With over a decade of experience under its belt, Creative Rhythms is an advertising agency serving businesses of various sizes, including medium-sized firms and large multinational corporations, across Pakistan, the Middle East, and Europe. The agency boasts a portfolio of more than 50 brands, having transformed their stories with impactful campaigns and unique experiences. At Creative Rhythms, building strong relationships and finding innovative solutions are at the core of their philosophy. They achieve this by fostering transparency, a personal touch, and delivering a truly customized experience tailored to each client’s needs.
As the owner of Creative Rhythms, an advertising agency with a broad range of clients, I, bring over 15 years of advertising expertise to the table, helping clients develop their marketing strategies, execute campaigns, create impactful experiences, and cultivate their brand identity. The agency was originally started by my sister as a home-based design and web business, Later, I expanded it to different areas, the agency saw an increase in projects and attracted a talented team who have been instrumental in growing the company to its current state.
As a Communication Design graduate from Indus Valley School of Arts and Architecture, I bring a unique blend of creativity and analytical skills. My passion is in storytelling and experience design, and I excel in developing strategies for businesses to communicate their brand story. My experiences in diverse markets in Pakistan, GCC and Europe, has given me a global perspective and the ability to connect with a variety of audiences. I have also served as Head of Strategy & Creative at Helium Marketing Services, where I successfully expanded the agency’s portfolio and led award-winning projects.
My love for storytelling stems from a pivotal moment in my life when I found myself at a crossroads, faced with the choice between caring for my terminally ill mother or pursuing my passion for work. I came to understand that there is no such thing as choosing between love and passion; they are one and the same. I chose to tell the story of a melody that sang the loudest when out of rhythm, allowing me to appreciate the beauty of both the music and silence of life’s struggles. Which led to a project very dear to my heart; Haal-e-Dilam (state of the heart), a project to inspire peace and help people find their soul, driven by a belief that the energy, vibration, and consciousness are an ever-evolving symphony that will always resonate within us.
“HAAL-E-DILAM”, is a signature event from Creative Rhythms, inspired by the central concept of Sufism. The inaugural show was held in 2019 and showcased a stunning night of SEMA in Karachi, featuring various Sufi artists who came together to celebrate unity. The performance was based on the teachings of Mevlana Celaleddin-i Rumi and was brought to life by his 22nd generation granddaughter and her Semazens (whirling dervish). Unique to the event, it was designed in four languages (English, Urdu, Persian, and Turkish) that intertwined seamlessly to convey a message of love, unity, and oneness. Unfortunately, due to the Covid-19 pandemic, additional events of this concept were put on hold, but they are planned for the future.
There are several projects that hold a special place in my heart due to their distinctiveness and purpose, and one that deserves a special mention is ADA – Architecture Design Art. It is a bi-monthly magazine for professionals in the fields of architecture, design, and art in Pakistan. To be from an Art School and have that background its always fortunate to work on projects of similar nature. The magazine showcases significant works from across the country and promotes inclusiveness by recognizing the works of creatives in all disciplines. It was a great experience to design the The ADA AWARDS show and be a part in placing Pakistan and ADA as a brand on the global map by featuring works that are recognized internationally and to give credit to celebrities in the creative fields who make a lasting impact, inspire future generations, and leave behind a legacy of exceptional works.
I was also privileged to be involved in another special project which was a project done in collaboration, showcasing the rich culture of Baluchistan Province at the Pakistan Pavilion during the Dubai Expo 2020. This experience was truly unique, as I had the opportunity to create, design, and execute captivating cultural shows, folk performances, and musical presentations that highlighted the immense potential of this province, which is one of the largest in the country. As a creative strategist in the past it has been about building brands to life, however the experience at Dubai Expo was about presenting our national identity, our values, beliefs, and history of the nation and its people. A narrative that unified the nation and reflected its unique character and communicating this identity to the world. Overall a valuable learning experience, and it was an honor to bring the beauty of Baluchistan’s culture to the world.
To conclude, approach challenges as opportunities and embrace them for growth and advancement. These moments can lead to new possibilities and help you shine. Trust the journey towards a brighter future.