Babar Khan Javed
Feb 27, 2018

AlKaram Studio leverages folk song to reimagine perception

An online film for the eastern apparel brand seeks to help Pakistani women associate a new collection with modernity, but balanced with tradition.

AlKaram Studio leverages folk song to reimagine perception

A new campaign by apparel brand AlKaram Studio updates a folk song focusing on the serenity of the ocean. Titled 'Moriya' ('My love'), the video features Natasha Baig performing a modernised adaptation of a folk song originally popularised by Mai Dhai.

The film for the spring-summer 2018 collection was produced by Digital Invasion. Faisal Durrani, the former CEO of BBDO Pakistan, served as executive producer. 

"We wanted to showcase our collection seamlessly in a format longer than a commercial while at the same time we didn’t want our target group to get bored of it," said Humayun Farooq, the senior GM of marketing at AlKaram Studio. "Previously, AlKaram has had a history of shooting commercials backed by folk or classical songs, which is why we continued the same tradition and focused a little more on the musical side to keep it entertaining."

Catering to a niche target audience, the campaign intends to build an association between timeless beauty and elegance with the new line.

“Alkaram is a household name among the Pakistani ladies and we wanted to ensure that we give our target group something more suited to their specific lifestyle wherever they live within Pakistan," said Farooq. "Using a celebrity they love we wanted to build consumer love around our brand and we are very hopeful based on the initial feedback we have gotten.”

Since the video is entirely online, effectiveness and success are being measured by ROI through the brand's ecommerce store, as well as footfall in its IRL stores.

CREDITS

Brand Credits:
Sr. General Manager Marketing: Humayun Farooq
Creative Head: Marketing: Maha Nasim
Brand Manager: Rizwan Ahmed Khan

Production House: Digital Invasion
Executive Producer: Faisal Durrani
Producer: Ramsha Kohati
Director: Soheb Akhtar
DOP: Zain Haleem

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