The latest Al Karam ad, featuring Mahira Khan, has impact. For one, it’s impossible to go wrong with Mahira Khan. She’s beautiful and that comes across in an ethereal way when she’s in character close to her heart. Second, the ad is – unlike most lawn campaigns – thought provoking, motivational and sensitive. It’s not a flip-book of as many designs as one can cram in a one-minute film.
It’s Mahira Khan, in several avatars. She’s a performer, who trips and has the strength to pick herself up. She’s a star, who shines brighter than the spotlight she’s held under. She’s a mother, who has overwhelming emotion and she’s a daughter, who has the love and warmth to celebrate the most influential woman in her life.
“Life teaches you a lot,” Mahira’s voice opens the story, and one inevitably thinks of the last six months in Mahira’s life; the entire Raees debacle, which could not have been easy to live and work through. Every frame hints at the struggles in an artistes life: perfecting the art, living under the media eye, stumbling every now and then and of course, balancing it with personal life.
Which role do you think is closest to the real Mahira?
“The mother, obviously,” Mahira smiled when I asked her.
And how much of the video could she relate to?
“Most of it,” she replied.
Directed by Farooq Manan, the Al Karam video is the result of a team collaborative but the concept came from the brand.
“Our concept depicts the incredible power of believing in yourself,” Sumrin Ali, Al Karam Director Domestic (who’s heading Al Karam Studio Retail and Design) said. “Mahira, herself, all that she is, all that she has ever been, all that she may be – a force that goes on forever. It’s not about her levels of success but rather her willingness to get up again and again when she failed or perhaps experienced a setback while in pursuit of happiness, in pursuit of the life of her dreams. Everyone has their own story; everyone has their own struggle. We all have. The art of survival requires resilience.”
“The idea was to show the different layers of a woman, her life, her struggles and her achievements,” Mahira wrapped it up.