Aims & Objectives - Punjabics.com

Arts/Entertainment
BY PR

Lux Style Award’s winner for best music video director, Adnan Malik, teamed up with a talented
and emerging name in the music industry, Bambu Sauce, to produce a cracking, adrenaline
pumping music video “My Punjabi Love for you”. The video premiere, organised by Catalyst PR
& Marketing, was attended by an energetic crowd that watched the video over and over again.
premiere also marked the launch of AMP, a boutique media production house”. ‘My Punjabi Love
for you’ is an evocative and propulsive experimental music video/experimental film hybrid, which
tells a story of a young rural wife who attempts to overcome the challenges faced by independent
women in a male dominated society. Inspired by the raw and grungy sound of the track, “My
Punjabi Love For You” by Bumbu Sauce, the winners of Lux Style Award’s Best Emerging Artist
2012, the video propels you into the world of its female protagonist and her troubled relationship
with men and society. The video features Aamina Sheikh as Parveen Bano, Adnan Jaffar as the
evil Landlord and Rizwan Ali Jaffri as the hopeless husband, with a host of martial artists who play
a mixed bag of villains that stand in her way. To play the role, Aamina trained in Muay Thai Kick-
boxing, mixed martial arts, wirework and motorcycle stunts. Her gritty and flawless acting carries
the story of the video forward into a seamless sequence of events that alternate between real world
events and her characters’ innermost desires and hopes. Adnan Jaffer justified his character as the
loathsome landlord and constantly made producers wonder if they had created a monster. Featuring
inventive direction from Adnan Malik- who was the brain behind the conception of the video- with
gorgeous cinematography by ace DOP Zain Haleem and production by AMP, the video piece draws
inspiration from classic Pakistani cinema and cult martial arts films, and hopes to contribute to the
ongoing dialogue about gender equality in Pakistani society. Adnan Malik Productions is a multi-
platform integrated production house that develops, coordinates, and produces television
commercials, digital media, film based projects, advertising concepts, and event-based entertainment.

Source:Pakistan Today, APRIL 20, 2013

‘My Punjabi love for you’