Daily Times

‘Coke Studio’ announced the release of “Asmaul Husna,” the 99 attributes of Allah, recited by Atif Aslam.

The three-and-a-half-minute track is produced by Zulfiqar “Xulfi” Jabbar Khan, while the video is directed by Asim Raza.

Inscribed into the cultural memory of Pakistan, “Asma-Ul-Husna” has taken different colours worldwide, profoundly impacting audiences with its verses. Coke Studio’s version manifests a multilayer soundscape, beginning with the actual sounds of black hole collision, followed by the echoes of “Allah” from the iconic Azaan of Makkah. The recitation borrows 24 voices from across the country to build a large vocal acapella personality and to further enhance the grandeur of the acapella, Melvin Arthur, a virtuoso musician from Quetta Pakistan, worked on crafting the choir arrangement using vocals from around the world. The track also demonstrates a unique arrangement of duffs as their grand ensemble reverberates in a large space. The whole composition finally comes together seamlessly in the vocals of Atif Aslam reciting the powerful verses.

Indeed, the release comes at an unprecedented time of crisis with the whole world gripped by the COVID-19 pandemic and the fear, anxiety and uncertainty it has brought with it. Pakistan’s frontline workers, from doctors, nurses, security personnel and janitorial staff continuously risk their lives to help serve those affected

Indeed, the release comes at an unprecedented time of crisis with the whole world gripped by the COVID-19 pandemic and the fear, anxiety and uncertainty it has brought with it. Pakistan’s frontline workers, from doctors, nurses, security personnel and janitorial staff continuously risk their lives to help serve those affected.

In these testing circumstances, the release of “Asma-Ul-Husna” is an ode to the unwavering human spirit, an expression of spiritual healing and nourishment, and a reassurance of better times ahead. The recitation ends poignantly with “Al-Saboor” or translates possessor of enduring patience, conveying a message of calm and endurance.

Speaking about the release of “Asma-Ul-Husna,” Mr. Fahad Ashraf, General Manager, Coca-Cola, Pakistan & Afghanistan Region, stated, “Pakistan is a deeply spiritual and indeed resilient nation, drawing on incredible reservoirs of strength in trying times. At a time when we are going through a critical moment in history, we release Asma-Ul-Husna in cognisance of the beautiful human spirit, endeavouring to share a sense of calm, positivity and hope in the collective consciousness of the nation through the contemplative and reassuring nature of the verses.”

The Coca-Cola Company is a total beverage company, offering over 500 brands in more than 200 countries.