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American Sikhs launch campaign to spread awareness about their community, counter hate crimes

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American Sikhs launch campaign to spread awareness about their community, counter hate crimes

National Sikh Campaign says that despite the many contributions by Sikh-Americans, 60 per cent of Americans admitted they knew nothing about the community and 66% of Americans have never interacted with a Sikh before.

Feeling victimised and often the target of hate crimes in USA, American Sikhs today launched a nationwide million-dollar campaign to spread awareness and address the “collective misunderstanding” over the minority community amid a spike in hate crimes against them in the country.

Sikhs look distinctly different with their turban and full beard. To many Americans, they look the same as Islamists and post-9/11, some white US citizens treat them all as supporters of terrorism if not actually being terrorists.

A widely reported incident of such hate crime was that in May, when some white men brutally assaulted an IT specialist Maan Singh Khalsa, cutting off his hair and nearly snipping off the little finger of his right hand – all because of his appearance.

Last weekend, several eminent Sikh-Americans from across the US, lawmakers, government officials and local leaders participated in prayers weekend to mark fifth anniversary of a mass shooting by a white supremacist that claimed the lives of six Sikhs at a Gurdwara in the Wisconsin city.

On Wednesday, a month-long ‘We are Sikhs’ campaign was launched by the National Sikh Campaign (NSC), a non-profit organisation, to coincide with the Sikh festival of Vaisakhi.

It is a massive initiative to spread awareness of the Sikh religion and Sikh-Americans throughout the US as over 65% of Americans are ignorant about Sikhism.

A report in Los Angeles Times in June cited Sikh community leaders as saying they’ve seen another uptick since the 2016 presidential election and the Trump administration’s proposed immigration and travel bans. Those proposals, they argue, are fuelling an intensified xenophobia.

The FBI began collecting data on anti-Sikh, anti-Arab and anti-Hindu hate crimes for the first time in 2015. Only six of the incidents in the most recent FBI report were anti-Sikh hate crimes, but the bureau said it takes years to get an accurate accounting.

According to Sikh advocacy groups, such incidents are under-reported and do not include other hate-filled attacks, such as discrimination or hate speech — a concern buoyed by law enforcement data. Many cities either did not report hate crimes or reported zero hate crimes, according to the FBI report.

While some of the violence against Sikhs stems from misconceptions about their background — attackers assume they are Muslim or Middle Eastern — experts say much of it is fuelled by a prejudiced response to their darker skin, beards or turbans, the LA Times report said. It recalled that earlier this year, two Sikhs and two other Indian men were shot in attacks in Kansas, Washington and South Carolina. In two of the incidents, authorities said the shooters expressed a variation of the same sentiment: Go back to your country.

Community members are working to strike a balance in its efforts to educate the public about Sikhism — aiming to differentiate themselves through awareness campaigns and local outreach without appearing to condone attacks on Muslims and other minorities.

The NSC’s ‘We are Sikhs’ campaign is a “national effort to help inform our fellow Americans about who we are and why we are proud to wear the turban, a symbol of our community’s commitment to equality and serving others,” co-founder and senior advisor of the National Sikh Campaign Rajwant Singh said.

“Sikh-Americans are pillars of their communities in every corner of our nation and we must work to proactively meet and connect with our neighbours,” he said.

The campaign would involve marketing and public relation efforts that will focus on increasing the Sikh-American community’s presence in national and local news outlets, online platforms and neighbourhoods. It will utilise national and local television and cable and digital advertisements, social media and community events to affect change.

Its organisers said the Sikh community has been the target of discrimination, intimidation, harassment and hate crimes since the 9/11 terror attacks largely because of a “collective misunderstanding” of what the turban means in the Sikh faith.

“Sikh values are American values, and Sikh-Americans have been making positive and significant contributions to American life for more than a century. We run local businesses and sing our national anthem with pride,” Gurwin Singh Ahuja, co- founder and executive director of the NSC said.

“The American dream is fundamental to our identity here in America, and we believe deeply in the freedom to pursue one’s own success through hard work,” Ahuja said.

Elaborating on the campaign, Singh had told PTI this week that the “seven-figure” targeted ad campaign will run on cable TV networks like CNN and Fox as well as on local TV stations and will have a heavy presence on social media.

There will be 40-50 spots on CNN and other networks and will be shown in morning and prime time bulletins, circulating throughout the day. The campaign will run for a month throughout the nation.

“We have brought a very scientific and targeted messaging element to the campaign. Our focus is to build a proactive and positive message and try to educate and inform Americans about the positive contributions the Sikhs have been making in America,” Singh said.

For the campaign, the organisers have roped in prominent marketing experts and firms, which have in the past done presidential-style campaigns for former presidents Barack Obama and George Bush.

The campaign has been tested over a period of time and through polls and focus groups, the organisers narrowed in on what message would move the public opinion.

NSC, however, said that despite the many contributions by Sikh-Americans, 60 per cent of Americans admitted they knew nothing about the community and 66% of Americans have never interacted with a Sikh before.

While this lack of awareness and interaction exists, the NSC said it believes there is enormous potential to enhance positive feelings and familiarity towards Sikh-Americans through the campaign.

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Asim Munir appointed Pakistan’s first Chief of Defence Forces, to serve 5-year term

Field Marshal Asim Munir has been appointed Pakistan’s first Chief of Defence Forces, consolidating top military authority under a new constitutional amendment.

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Pakistan has named Field Marshal Syed Asim Munir as its first Chief of Defence Forces (CDF), marking a major restructuring in the country’s military command. The appointment was approved by President Asif Ali Zardari following a formal recommendation from Prime Minister Shehbaz Sharif.

Munir to hold dual charge as COAS and CDF

According to the President’s office, Munir will serve concurrently as Chief of the Army Staff (COAS) and Chief of Defence Forces for a five-year tenure. The creation of the CDF role — introduced under the 27th Constitutional Amendment — aims to centralise top-level military authority.

This decision comes after days of speculation due to delays in issuing the official notification, which was originally expected on November 29, the day Munir’s previous three-year term as army chief ended.

Former Indian security official Tilak Devasher had earlier commented to media that the Prime Minister appeared to be avoiding issuing the notification, leading to confusion within Pakistan’s military command structure.

Zardari also approves extension for Air Chief

Alongside Munir’s elevation, President Zardari approved a two-year service extension for Air Chief Marshal Zaheer Ahmad Babar Sidhu, effective from March 2026. The President extended his best wishes to both officers.

Munir, promoted to Field Marshal earlier this year, becomes only the second military officer in Pakistan’s history to hold this rank — the first being Gen. Ayub Khan.

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Imran Khan accuses Asim Munir of mental torture, says sister after rare jail meeting

Imran Khan has alleged “mental torture” inside Adiala Jail, according to his sister who met him after weeks of blocked access. The family claims authorities are withholding information about his condition.

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Former Pakistan Prime Minister Imran Khan has alleged that he is being “mentally tortured” in prison and held General Asim Munir responsible for his continued isolation, according to his sister Dr Uzma Khanum, who met him inside Rawalpindi’s Adiala Jail for 20 minutes.

Sister says Khan “angry” over isolation

Dr Khanum told reporters that her brother is allowed out of his cell only briefly and has no means of communication with the outside world. She said Khan expressed anger over the conditions in which he is being held, stating he remains confined all day with no access to his family or party members.

She also said Imran Khan directly blamed General Asim Munir — now seen as Pakistan’s most powerful authority, having consolidated military control and secured lifetime immunity for top officials — for the treatment he is receiving in custody.

Meeting follows weeks of denied access

The rare meeting came after weeks of barred family visits, which fuelled speculation about Khan’s health. His sisters earlier claimed they were assaulted when they sought permission to meet him, while his sons publicly alleged that jail authorities were concealing “something irreversible” about his condition.

One of his sons, Kasim Khan, told media that despite a court order for weekly family meetings, they had no direct or verified contact.

Family members also said prison authorities repeatedly refused entry to Imran Khan’s personal doctor.

Rumours and protests intensify

Before Tuesday’s meeting, neither his relatives nor his Pakistan Tehreek-e-Insaf colleagues had seen him for over 25 days, triggering widespread rumours of his death — speculation that officials did not counter with proof of life even as pressure mounted on Prime Minister Shehbaz Sharif’s government.

PTI’s Senator Khurram Zeeshan claimed Khan was being kept in isolation to force him into leaving Pakistan and accused authorities of withholding photos or videos due to fears over his influence.

The situation has sparked protests across Islamabad and Rawalpindi, including demonstrations outside the Islamabad High Court.

In jail since August 2023

Imran Khan, the 72-year-old former cricketer and World Cup-winning captain, has been incarcerated since August 2023. Rumours about his wellbeing first circulated from social media accounts in Afghanistan, at a time when both countries have been locked in military tensions over a border dispute.

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Trump pledges permanent pause on migration from Third World countries in Thanksgiving message

US President Donald Trump declared that migration from all Third World countries will be permanently paused, criticising current immigration policies and announcing measures to remove non-citizens who he says do not benefit the US.

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US President Donald Trump has announced that he will “permanently pause migration from all Third World countries”, asserting that the move is necessary for the United States to “recover” and “heal”. His remarks were delivered in a Thanksgiving post, where he sharply criticised the Biden administration’s immigration policies and outlined sweeping measures aimed at restricting migration and removing non-citizens who, he says, do not contribute to the country.

Trump said he intends to reverse what he described as “illegal admissions”, end federal benefits for non-citizens, and strip citizenship from migrants who pose security concerns. He also reiterated plans to deport individuals he considers a “public charge” or “non-compatible with Western Civilization”.

The statement came shortly after two members of the National Guard were shot near the White House, an attack Trump called an “act of terror”.

One National Guard member dies after Washington shooting

Trump confirmed that Specialist Sarah Beckstrom, 20, one of the two West Virginia National Guard soldiers shot near Farragut West Metro station on Wednesday, died of her injuries. The ambush occurred while Trump was in Florida.

The alleged shooter was identified as Rahmanullah Lakanwal, a 29-year-old Afghan national who entered the US in September 2021, according to enforcement officials.

‘Reverse migration’ needed, says Trump

In his post, Trump said his actions aim to significantly reduce “illegal and disruptive populations”, adding that only “reverse migration” can address the current situation. He accused the Biden administration of admitting migrants through an “unauthorized and illegal” approval process.

Concluding his message, he wished Americans a Happy Thanksgiving but added that those who “hate, steal, murder, and destroy” would “not be here for long”.

Attacks on foreign populations and Minnesota officials

Trump also targeted Somali refugees in Minnesota, alleging that gangs from the community are creating fear on the streets. He accused the Minnesota Governor of failing to address the situation due to “fear or incompetence”.

He further criticised Ilhan Omar, accusing her of complaining about the US despite her origins in a “crime ridden” nation.

Comments on America’s foreign-born population

Citing Census estimates, Trump claimed that the US foreign-born population stood at 53 million, alleging that “most are on welfare” or come from “failed nations” or criminal backgrounds. He said American citizens continue to support this population despite personal discomfort.

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