Laraib Asdaf, born in Karachi, was an undergraduate student at the University of Toronto in 2019 when inspiration struck him. Registered for a degree in history and political science (with a minor in South Asian studies), it was only natural that she decided to launch herself Purana Pakistan on Instagram – a page dedicated to showcasing the country’s complex past. From paying tribute to neglected national heroes to showcasing the sights and sounds of a bygone era, Purana Pakistan is one of the largest public archive pages on the platform today social media.

“I learned a lot of things on a daily basis which made me realize how much little I knew our history,” she says seriously. “Along with this, I also found it unfair how often I heard people criticizing Pakistan rather than exploring its positive aspects or even just trying to understand how to improve society. I felt like one of the main reasons for this problem was our ignorance and the fact that we don’t tend to take inspiration from our own people. I started reading about individuals such as Mohammed Ashiqa former Olympian who died as a rickshaw driver in March 2018. He competed in the 1960 and 1964 Rome and Tokyo Olympics and never got much recognition for it. There are so many other people who have passed away without their stories being heard, so I thought a platform celebrating these people should exist, and that’s how Purana Pakistan finally took shape.

Asdaf, like many others, presents himself as the new generation of pioneering cultural chroniclers who not only harbor a deep desire to rediscover their roots, but are also inspired to put Pakistani identity against the light, to examine it. for what it was, how it evolved and how it is taking shape in today’s times.

“I come from a family that is quite spread across the world, (but) my father was very keen to preserve his ethnic roots, which is why my sisters and I are incredibly connected to Pakistan. We never had an identity crisis, and because we grew up in a primarily diasporic family, we knew how a lack of sense of ethnic identity could result. We were very proud to have grown up in Pakistan,” says Asdaf, who currently runs Purana Pakistan from Toronto, where she is currently based.

A media professional based in Lahore, Syed Kumail Hassan launched his Instagram page in 2017. At the time, Hassan laughingly revealed that he bribed his friends to accompany him to the Old City so he could capture the monuments and historical sites of Lahore.

Perhaps one of his most popular videos is The real Heera Mandi of Lahore (which received 556,000 hits on Instagram and 18,000 views on YouTube), which captures the essence of a neighborhood in the walled city of Lahore that was once known for its musicians, dancers and performers during the Mughal era. However, much later, during the British occupation, Heera Mandi was known as the ‘red light district’ of the city.

Hassan’s video is a response to the distorted depiction of the neighborhood in the 2024 Netflix series, Heeramandi: the diamond bazaar by Indian filmmaker Sanjay Leela Bhansali.

While Hassan works 9 to 5 days for the digital platform of a local news channel, his heart lies in cinema and photography.

“Lahore is very magical for me,” he says. “There is a lot of exceptional work being done here by people who are passionate about culture and history. The best part is that everyone can relate to our content in different ways. My videos are primarily focused on visuals and not commentary, but I think they resonate with my followers, especially those from across the border who often message me to say that They would love to visit Pakistan. I noticed that there are a lot of authentic interest of India.

Like his peers, Umair Hashmi felt compelled to start documenting Lahore after returning to the city – after spending a decade in the UK – in 2020.

By launching his Instagram page, LahorenamahPrecisely a year after his return to his homeland, Hashmi’s page has transformed into a serious and conscious narrative that will go a long way in preserving the stories of individuals and communities that encompass Pakistani society.

Currently running the platform with his wife and a small team of creatives, Hashmi reveals that he was first exposed to a pre-Partition structure during his childhood: a family haveli built in 1885 (located in Gujranwala, Punjab ).

“I still remember family events at the haveli and its Sikh architecture as if it were yesterday. I have been very attached to it since I was very young,” he says.

However, the haveli has since (almost) fallen into ruin. As Hashmi speaks, you can hear a hint of wistful nostalgia in her voice. “It has become a deep a part of my conscience – I wanted to save it… the haveli was like a family heirloom.

So, through Lahorenamah, Hashmi is doing his part to “save” and save the stories and heritage of Lahore in every possible capacity. “The city has so much to tell us, there is really so much to dig into – always! »

Ghazi Taimoor, the founder of Lahore Ka Ravi – a platform that organizes heritage walks in Lahore – echoes Hashmi’s sentiments. While working as a financial analyst in London, something went wrong for Taimoor.

After completing a post-graduate degree in education policy in the United States, he finally returned to his hometown in 2021. It was around this time that Taimoor began to reintegrate into life in Lahore.

“When I came back, I sat on a bike with two of my close friends, Fawad and Hashir, and walked around Lahore, exploring the city and talking to people. The amount of stories we’ve heard…that’s the problem with people here, you ask them A story and they will tell you ten of them!

This is when the idea of ​​Lahore Ka Ravi started to take shape. Currently leading a series of “identity marches,” Taimoor is able to marry his love for Lahore with education, allowing participants to “engage with Lahore in a more authentic way.”

“During our walks, we often mention that when you explore and explore the city, you realize that you are not just looking outward, but inward. As you explore Lahore, you find yourself – that’s one of the key takeaways we share.

Until recently, Pakistani content creators primarily focused on using visuals to share unique sides of the country. However, there is a growing trend toward combining serious, heartfelt storytelling with an educational focus. Other notable creators like Saad Zahid of Vlogumentary100and Huzaifa Nazim of Story by Huzaifagame-changers in content creation and cultural reporting in Pakistan.

Ultimately, there’s a lot of fascinating work that pushes audiences to step out of their comfort zone, lace up their sneakers, and rediscover—and hopefully fall in love with—their city again.