Pramod Thomas is a senior correspondent with Asian Media Group since 2020, bringing 19 years of journalism experience across business, politics, sports, communities, and international relations. His career spans both traditional and digital media platforms, with eight years specifically focused on digital journalism. This blend of experience positions him well to navigate the evolving media landscape and deliver content across various formats. He has worked with national and international media organisations, giving him a broad perspective on global news trends and reporting standards.
Four weeks ago, with its most important festival coming up and millions of people facing starvation as economic activity dwindled, Pakistan lifted a two-month-long coronavirus lockdown.
Now, the government data shows over 20,000 cases of the virus were identified in the three weeks before the lockdown was lifted, and more than double that figure were identified in the three weeks since, reported Reuters.
The country increased testing rates. But of those tested, the daily average of positive results climbed from on average 11.5 per cent in the three weeks before the lockdown was lifted, to 15.4 per cent on average in the subsequent three weeks. The ratio is around 23 per cent this week, according to the data.
The Covid-19 cases in Pakistan now stand at 89,249 with 1,838 deaths. As many as 31,198 people have recovered from the disease, official data said.
"Those numbers are concerning, since they do suggest there may still be widespread transmission in certain parts of the country," said Claire Standley, assistant research professor at the Department of International Health at Georgetown University.
Experts say measures that could curb cases – like limits on religious gatherings and crowded shopping areas and emphasising social distancing – should be reinstated and some doctors are raising the alarm.
In a letter, a committee of experts backed by the local health department in Pakistan's most populous province, Punjab, told the provincial government the lockdown needed to continue. The letter said random testing suggested more than 670,000 people in the provincial capital Lahore had likely contracted the virus, many of them asymptomatic.
The Punjab Health Minister Yasmeen Rashid said the letter had not been disregarded, but set aside in light of a Supreme Court decision that lockdowns should be lifted.
Most hospitals in Lahore are now full and are sending cases to Mayo Hospital, a public facility with more than 400 beds dedicated to COVID-19 cases, said Salman Kazmi, general secretary of the Young Doctor’s Association, who is treating coronavirus patients there.
Asad Aslam, the CEO of Mayo, however disputed claims that Lahore hospitals were saturated. "We can handle further burden of patients," he said.
Pakistan lifted its lockdown on May 9, about two weeks before the Eid al-Fitr festival that marks the end of the Islamic holy month of Ramadan and is celebrated with family gatherings and feasting. Transport and most businesses have re-opened but cinemas, theatres and schools remain closed.
There has been growing debate among experts globally on whether populous developing nations can afford comprehensive social distancing measures to contain the coronavirus while avoiding economic ruin.
Some officials have suggested "herd immunity" could contain the virus, a situation where enough people in a population have developed immunity to an infection to be able to effectively stop that disease from spreading. However, the World Health Organization has warned countries that have "lax measures" in place against counting on herd immunity to halt the spread of Covid-19.
"The Pakistan government is setting itself up for a huge gamble but it's also a test case for herd immunity because South Asia has no other choice," said a senior European Union official who oversees South Asia.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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