Brief Explanation

Collaborating with two artists, a calligrapher and a chef, the campaign was launched using the words of a 13th century Urdu poet, Amir Khusro, considered the father of Urdu verse; whose poetry was brought back to life in the form of this dessert. The craft was meticulous. All of Urdu script is not written in joint letters, whereas jalebi can only be formed when it is connected as one unit. We therefore had to create a unique lettering design and practice how to calligraph it in jalebi. We gave it a fitting hashtag: #UrduPoeatry. For PR, we picked high impact venues: The Karachi literary festival held in London and local book stores in Pakistan. Every word of the poem written in jalebi was served with the complete couplet and its english translation. A film was released online on Pakistan’s 70th independence day, along with a billboard of the artwork.