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25 Jan

Atif Aslam sings for Pepsi

If there’s one musician who’s always in the limelight for almost anything he does, it’s Atif Aslam. Whether it was his chivalry over rescuing a girl from a crowd of abusive men, or now his latest song, things always seem to be going his way.

Titled ‘Jee Lay Har Pal’, Aslam’s new music video in association with Pepsi was recently released at an event hosted by Ayesha Omar in Lahore and it narrates a life lived freely without any restraints. However, for us, the biggest restraint here remains the over-the-top montage of ‘fun moments’, which end up being slightly cringe-worthy. That being said, full marks for Aslam’s crooning, which lifts the song and makes us tap our feet to the melody.

A still from the video

However, if there’s something in the video that actually makes it worthwhile, it’s the mix of montages between the singer and those Bangkok nightscapes. A combination of the two end up making the video look professional, and thankfully, not another glorified Pepsi commercial gimmick.

Marking the singer’s re-entry into the Pakistani music scene, which craved the singer’s vocals, ‘Jee Lay Har Pal’ is a welcome step towards building the music industry once again. However, when Bollywood opens its doors once again (or should we say ‘if’), it could be a different story altogether. For now, it’s good to see the singer back home.

Check out the music video here and tell us what you think:

Shahjehan Saleem

The author is Contributing Editor Karachi at Something Haute as well as a professor in the Media Sciences department at SZABIST, Karachi. Socio-cultural theories and geography fill up the rest of his time.