KARACHI: In pursuance of its commitment to empower youth, djuice, a telecom brand, is bringing in the first Pakistani online film titled ‘OyeKuchKarGuzar’ or ‘take the plunge’ in collaboration with YouTube.
The film will inspire and actuate the Pakistani youth into discovering their true potential and self-reliance in order to work their way towards realising their dreams. The film is the first of its kind to be crafted and featured solely on YouTube.
The film also strengthens the digital ecosystem and digital uptake in the country. It will establish and bolster digital media as a convenient and reliable entertainment resource in the country.
It will be the first time that a brand will allow viewers to choose their own story by using annotations, cards and end screens as the film aspires the youth to overcome their constraints, follow their dreams, confidently express themselves and own up to their individuality.
It is a distinct genre to allow the viewer to steer the story flow according to their own taste and preference. The film is split into mini episodes and at the end each episode, the viewer can navigate the story in their chosen direction, besides being able to skip ahead or see related videos throughout.
“It is the first time that a Pakistani brand has created this sort of digital content for youth to inspire and motivate them into facing their true selves. This relatively newer genre will enable viewers to direct the story according their whims. We believe that internet has a massive potential to serve a digital entertainment resource. djuice has set the precedent and we will continue to create special online content in the future,” Chief Marketing Officer Bilal Kazmi said while sharing his thoughts.
Director of the film, Haris Rasheed, while speaking on the film’s concept said that coming from a middle class family, this is a story he himself deeply connect with.
“We all struggle to find our place in this fast paced world, and most of us give into the pressure of settling too soon with what we can achieve rather than what we want to achieve. With passion one can do what they want to do rather than what they have to do. Breaking free of the ‘norms’ of society and finding your own place and your own voice in this world doing what you love is what this story is all about,” Rasheed said.