press releases
    September 18, 2015

    Tarang supports local cinema through collaboration with Jawani Phir Nahi Ani

    Lahore, Sep 18th, 2015: Engro Foods Tarang in a glamorous event held last night, launched the much awaited festive song of the eagerly awaited Pakistani movie.

    Continuing their support of the Pakistani film and movie industry, Engro Foods Tarang has once again demonstrated their commitment to helping the local industry grow by sponsoring one of the feature songs in what has been described by some, as a hilarious comedy. The upbeat and colorful mehndi song and video depicts a celebratory affair in which the attendees are enjoying a delicious cup of tea made with Tarang while the song itself speaks about Jor.

    An Urdu word, Jor, meaning pair or togetherness is the basis of all of Tarang’s communications as it describes the perfect combination of tea whitener in tea. In this fun comedy directed by NadeemBaig which features a range of Pakistan’s top actors & actresses, the song falls right into place in the series of events which unfold.

    The 4-minute long song called “Lagan Ki Tarang” was produced by ARY Films & Six Sigma; and shows Humayun Saeed dancing with Sohai Abro at a mehndi. Jawani Phir Nahi Ani is a story of four friends who try to get away from their daily routines by going on a boy’s trip. The movie has been shot in parts of Thailand and Karachi and features Hamza Ali Abbasi, Ahmed Butt, Vasay Chaudhry and the co-producer of the movie, Humayun Saeed in the lead roles.

    Tarang’s song was shot in Karachi and was launched amongst an enthusiastic audience who not only got the chance to meet the cast and crew of the movie but was also treated to a special preview of the song at the event hosted by Engro Foods. The movie itself is set to launch in cinemas on September 23, 2015.

    While addressing the media Salman Ali, General Manager, Tarang, Beverages & Media added “Tarang has always supported local film fraternity &the Pakistani Cinema. Even through its lows, Tarang has continued to promote efforts and talent of our cinema industry through collaborations that have yielded positive results. Tarang has also taken multiple initiatives like the two seasons of HBKT and I am proud to say that winners from these shows are showcasing their talents on TV and films today. We have not only supported the industry but also our local talent across all segments of the film industry.”

    For years now Tarang has played a pivotal role in the revival of Lollywood. From their Hero Bannay Ki Tarang series which gave fresh faces the opportunity to showcase their talent to their multiple ad collaborations with prominent and rising personalities. Previously in 2013, Tarang also showcased six modernized remakes of super hit films from Pakistan’s golden era of cinema; Tarang Housefull was the first of its kind campaign. The films were selected based on the popularity of their songs and story, both of which people recall even today.