Anthony J. Permal, affectionately and professionally known as ‘Tony,’ grew up as an active and curious child in a close-knit neighbourhood in Garden East, Karachi, where he was well-known and beloved by all. He studied at St Lawrence’s Boys School and excelled in his studies and co-curriculars.

From a young age, Tony displayed an insatiable curiosity and boundless energy that kept him constantly engaged with the small group of friends and neighbours around him. His upbringing as a kid in a staunch Catholic Christian family helped develop him into a fine gentleman of immense talent and integrity.

Whether exploring the nearby church compound as a child, playing pranks and telling stories or inventing new games with his friends, Tony’s enthusiasm for life was evident to all who knew him. His early years were marked by a sense of adventure and a thirst for knowledge, traits that would later define his career as a digital marketer and multichannel professional. Tony’s childhood was deeply influenced by his loving family. His mother, Josephine, provided a nurturing and supportive environment, encouraging Tony’s intellectual and creative pursuits. His father, John, was a figure of inspiration and pride, not just for Tony but for the entire community and the country.

As Pakistan’s supreme track and field star, John was known as the ‘fastest man in Pakistan’ over 100 metres, a title he held undefeated for an incredible ten-year period. Tony idolised his father’s achievements and inherited his drive and determination, qualities that would later propel him to success in his own right, professionally.

When his father passed away in 2019, Tony was heartbroken and deeply disappointed with his home country for failing to give his father the recognition he deserved. Despite his father’s incredible achievements, proudly flying the Pakistan flag and bringing countless honours to the nation, Tony felt that his father’s legacy had not been properly acknowledged. Afia Salam, a friend of Tony, says that she came to know him after the Social Media Mela put together by Sabeen Mahmud that brought together many people who not only bonded professionally but also at a personal level. Salam especially respected Tony’s deep analyses, empathy and his sense of humour.

“He knew how to lay down boundaries without offending anyone, as he made it clear that he was always there for friends, who sought him out for advice, unravelling perplexing questions, or just needing a sounding board,” Salam added. “I was looking forward to connecting with him over his book!”

Tony was in Karachi in the first week of August for his book, Hot Cross Buns: A Memoir The memoir is set in the bustling streets of Karachi in the eighties amidst echoes of political upheaval and societal transformations and follows the journey of a young Christian child.

It is described as a “poignant work that takes readers on a captivating voyage through a pivotal decade in Pakistan, where the shadows of an Islamic dictatorship give way to the hopeful light of Benazir Bhutto’s democratic leadership.”  Growing up alongside his siblings, Sue-Ellen and Adrian, Tony was part of a close and supportive family unit. The bond he shared with his siblings was one of mutual respect and friendship, and they often looked to him for guidance and inspiration. The values instilled in Tony by his family – hard work, perseverance, and a deep sense of empathy – shaped his character and laid the foundation for the extraordinary contributions he would make in the digital space and his large circle of friends.

Tony’s journey into the marketing and communications industry began when his father, John, encouraged him to move to Dubai, a rapidly growing hub of global commerce and innovation. John, who had already spent many years working as a travel consultant in Saudi Arabia and the Middle East, recognised the immense potential that the UAE offered.

He believed that the city’s dynamic and cosmopolitan environment would provide Tony with unparalleled opportunities to harness his talents and expand his horizons. Taking his father’s advice to heart, Tony relocated to Dubai, where he quickly immersed himself in the vibrant world of marketing and communications.

In Dubai, Tony’s early foray into the industry was nothing short of transformative. The city’s globally connected landscape opened doors that allowed Tony to explore the full spectrum of his creative and strategic abilities. He embraced these opportunities with impunity, diving headfirst into projects that challenged him to think outside the box and push the boundaries of conventional marketing and communications practices. This period of his life was marked by rapid growth and learning as Tony honed his skills and began to make a name for himself in the industry. His work in the Middle East not only laid the groundwork for his future success as a digital trailblazer but also solidified his reputation as a forward-thinking and innovative leader in the field.

These early experiences played a crucial role in shaping Tony’s worldview. They fuelled his desire to connect with others, bridge gaps, and make a positive impact on the world. It was this passion that led Tony to become a visionary leader in the communications sphere and the beloved mentor we all remember today.

Tony, an avid blogger, influencer, and social media trailblazer, passed away on August 18, 2024, at the young age of 44 years, leaving behind a shocked family in disbelief and a legacy that has touched countless individuals and organisations. He was a true pioneer in the digital space, whose innovative ideas and unwavering dedication inspired a generation of like-minded changemakers.

Tony’s influence was not confined to the digital world; it extended into the hearts and minds of those who had the privilege of knowing him, both personally and professionally.

Tony’s work in the online community was nothing short of transformative. He was a master at bridging gaps between people, ideas, and institutions, always championing causes that promoted inclusivity, empathy, and understanding. Whether crafting thought-provoking blog posts, engaging in dynamic social media discussions, or mentoring the next generation of digital leaders, Tony’s passion for creating a more connected and compassionate world was evident in everything he did.

Rest in peace, dear Tony.

Menin Rodrigues is a marketing and communications consultant. meninr@gmail.com