Pakistani content creator and social media personality Ali Arif has criticized comedian and television host Tabish Hashmi, questioning his recent promotional strategy for the show “Hasna Mana Hai” and accusing him of using a sensitive national issue to generate publicity.
The criticism came after Tabish revealed that the recent speculation surrounding his show’s status was part of a promotional prank designed to introduce a revamped set. The announcement surprised many viewers who had believed that the program had been affected due to comments made on a sensitive topic.
Sharing his reaction on Instagram, Ali Arif expressed disappointment over the campaign and said many Pakistanis were misled into believing that Tabish had faced consequences for speaking about an important national issue.
In his video message, Ali claimed that people had started supporting Tabish and demanding justice because they believed the show had been cancelled. He later criticized the fact that the situation turned out to be a marketing stunt rather than an actual controversy.
Ali pointed out that Tabish’s earlier video ended with the statement, “I don’t know what the consequences of this will be,” which created the impression that the comedian might face backlash or restrictions because of his remarks.
The influencer also referred to Tabish’s black-and-white farewell-style social media post featuring the caption, “It was great while it lasted. 2022–2026,” saying that the post further increased speculation among viewers about the future of the popular talk show.
According to Ali Arif, the clarification came later when Tabish revealed that the show had not been cancelled and that the entire campaign was created to announce a new studio setup and refreshed format.
Ali questioned whether using a serious issue as part of a promotional strategy was appropriate. He argued that topics involving national concerns can carry strong emotions for audiences and should be handled carefully, especially when used for entertainment marketing.
The controversy began when Tabish Hashmi uploaded a video discussing the Kashmir issue and ended it by suggesting uncertainty about possible consequences. The following farewell-style post led many social media users to believe that “Hasna Mana Hai” had been removed from air.
However, Tabish later clarified that the show was continuing and that the campaign was only intended as a creative promotional reveal for its updated set.
The stunt received mixed reactions online. Some fans appreciated the unusual marketing approach and viewed it as a creative way to attract attention, while others criticized the strategy for creating confusion and involving a sensitive subject.
Ali Arif’s comments have added further debate to the discussion, with social media users divided over whether the publicity campaign was an innovative promotional move or crossed an ethical boundary.
The incident highlights the growing impact of social media marketing in Pakistan’s entertainment industry, where creators increasingly use dramatic announcements and mystery campaigns to attract audience attention.
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