Asim jofa
· KARACHI:
Are you a spoilt lady United Nations agency isn't ashamed to mention it? If that description is fitting, then Asim Jofa’s newest billboards area unit all regarding you. If you (like us) were baffled by the eccentric slogans “Why drive once I’m driven?” and “Why wait when I’m waited upon?” that have mushroomed around the city, then wonder no more. We got the brains behind the campaign to enlighten us about the ads that have been the centre of ridicule on social media forums.
“Are you going to rip it to shreds?” asked Muzaffar Manghi, chief at Red Communication Arts, the small agency that designed Asim Jofa’s latest lawn billboards. Surprisingly, as he talked regarding the ad, Manghi was more excited that his creation has become an internet sensation, than defensive about the flak. “For this campaign, we spoke to women who spend s**t loads of money — and believe it or not, they gave us these quotes that you see up on the billboards.” consistent with Manghi, this mentality of unapologetic showiness is not just a peculiarity of the nouveau riche; this woman exists — in hordes large enough to grab the last piece of packaged lawn off the shelf. “People with old money are shoda (ostentatious) too. I know a girl who chose to attend a small gathering in Lahore wearing heavily embellished designer lawn just to make a statement.”
Like the lady in Asim Jofa’s field ads, Manghi is unapologetic. “Asim wanted to celebrate his consumer. These women like to indulge themselves and are shamelessly honest about it. This is the Asim Jofa mindset.”
With all this animated chatter regarding his campaign, it's imperative we have a tendency to tell you United Nations agency the person is. His real name is Mohammad Asim; being a certified jewelry designer, the alias ‘Jofa’ comes from the tagline ‘Jewelry of Asim’. His most recent billboards are a precursor to his upcoming collection for Eid and Ramazan, which will be a tad pricier than his average lawn jora which costs up to Rs6,000. Asim says {the lady|the lady|the girl} on his hoarding could be a woman with a definite angle. “This is a woman who knows exactly what she wants,” he said several times during our conversation. “Honestly, being Asim Jofa, I erode regular restaurants. I gnaw fancy restaurants in the big apple however I conjointly eat here at, say, Mcdonalds,” he added, drawing a distinction between himself and his shopper.
“My field is perhaps the foremost expensive — quite Sanaa Safinaz field. It is a luxury,” he said, as he explained why a product like field is being publicized as a logo of lavishness. At the end, Asim confirmed what we have a tendency to all understand already: the campaign was designed to urge attention.
“The proven fact that you’re asking Maine what i believe says enough,” said Deepak Perwani, another amongst the handful of designers who have joined the lawn bandwagon. While Perwani’s field billboards had the sultry Sara Loren aka Anglesey Lizza staring temptingly into the camera, Asim’s billboards have replaced model/actor Iman Ali (the previous face of Asim Jofa lawn) with silhouettes. “It’s a teaser for his product,” aforesaid Perwani United Nations agency insisted that the campaign was fabulous. “Hats off to Asim Jofa for obtaining the eye, it’s a fairly innovative campaign.” Perwani’s public show of solidarity with Asim shouldn’t surprise you; you’ll rarely hear someone from the fashion circle overtly lambasting a peer — the talons sometimes begin in camera.
In the words of Fareshteh Aslam, the Brands and External Communications Manager at Unilever Pakistan, “It’s visible and irritatingly consistent. It is asking to be noticed and you can’t miss it — it’s a success!”
· Not convinced
Don’t be disappointed yet. We managed to find someone who isn’t afraid to say it like it is. “I saw the hoarding within the Gizri area… it makes no sense,” said Kamal Mir, the Executive Creative Director at Prestige/Grey Group in a matter-of-fact tone. “What’s he trying to achieve? The ads currently have silhouettes carrying Western garments, which says nothing about the product,” added Mir, nonplussed. “Sometimes, negative publicity is great because you can be the talk of the town and people will know who you are. But that makes sense for a new person. This is just so abstract.”
The tongues can continue to wag; we can make fun of it and even let our creativity loose by coming up with our own mystifying slogans, but like any advertiser’s goal, the Asim Jofa field campaign got individuals talking. Kudos to them!
· ABOUT ASIM JOFA
ABOUT ASIM JOFA
Asim Jofa burst on to the style scene as a breath of recent air. Carrying on the bequest of his forefathers he started with a jewellery line twelve years past, establishing the highly exclusive, one of a kind diamond boutique ‘The Diamond Gallery’. Having been certified in style from the celebrated Central Saint Martins, Asim went on to create ripples in the fashion industry. He has achieved nice popularity of his varied collections displayed on the runways within the fashion capitals of the globe. He has been honored with IAFA International Asian Fashion Awards because the Best Designer complete in 2012. In the same year Asim bagged the gathering of the Year award control by the Pakistan Fashion Awards. He continues to enhance on perfection and within the future, Asim plans to make a lot of buzz and dress Pakistani girls fantastically, breaking fashion stereotypes on the approach.
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