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Two dramas have created huge waves in the teacups of Pakistani television viewers’ social lives, both online and offline. One of them was the recently-concluded Noor Jahan, which was about desi family politics and melodrama, and the other is the romance Kabhi Main Kabhi Tum, starring Hania Aamir and Fahad Mustafa.

Kabhi Main Kabhi Tum, literal translation Sometimes You and Sometimes Me, follows the popular romance genre trope of marriage of convenience. It tells the story of Sharjeena, who is heartbroken and humiliated after her fiancé, Adeel, abruptly calls off their wedding when his wealthy boss Rubab makes a bold move and proposes to him. Determined not to be pitied or to create any social discomfort for her family, Sharjeena proposes to Mustafa, Adeel’s younger, unemployed, and happy-go-lucky brother.

What starts as a practical arrangement slowly evolves into a slow burn romance, where love grows in the middle of lingering doubts, personality clashes, heartbreak, and a very challenging economic situation. The romance in Kabhi Main Kabhi Tum has set lit up Pakistani social media, with fans shipping the lead couple of Sharjeena and Mustafa. Hashtags featuring the portmanteau ‘Musjeena’ — a blend of the characters’ names — are trending daily, reflecting the audience’s passionate investment in their love story. One can search #kabhimainkabhitum or #musjeena to find an abundance of carefully crafted viral video montages set to romantic soundtracks, celebrating every stolen glance and tender moment between the two main characters.

While fan-made creations flood Instagram, TikTok, YouTube, X, and Facebook, fueling the show’s cultural momentum, the Kabhi Main Kabhi Tum fandom has spilled over to evolve into a full-fledged pop culture phenomenon. Here’s what makes the drama such a hit!

The unemployed and adorable hero

The hero Mustafa is a very unlikely heartthrob who rises above the regular overtly masculine and misogynistic television drama heroes with his unkempt hair and laidback demenour to strike a chord with Pakistani viewers, captivating hearts nationwide. Far from the typical tycoon/landlord romance hero sporting dark shades and dragging damsels around, his character is woven with the real-life struggles, frustrations, and aspirations of average young men in this economically unstable and regressive country.

The character of Mustafa has primarily gained fame because of his refreshing ordinariness. Unlike his proverbial gold digger brother with his ruthless goals for success, he is neither driven by lofty ambitions nor has a clear life plan, just a passion for the niche world of gaming software development.

Mustafa speaks to the everyman because of the layers that lie beneath his easygoing exterior. His unwavering ethical compass serves as a moral centerpiece for the show, often guiding him through complex situations with integrity. His chivalrous attitude takes one back to the timeless ideals of respect and honour. In a cultural landscape often dominated by indifferent male leads, his open acknowledgment of his flaws and insecurities is rather revolutionary.

When Mustafa breaks down in front of Sharjeena and shares his raw feelings of being unworthy of her love, the scene resonates deeply with Pakistani women viewers who often only see social displays of male superiority in their everyday lives. Mustafa’s vulnerability and humility, combined with his romantic devotion to and respect for Sharjeena creates a powerful and appealing dynamic on screen.

Mustafa is played by Fahad Mustafa, who has been working in television dramas, acting in movies, and hosting game shows for well over a decade now. The actor effortlessly captures the laidback mannerisms and inherent confusion of the character with a similar name, which seems to have become the most well-known role in his portfolio to date.

The quintessential Pakistani good girl

Hania Aamir plays the character of Sharjeena. Sharjeena presents the desi ideal of a good girl, with just the right blend of modern aspirations, traditional values, fear of society, love, and loyalty. A vibrant young woman with a passion for literature and a determined focus on her career goals, she sees beyond Mustafa’s carefree facade and rumpled hair. She recognises and cherishes the depth of his character and celebrates the nobility of spirit that lies beneath his easygoing exterior.

Their pairing has even sparked jokes on social media where young men lament that there are no Sharjeenas in their unemployed lives. She navigates a minefield of criticism from all sides — her own family, immediate social communications, and Mustafa’s relatives — with remarkable poise. She becomes Mustafa’s strongest advocate and source of support and keeps convincing him of his inherent value and worthiness of love, while helping him secure an online job, demonstrating her belief in his potential.

Sharjeena’s character deftly navigates the complexities of love, family obligations, and personal ambitions, all while maintaining her individuality and strength of character. The production ensures that she uses a simple capsule wardrobe that matches her no nonsense attitude towards life, and a clear ideology of love.

In the most recent episode of the drama, the couple moves into a dilapidated living space and Sharjeena tackles the challenge of cleaning it up with enthusiasm. Her vibrant attitude starkly contrasts with Mustafa’s despondency over their living conditions. While he frets about subjecting her to such humble surroundings, Sharjeena embodies the spirit of making the best of a difficult situation, metaphorically turning life’s lemons into a zesty, upscale lemonade.

The glamourous villains

A standout feature of this marriage of convenience romance is the dynamic contrast provided by the characters of Adeel and Rubab. This glamorous and vivacious pair, with their deliciously villainous streak, serve as a perfect counterpoint to the lead couple, amplifying the relatable vulnerability of Mustafa and Sharjeena’s love story.

Emmad Irfani brings all the hauteur of his modelling experience to the role of Adeel, who literally sells his soul for an upgrade into elite lifestyle. Adeel’s character is a web of deceit and infidelity — despite marrying money, he harbours fantasies about a life with Sharjeena while simultaneously engaging in an affair with Rubab’s closest friend. His dishonesty extends beyond his infidelity, and he is already seen embezzling funds from Rubab’s business.

Irfani brings Adeel’s calculating villainy to life with precision, while Naeema Naeem Butt infuses Rubab’s character with a passionate wickedness that has completely hooked the audience. Social media is filled with comments from viewers mesmerised by Rubab’s polished appearance — her sleek, flowing locks, impeccable fashion choices, and distinctively accented speech. The dynamic between Adeel and Rubab is one of mutual awareness as they recognise the darkness within each other yet remain united in their ruthless ambitions. Their alliance is built on a shared willingness to manipulate and destroy anyone who stands in their path. Adeel’s deceptions extend even to Rubab herself, while she tirelessly schemes to undermine Sharjeena and her supporters. Their glamorous malevolence accentuates the genuine struggles and growth of the main couple.

Settings, wrist watches, and stolen paintings

The narrative of Kabhi Main Kabhi Tum extends far beyond the confines of its episodic structure, with fans eagerly dissecting every aspect of the show’s mise-en-scène. For example, the space of Mustafa’s room has become a focal point of para-textual discourse in online fan communities about its authenticity within the context of lower-middle-class Pakistani architecture.

His room setting has an intricate layout, featuring a box room and another adjoining space that can be best described as a parlour or study. Mustafa’s room is part of the title shot and the backdrop for many pivotal scenes that drive character development and plot progression. The room’s significance is further emphasised through its role in a key narrative arc involving Rubab’s search for stolen money. It can easily be a metaphor for many things in scholarly research, including the marriage of convenience romance trope.

The show’s attention to detail extends to costume design, with fans exhibiting hyper-attentiveness to sartorial choices. A notable instance of this is Irfani’s character wearing two wristwatches simultaneously during the infamous search for money scene. This seemingly minor costuming decision has sparked extensive fan theories and discussions, reflecting how even subtle elements can contribute to character construction and audience engagement.

Kabhi Main Kabhi Tum has unexpectedly also become entangled in a real-life art mystery. Artist Seffy Soomro recently experienced a shock when he recognised his long-lost paintings prominently featured in an important scene of the show. These artworks, originally part of Soomro’s university thesis, had vanished without a trace after being exhibited at Karachi’s Frere Hall in 2017. Interestingly, the scene in question was intended to portray Adeel’s disloyalty and villainy. Instead, it inadvertently threw a spotlight on Soomro’s missing art pieces.

While the drama’s production company has distanced itself from the controversy, claiming the artworks were merely rented props, the incident has added more flame to the fire of the drama’s fame.

Kabhi Main Kabhi Tum embodies all the hallmarks of a quintessential genre romance drama and abstains from the temptation to dilute its central love story for a halal family-oriented plotline. The show remains steadfast in its commitment to the slow-burn romance at its core, employing classic tropes and beats of the romance genre, and allowing the central relationship to develop organically. With soft stares, meaningful pauses, and simple twirls of joy, the show stays true to its genre roots, offering audiences an unapologetic exploration of love and desire.

The show’s dedication to crafting a genuine romantic journey, complete with obstacles, misunderstandings, and moments of connection, demonstrates a nuanced understanding of what makes the romance genre so compelling. In doing so, it validates the emotional experiences of its audience without compromising on the essence of its storytelling for the sake of perceived propriety.