Hard to digest Ice-Cream

by Hani Arif

This Post has been written taking note of the various criticisms that came forward on the track Jhoom Lay (Cornetto) by Noori. Although numb mindsets rarely can be changed but this post is an attempt in doing so.

So Noori made and sang a song for an advert for an ice cream. Big Deal? Image Lost? Sound Lost? Fan Base Lost? Deviation from Core Work ?

This criticism is plain absurdity, the song is well written, sung and has a good composition, and these are the essentials of a good song. Infact, this song is way better than the conventional jingle what an advertisement deserves, don’t you think? Artists all over the world endorse products and act in commercials, an artist as popular as Micheal Jackson (if you know him) can work in a commercial for Pepsi, we can accept that.

In a western world when artists release performance based videos, that is totally fine but the same concept isn’t digested for Pakistani videos and we get to hear the “no creativity” comment, I mean look Pakistani ads now have complete storylines and proper songs to go with them, this is creativity at its best!

About the lyrics:
When the Pakistani public listens and very energetically dances to 3rd class poetry at weddings, where is the sense of lyrical content then? The lyrics in the track Jhoom lay still make more sense than those Indian movie songs written by prolific lyricists

And the Advertisement itself:
So “teeny bop love” portrayal by Noori doesn’t suit them? Point No. 1 is falling in love restricted to a certain age? Point no. 2, when they excitingly see Aamir Khan playing the role of a university student (and we very clearly endorse such movies), where is the whole “going with the image “then?

This hypocritical take of Pakistanis on work by Pakistanis has to stop otherwise no one will be feeling sorry for their fate (Which no actually is at this moment).

Hani Arif writes full-time on HaniArif.com