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What Happened to M. Saad Khan? Unilever, Can You Please Tell Us?

Posted on August 28, 2009
Filed Under >Adil Najam, Law & Justice, People, Society, TV, Movies & Theatre
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Adil Najam

I have followed the sad news about the death of 32 year old Mohammad Saad Khan, during the recording of a branded reality show for Unilever, since it first broke. Beyond my personal anger and sadness at such waste of precious young life in so futile a cause and circumstances, I did not write about it immediately partly because TeethMaestro was already following it so well and in more detail than I possibly could but also because there were so many things that remained unclear about exactly what had happened and how.

I hoped that things would get clearer and we would find more about what had happened. They have not. And that fact itself seems worthy of comment.


After pouring over material found on the internet here is the best that I can reconstruct. I would appreciate if anyone has any additional information (i.e., information, not speculation) about what really transpired.

  • Presumably a new branded reality show was being recorded in Thailand for Unilever’s ‘Clear’ products managed by the media agency Mindshare. The two have worked together on other advertising projects that included reality TV but this seems to have been for a new, yet unaired, show. It is not clear from the reports who was actually producing the show for Unilever and Mindshare, although there have been mentions of a private Indian production company.
  • An obituary for Mohammad Saad Khan was published in Dawn on August 23, 2009. The obituary does not mention circumstances of the death, and reads “Mohammad Saad Khan left us quietly. His thoughts unknown.” Reportedly, Saad Khan worked for RBS Bank and leaves behind a wife and three young children. Some of Saad’s more distant relatives have been quoted by bloggers but reportedly his family refused to be interviewed by BBC. According to these reports Saad Khan died from drowning during the recording of a thrill segment that involved him being under water. There is also mention that the family, or some members, may be preparing to take legal action against the show’s producers and/or its sponsors for faulty or inadequate safety arrangements during the show’s recording.
  • The news has spread mostly via the internet and especially after Aarpix.com, an e-magazine, reported the death and quoted details from one of the deceased’s cousins. According to the reports at Aarpix the show was being recorded for Unilever Pakistan, was hosted by model Amina Sheikh, was to be aired on the channel ‘Oxygen’, someone named Naved Arshad was the head of production, and the shooting was halted after the incident and an investigation in Thailand is taking place.
  • A most surprising aspect of all of this is the total silence from the mainstream media as well as from Unilver. The silence of the immediate family is possibly less surprising in this moment of grief for them. But the silence of the media and the company does boggle the mind. This is surprising not only because this seems to be the exact type of story that our media would relish on but also because the usual practice of multinationals is to go into immediate ‘damage control’ mode by putting out their own version of events. Some have suggested conspiracy because Unilever is a very big advertiser in Pakistan.

This waste of life is tragic as well as vulgar. I have always found this fad of thrill-based reality shows that play on people’s greed and stupidity to have them try things they should never be doing anyhow to be repulsive. The few that I have seen on Pakistani and Indian TV seem even more dangerous, and even more uncaring of people’s lives and safety, than many in USA and Europe and I have often felt they should just not be allowed, not only for the perverse actions that the participants are made to (and agree to) do, but also because of the message and incentives it gives to viewers, especially including impressionable younger viewers.

But that issue aside, someone really needs to come up and explain what really happened here and why. Someone from Unilever should tell us, even if it is to absolve themselves. Someone from the mainstream media should ask them?

Many of the versions now floating around are too wild to be believable and hysteria is clearly catching up. But if a young life was so tragically lost, some answers must be given: Why was there no adequate safety mechanisms? If there were, why did they fail? Even if Mohammad Saad Khan had signed legal disclaimers of responsibility (as he probably had) does the human tragedy deserve not even a statement from the show’s producers and sponsors. I understand those who participate in such displays - whether for ‘thrill’ or for ‘money’ - do so knowing the dangers and risks. But were the dangers and risks more than he had signed up for?

I do not know the answers to these. Nor do I know just what happened and to what, if any at all, are the show and its sponsors responsible for this death. But that is the point. The fact that we still know so little disturbs me. I am very willing to give the benefit of the doubt where it is due. But in such a case silence can become more incriminating the more it is prolonged.

The Pakistani courts have recently become quite fond of suo motto notices. Here is a case that calls for a suo motto enquiry.

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53 comments posted

Comment Pages: « 7 6 5 4 3 [2] 1 »

  1. Hamza says:
    August 29th, 2009 10:55 am

    Dr Najam,

    Thank you for the very eloquent post. Most disturbing about this incident is the silence of the mainstream media - particularly the electronic media - since this is the kind of story that they would ordinarily thrive on.

  2. ATP Administrator says:
    August 29th, 2009 10:53 am

    Some comments from the ATP Facebook Page:

    - “It’s shameful.”
    - “Allah Ne Marzi”
    - “This is a sad story and Unilever has much to answer for. Why are they silent. But people who go on such silly ‘thrill’ shows also have to think of their own families and the risk they are putting them in.”
    - “Its really sad!”
    - “Accidents Happen!”
    - “All i would just like to ask from our so called “UNBIASED MEDIA” which claim to have “Har khabar par nazar”, “jaan ke geo”, “sach kee lagan” etc etc where the hell have they gone now?????? sanaa-Khwaan-e-taqdees-e-mashriq kahaaN haiN? kAHAAN HAIN!! KAHAAN HAIN!! KAHAAN HAIN!!”
    - “no one will anser you and never listen ur voice just like our Pakistani Politicians .also others are all paid agents…ab yahi dekh len k 20 karoor ka hera ( chief justice sahib ) kun kuchh nahi bol rahey.”
    - “May be some day you will get response”
    - “i feel very sorry for his family..we are masters in copying these things and expert law breakers..what a shame!! theres a similar kind of reality tv program hosted by waqar on The Musik, and i fear someday or the other God forbid same consequences..that show should be banned in the first place..”
    - “y we awl r juss blaming to our so-called polititions n each othr.. hav we seen our selfives..??? wht gud we hav dun!!!
    so guys plz grow up… n stop blaming optherz!!!”

  3. Adil Najam says:
    August 29th, 2009 10:25 am

    There is today a detailed report on this in The News, which has more relevant details. Here is the text:

    The tragic death of a contestant in a Pakistani reality game show while performing a stunt has left his near and dear ones with many unanswered questions. Thirty-two-year-old Saad Khan’s death on the set of the show in Thailand, where it was being shot, is being termed a mishap, but the stark ‘reality’ of this show is that a 28-year-old woman has been widowed and four minor children - the oldest aged seven, twins aged five, and the youngest aged two – are left without a father.

    His death has raised many questions regarding the safety arrangements on the set and cast a dark cloud over the performance of the show’s production staff. While the autopsy report has confirmed drowning as the cause of death, Thai authorities are conducting a detailed inquiry into the incident.

    According to information available from Unilever, the multinational company that was sponsoring the show, Khan was performing a stunt (that was a part of the show), which required him to cover the length of a pond with a seven kilogramme backpack on.

    Something went drastically wrong when Khan was in the middle of the stunt. He suddenly turned on his back into a backstroke swimming style, and then, less than a minute later yelled for help. People reportedly began shouting at Khan to remove the backpack, but it was too late – Khan had begun to sink.

    It is here that the questions arise regarding safety measures and the vigilance on the part of the on set rescue staff. A spokesperson for Unilever refuted reports that no help came for Khan for up to six minutes while he was underwater, stating categorically that people around jumped into the pond to help Khan straightaway, but, given the murky water, could not find him. Professional divers were called in, who then recovered Khan’s body half an hour later.

    The spokesperson claimed that all contestants were given lifejackets, but refused them.

    However, Babar Jumani, a close friend of Khan’s told The News said that those near and dear to the deceased did not buy the explanation being given by the multinational. “We are trying to find the truth. The story we have been told does not make sense,” he said. The direct family of the deceased could not be reached despite attempts by The News.

    The multinational claimed the other participants performing the same stunt before Khan had pulled themselves along the pond with a rope attached to side instead of swimming the length. It was also said that the stunt had been tested by experts with a 12-kg backpack.

    Scattered reports, some appearing on the internet, had it that no help came for up to six minutes for Khan, who had reportedly pulled a muscle due to the weight tied to him, because of which he could not resurface.

    The incident occurred on the 10th episode of a 13-part show. Khan had already been eliminated earlier, but had returned as a ‘challenger’ to the three remaining finalists. Khan’s appearance was meant to be a ‘surprise’.

    The multinational also stressed that the sponsoring company had no input as far as the stunts etc. went, and the show was handed to an external media and communication company, who had, in turn, hired the top names in the reality show business – including an Indian director/producer that had worked on major projects of this nature in India.

    According to reports, the media and communication company in question, which operates in at least 67 countries, handles almost all of the multinational company’s media campaigns.

    The current status of the incident is unclear. The multinational says that it is in contact with the aggrieved family.

    “We are after the truth,” said Jumani. “We need answers to our questions. So far we have not got those,” he continued, adding, “At this point there is no story to tell. We will get them by their necks. We want to know what happened to our friend.”

  4. Fahad says:
    August 29th, 2009 6:13 am

    Please join the Group Say NO to reality shows, For MUHAMMAD SAAD KHAN

    Basic Info
    Name: Say NO to Reality Shows
    Type: Common Interest - Beliefs & Causes
    Description: Reality shows around the media world have become very popular. In a quest to make thrilling, adventurous and exciting programs the producers, sponsors, directors, media managers, risk the life of un-trained & un-skilled participants.
    This is a pure act of playing with a precious human life. This facebook page marks a start of a campaign against all such entities who organize and sponsor such events for cheap publicity & monetary kick backs.

    http://www.facebook.com/share.php?appid=2530096808 &src=box&tid=125880517398&u=http%3A%2F%2Fteeth.com .pk%2Fblog%2F2009%2F08%2F28%2Fsaad-khan-unilever-m indshare-accident#/group.php?gid=125880517398

  5. sidhas says:
    August 29th, 2009 5:55 am

    Adil, Thanks for writing about the sad demise of this young men. Hope authorities are jolted by this.

    Now a days for anything to happen, Chief Justice has to take Suo Moto action.

  6. Hammad says:
    August 29th, 2009 5:24 am

    Hundreds of Thrill-seeking idiots are taking part reality shows every day. (Assuming the story is true, ) Saad khan was one of them

  7. Rashid Kahloon says:
    August 29th, 2009 3:11 am

    In their quest to produce a western-style adventure and thrill-based reality show in Pakistan, but poor, substandard and possibly lack of safety arrangements led to the death of its participant Saad Khan.

    Saad lost his life during the recording of the reality show when host Amina Sheikh (model for Clear Shampoo) challenged him to an underwater performance contest. Saad Khan apparently lost his control and shouted for help but lack of safety and lifeline measures failed to rescue him and the young man, a father of four lost his life, report said.

    The blame goes to the producers (sponsors?) of the show Unilever Pakistan and Mindshare, for hiring such a sub-standard team and having made cheap arrangements that became the cause of the death, said Aarpix….

  8. Umair Mohsin says:
    August 29th, 2009 2:08 am

    To answer a few of your questions:

    The name of the show was ‘Clear Sex’.

    The production was being done by Naved Arshed of Oxygene Channel. Indian production company was ‘Working Hands’.

    Adage has reported this at
    http://adage.com/globalnews/article?article_id=138 675

    Jang has reported this at http://thenews.jang.com.pk/daily_detail.asp?id=195 455.

    Paklinks has a good story.

    Some more info. you can find on my blog too. :)

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