Exhibition 2022

Our country provides us with a wide array of cultural diversity. We are blessed with colorful festivals (Melas) which are held in different parts of the country on different occasions and seasons. These festivals not only provide a great economic activity for artisans, entertainers, musicians and local culinary but also help tourism and community building/interaction. It is observed that due to the advent of new technologies our younger generation is now more engaged in digital world and is becoming less rooted in local traditions and activities.

My project is an effort to promote Jasha-e-Baharan amongst the youth. Jashan-e-Baharan is a month-long festival that is held every year during the spring season in Lahore. I have designed conventional and social media advertising campaigns for this purpose. I have applied modern digital design convention in my communication, yet kept a flavor of Urdu calligraphy with the combination of local cultural objects. The compositions are modern, festive and traditional in nature.