When public money buys praise: Pakistan's ruling elite turn birthdays and PR into state-funded spectacles

JournalismPakistan.com | Published: 27 July 2025 | JP Staff Report

The article discusses how Pakistan's ruling elite increasingly blur the lines between governance and personal marketing by using taxpayer money for lavish birthday celebrations and influencer campaigns. It highlights specific examples of political self-promotion, raising ethical concerns and questions about the use of public funds during challenging economic times.
Summary

ISLAMABAD—Lavish full-page newspaper advertisements, paid influencer campaigns, and taxpayer-funded supplements — Pakistan’s ruling elite continue to blur the line between governance and glorification, using public money to build personal brands.

The latest example: A full-page advertisement in Dawn to celebrate President Asif Ali Zardari’s birthday. The ad, printed in color, features a prominent portrait of Zardari, likely from his younger days, and reads: "Celebrating the life and leadership of a visionary leader, President Asif Ali Zardari. Happy Birthday. Salutations from the people of Pakistan to a statesman of endurance, reconciliation and constitutional clarity."

Interestingly, the ad fails to mention the President’s age or birthday number — an omission that raises questions about the purpose behind the public tribute. It instead highlights his and the Sindh government’s achievements, turning what should have been a private celebration into a public spectacle at the nation’s expense.

Such political vanity projects are nothing new in Pakistan. In July 2024, a major controversy erupted when it was revealed that the Punjab government had paid actors and social media influencers to glorify its "first 100 days" in office. Among them, actress Saba Faisal openly admitted that her public endorsement of the government was paid content. The revelation raised serious ethical concerns over transparency in governance and the moral responsibility of influencers.

A Cross-Party Tradition

Political self-promotion using public funds is a tactic that transcends party lines in Pakistan:

PTI Era: During Imran Khan's government, social media campaigns were orchestrated using influencers to boost the image of the administration and counter criticism.

PML-N Government: Reports surfaced of media houses being allegedly incentivized to cover government initiatives in glowing terms.

Sindh Government: Has frequently relied on influencers to broadcast its development projects, with little transparency on whether these were paid or organic.

In February 2025, the Punjab government took this trend to a whole new level. It dominated front pages of leading Urdu dailies like Jang, Daily Express, and Dunya with full-page ads hailing Chief Minister Maryam Nawaz. These ads were designed as celebratory messages, though they bore the hallmarks of state-funded political marketing.

That wasn't the end. Days later, a 60-page supplement was released showcasing over 300 photographs of Maryam Nawaz to mark her first year in office. Titled “Leadership that provides hope...90-plus grand public projects. Our aim: Khushal Punjab,” the supplement was a public relations bonanza — again paid for by the taxpayer.

These practices, masquerading as governance, reduce democracy to a vanity project and raise grave concerns about the misuse of public funds. At a time when Pakistan is facing record inflation, economic uncertainty, and growing inequality, this tone-deaf use of taxpayer money not only reeks of entitlement but betrays the trust of citizens.

The question remains: Is governance in Pakistan now measured in public service or in how glossy and self-congratulatory the messaging can be?

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KEY POINTS:

Ruling elite utilize public funds for personal brand promotion.
Recent birthday advertising for President Asif Ali Zardari exemplifies misuse of taxpayer money.
Ethical implications arise from paid influencer endorsements.
Political self-promotion transcends party lines in Pakistan.
Such practices undermine democratic values during economic difficulties.