Designer Ali Xeeshan sure knows how to make the internet talk. Case in point — his latest social media campaign that features an army of tailors, a marching band and a fun Punjabi tappa face-off.
The campaign unveiled his latest wedding couture collection "Ladies Master" to the world, a campaign meant to celebrate the "people behind the curtains, our masters".
True to its promise, the visuals feature an array of white-clothed tailors sitting in front of sewing machines.
The campaign celebrates the brands' tailors and its "biggest wedding couture collection" by depicting a festive affair, complete with some marigolds and a marching band.
The campaign's most defining aspect is its "Insta-Show" that features Xeeshan as the head honcho of the tailors, sitting front row and relishing a Punjabi tappa face-off between two glamorous women wearing Ali Xeeshan designs.
A tappa is a form of fast paced vocal-music found in the subcontinent, often heard at traditional weddings in Pakistan. In the video, the tappa that is playing in the background is called 'Saukan Saukane' an old Punjabi song in which two co-wives tease and argue with one another over small things such as doing chores. The rapid Punjabi exchange is meant to elicit some hearty laughter amongst listeners. The original audio was taken from a video posted on YouTube.
The "Insta-Show" quite successfully got us curious about what the designer's latest collection has to offer and we're definitely in love with the designs and colour play on display.
The campaign received a lot of appreciation by users on Instagram.
Some loved the unique concept.
Others were glad Xeeshan was paying tribute to Punjabi language and culture through the campaign. "Loved seeing Punjabi being used by a brand," a user wrote.
The wedding couture is appealing in itself and the social media campaign is a burst of fun. There's never is a dull day when it comes to Ali Xeeshan.