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 Kickboxing, 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.
