Here’s what to expect from this year’s Magnum Chocolate Party
There’s a party about to take place in Karachi and it’s promising to be surreal, artistic and very, very brown.
Over the past two years Magnum’s clearly been pulling out all the stops, aiming to enamour the country with an aspirational ice-cream bar.
In 2015, they hosted a glitzy chocolate-inspired party and they are following it up this year with yet another event. They’re whisking together the right ingredients to ensure a grand affair: celebrities, art, music, dance, fashion and a sumptuous chocolate dessert table, of course. That’s surely enough to keep the guests happy and social media buzzing for a few days at least.
Magnum hopes so.
“We are a brand associated with prestige and through such events, we want to create spectacles that set new standards and create great mileage,” explains Shehryar Khurshid, the director of Wall’s ice-cream at Unilever Pakistan. “Last year, we delved into chocolate-inspired fashion and this time, we hope to push creative boundaries by merging art with fashion.”
Of course, Magnum has long been associated with glamour globally; sponsoring celebrity after-parties and taking famous brand ambassadors on board. Why does the brand’s Pakistani contingent prefer to throw parties?
“We are a relatively new brand in the market and it is important that we remain salient in consumers’ minds,” says Shehryar. “With time, we want to build upon an annual event that is looked forward to and builds upon the brand’s PR.”
To this end, here are a few sneak peeks at what’s going down at this year’s Magnum affair: