The war for telecom supremacy continues within Pakistan. Telenor and Ufone have both introduced new campaigns which seem to reflect the more westernized image of Pakistan. With “Burgeri Bachay” on display, the ad appeals to the modern youth.
Zong telecom has however decided to go the cultural route. The new campaign follows Pakistani cricketing legend “Younis Khan” and English cricket team star “Jason Roy” on a cultural journey across Pakistan. Khan can be shown introducing several Pakistani foods to Mr. Roy. The pair also engages in traditional rural activities in various parts of the country. The rich culture of Punjab can be seen in the ad.
The video was a visual delight, as it was done by Asad Ul-Haq, who has proved his abilities time and time again. The video truly captured the essence of Pakistani culture, and has given Zong something that audiences should love.
The musical score is a beautifully crafted masterpiece created by popular Punjabi Sufi artists “Soch Band”. The track is sung in Punjabi, which has a mostly rural audience, however is appreciated globally.
The musical score flawlessly compliments the visuals, by providing traditional folk melodies of both Sindh and Punjab.
The use of the Dhol, Tabla and Bansuri create a hypnotizing effect across the video. “The decision to use such cultural eastern classical and folk instruments was something that I was insisting on” said Adnan Dhool (of Soch Band). The group hit a right chord with audiences with their hit songs “Awari” and “Bol Hu”, and have since then continued to become a household name across Pakistan and abroad.
ZONG TVC Song ”Kaalay Rang Da Paranda”
About Soch Band
In 2009 composer / vocalist Adnan Dhool dreamt of making a huge name in music. He went from studio to studio in hopes of finding someone who would give him the break that he most desparately needed.
Adnan happens to come from a family which has studied under the guidance of the Sham Churasi Gharana. (One of the top two “Gharanas” (Schools of music) in Pakistan. Adnan also had a love for Sufi poetry, especially Rumi and Buleh Shah.
In 2010 he came across Rabi Ahmed (A musician / composer) through a mutual friend. Rabi’s family had been working for many years with the “Patiala Gharana” (Likely the top Gharana in Pakistan). Rabi had worked closely under the guidance of Ustad Rustam Fateh Ali Khan (A top vocal trainer for the Patiala Gharana).
The two agreed to jam together and soon put together some of the finest musicians across the two Gharana’s. Word slowly spread across Pakistan regarding the collaboration between the two gharanas. (The first of its kind).
Later, during a local performance, the two were met by Mr. Zulifiqar Jabbar Khan (aka. Xulfi). Xulfi injoyed the unique sound of the band, and asked them to create tracks for an upcoming musical season. The group created the tracks “Awari” , “Bol Hu” and “Uth Jawana” for “Nescafe Basement” ( a project for Nestle group, under the supervision of Xulfi).
All three went on to become smash hits, with both “Awari” and “Bol Hu” being added to Bollywood
soundtracks. The classical training, along with captivating Sufi composition and catchy Punjabi lyrics became the signature for the group.
The group now is known as one of the most prominent groups within Pakistan. Soch has successfully filled the huge gap that “Junoon Band” left when they announced their breakup.
Fahad is an entrepreneur and a marketing enthusiast who loves to write on trending topics. He loves travelling & playing tennis is what he does in his leisure time. He tweets @fahad164.
Email:- fahad164@gmail.com , fahad@themediaparadigm.com
