Renowned poet and playwright Amjad Islam Amjad has passed away in Lahore. His age was 78 years.

According to Pakistan's official media, his family said he had been ill for some time and died of a heart attack.

Amjad Islam Amjad, born in Lahore in 1944, was one of the most famous writers of Pakistan and was the author of more than 20 books.

He started his career in the teaching department and after completing his education from Punjab University, he was associated with the Urdu Department of MAO College, Lahore for two periods.

After the establishment of Punjab Arts Council in 1975, Amjad Islam Amjad was appointed as the director of this institution.

Apart from being associated with Pakistan Television, he was also the Project Director of Children's Complex.

Amjad Islam Amjad wrote a number of dramas for Pakistani television in the 1980s and 1990s that set new records of popularity, including Waris, Dehleez, Samudar, Din, Tashar and many other drama serials.

He was one of the poets of Ghazal and Nazm in Pakistan whose popularity was equal in the country as well as abroad.

Acknowledging Amjad Islam Amjad's literary services, the Government of Pakistan awarded him the Presidential Medal of Excellence in 1987 and the Star of Distinction in 1998.

The face of Pakistani literature:

Speaking to the BBC, poet and writer Saud Usmani said that 'Amjad Islam Amjad was the face of Lahore and Pakistani literature.'

A face that was known all over the world. People loved them. And love was not only received by them, they also shared this love.

Saud Usmani said that 'I had a personal relationship with Amjad Sahib for more or less 45 years. I had a relationship with him later, but the person who welcomed and appreciated me the most in literature was Amjad Islam Amjad.

He considered it his duty to recognize and promote talented people.

Saud Usmani said that Amjad Islam Amjad's vitality and cheerfulness remained the same despite his poor health.

He said that he was an excellent travel companion. We were junior to him but he considered us as equals.

Amjad Sahib asked when my book was printed. I said that there are so many books, what will happen with another book, so he said, "Look, don't do that, but do this thing, ask Allah for His Tawfiq so that He will increase your Tawfiq."

Amjad Islam Amjad's pride:

Amna Mufti had a close relationship with Amjad Islam Amjad. Talking to BBC, he said that Amjad Islam Amjad's daughter was my friend, but I never called Amjad Islam Amjad Sahib uncle because his writing was so lively and youthful.

In the latter part of his life, he developed diabetes, but he loved sweets and when he was fed something, he used to ask him to recite poetry. They used to say that now you have fed bread, then they will also take labour.

One day, while sitting with his friends, Hafeez recited a poem, "Those who mix their evil in the scene of my good". So Amjad Bhai said boldly that 'I mix my evil in the scene of their good.' He used to tie such sudden knots even though Hafeez Sahib's next verse was that I create a scene of good again in front of him.'

Writer and researcher Dr. Uzmi Saleem also shed light on this aspect of Amjad Islam Amjad's personality.

He said that Amjad Islam Amjad had such a personality that he did not have any kind of pride. He met everyone, respected juniors and considered every writer as a friend.

Talking to BBC, he said that 'Amjad Islam Amjad's personality was important because of his sense of humor.'

In Lahore, whenever Amjad Islam Amjad was present, there was laughter. His puns and humor were famous.

Writer and poet Haris Khaliq said while talking to BBC that 'Amjad Islam Amjad's death is a great loss for Urdu poetry and literature.'

"Other than execution, he had an uncommon spot in Urdu refrain - his words had freshness and energy, his poems illuminate us with a particular genuine approach to feeling."

Fans express lament via online entertainment:

Pakistan State leader Shehbaz Sharif likewise communicated his melancholy over the demise of Amjad Islam Amjad. He composed on the interpersonal interaction site Twitter that an extraordinary time of Urdu writing has finished today with the demise of famous writer and scholarly Amjad Islam Amjad. He developed an age of educated people through his plays and compositions. The serenade of his verse will keep on liquefying in our ears for quite a while. May Allah favor them with heaven.

Web-based entertainment clients in Pakistan are communicating anguish over the passing of Amjad Islam Amjad. His admirers, including Pakistani President Arif Alvi, are sharing his verse and calling his demise an extraordinary misfortune to Urdu writing.

Pakistani entertainers and big names are among the people who grieved his demise.

Entertainer Imran Abbas additionally called it the saddest three days of Urdu verse. Previous cricketer Shoaib Akhtar likewise called the demise of Amjad Islam Amjad a major misfortune.

Dr. Nauman Niaz composed that the renowned writer, incomparable artist, previous college cricketer and a wonderful person Amjad Islam is no longer Amjad. It was a joy to work with him in 1995-96 facilitating him on a few shows.