Yousaf Razzaq — known on TikTok as YousifIsHere — is a Dubai-based creator, model and actor, and Markhor’s UAE Brand Ambassador. He is the first ambassador the brand signed outside Pakistan.
How he started
Yousaf began posting to TikTok with no particular plan for it. “I started making TikTok videos just for the sake of passing my time,” he told The Asian Age in 2019. The lip-sync clips he made then built the following he has now.
He came to it with an advantage most creators do not have: a background in advertising and social media, alongside work as a model and actor in Dubai. He understood the medium as a professional before he was in front of the camera on it.
Known for going live
Today he is best known for his live streams rather than edited clips. The distinction matters more than it sounds. A live audience turns up at a set time and stays, which is closer to how people watch a match than how they scroll a feed — so a brand present in that stream is inside something people chose to sit through.
Why the UAE came first
The UAE holds one of the largest Pakistani populations in the world, and Yousaf is based in Dubai. For a brand built in Khyber Pakhtunkhwa, that is the market abroad where the least has to be explained.
Every other senior Markhor ambassador comes from sport. Choosing a creator here is a read on how attention works in that market: reach is earned on a phone screen, not in a stadium.
Markhor makes no claim that any drink in its range improves energy, focus or performance, and no ambassador is presented as evidence of one.
Related
Read the signing announcement, or see everyone in The Markhors.
