Bonanza makes a play for the big-time with Satrangi

Stunning winter ad campaign by NKF films and Maha Burney takes the brand’s image to new heights

This purpose-built set was conceptualised by Maha Burney and designed by Amina & Anisa Rashid Khan

Bonanza has just launched their Satrangi winter collection and boy, have they done it in style. An uber-stylish shoot and TV commercial by NFK films, styled by Maha Burney, announces that Bonanza is upping the ante. Smaller players like Fifth Avenue and Crossroads may rely on dull shoots of models in coats but Bonanza has shown that their winter gear can make a very chic style statement.

Bonanza as you’ve never seen them before

The rustic ski-lodge setting, the luxurious layered looks and the overall up-scale feel of the shoot give you Bonanza as you’ve never seen them before. Bonanza is a high-street brand that caters to a very wide spectrum of customers but they are rapidly establishing themselves as a brand with serious fashion credentials. With lines by Maheen Karim and Sanam Chaudry, and now a shoot styled by Maha Burney, this is a brand that’s aiming at the high fashion end of the high street.

Maha Burney at work on the set

Maha Burney is Karachi’s stylist of choice particularly for western or fusion wear. She has an A-list pedigree, having worked in New York with the likes of DKNY, Tommy Hilfiger and Ted Baker. She is known for her very sophisticated aesthetic and modern style sense. In Pakistan she’s styled shoots for many leading designers including Shehla Chatoor, Sania Maskatiya and Nida Azwer.

Modern twists on animal prints are a major A/W 2013 trend

For this shoot, Maha has sourced materials from everywhere. High street leather tights, smart belts, elegant boots and Sunday bazaar finds are layered with rather gorgeous knits by Bonanza. With this collection, Bonanza has channeled international fall/winter 2013 trends like long cardigans, fluffy jumpers and cool modern twists on animal prints. With clever layering and savvy styling, Maha has given the brand a high-end luxe feel.

The flyaway snow was a technical challenge for the team

The muted neutral palette with only an occasion pop of red/maroon, the use of plaid and the designer interior all add to a very sophisticated look.  The rustic location was purposely chosen to give the shoot relevance in the Pakistan market, as it was felt that customers would relate better to this then to a glassy modern environment. The fact that the knitwear is styled exclusively with western wear is irrelevant. Only the younger urban crowd will easily slip from eastern wear to western wear, but there’s something about knitwear that begs a western touch.  The majority of Pakistanis may actually wear their cardigans and jumpers on shalwar kameez but, judging from many campaigns by a host of different brands, they like to see the knitwear styled with jeans and the like.

The outdoor portion was built in-house

Director Nadir Firoz

This particular shoot, with its outdoor/indoor scheme, presented various technical challenges. Despite the rural snowbound setting, the commercial was actually shot entirely on set in tropical Karachi. The snow filled wood was actually built in-house and the team experimented with dozens of materials to achieve just the right type of flyaway snow.

Amna, Maha and Nadir planning the shoot

The team behind this ad campaign is a very strong one. The project was masterminded by husband-wife team Nadir Firoz Khan and Maha Burney, who own NFK films. They brought in talented event planners Amina & Anisa Rashid Khan of RAK Associates who helped design the set. Zoe Viccaji and Zohaib composed original music for the commercial. This was a campaign where every detail was designed to fit the concept. Beautifully conceived and shot, it’s a campaign that has raised the bar in the advertising industry. The cinematography, the styling and the ambience are simply top notch. Just think what this team could do if let loose on a film or drama serial. Maha has previously been responsible for styling commercials but that has been little more than a costuming job. Just think what could be achieved if this team were put in charge of the entire look of a serial or film.

With this campaign the NFK team have firmly placed Bonanza’s winter collection centre stage. Bonanza has a certain prestige in the Pakistan market when it comes to sweaters and other winter woolies. Their sweaters are known for their quality, style and durability. The collection remains accessible to Bonanza’s core mass market including cardigans that can be worn as jackets and plenty than would look great with shalwar kameez. What this campaign does is project a luxurious image for the brand. For those who do wear western clothes, the campaign gives a template for chic international look. It shows that Bonanza’s knitwear can compete with international chains in terms of style. Bonanza and NFK are a great advertisement for Pakistani talent.

Published in Karachista’s regular column in the Express Tribune on 1st December 2013