ISLAMABAD (PEN) : A storm is brewing in Pakistan’s digital marketing world as popular influencer Rana Hamza Saif publicly called out leading brands Peek Freans and Sooper Pakistan over delayed payments for a campaign collaboration. The controversy has rapidly gained traction online, igniting widespread backlash and calls for greater accountability in brand-influencer dealings.
According to sources close to the matter, Rana Hamza Saif fulfilled his campaign commitments for the brands but was not compensated within the agreed timeline. This triggered a wave of outrage on social media, with netizens and fellow influencers rallying behind him.
Social media platforms are flooded with comments criticizing Peek Freans and Sooper Pakistan for failing to issue a public statement and for remaining silent despite mounting public pressure.
Many in the influencer community argue that this is not an isolated incident, but rather a symptom of a larger issue—where brands often delay payments, undervalue creators, and fail to recognize their contribution to modern marketing campaigns. Influencers are now pushing for the introduction of industry-wide guidelines to protect creators from such exploitation.
“This incident should serve as a wake-up call. Content creators are not free billboards—they are professionals who invest time, resources, and creativity into every project,” said a digital strategy consultant based in Karachi.
Despite the growing backlash, neither Peek Freans nor Sooper Pakistan have issued any clarification or statement on the matter, which has only further fueled online outrage. The delay in response has led many to question the corporate ethics of leading FMCG brands and whether they are equipped to engage responsibly with Pakistan’s rapidly expanding influencer economy.
Rana Hamza Saif, known for his large following and honest content, has maintained a measured stance but emphasized the importance of timely payments and respect in brand partnerships. His supporters argue that his case has now become symbolic of a broader struggle for professional recognition and fair treatment.
As the debate intensifies, all eyes are now on Peek Freans and Sooper Pakistan to break their silence and restore trust. The influencer industry, meanwhile, continues to demand timely payments, legal contracts, and ethical business practices—before more voices are forced to go public.
Note: We remain open to receiving an official statement from Peek Freans and Sooper Pakistan and are willing to accommodate and publish their version on our platforms to ensure balanced and fair coverage.
