAAGH

GHAZAB KIYA TERE VAADE PE AITBAAR KIYA
TAMAAM RAAT QAYAMAT KA INTEZAAR KIYA

TUJHE TAU VAADA-E-DEEDAR HUM SE KARNA THA
YEH KYA KIYA KE JAHAAN KO UMMEEDVAAR KIYA

RDU POETRY...NAZIM

VAFA KI HUM NE AUR TUM NE JAFA KI
TUM ACHCHE, HUM BURE, QUDRAT KHUDA KI

RDU POETRY...NIZAM RAMPURI

ANGDAI WOH  BHI LENE NA PAYE UTHAA KE HAATH
DEKHA JO MUJH KO, CHORR DIYE MUSKURA KE HAATH

URDU POETRY...NIZAAM RAMPURI

ANDAAZ APNA DEKHTE HAIN AAINE MEIN WOH
AUR YEH BHI DEKHTE HAIN KOI DEKHTA NA HO

KIS-KIS TARAH SATATE HAIN YEH BUTT HAMEIN
HUM AISE HAIN KE JAISE KISI KA KHUDA NA HO

VIGYAPAN---KYA JHOOTH KYA SACH

VIGYAPANON KO LE KAR AAM JANTA KE MANN MEIN KAI BHRANTIYAN HAIN, YEH BHRANTIYAN, ASAL MEIN VIGYAPAN AALOCHAKON KI DEN HAIN. AAIYE, DEKHEN KE JHOOTH KYA HAI AUR SACH KYA.

BHRANTI: ADHIKTAR VIGYAPAN JHOOTHE, BADHE-CHADHE AUR DHOKA DENE WAALE HOTE HAIN.

SACH: AISE VIGYAPAN UTPAADAK KE LIYE AATM-HATYA KARNE KE BARABAR HOTE HAIN KYUNKI UPBHOKTA KO EK BAAR HI MOORKH BANAYA JAA SAKTA HAI, BAAR-BAAR NAHIN.

BHRANTI: VIGYAPANON KE KAARAN AAM JEEVAN MEIN AISI AAVSHAYKTAON KA PADARPAN HOTA HAI JIN KA PEHLE KOI ASTITVA NAHIN THA.

SACH: VIGYAPAN KABHI BHI KISI NAYEE AAVASHAYKTA KO JANAM NAHIN DE SAKTE HAIN. VIGYAPAN KEVAL AVIKSIT ABHILASHAON KO HI VIKSIT KARTE HAIN. AGAR KOI UTPAAD VARTAMAAN AAVASHAYKTA PAR KHARA NA UTRE YA KISI ABHILASHA KO POORA NA KARE TAU USS KA BAZAAR MEIN TIK PAANA SAMBHAV HI NAHIN HAI.

BHRANTI: BADI COMPANIYON KE VIGYAPANON KE KAARAN NAI AUR CHOTI IKAIYON KO BAZAAR MEIN PRAVESH NAHIN MIL PAATA HAI.

SACH: VIGYAPAN HI WOH MADHYAM HAI JIS KE SAHARE NAI IKAIYAN BAZAAR MEIN PADARPAN KARTI HAIN. EK DOOKANDAAR APNE KSHETRA MEIN UTNI HI DHOOM-DHAAM SE VIGYAPAN KAR SAKTA HAI JITNI DHOOM-DHAAM SE RASHTRIYA STAR KE UTPADAK KARTE HAIN.

BHRANTI: VIGYAPAN SE EKADHIKAAR KO BADHAVAA MILTA HAI.

SACH: UTPAADAK CHAHE JITNA VIGYAPAN KAR LE, WOH KABHI BHI SAARE BAAZAR PAR APNA ADHIKAAR NAHIN BANA PAAYE GA, BALKI EK STAR TAK VIGYAPAN ABHIYAN CHALA LENE KE BAAD SAARI PRAKIRYA LAGBHAG ULTI HONE LAGTI HAI AUR NAYE PRATISPARDHIYON KO BAZAAR MEIN PRAVESH KARNE KE AVSAR MILTE HAIN. SANCHAR MADHYAMON MEIN BIKNE WAALE VIGYAPAN STHANON AUR SAMAY PAR KISI KA BHI EKADHIKAAR NAHIN HAI AUR NA HI NAYE IDEA KISI KI BAPAUTI HAIN. 

URDU POETRY...SHAKEEL BADAYUNI

WAHI KAARVAN, WAHI RAASTE, WAHI ZINDAGI, WAHI MARHALE
MAGAR APNE-APNE MAQAAM PAR, KABHI TUM NAHIN, KABHI HUM NAHIN

RDU POETRY...SAAQIB LUCKNAVI

BAAGHBAN NE JAB AAG DI  AASHIYANE KO MERE
JIN PE TAKIYA THA WAHI PATTE HAWA DENE LAGE

MUTTHIYON MEIN KHAAK LE KAR  DOST AAYE WAQT-E-DAFAN
ZINDAGI BHAR KI MOHABBAT KA SILA DENE LAGE

URDU POETRY...SAAQIB LUCKNAVI

ZAMANA TAU BADE GHAUR SE SUN RAHA THA
HUM HI SO GAYE DAASTAN KEHTE-KEHTE

URDU POETRY...AAGHA HASHAR

AYE HASHAR DEKHNA TAU, YEH HAI CHAUDHVIN KA CHAAND
YAA AASMAN KE HAATH MEIN TASVEER YAAR KI

RDU POETRY...FAANI BADAYUNI

ZIKR JAB CHID GAYA QAYAMAT KA
BAAT PAHUNCHI TERI JAWANI TAK

RDU POETRY...FAANI BADAYUNI

BANTI NAHIN HAI SABR KO RUKHSAT KIYE BAGHAIR
KAAM UNN KI BE=QARAAR NIGAHON SE PAD GAYA

ALLAH RE! JOSH-E-BAAD-E-BAHAARI TERA ASAR
PAIMAANA LADKHADA KE SURAHI SE LAD GAYA

VAADE KI RAAT GARDISH-E-IFLAAK RUK GAYEE
JAB TUM SE BAN GAYEE TAU ZAMANA BIGAD GAYA

URDU POETRY..FAANI BADAYUNI

EK MUAMMA HAI SAMAJHNE KA NA SAMJHANE KA
ZINDAGI KAAHE KO HAI, KHWAB HAI DEEWANE KA

HAR NAFAS, UMR-E-GUZISHTA KI HAI MAYYAT FAANI
ZINDAGI NAAM HAI MAR-MAR KE JIYE JAANE KA

MEER TAQI MEER...ULTI HO GAYEEN...

ULTI HO GAYEEN SAB TADBEEREIN KUCH NA DAWA NE KAAM KIYA
DEKHA? ISS BEEMARI-E-DIL NE AAKHIR KAAM TAMAAM KIYA

( ALL MY PLANS HAVE GONE AMISS, ALL REMEDIES HAVE FAILED
   LO, THIS ACHE OF HEART, AT LAST, HAS CUT SHORT MY LIFE )

NA HAQ HUM MAJBOORON PAR YEH TOHMAT HAI MUKHTAARI KI
CHAHTE HAIN SO AAP KAREIN, HUM KO ABAS BADNAAM KIYA

( WHY ARE WE, THE HELPLESS MORTALS, ACCUSED OF HAVING SOVEREIGN WILLS
   WHY ARE WE UNJUSTLY BLAMED, WHEN ONLY YOUR WILL PREVAILS? )

YAAN KE SAPEED-O-SIYAH MEIN HUM KO DAKHAL JO  HAI SO ITNA HAI
RAAT KO RO-RO SUBAH KIYA AUR DIN KO JUN TUN SHAAM KIYA

( IN THE BLACK AND WHITE OF LIFE, THIS IS OUR ONLY ROLE
  TO CRAWL, SOMEHOW, FROM DAY TO NIGHT, WITH TEARS THE LIGHT TO DAY )

MEER KE DEEN-O-MAZHAB KO AB POOCHTE KYA HO UNN NE TAU
QASHQA KHEENCHA, DAIR MEIN BAITHA, KAB KA TARK ISLAAM KIYA

( WHY ASK OF MEER'S CREED, HE HAS SINCE RENOUNCED ISLAAM
   HIS BROW SUPPORTS A SACRED MARK, A TEMPLE IS HIS HERMITAGE )

MEER TAQI MEER...PATTA-PATTA BOOTA-BOOTA

PATTA PATTA BOOTA BOOTA HAAL HAMARA JAANE HAI
JAANE NA JAANE GUL HI NA JAANE BAAGH TAU SAARA JAANE HAI

( EACH AND EVERY LEAF AND PLANT MY PLIGHT DOTH KNOW
  THE ROSE ALONE KNOWETH NOT WHAT ALL GARDEN KNOWS )

CHAARA GARI BEEMARI-E-DIL KI RASM-E-SHAHAR-E-HUSN NAHIN
WARNA DILBAR-E-NAADAN BHI USS DARD KA CHAARA JAANE HAI

( NURSING AILING HEARTS IS SOMETHING ALIEN TO THE BEAUTY'S CREED
   ELSE EVEN MY WITLESS LOVE THE REMEDY FOR MY AILMENT KNOWS )

AASHIQ TAU MURDA HAI HAMESHA JI UTHTA HAI DEKHE USSE
YAAR KE AA JAANE KO YAKAYAK UMR DOBAARA JAANE HAI

( THE LOVER LIES STARK DEAD TILL REVIVED BY LOVE
   THE ARRIVAL OF HIS DARLING MATE SETS HIM AGLOW )

URDU POETRY,,BAHADUR SHAH ZAFAR,,NA KISI KI

NA KISI KI AANKH KA NOOR HUN NA KISI KE DIL KA QARAAR HUN
JO KISI KE KAAM NA SAKE MAIN WOH EK MUSHT-E-GHUBAAR HUN

MERA RANG ROOP BIGAD GAYA, MERA YAAR MUJH SE BICHAD GAYA
JO CHAMAN KHIZAN SE UJAD GAYA MAIN USI KI FASL-E-BAHAAR HUN

DE FAATEHA KOI AAYE KYUN, KOI CHAAR PHOOL CHADAYE KYUN
KOI AA KE SHAMA JALAYE KYUN, MAIN WOH BEKASI KA MAZAAR HUN

NA TAU MAIN KISI KA HABEEB HUN NA TAU MAIN KISI KA RAQEEB HUN
JO BIGAD GAYA WOH NASEEB HUN JO UJAD GAYA WOH DAYAAR HUN

URDU POETRY...BAHADUR SHAH ZAFAR..LAGTA NAHIN

LAGTA NAHIN HAI HAI JEE MERA UJDE DAYAAR MEIN
KIS KI BANI RAHI HAI AALAM-E-NAPAAYEDAAR MEIN

KEH DO INN HASRATON SE KAHIN AUR JAA BASEN
ITNI JAGAH KAHAN HAI DIL-E-DAAGHDAAR MEIN

UMR-E-DARAAZ MAANG KE LAYE THE CHAAR DIN
DO AARZOO MEIN KAT GAYE DO INTEZAAR MEIN

KITNA HAI BADNASEEB ZAFAR DAFN KE LIYE
DO GAZ ZAMEEN BHI NA MIL SAKI KOO-E-YAAR MEIN

URDU POETRY...RAJINDER MANCHANDA BAANI 2

DAMAK RAHA THA BOHOT YUN TAU PAIRAHAN USS KA
ZARA SE LAMS NE ROSHAN KIYA BADAN USS KA

( HER ROBE WAS GLIMMERING BRIGHT, ALREADY, OF COURSE
   ENOUGH WAS A SOFT CARESS TO SET HER BODY A GLOW )

URDU POETRY...LAI HAYAT...ZAUQ

LAAI HAYAT AAYE QAZA LE CHALI CHALE
APNI KHUSHI SE AAYE NA APNI KHUSHI CHALE

KAM HON GE ISS BISAAT PE HUM JAISE BAD-QUMAAR ( BAD GAMBLER )
JO CHAAL HUM CHALE SO NIHAYET BURI CHALE

BAHTAR TAU HAI YAHI KE NA DUNIYA SE DIL LAGE
PAR KYA KAREIN JO KAAM NA BE-DIL-LAGI CHALE

DUNIYA NE KIS KA RAAH-E-FANAA MEIN DIYA HAI SAATH
TUM BHI CHALE CHALO YUN HI JAB TAK CHALI CHALE

JAATE HAWA-E-SHAUQ MEIN HAIN ISS CHAMAN SE ZAUQ
APNI BALA SE BAAD-E-SABA AB KABHI CHALE

URDU OETRY...BRIJ NARAIN CHAKBAST

DARD-E-DIL, PAAS-E-VAFA, JAZBA-E-IMAAN HONA
AADMIYAT HAI YAHI AUR YAHI INSAAN HONA

( FIDELITY, COMPASSION, ABIDIN FAITH
  THESE COMPRISE HUMINITY, THESE A MAN DO MAKE )

NAV GRIFTAAR-E-BALA TARZ-E-FUGHAAN KYA JAANEIN
KOI NASHAAD SIKHA DE INHEIN NAALAN HONA

( WHAT KNOW THEY OF THE MODE OF WAILING, THESE NEO-VICTIMS OF FAITH
   LET SOMEONE USED TO SORROW, TEACH THEM PLAINTIVE LAYS )

ZINDAGI KYA HAI, ANAASIR MEIN ZAHUR-E-TARTEEB
MAUT KYA HAI INHI IJZAA KA PARESHAN HONA

( WHAT IS LIFE BUT ELEMENTS ORDERLY ARRANGED
   WHAT IS DEATH BUT ELEMENTS DIFFUSED, DESTROYED )

URDU POETRY,,,RAJINDER MANCHANDA BAANI

HARI SUNEHRI KHAAK UDAANE WAALA MAIN
SHAFAQ-SHAJAR TASVEER BANANE WAALA MAIN

( I'M THE SCATTERER OF DUST, GOLDEN-HUED AND GREEN
  I'M THE PAINTER OF TREES, AND TWILIGHT SCENES )

KHILA KE SAARE RANG SAMETNE WAALI SHAAM
SHAB KI MIZHA PAR KHWAB SAJANE WAALA MAIN

( EVENING SHALLOWS ALL THE COLOURS SUSPENDED IN THE SPACE
  I DECK THE LASHES OF NIGHT WITH THE GLIMMERING DREAMS )

FIZA KA PEHLA PHOOL KHILANE WALI SUBAH
HAWA KE SUR MEIN GEET MILANE WAALA MAIN

( MORNING WAKES THE VIRGIN BUDS, SETS THEM ALL ABLOOM
  I MERGE MY MUSIC WITH FLOWING WINDS AND BEAMS )

BAAHR BHEETAR FASAL UGAANE WAALA TU
TERE KHAZANE SADA LUTANE WAALA MAIN

( YOU PRODUCE THE WEALTH OF CROPS, WITHIN AND WITHOUT
   I SQUANDER AWAY YOUR STORES, SWEEP THEM ALL CLEAN )

CHAAR DISHAAYEN JAB AAPAS MEIN GHUL-MIL JAYEN
SANNATE KO DUA BANANE WAALA MAIN

( WHEN THE FOUR DIRECTIONS ALL TOGETHER BLEND
   I BUILD A SOLEMN PRAYER FROM THE SILENT SCENE )

TANG AA CHUKE HAIN...SAHIR LUDHINVI

TANG AA CHUKE HAIN KASHMAKASH-E-ZINDAGI SE HUM
THUKRA NA DEIN JAHAAN KO KAHIN BE DILI SE HUM

MAAYUSI-E-MAAL-E-MOHABBAT NA POOCHIYE
APNON SE PESH AAYE HAIN BEGAANGI SE HUM

LO, AAJ HUM NE  TOD DIYA RISHTA-E-UMMEED
LO, AB KABHI GILA NA KAREN GE KISI SE HUM

GAR ZINDAGI MEIN MIL GAYE PHIR ITTEFAQ SE
POOCHEN GE APNA HAAL TERI BE BASI SE HUM

URDU POETRY,,,AATISH

DAHAN PAR HAIN UNKE GUMAAN KAISE KAISE
KALAM AATE HAIN DARMIAAN KAISE KAISE

( HIS MOUTH INSCRUTABLE WHAT VARIOUS DOUBTS DOTH RAISE
   WHO KNOWS WHAT SORT OF WORDS ARE LOOSENED FROM ITS CAGE! )

ZAMEEN-E-CHAMAN GUL KHILATI HAI KYA KYA
BADLTA HAI RANG AASMAN KAISE KAISE

(  WHAT DIVERSE FLOWERS BLOOM AND BLOSSOM ON THE SOIL BENEATH
    WHAT VARIED HUES THE SUN REFLECTS IN ITS CHANGING FACE )

GHAM-O-GHUSSA-O-RANJ-O-ANDOH-O-HIRMAAN
HAMARE BHI HAIN MEHARBAAN KAISE KAISE

( GRIEF, GLOOM AND CARE, ANGER AND DESPAIR
   BENAFACTORS GALORE UPON ME WAIT )
    

URDU POETRY...BAHADUR SHAH ZAFAR

NAHIN ISHQ MEIN ISKA TAU RANJ HAMEN KE QARAR-O-SHAKEB ZARA NA RAHA
GHAM-E-ISHQ TAU APNA RFEEQ RAHA, KOI AUR BALA SE RAHA, NA RAHA

(  I DON'T REGRET THAT IN LOVE, I LOST MY POISE, MY CALM
   AT LEAST THE GRIEF OF LOVE WAS MINE, WHO CARES FOR OTHER BALMS )

DIYA APNI KHUDI KO JO HUM NE MITA, WOH JO PARDA SA BEECH MEIN THA NA RAHA
PARDE MEIN AB NA WOH PARDA NASHEEN, KOI DOOSRA USKE SIWA NA RAHA

(  TO SHED THE EGO IS TO LIFT THE BLINDS THAT BLUR THE VISION SUBLIME,
    THE VEILED BEAUTY DISCARDS ITS VEIL, OTHERNESS GETS DISARMED )


NA THI HAAL KI JAB HAMEN APNE KHABAR, RAHE DEKHTE AURON KE AIB-O-HUNAR
PADI APNI BURAIYON PAR JO NAZAR TAU NIGAAH MEIN KOI BURA NA RAHA

(  OBLIVIOUS OF OUR OWN FAULTS, WE FIND FAULTS IN OTHERS,
    ONCE WE SEE THE FLAWS WITHIN, NONE ELSE SEEMS DEFORMED )



ZAFAR AADMI USS KO NA JANIYE GA WOH HO KITNA HI SAAHAB-E-FAHAM-O-ZAKA
JISE AISH MEIN YAAD-E-KHUDA NA RAHI, JISE TAISH MEIN KHAUF=E-KHUDA NA RAHA

(  CALL HIM NOT A MAN, ZAFAR, HOWSOEVER WISE,
    WHO, IN JOY, FORGETS HIS LORD, IN RAGE RESPECTS NO QUALMS )

RDU POETRY...INSHA

KAMAR BAANDHE HUYE CHALNE KO YAAN SAB YAAR BAITHE HAIN
BOHOT AAGE GAYE, BAAQI JO HAIN, TAYYAR BAITHE HAIN

( ALL OF US WITH LIONS GRIT ARE WAITING FOR THE BARK,
  A GOOD MANY HAVE GONE BEFORE, THE REST WILL SOON EMBARK )

NA CHHED, AYE, NIKHAT=E=BAAD=E-BAHAARI, RAAH LAG APNI
TUJHE ATKHELIYAN SOOJHI HAIN, HUM BEZAAR BAITHE HAIN

( VEX US NOT, O FRAGRANT BREEZE, GO, MIND YOUR BUSINESS
   YOU ARE IN A MOOD TO TICKLE, WE FEEL DISTRAUGHT. )


  KAHAN SABR-O-TAHAMMUL, AAH! NANG-ONAAM KYA SHAIH HAI
YAHAN RO PEET KAR INN SUB KO HUM YAK BAAR BAITHE HAIN

( WHO CARES FOR POISE AND PATIENCE, WHAT IS NAME OR FAME?
   WE HAVE MOURNED OVER THIS STUFF, BURIED IT ONCE FOR ALL )

BHALA GARDISH FALAK KI CHHAIN DETI HAI KISE INSHA
GHANEEMAT HAI KE HUM SOORAT YAHAN DO CHAAR BAITHE HAIN

( THE WHIRWHEEL OF TIME, INSHA, SPARES NOT A SOUL,
  GOD BE THANKED, SOME FRIENDS ARE LEFT TO SIT TOGETHER AND TALK )
   

URDU POETRY...INSHA

JIGAR KI AAG BUJHE JIS MEIN WOH SHAIH LAA
LAGA KE BARF MEIN SAAQI SURAHI-E-MAI LAA

( SAAQI, BRING THE THING THAT MAY, AT ONCE QUENCH THE FIRE OF HEART,
  BRING THE FLASK OF WINE, KEPT IN A FROZEN CASK )

QADAM KO HAATH LAGAATA HUN, UTH KAHIN, GHAR CHAL
KHUDA KE WAASTE, ITNE TAU PAAON MAT PHAILA

( I TOUCH YOUR FEET, BESTIR YOURSELF, TIS TIME TO GO HOME,
  FOR GOD'S SAKE, DO NOT, STRETCH YOUR FEET SO FAR )

NAZAKAT USS KE MUKHDE KI DEKHIO INSHA
NASEEM-E-SUBAH JO CHOO JAYE, RANG HO MAILA

( MARK, INSHA, THE EXQUISITE GRACE OF HER LOVE LY FACE!
  EVEN A WHIFF OF MORNING BREEZE, ITS GLOSS WOULD MAR )

PARINDE KI FARYAAD...ALLAMA IQBAAL

AATA HAI YAAD MUJH KO GUZRA HUA ZAMAANA
WOH BAAGH KI BAHAAREIN WOH SAB KA CHEHCHAHAANA

AAZADIYAN KAHAN WOH AB APNE GHONSLE KI
APNI KHUSHI SE AANA, APNI KHUSHI SE JAANA

LAGTI HAI CHOT DIL PAR AATA HAI YAAD JIS DUM
SHABNAM KE AANUON PAR KALIYON KA MUSKURANA

WOH PYARI PYARI SOORAT , WOH KAAMINI MOORAT
AABAD JIS KE DUM SE THA MERA AASIYANA

AATI NAHIN NAHIN SADAAYEN USS KI MERE QAFAS MEIN
HOTI MERI RIHAI AYE KAASH MERE BAS MEIN

BACHCHON KI DUA..ALLAMA IQBAAL

LAB PE AATI HAI DUA BAN KE TAMANNA MERI
ZINDAGI SHAMAA KI SOORAT HO KHUDAYA MERI

DOOR DUNIYA KA MERE DUM SE ANDHERA HO JAYE
HAR JAGAH MERE CHAMAKNE SE UJAALA HO JAYE

HO MERE DUM SE YUNHI MERE VATAN KI ZEENAT
JIS TARAH PHOOL SE HOTI HAI CHAMAN KI ZEENAT

ZINDAGI HO MERI PARWANE KI SOORAT YAA RAB
ILM KI SHAMAA SE HO MUJHKO MOHOBBAT YAA RAB

HO KAAM MERA GHAREEBON KI HIMAYET KARNA
DARD-MANDONSE ZAEEFON SE MOHABBAT KARNA

MERE ALLAH BURAI SE BACHAANA MUJH KO
NEK JO RAAH HO USS RAAH PE CHALAANA MUJHKO

mila na dil ka....

MILA NA DIL KA KOI QADAR-DAAN ZAMAANE MEIN
YEH SHEESHA TOOT GAYA DEKHNE-DIKHANE MEIN

INSHA JI UTHO...IBN-E--INSHA

INSHAJI UTHO AB KOOCH KARO ISS SHAHR MEIN JEE KO LAGANA KYA
VAHSHI KO SUKUN SE KYA MATLAB, JOGI KA NAGAR MEIN THIKAANA KYA

ISS DIL KE DURDEEADA DAAMAN KO, DEKHO TAU SAHI, SOCHO TAU SAHI
JIS JHOLI MEIN SAU CHED HUYE, USS JHLOI KA PHILAANA KYA

SHAB BEETI,CHAAND BHI DOOB CHALA,ZANJEER PADI DARWAZE PAR
KYUN DER GAYE GHAR AAYE HO, SAJNI SE KARO GE BAHANAA KYA

USS ROZ JO UNN KO DEKHA, AB KHWAB KA AALAM LAGTA HAI
USS ROZ JO UNN SE BAAT HUYEE,WOH BAAT BHI THI AFSANA KYA

JAB SHAHAR KE LOG NA RASTA DEIN, KYUN BAN MEIN NA JA BISRAM KAREIN
DEEWANON SI NA BAAT KARE TAU AUR KARE DEEWANA KYA 

URDU POETRY..........INSHA

KEHTE HO TUM TAU DUM LE, PARE HAT, ABHI NAHIN
AUR AA NA JAAVE KOI, MERE JEE MEIN JEE NAHIN

" HAAN HAAN " HAI SAB SE AUR HAMIN SE " NAHIN " SO KYUN
KYUNKAR " NAHIN NAHIN NAHIN " KYUN AISE JEE NAHIN

MAIN NE KAHA AAIYE GA MERE PAAS KAB
BOLE " NAHIN NAHIN NAHIN " HAR GIZ KABHI NAHIN

ZARA SI BAAT PAR RAHE INSHA SE YUN KHAFA
" KYA JAANE KYA BALA HAI? TU KUCH AADMI NAHIN

AASAN KAAM NAHIN HAI VIGYAPAN KA NIRMAAN

APNE 35 BARAS KE ANUBHAV KE SAHAARE MAIN ISS NATEEJE PAR PAHUNCHA HUN KE BHARAT MEIN VIGYAPAN KE VYAVSAYE SE JUDE HAR VYAKTI KI EK HI SAMSAYA HAI, AUR WOH HAI ISS SANSAR MEIN HAR VYAKTI KE DO VYAVSAYE HONA.

JEE HAAN, ISS SANSAR MEIN HAR VYAKTI KE DO PESHE HOTE HAIN. EK, WOH JIS SE WOH VYAKTI SWAYAM JUDA HOTA HAI AUR DOOSRA PESHA HOTA HAI VIGYAPAN-BAAZI. HAR VYAKTI KO LAGTA HAI KE WOH KHUD HI VIGYAPAN KE KSHETRA MEIN MAAHIR HAI. USS KA VICHAAR HOTA HAI KE VIGYAPAN AAKHIR, HOTA HI KYA HAI, EK TASVEER AUR EK NAARE KE ILAAVA. EK PICTURE KHOJ LO. EK ACHCHA-BURA NAARA LIKH LO, BAS HO GAYA VIGYAPAN TAYYAR. TAB HI TO VIGYAPAN KE JIS ABHIYAN KO ADVRTISING AGENCIYAN MAHEENO KE PARISHRAM KE BAAD TAYYAR KARTI HAIN , UNHEIN UNKE CLIENT YA PHIR UNKI PATNIYAN YA PHIR GHAR KE NAUKAR-CHAAKAR TAK MINTON MEIN HI TEHAS-NEHAS KAR KE RAKH DETE HAIN.

JO LOG, VIGAYAPAN KE VYAVSAYE SE JUDE HAIN AUR SAHI ARTHON MEIN VAYVSAYIK HAIN, JAANTE HAIN KE EK NAARA AUR EK TASVEER TAK PAHUNCHNE MEIN KITNI TEHQEEQAT KARNE KI ZAROORAT HOTI HAI.JIS UTPAAD KA VIGYAPAN KARNA HOTA HAI, USS KE BAARE MEIN LAGBHAG SAB KUCH JAANNA AURR SAMJHNA PADTA HAI, MERI RAI MEIN VIGYAPAN KA VYAVSAYE 

a ghazal from hindi film " gaman "

SEENE MEIN JALAN AANKHON MEIN TOOFAN SA KYUN HAI
ISS SHAHR MEIN HAR SHAKHS PARESHAAN SA KYUN HAI

DIL HAI TAU DHADKNE KA BAHAANA KOI DHOONDE
PATTHAR KI TARAH DIL BHI BE-JAAN SA KYUN HAI

KYA KOI NAI BAAT NAZAR AATI HAI HUM MEIN
AAINA HAMEIN DEKH KAR HAIRAAN SA KYUN HAI

BAAT NIKLE GI TAU...SUNG BY JAGJIT SINGH

BAAT NIKLE GI
TAU PHIR
DOOR TALAK JAYE GI
LOG BE-WAJAH UDAASI KA SABAB POOCHEN GE
YEH BHI POOCHEN GE KE TUM ITNE PARESHAN KYUN HO
UNGLIYAN UTHEN GI SOOKHE HUYE BAALON KI TARAF
EK NAZAR DEKHEN GE GUZRE HUYE SAALON KI TARAF
CHOODIYON PAR BHI TANZ KASE JAYEN GE
KAANPTE HAATHON PAR BHI FIQRE KASE JAYEN GE
LOG ZAALIM HAIN, HAR EK BAAT KA TAANA DEN GE
BAATON-BAATON MEIN MERA ZIKR BHI LE AAYEN GE
UNKI BAATON KA ZARA SA BHI ASAR MAT LENA
VARNA CHEHE KE TASSUR SE SAMAJH JAYEN GE
CHAHE KUCH BHI HO  SAWALAAT NA KARNA UNN SE

DUNIYA BHAR KE MULKON MEIN HO GA BHARAT BADNAAM...SAHIR LUDHIANVI

KAUN SA THEKA LE KAR KIS NE KITNA MAAL BANAYA
KITNI UJRAT DI LOGON KO KITNA BILL DIKHLAYA
KAUN SI FILE KIS DAFTAR SE KAISE HO GAYEE CHORI
KIS NE KITNI GHADDARI KI, KITNI BHAI TIJORI
KIS MILL-MAALIK KE PAISE NE KITNE NOTE KAMAYE
KURSI MILI TAU DESH BHAGAT NE KITNE NOTE KAMAYE
RISHWAT SE HI CHUPE HUYE THE SAB KAALE KARTOOT
NANGE HO KAR SAAMNE AAYEN GE AB SABHI SAPOOT
DUNIYA BHAR KE MULKON MEIN HO GA BHARAT BADNAAM
BACHA LE, AYE MAULA, AYE RAM

SAHIR LUDHIANVI

CHAND KALIYAN NISHAAT KI CHUN KAR
MUDDATON MAHV-E-YAAS REHTA HUN
TERA MILNA KHUSHI KI BAAT SAHI
TUJH SE MIL KAR UDAAS REHTA HUN

SIYAST KE NAAM...WASEEM BARELVI

HUM NE LAFZON KO AITBAAR DIYA
TUM NE JEETE JEE UNN KO MAAR DIYA

HUM NE DIL JODNE KA KAAM KIYA
TUM NE ZEHNON KO INTESHAAR DIYA

HUM NE BAS PYAR BAANTNA CHAHA
TUM NE NAFRAT KA KAAROBAAR KIYA

EK KURSI ZAROOR JEET GAYE
TUM NE HINDUSTAN HAAR DIYA

RULES FOR EFFECTIVE ADVERTISING

1. IF YOU MAKE A CLAIM, PROVE IT.
2. DON'T LIE.
3. TIE YOUR CLAIMS TO CREDIBLE TESTIMONIALS.
4.DON'T BE A JOKER.
5. BE POSITIVE AND SPECIFIC.
6. CUT DOWN THE PUFFERY.
7. DON'T MAKE SOMETHING BIG OUT OF SOMETHING SMALL.

KIS KA KHUDA

KAL EK NETA NE KAHA
YEH TERA KHUDA, WOH MERA KHUDA
TU MUJH SE JUDA, MAIN TUJH SE JUDA

HUM NE TAU SUNA THA
SAB KA MAALIK EK HAI
JO USS KI RAAH PE CHALE
WAHI BANDA NEK HAI

DHARM KI SAB RAAHEIN
INSAANON NE KHUD HI BANAYEEN
AUR SADIYON TAK ISS KI
ROTIYAN BHI PET BHAR KHAAYEEN

JO USS KE BACHCHON KE AANSOO PONCHE GA
JO BHOOKE-NANGON KE BAARE MEIN SOCHE GA
JO INSAAN KO IZZAT BAKHSHE GA
WAHI USS KA BANDA KEHLAYE GA
WARNA
JAB WOH ROOTHE GA
JAB USS KA GHUSSA PHOOTE GA

TAB
HUM SOCHTE REH JAYEN GE
KIS KA KHUDA HAI
JO
ITNA ZAALIM HAI
KIS KA KHUDA HAI
JO
ITNA NIRMAM HAI
KIS KA KHUDA HAI YEH

KIS KA KHUDA

CHAARAGAR.....MAKHDOOM

EK CHAMBELI KE MANDWE TALE
MAIKADE SE ZARA DOOR USS MOD PAR
DO BADAN
PYAR KI AAG MEIN JAL GAYE
PYAR, HARF-E-VAFA
PYAR, UNN KA KHUDA
PYAR, UNN KI CHITA
DO BADAN
OSS MEIN BHEEGTE, CHANDNI MEIN NAHATE HUYE
JAISE DO TAAZA RU TAAZA DUM PHOOL PICHLE PEHAR
THANDI THANDI SUBAK RU CHAMAN KI HAWA
SARF-E-MAATAM HUYEE
KAALI KAALI LATON SE LIPAT GARAM RUKHSAAR PAR
EK PAL KE LIYE RUK GAYEE
HUM NE DEKHA NAHIN
DIN MEIN AUR RAAT MEIN
NOOR-O-ZULMAAT MEIN
MASJIDON KE MINARON NE DEKHA UNHEN
MANDIRON KE KIWADON NE DEKHA UNHEN
MAIKADON KI DRADON NE DEKHA UNHEN
AZ AZAL TA ABAD
YEH BATA CHARAAGAR
TERI ZANBEEL MEIN
NUSKHA-E-KIMYA-E-MOHABBAT BHI HAI?
KUCH ILAAJ-O-MADAW-E-ULFAT BHI HAI?
EK CHANBELI KE MANDWE TALE MAIKADE SE ZARA DOOR, USS MOD PAR
DO BADAN
CHAARAGA:

AADMI NAAMA....NAZEER AKABABADI

DUNIYA MEIN BADSHAH HAI, SO HAI WOH BHI AADMI
AUR MUFLIS-O-GADA HAI, SO HAI WOH BHI AADMI
ZARDAAR-O-BE NNAWA HAI, HAI SO WOH BHI AADMI
NIYAMAT JO KHA RAHA HAI, SO WOH BHI AADMI
TUKDE CHABA RAHA HAI, SO HAI WOH BHI AADMI

YAAN AADMI PE JAAN KO WAARE HAI AADMI
AUR AADMI PE TEGH KO MAARE HAI AADMI
PAGDI BHI AADMI KI UTAARE HAI AADMI
CHILLA KE AADMI KO PUKARE HAI AADMI
AUR SUN KR DAUDTA HAI SO HAI WOH BHI AADMI

BAITHE HAIN AADMI HI DUKAANEN LAGA LAGA
AUR AADMI HI PHIRTE HAIN RAKH SAR PE KHWANCHA
KEHTA HAI KOI LO, KOI KEHTA HAI LA RE LA
KIS KIS TARAH KI BECHE HAIN CHEEZEN BANA BANA
AUR MOL LE RAHA HAI SO HAI WOH BHI AADMI

ASHRAAF AUR KAMEENE SE LE SHAH TA VAZEER
YEH AADMI HI KARTE HAIN SAB KAAR-E-DIL PAZEER
YAN AADMI MUREED HAIN AUR AADMI HI PEER
ACHCHA BHI AADMI HI KAHA JAATA HAI AYE NAZEER
AUR SAB MEIN JO BURA HAI SO HAI WOH BHI AADMI

ITTEHAAD...MAJAZ

YEH DESH KE HINDU AUR MUSLIM TEHZEEBON KA SHEERAZA HAI
SADIYON PURANI BAAT HAI YEH, PAR AAJ BHI KITNI TAAZA HAI

TAAREEKH HAI ISS KI EK AMAL, TEHLEELON KA TARKEEBOBN KA
SAMBANDH WOH DO ADARSHON KA, SANJOG WOH DO TEHZEEBON KA

WOH EK TADAP, WOH EK LAGAN, KUCH KHONE KI, KUCH PAANE KI
WOH EK TALAB, DO ROOHON KE EK QAAB MEIN DHAL JAANE KI

DO SHAMON KI LAU PECHAN JAISE EK SHOLA-E-NAV BAN JAANE KI
DO DHAAREN JAISE MADIRA KI BHARTI HUYEEN KISI PIAMAANE MEIN

YAAD....FAIZ AHMED FAIZ

DASHT-E-TANHAI MEIN, AYE JAAN-EJAHAN! LARZAAN HAIN
TERI AWAAZ KE SAAYE, TERE HONTON KE SARAAB
DASHT-ETANHAI MEIN, DOORI KE KHAS-O-KHAAK TALE
KHIL RAHE HAIN TERE PEHLU LE SAMAN AUR GULAAB

UTH RAHI HAI KAHIN QURBAT SE TERI SAANS KI AANCH
APNI KHUSHBOO MEIN SULGTI HUYEE MADDHAM MADDHAM
DOOR UFAQ PAAR, CHAMAKTI HUYEE QATRA QATRA
GIR RAHI HAI TERE DILDAAR NAZAR KI SHABNAM

ISS QADAR PYAR SE AYE JAAN-EJAHAN! RAKHA HAI
DIL KE RUKHSAAR PE ISS WAQT TERI YAAD NE HAATH
YUN GUMAAN HOTA HAI, GARCHE HAI ABHI SUBAH-E-FIRAAQ
DHAL GAYA HIJR KA DIN, AA BHI GAYEE VASL KI RAAT

KHOON PHIR KHOON HAI...SAHIR LUDHIANVI

ZULM PHIR ZULM HAI, BADHTA HAI TAU MIT JAATA HAI
KHOON PHIR KHOON HAI. TAPKE GA TAU JAM JAYE GA

KHAA-E-SEHRA PE JAME, YA KAF-E-QAATIL PE JAME
FARQ-E-INSAAF PE, YA PA-E-SALAASIL PE JAME
TEGH-E-BEDAAD PE, YA LAASHA-E-BISMIL PE JAME
KHOON PHIR KHOON HAI, TAPKE GA TAU JAM JAYE GA

LAAKH BAITHE KOI CHUP CHUP KE MAKEEN GAAHON MEIN
KHOON KHUD DETA HAI JALLADON KE MASKAN KA SURAAGH
SAAZISHEN LAAKH UDHATI RAHEN ZULMAT KE NAQAAB
LE KE HAR BOOND NIKALTI HAI HATHELI PE CHIRAAGH

ZULM KI QISMAT-E-NAAKARA-O-RUSWA SE KAHO
JABR KI HIKMAT-E-PUR KAAR KE EEMA SE KAHO
MEHMIL-E-MAJLIS-E-AQWAAM KI LEELA SE KAHO

KHOON DEEWANA HAI, DAAMAN PE TAPAK SAKTA HAI
SHOLA-E-TUND HAI, KHIRMAN PE LAPAK SAKTA HAI

TUM NE JIS KHOON KO MAQTAL MEIN DABAANA CHAAHA
AAJ WOH KOOCHA-O-BAAZAR MEIN AA NIKLA HAI
KAHIN SHOLA, KAHIN NAARA, KAHIN KHANJAR BAN KE

KHOON CHALTA HAI TAU RUKTA NAHIN SANGEENON SE
SAR UTHATA HAI TAU DABTA NAHIN AAINON SE

ZULM KI BAAT HI KYA, ZULM KI AUQAAT HI KYA?
ZULM BAS ZULM HAI AAGHAZ SE ANJAAM TAK

KHOON PHIR KHOON HAI, SO SHAKAL BADAL SAKTA HAI
AISI SHAKLEN KE MITAO TAU MITAYE NA BANE
AISE SHOLE KE BUJHAO TAU BUJHAYE NA BANE
AISE NAARE KE DABAAO TAU DABAYE NA BANE

TAJ MAHAL.........SAHIR LUDHIANVI

TAJ TERE LIYE EK MAZHAR-E-ULFAT HI SAHI
TUJH KO IDD VAADI-E-RANGEEN SE AQEEDAT HI SAHI
MERI MEHBOOB KAHIN AUR MILA KAR MUJH SE

BAZM-E-SHAHI MEIN GHAREEBON KA GUZR, KYA MAANE?
SABT JIS RAAH PE HON SITOOT-E-SHAHI KE NISHAN
USS PE ULFAT BHARI ROOHON KA SAFAR, KYA MAANE?

MERI MEHBOOB! PAS-E-PARDA-E-TASHHEER-E-VAFA
TU NE SITOOT KE NISHANON KO TAU DEKHA HOTA
MURDA SHAHON KE MAQAABIR SE BEHALNE WALI
APNE TAAREEK MAKAANON TAU DEKHA HOTA

ANGINAT LOGON NE DUNIYA MEIN MOHABBAT KI HAI
KAUN KEHTA HAI KE SADIQ NA THE JAZBE UNN KE
LEKIN UNN KE LIYE TASHHEER KA SAAMAN NA THA
KYUNKE WOH LOG BHI APNI HI TARAH MUFLIS THE

YEH IMAARAT-O-MAQAABIR, YEH FASEELEIN, YEH HISAAR
MUTLAQ-UL-HUKM SHAHSHAHON KI AZMAT KE SUTOON
SEENA-E-DAHAR KE NASOOR HAIN, KOHNA NASOOR
JAZB HAI INN MEIN TERE AUR MERE IJDAAD KA KHOON


MERI MEHBOOB! UNHEIN BHI TAU MOHABBAT HO GI
JIN KI SANNAYEE NE BAKHSHI HAI ISE SHAKL-E-JAMEEL
UNN KE PYARON KE MAQAABIR RAHE BE NAAM-O-NAMOOD
AAJ TAK UNN PE JALAYEE NA KISI NE QANDEEL

YEH CHAMAN-ZAAR, YEH JAMNA KA KINARA, YEH MAHAL
YEH MANAQQASH DAR-O-DEEWAR, YEH MEHRAB, YEH TAAQ
EK SHAHANSHAH NE DAULAT KA SAHARA LE KAR
HUM GHAREEBON KI MOHABBAT KA UDAAYA HAI MAZAQ

MERI MEHBOOB! KAHIN AUR MILA KAR MUJH SE

RDU POETRY...DAAGH

MOHABBAT MEIN KARE KYA, KUCH KISI SE HO NAHIN SAKTA
MERA MARNA BHI TAU MERI KHUSHI SE HO NAHIN SAKTA
NA RONA HAI TAREEQE KA NA HANSNE KA SALEEQA HAI
PARESHANI MEIN KOI KAAM JEE SE HO NAHIN SAKTA
KHUDA JAB DOST HAI AYE DAAGH KYA DUSHMAN SE ANDESHA
HAMARA JUCH KISI KI DUSHMANI SE HO NAHIN SAKTA

URDU POETRY.....DAAGH

BALA SE JO DUSHMAN HUA KISI KA
WOH KAFIR SANAM KYA KHYDA HAI KISI KA
DUA MAANG LO TUM BHI APNI ZABAN SE
KE POORA HUA HAI MUDDUA KISI KA
BACHE JAAN KIS TARAH TERI ADA SE
QAZA PAR KAHIN BAS CHALA HAI KISI KA

ADVERTISING

WHETHER WE LIKE IT OR NOT. ITS TRUE THAT MOST GOOD ADVERTISING IS CREATED AT THE GUT LEVEL. INSTINCTIVELY.

BUT BECAUSE THE ADVERTISING HAS BECOME A TEAM EFFORT ITS EASY TO SEE THAT THE INSTINCTS OF DIFFERENT MEMBERS OF THE TEAM COULD BE PULLING IN DIFFERENT DIRECTIONS. UNWITTINGLY. DESTRUCTIVELY.

HMED FARAZ

PHOOL KHILTE HAIN TAU HUM SOCHTE HAIN
TERE AANE KE ZAMAANE AAYE

CHAND MANZAR UJAADNE WAALO
HO RAHE HAIN KAI JAHAN ABAAD

KYA RUKHSAT-E-YAAR KI GHADI THI
HANSTI HUYEE RAAT RO PADI THI

QATEEL SHIFAI

YEH MUAJAZA BHI MOHABBAT KABHI DIKHAYE MUJHE
KE SANG TUJH PE GIRE AUR ZAKHM AAYE MUJHE
WOH MERA DOST HAI, SAARE JAHAN KO HAI MALOOM
DUA KARE WOH KISI SE TAU SHARM AAYE MUJHE


HAALAT KE QADMON PAR QALANDAR NAHIN GIRTA
TOOTE BHI JO TAARA TAU ZAMEEN PAR NAHI GIRTA
GIRTE HAIN SAMUNDAE MEIN BADE SHAUQ SE DARIYA
LEKIN KISI DARIYA MEIN SAMUNDAR NAHIN GIRTA

GUNGUNATI HUYEE AATI HAIN FALAK SE BOONDEN
KOI BADLI TERI PAAZEB SE TAKRAYEE HAI

ADA JAAFRI-----COUPLETS

HONTON PE KABHI UNN KE MERA NAAM HI AAYE
AAYE TAU SAHI, BA SAR-E-ILZAAM HI AAYE

YEH FAKHR TAU HAASIL HAI, BARE HAIN KE BHALE HAIN
DO-CHAAR QADAM HUM BHI TERE SAATH CHALE HAIN

DEFINING AUDIENCE GOALS

THE MOST CRITICAL JOB THE MEDIA MAN MUST FACE IS THE ESTABLISHMENT OF AUDIENCE OBJECTIVE. ONCE A COMMERCIAL IS READY, THE NEXT STEP OBVIOUSLY IS TO SEE THAT IT GETS ADEQUATE EXPOSURE. EVERY ADVERTISING EXPOSURE COSTS MONEY. THUS, THE DETERMINATION OF HOW MANY EXPOSURES SHOULD BE BOUGHT, AND WHO SHOULD RECEIVE THEM, OCCUPIES GREAT DEAL OF THE MEDIA PLANNER'S TIME.

MEDIA OBJECTIVE

THE MEDIA OBJECTIVES ARE, IN FACT, A LISTING OF ALL THE THINGS THE MEDIA PLANNER MUST TAKE INTO ACCOUNT IN SELECTING THE COMPONENTS OF HIS PLAN. CAREFULLY EXPRESSED, THEY SERVE TWO BASIC PURPOSES; THEY ARE THE MEANS OF ARRIVING AT COMPLETE AGREEMENT ON THE PART OF EVERYONE INVOLVED AS TO WHAT IS TO BE ACCOMPLISHED, AND THEY PROVIDE GUIDELINES FOR THE ACTUAL PURCHASE OF MEDIA TIME AND SPACE. 

TELEVISION RATING

A RATING IS THE PERCENTAGE OF INDIVIDUAL ( OR HOMES ) TUNED TO A PARTICULAR PROGRAMME.

RATING IS THE MOST IMPORTANT BROADCAST TERM. ADVERTISERS AND AGENCIES USE RATING TO BUY TELEVISION PROGRAMMES, TO DETRMINE HOW MANY PEOPLE WILL BE REACHED WITH THEIR ADVERTISING MESSAGE AND TO CALCULATE HOW OFTEN THEY WILL BE EXPOSED TO THESE MESSAGES.

TOP ADVERTISING AGENCIES SPEND A GREAT DEAL OF MONEY FOR RATING INFORMATION FROM VARIOUS RESEARCH SYNDICATORS ( ARE THERE SINCERE SYNDICATORS LEFT ANY MORE ).

MEDIA MANAGEMENT FOR STUDENTS OF ADVERTISING

PRINCIPLES OF MEDIA MANAGEMENT
WHAT SHOULD MEDIA PLANNERS DO?
HERE ARE TEN GUIDELINES...LETS START A DISCUSSION ON EACH OF THE FOLLOWING POINT:

@ BE A MONEY MANAGER.

@ REMEMBER EFFECTIVENESS IS PRIMARY

@ BE CREATIVE

@ BE CONVERSANT WITH ALL MEDIA FORMS

@ EVALUATE ALL REASONABLE ALTERNATIVES

@ BE INVOLVED IN THE TOTAL MARKETING PICTURE

@ MAINTAIN WHAT YOU HAVE  BUILT

@ KEEP EVERYONE INFORMED

@ ESTABLISH RAPPORT WITH MEDIA SUPPLIER

@ CONTRIBUTE BEYOND MEDIA

URDU POETRY, TOPIC; KHUDI--SELF RESPECT

KHUDI KO KAR BULAND ITNA KE HAR TAQDEER SE PEHLE
KHUDA BANDE SE KHUD POOCHE BATA TERI RAZA KYA HAI...IQBAL

RAAH-E-KHUDDAARI SE MAR KAR BHI BHATAK NAHIN SAKTE
TOOT TAU SAKTE HAIN HUM LEKIN LACHAK NAHIN SAKTE...JOSH

DIL HAMARA JAZBA-E-GHAIRAT KO KHO NAHIN SAKTA
HUM KISI KE SAAMNE JHUK JAYEN HO NAHIN SAKTA...JOSH

KHUDI KA RAAZDAN HO KAR KHUDI KI DAASTAN HO JA
JAHAN SE KYA GHARAZ TUJH KO, TU AAP APNA JAHAN HO JA...ARSH MULSIANI

VAFA KAISI KAHAN KA ISHQ JAB SAR PHODNA THEHRA
TAU PHIR AYE SANGDIL TERA HI SANG-E-AASTAN KYUN HO...GHALIB

URDU POETRY, TOPIC; BARSAT

GHIR KE AAKHIR AAJ BARSI HAI GHATA BARSAT KI
MAIKADON MEIN KAB SE HOTI THI DUA BARSAT KI...HASRAT MOHANI

HAWAYEN MUSKURATI JAA RAHI HAIN
GHATAYEN LADKHADATI JAA RAHI HAIN...MAAHIRUL QADRI

GHATA BHI CHAI HAI FASL-E-BAHAR HAI SAQI
AB ISS KE BAAD TUJHE IKHTIYAAR HAI SAQI...MAHIRUL QADRI

ILAAHI KHAIR HO KAALI GHATAON NE KIYA MAATAM
SURAHI MAIKADE MEIN HICHKIYAN LE-LE KE ROTI HAI...MUKESH KASHMIRI

HAI HAWA MEIN SHARAB KI TAASEER
BAADA NOSHI HAI BAAD-E-PAIMAAI...GHALIB

URDU POETRY, TOPIC; AURAT

JAHAN MEIN KARTI HAI SHAAHI MAGAR LASHKAR NAHIN RAKHTI
DILON KO KARTI HAI ZAKHMI, MAGAR KHANJAR NAHIN RAKHTI...AKHTAR SHIRANI

ISS KE JAISA NEK AUR ISS KE JAISA BAD BAD NAHIN
ISS KI NAFRAT AUR MOHABBAT, DONO KI KUCH HUDD NAHIN....JOSH

MAAN AUR BEHAN BHI, CHAHTI BETI
GHAR KI RAANI BHI, AUR JEEVAN SAATHI
PHIR BHI WOH KAAMINI, SARASR DEVI
AUR SEJ PAR WOH BESWA RAS KI PUTLI...FIRAAQ

URDU POETRY, TOPIC; INTTEZAAR

NA JAANA KE DUNIYA SE JAATA HAI KOI
BOHOT DER KI MEHARBAAN AATE AATE...DAAGH

THAK GAYE HUM KARTE KARTE INTEZAAR
EK QAYAMAT UNN KA AANA HO GAYA...AKHTAR SHIRANI

KOI AAYA, NA AAYE GA, LEKIN
KYA KAREN GAR NA INTEZAAR KAREN......FIRAQ

URDU POETRY, TOPIC; JAWANI

RAAT BHI NEEND BHI KAHANI BHI
HAI, KYA CHEEZ HAI JAWANI BHI...FIRAAQ

TAB THE SIPAHI,AB HAIN JOGI, AAH,JAWANI YUN KAATI
AISI THODI RAAT MEIN HUM NE KYA KYA SWANG BANAYE HAIN...MEER TAQI MEER

HAI JAWANI KHUD JAWANI KA SINGAAR
SAADGI GEHNA HAI ISS SIN KE LIYE...AMEER  MEENAI

MEHTARANI HO KE RAANI GUNGUNAYE GI ZAROOR
KOI MAUSAM HO JAWANI GEET GAYE GI ZAROOR...JOSH

URDU POETRY, TOPIC; NEEND

MAUT KA EK DIN MUAYYAN HAI
NEEND KYUN RAAT BHAR NAHIN AATI,,,GHALIB

( DEATH WILL COME WHEN IT WILL COME,
  WHY CAN'T I SLEEP AT NIGHT? )

TA PHIR NA INTEZAAR  MEIN NEEND AAYE UMR BHAR
AANE KA AHD KAR GAYE, AAYE JO KHWAB MEIN...GHALIB

TAARON KA GO SHUMAR MEIN AANA MUHAAL HAI
LEKIN KISI KO NEEND NA AAYE TAU KYA KARE....MEER TAQI MEER

SAR KAHIN, BAAL KAHIN, HAATH KAHIN,PAAON KAHIN
UNN KA SONA BHI HAI KIS SHAAN KA SONA DEKHO...HASRAT

PHIR NA AAYEE NEEND US KAMBAKHT KO SAARI UMR
TERI ZULFEIN JIS KE BAAZU PAR PARESHAN HO GAYEEN...ANON

RIP, Dr. Kurien. The sun has exited the Milky Way

We are supposedly in a galaxy that is made up of about 200 billion stars and an all encompassing halo... Looking back at one of the strongest influences in my life, as he moves on from life, I cannot but liken this man, who the world calls the ‘Milkman of India’ to this galaxy, ironically also called the Milky Way.

My first encounter with Dr. Verghese Kurien, the man behind AMUL, GCMMF, NDDB, IRMA was almost 4 decades ago. I knew him as a client, when I first met him as a raw, young advertising man, who was introduced to him as the media planner on the account. My first encounter with him set the course of what I personally term as my coming of age in advertising.

Dr. Kurien was, what most advertising professionals today may term, a terror. But again, which client isn’t, one may ask? But the terror here was not one who would yell or scream or misbehave or want one to do stuff his way. Infact he was just the opposite- a client who called his agency, briefed it, set targets and cordially told them he would meet them a year later... if we met the targets, we continue servicing AMUL, if we did not, he would give us a warm send-off. Now which advertising professional would not find this terrorising... an unsaid sword that very fairly said, perform, increase sale and continue on the account. Fail to meet the marketing goal, exit! Clear. Precise. Unarguable. When I first met him, I felt I was starting school, but after continuously servicing his account for 17 successful years, meeting targets, year-after-year, I felt I had successfully graduated and post-graduated, year-on-year with honours.

Like his instructions, was also the man. Clear in his vision, precise in his method and unarguably accurate in what he believed was good for the farmers. His indefatigable attitude of taking a bull by its horns, made sure he successfully took on every challenge that was thrown up by the white revolution. When the problem of excess milk and it going waste surfaced after AMUL successfully managed to harness the massive support of milkmen who contributed directly to the co-operative eliminating middlemen, he started the manufacture of AMUL milk powder. When he saw multinationals successfully market milk chocolates, his next thought was ‘why not AMUL’ and here came Amul Milk Chocolates...

The introduction of AMUL milk chocolates was a chapter in communications by itself. The chocolate went through multiple modifications to suit the 4 Ps of marketing. When it melted in summers due to retails then not having refrigeration to store it, he introduced carton packing to keep the chocolate safe for longer. When it came to fighting out the frequency war in advertising, he, like the dream client he was, quickly took on my media suggestion of running 10 second commercials to every long ‘slice of life’ commercial of the leader. On his go-ahead, we re-wrote the way creative worked, by aligning them to adhering to ‘only 10 second commercials’. At one third the budget AMUL Chocolates soon captured the heart of the nation with its ‘Gift for someone you love’ proposition.

In his journey to make AMUL a head-on competitor, if not a leader in every milk product category, drove him to manufacture condensed milk, a product he felt was not as good the competitors despite several modifications. But he was relentless in his pursuit of taking the co-operative to heights none of its shareholders could imagine. The story of the success of the co-operative behind the "Anand Pattern" of dairy development, which today has been adopted all over the country,  was captured in the Shyam Benegal movie Manthan. This was the first time in India that a feature film was been financed by farmers- the 500,000 farmers of Gujarat, as part of Dr. Kurien’s Gujarat Co-operative Milk Marketing Federation.

In 1994, when the agency I was working for, Radeus- another co-operative, was surreptitiously sold off to what is now TBWA-Anthem, Dr. Kurien withdrew the account from the agency stating ‘Your agency may be up for sale. My account isn’t”. Maybe the man behind India’s most successful co-operative movement felt as cheated as us, that his namesake Kurien, the head of Radeus had committed this breach.

For more than five decades, since soon after Independence, this ‘Milkman of India’ blazed many a trail, taking his dream project to dizzying heights. . India is what she is today due to contributions of great men like Dr. Verghese- an engineer who gave up the prospect of a good life and walked into a village to lead India to her glory. Rare is such selflessness, and rarer is the ability to see the largesse such men build, not for themselves but for the masses. After struggling and fighting against middlemen and establishing a profitable co-operative, he saw the path he had made slowly being obliterated, with none other than his protégés in an uprising against him. Dr. Kurien was subject to utmost humiliation, by none other than those who served and were mentored by him, and finally gave up by resigning in 2006.

He however continued to stay in Anand, which from an unknown, remote village transformed into invigorating, recognisable and exemplary speck on the world map. Today, as another visionary leaves for his final abode, many shall sing his praises, and many of these would be his detractors, who put this great man through ignominy. But like all great men he too must be laughing all the way, at this farce that will be put up, as a good show, devoid of all sincerity.
I pay my heartfelt tribute to this man, who is as much a reason for my success as my other mentor, his namesake Kurien. My book would not have been what it is if it was not for the experiences I earned from Amul. As I bid adieu to yet another teacher, I cannot but recite this apt couplet “Woh log humne ek hi shokhi mein kho diye, Paida kiya falak ne jinhe khaak chhan kar”

INDIAN KAHAVATEIN

AQALMAND KO ISHAARA MURKH KO TAMAACHA

ATKA BANIYA DE UDHAAR

AADMI JAANE BASE
SONA JAANE KASE

AAP HAARE
BAHU KO MAARE

EK TANDURASTI HAZAAR NIYAMAT

GHAREEB TERE TEEN NAAM
JHOOTA, PAAJI, BEIMAAN

PAANI MATHNE SE GHEE NAHIN NIKALTA

POOCHTE-POOCHTE DILLI CHALE JAATE HAIN

DABE PAR SAB SHER

NAAMI  CHOR MAARA JAYE
NAAMI SHAH KAMA KHAYE

KYA MAANGIEN...

DARD MAANGEIN KE HUM DAWA MAANGEIN
WOH NAZAR, MEHARBAAN HAI KYA MAANGEIN

HUM SE KYA HO SAKA, WAFA KE SIWA
KIS SE KIS BAAT KA SILA MAANGEIN

UMR BHAR KHUD SE KUCH TALAB NA KIYA
AB, KISI DOOSRE SE KYA MAANGEIN

ZEHAN MEIN EK DHANAK UTARTI HUYEE
DIL MEIN EK CHAAND DOOBTA MAANGEIN

URDU POETRY.........DOSTI

ZINDAGI KE UDAAS LAMHON MEIN
BEWAFA DOST YAAD AATE HAIN...FAIZ AHMED FAIZ


HAMEIN BHI AA PADA DOSTON SE KAAM KUCH YAANI
HAMARE DOSTON KE BEWAFA HONE KA WAQT AAYA...HARI CHAND AKHTAR

HUM BHI DUSHMAN SE HO GAYE APNE
AAP NE JAB SE DOSTI KAM KI....FIRAQ GORAKHPURI

DOSTI KA JO KIYA KARTE HAIN DAAVA-E-AHBAAB
WAQT PADTA HAI, SAB AANKH CHURA LETE HAIN...AKBAR

DAUR-E-HAAZIR KI DOSTI EHSAAN
KIS QADR JALD RANG BADALTI HAI...EHSAAN DAANISH

AYE DOST HUM NE TARK-E-MOHABBAT KE BAWAJOOD
MEHSOOS KI HAI TERI ZAROORAT KABHI KABHI...NASIR KAAZMI

URDU OETRY, TOPIC; FRENZY, MADNESS-JUNOON

ISHQ MUJH KO NA SAHI, VAHSHAT HI SAHI
MERI VEHSHAT TERI SHOHRAT HI SAHI.........GHALIB

CHALO, ACHCHA HUA KAAM AA GAYEE DEEWANGI APNI
WAGARNA HUM ZAMANE BHAR KO SAMJHANE KAHAN JAATE...QATEEL SHIFAI

HAI JUNOON KA ZOR-E-TOOFAN INN DINON
MAIN HUN AUR MERA GAREBAN INN DINON....SHAFAQ BHAGALPURI

THA MEER BHI DEEWANA PAR SAATH ZARAFAT KE
HUM, SILSILA DAARON KI ZANJEER HILA JAATA THA...MEER TAQI MEER

DILON KO FIKR-E-DO AALAM SE KAR DIYA AZAAD
TERE JUNOON KA KHUDA SILSILA DARAAZ KARE...HASRAT

URDU POETRY, TOPIC; DEATH--MAUT

KAMAR BAANDHE HUYE CHALNE KO YAAN SAB TAYYAR BAITHE HAIN
BOHOT AAGE GAYE BAAQI JO HAIN TAYYAR BAITHE HAIN...INSHA

AB TAU GHABRA KE YEH KEHTE HAIN KE MAR JAYEN GE
MAR KE BHI CHAINN NA PAAYA TAU KIDHAR JAYEN GE...ZAUQ

MAIN NE POOCHA JO ZINDAGI KYA HAI
HAATH SE GIR KE JAAM TOOT GAYA...ANON

GHALIB-E-KHASTA KE BAGHAIR KAUN SE KAAM BAND HAIN
ROIYE ZAAR-ZAAR KYA KIJIYE HAI-HAI KYUN.........GHALIB


AAP SOCHA HI KIYE USS KO MILUN YA NA MILUN
MAUT MUSHTAQ KO MITTI MEIN MILA BHI AAYEE...FAANI

URDU POTRY, TOPIC; FIRE ( AATISH, AAG )

JUNGLE MEIN AAG LAG RAHI THI RANG-E-GUL SE MEER
BULBUL PUKARI DEKH KE " SAHEB! PARE PARE "...MEER TAQI MEER

( WITH THE FLAMING RED OF FLOWERS, THE FOREST WAS ABLAZE
   " AWAY, AWAY! O GENTLEMAN! " WARNED THE NIGHTINGALE )

JO AAG LAGAYEE THI TUM NE USS KO  TAU BUJHAYA ASHKON NE
JO ASHKON NE BHADKAYEE HAI, USS AAG KO THANDA KAUN KARE...JAZBI

( THE FIRE ONCE INFLAMED BY YOU WAS BY REARS QUENCHED
   WHO IS GOING TO QUELL THE FIRE BY MY TEARS INCENSED )

WAQT

WAQT
KABHI
SUNTA HAI AAPKI
KABHI
ANSUNA KAR DETA HAI AAPKO
WAQT
KABHI
KHUSHGWAR HOTA HAI
KABHI GUZARTA HAI NAAGAWAR
WAHI WAQT
JO
KISI KE LIYE KHUSHIYAN LAATA HAI
USI GHADI
WOH
KISI KE LIYE MAATAM BAN KE CHHAATA HAI
DOSH DETE HAIN
HUM
WAQT KO
LEKIN YEH
BHOOL JAATE HAIN
KE
WAQT WAHI LAUTATA HAI
JO
HUM USSE DETE HAIN
JO
WAQT KI IZZAT NAHIN KARTE
WAQT
KABHI UNKI
IZZAT NAHIN KARTA
KAUN JAANE
MAIN SAHI HUN
YA PHIR
POORI TARAH GHALAT

ADVERTISING TRAINING ...HAPPY TEACHERS' DAY.

ADVERTISING HAS BEEN NOT ONLY MY PROFESSION BUT PASSION AS WELL.
WHEN I JOINED THE PROFESSION, THERE WAS HARDLY ANY ORGANISED COURSE NOR ANY PROFESSIONAL WAS VERY WILLING TO TELL THE FINER POINTS OF PROFESSION. LEST THEY LOOSE THEIR OWN IMPORTANCE.

WHATEVER, I LEARNT, WAS THROUGH TRIAL AND ERROR METHOD. AFTER HAVING LEARNT THE SECRETS OF BUSINESS, I DECIDED TO SHARE MY KNOWLEDGE AND EXPERIENCE WITH ASPIRING TALENTS.

IN 1980s, MYSELF WITH LARRY GRANT AND GOVIND SAJNANI STARTED AAAI WORKSHOPS.
FLIPPING THROUGH MY OLD PAPERS I CAME ACROSS THE FOLLOWING NEWS ITEM, THOUGHT WILL SHARE IT WITH FRIENDS.

"AAREN ADVERTISING & H.R.COLLEGE CREAT ADVERTISING HISTORY

FOR A LONG TIME IT WAS MR. RAJENDRA JAIN'S, DREAM THAT A MAINSTREAM COLLEGE SHOULD IMPART VOCATIONALISED TRAINING IN ADVERTISING TO ITS UNDERGRADUATES.

RECENTLY H.R. COLLEGE OF COMMERCE & ECONOMICS BECAME THE FIRST COLLEGE TO GIVE SHAPE TO MR. RAJENDRA JAIN'S DREAM, EVEN THOUGH HE IS NO MORE.

A FOUR-WEEK BEGINNERSS, ADVERTISING WORKSHOP FOR THE FIRST, SECOND AND THIRD YEAR STUDENTS WAS HELD AT H.R.COLLEGE. THE WORKSHOP WAS SPONSORED BY AAREN ADVERTISING AND CONDUCTED BY JAMEEL GULRAYS OF RADEUS ADVERTISING.

THOUGH UNIVERSITY OF BOMBAY  INTRODUCED ADVERTISING AS A SUBJECT IN 1978 IT WAS FOR THE FIRST TIME ANY COLLEGE ORGANISED SUCH A PRACTICAL TRAINING PROGRAMME FOR ITS STUDENT.

THE WORKSHOP WAS DIVIDED INTO FOUR PARTS. DURING FIRST THREE PARTS THE STUDENTS WERE TOLD THE STEP-BY-STEP APPROACH TO AN ADVERTISING CAMPAIGN. IN THE FOURTH PART THE STUDENTS PRESENTED THE CAMPAIGNS WHICH THEY WORKED ON THE BASIS OF THE BRIEF PROVIDED TO THEM IN THE FIRST SESSION.

THE PRESENTATION WAS HELD ON 26TH SEPTEMBER 1992, AND EMINENT ADVERTISING PERSON Ms. ANITA SARKAR WAS THE CHIEF GUEST.

MR. AJWANI, PRINCIPAL AND MRS INDU SHAHNI, VICE PRINCIPAL OF THE COLLEGE EXPRESSED THEIR GRATITUDE TO AAREN ADVERTISING FOR HAVING ORGANISED THE WORKSHOP.

URDU POETRY, TOPIC; PATRIOTISM HUB_UL_VATNI )

SAR FAROSHI KI TAMANNA AB HAMARE DIL MEIN HAI
DEKHNA HAI ZOR KITNA BAAZU-E-QAATIL MEIN HAI...RAM PRASAD BISMIL

VATAN KI FIKR KAR NAADAN MUSEEBAT AANE WALI HAI
TERI BARBADIYON KE CHARCHE HAIN AASMANON MEIN

SHAHEEDON KI CHITAON PAR LAGEN GE HAR BARAS MELE
VATAN PAR MARNE WALON KA YAHI BAAQI NISHAN HO GA...ANON

NA SAMJHO GE TAU MIT JAO GE AYE HIDUSTAN WALO
TUMHARI DAASTAN TAK NA HO GI DAASTANON MEIN...ANON

URDU POETRY, TOPIC; NAKEDNESS ( BARAHNAGI )

DHAANPA KAFAN NE DAAGH-E-AYOOB-E-BARAHNAGI
WARNA MAIN HAR LIBAAS MEIN NANG-E-WAJOOD THA...GHALIB

( MY HIDEOUS NAKEDNESS, THE COFFIN COULD HIDE
  OTHERWISE, IN ANY GARB, I WAS SHAME TO LIFE )

TUM JISM KE KHUSH RANG LIBAASON PE HO NAAZAN
MAIN ROOH KO MOHTAJ-E-KAFAN DEKH RAHA HUN...SAHIR LUDHIANVI

( YOU STRUT ABOUT IN PRIDE, DONNING GORGEOUS CLOTHES
   THE SOUL CRYING FOR COFFIN, IS WHAT I HERE BEHOLD )

URDU POETRY, TOPIC; MYSTICISM ( TASAWWUF )

MIT JAAYEN EK AAN MEIN KASRAT NUMAIYAAN
HUM AAINE KE SAAMNE AA KAR JO HOO KAREIN..,DARD
( THE FORMS MANIFOLDS WILL AT ONCE DISSOLVE
  IF  IN FRONT OF MIRROR BUT-KHAANA KHOD DAALIYE, MASJID KO DHAIEYEI ONCE BREATHE: " OH GOD ! )


MADRASA YA DAIR THA YA KAABA YA BUT KHAANA THA
HUM SABHI MEHMAAN THE EK HI TAU SAHEB-E-KHAANA THA...DARD

( BE IT KAABAA, BE IT TEMPLE, IDOL-HOUSE OR SCHOOL
WE WERE VISITORS, YOU, THE HOST THAT RULED )

SHEIKH KAABA HO KE PAHUNCHA, HUM KANISHT-E-DIL MEIN HO
DARD MANZIL EK THI, TUK RAAH HI KA PHER THA...DARD

(  THE SHEIKH REACHED IT VIA KAABA, WE, THROUGH THE SHRINE OF HEART,
   WE PURSUED THE SAME GOAL, THROUGH DIFFERENT PATHS )

KAABE SE DAIR, DAIR SE KAAE KO JAA CHUKE
KYA KYA NA ISS DORAAHE MEIN HUM PHER KHA CHUKE...AATISH

( FROM KAABA TO THE TEMPLE, FROM TEMPLE TO THE KAABA ROLLED,
   AT THIS CROSSING WE HAVE MADE TWISTS AND TURNS UNTOLD )

BUT-KHAANA KHOD KHOD  DAALIYE, MASJID KO DHAIEYE
DIL KO NA TODIYE YEH KHUDA KA MAQAAM HAI...AATISH

THERE A LOT MORE OF SUCH COUPLETS, SHOULD YOU BE INTERESTED JUST WRITE " YES " IN THE COMMENT COLUMN AND I SHALL PUT ALL OF THEM FOR YOU ALL TO READ.

VALI DKHNI, URDU'S FIRST POET ( RECORDS SAYS SO )

YAAD KARNA HAR GHADI USS YAAR KA
HAI VAZEEFA MUJH DIL-E-BEEMAR KA

AAQBAT KYA HOWE GA? MALOOM NAHIN
DIL HUA, HAI MUBTLA DILDAAR KA

AYE VALI HONA SRIJAN PAR NISAAR
MUDDUA HAI CHASHM-E-GAUHAR BAAR KA

GHALIB......DARD MINNAT KASH-E-DAWA...

DARD MINNAT KASH-E-DAWA NA HUA
MAIN ACHCHA HUA, BURA NA HUA

JAMA KARTE HO KYUN RAQEEBON KO?
EK TAMASHA HUA, GILA NA HUA

HUM KAHAN QISMAT AAZMANE JAAYEN
TU HI JAB KHANJAR AAZMAA NA HUA

KITNE SHIRIN HAIN TERE LAB KE RAQEEB
GAALIYAN KHA KE BHI BE MAZAA NA HUA

HAI KHABAR GARAM UNN KE AANE KI
AAJ HI GHAR MEIN BORIA NA HUA

GHALIB,,,YEH NA THI

YEH NA THI HAMARI QISMAT KE VISSAL-E-YAAR HOTA
AGAR AUR JEETE REHTE YAHI INTEZAAR HOTA

TERE VAADE PAR JIYE HUM, TAU YEH JAAN CHOOT JAANA
KE KHUSHI SE MAR NA JAATE, AGAR AITBAAR HOTA

KOI MERE DIL SE POOCHE TERE TEER-E-NEEM KASH KO
YEH KHALISH KAHAN SE HOTI JO JIGAR KE PAAR HOTA

YEAH KAHAN KI DOSTI HAI KE DOST BANE HAIN NAASIH
KOI CHAARA SAAZ HOTA, KOI GHAMGUSAAR HOTA

GHAM AGR CHE JAANGUSAL HAI, PE KAHAN BACHEN KE DIL HAI
GHAM-E-ISHQ GAR NA HOTA, GHAM-E-ROZGAAR HOTA

TEEN SHERR

NA ZAMEEN APNI NA AASMAAN APNA
NA TUM APNE, NA JAHAN APNA

GHAIRON KI MEHFIL MEIN AA GAYE HAIN
MILTA NAHIN KOI YAHAN APNA

JUNGLE BHI SAARE KAT CHUKE HAIN
PED THA UMMEED KA WAHAN APNA

AJEEB HAALAAT

LEHRON KA DAUR HAI
PAANI KA NAAM NAHIN
BISORTI SURATO, SUNO
YAHAN TUMHARA KAAM NAHIN

CHAAND SO RAHA HAI
SITAARE KHEL RAHE HAIN
SACH BOLNE WALE SAARE
DUKH HI DUKH JHEL RAHE HAIN

PED UDAAS HAIN YAHAN
IMAARATEIN HANS RAHI HAIN
JO GHALAT HAIN AAJ, YAHAN
LOG KEHTE HAIN,WAHI SAHI HAIN

CHOR SEENA TAANE CHALTE
SIPAHI CHUPTE PHIR RAHE HAIN
JO CHOOTE NAHIN NASHE KO
RAAH MEIN WAHI GIR RAHE HAIN

KAISA DAUR HAI YEH AYE KHUDA
ULTI GANGA BEH RAHI HAI
AANSOO SASTE SACHCHAI KE
ZINDAGI KHUD UNN PE HANS RAHI HAI

AAJ-KAL

ISHQ KA GHAM ISS ZAMANE MEIN KISKO NASEEB
ROTIYON KE GHAM MEIN AB TAU GHULE JAATE HAIN LOG

KIS MEIN HIMMAT ISS ZAMANE MEIN GAREBAAN-CHAAK HO
ISS ZAMANE MEIN BHALA KAPDA KAHAN PAATE HAIN LOG

ISHQ MEIN AB AAH AUR ASHKON KA HUNGAMA KAHAN
RAAT KO MEHFIL MEIN DATT KAR RAQS FARMAATE HAIN LOG

QAIS AUR FARHAAD KA QISSA PURANI BAAT HAI
ISS ZAMANE MEIN KAHAN GHAR CHOD KAR JAATE HAIN LOG

YEH KYA HO RA HAI

NAFRAT KA ZAHAR GHUL CHUKA HAI
BAT CHUKE HAIN BEWAQOOF BHI AQLAMAND BHI

ANDHERA GEHRA HI HOTA JAA RAHA HAI
ROSHNI KE HAIN SAARE RAASTE BAND BHI

TUM HINDU HO MAIN MUSLMAN
TUM ZAALIM HO MAIN MAZLOOM

YAHI FIKR BIKHAR RAHI HAI CHAAR SU
WARNA TUM DAYALU HO MAIN BHI MASOOM HUN

DARINDE KIS QAUM MEIN NAHIN HOTE
MAZHAB INSANIYAT KA SABAQ SIKHATA HAI

LEKIN AADMI BAD-ZAAT HAI
DHARAM KA HAR PAATH BHOOL JAATA HAI

URDU ORTRY...TOPIC; SAQI

NASHA PILA KE GIRAANA TAU SAB KO AATA HAI
MAZA TAU TAB HAI KE GIRTON KO THAAM LE SAQI...IQBAL

MAI BHI HAI, MEENA BHI HAI, SAGHAR BHI HAI, SAQI NAHIN
JEE CHAHTA HAI LAGA DEN AAG MAIKHANE KO HUM...NAZEER AKBARABADI

ZAAHIDO, TUM NE MUTLIQ NA PI, HUM NE JEE BHAR KE PI
TUM BHI MAR JAO GE, HUM BHI MAR JAYEN GE

URDU POETRY...TOPIC; LIFESPAN ( UMR )

SUBAH HOTI HAI SHAAM HOTI HAI
UMR YUNHI TAMAAM HOTI HAI

YEH MOHLAT-E-KAM JISE KEHTE HAIN UMR
MAR-MAR KE GHARZ TAMAAM KI HAI MAIN NE...MEER TAQI MEER

UMAR SAARI TAU KATI ISHQ-E-BUTAAN MEIN MOMIN
AAKHIRI WAQT MEIN KYA KHAAK MUSALMAN HON GE...MOMIN

TERI NAZAR

TERI NAZAR SHARAB HAI KUCH-KUCH
MERI NIYYAT KHARAB HAI KUCH-KUCH

KAATE NAHIN KAT-TI HAI RAAT , AAJ
SHAB-E-FIRAAQQ, AZAAB HAI KUCH-KUCH

DIL TODNA HAR KISI KA JANAAB
BAN RAHA HAI, AB, SAWAB KUCH-KUCH

INTEZAARR

INTEZAAR JAARI HAI
PATTE ZARD HO KAR GIR PADE  HAIN
PHOOL MURJHA GAYE HAIN
TEHNIYAN KAMZOR HO GAYEE HAIN
KHIZAAN AA CHUKI HAI
LEKIN TUM NA AAYE HO

JHAKKAD SE SOOKHE PATTE
UDNE LAGE HAIN
GARD-O-GHUBAAR NE
AASMAN PAR CHHAA KAR
CHANDNI KO UDAAS KAR DIYA HAI
TAARE BE-NOOR HO GAYE HAIN
LEKIN TUM NA AAYE HO

KONPALEIN PJOOTEIN
HARYALI MEIN
RAN-BIRANGE ROOP BIKHRE
TITLIYAN MANDRANE LAGEEN
KALIYAN MUSKURANE LAGEEN
PARINDON KE NAGHMON SE
VEERANE GOONJ UTHE
BAHAR AA GAYEE
LEKIN TUM NA AAYE HO

AB JO LAUTE HO
TAU
KISI AUR KA DAAMAN THAME HO
HAMEIN BHOOL GAYE HO