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happening
city
Let's get the party started!
Karachi has Frieha Altaf and Imran Kureishi, Rezz Aly Shah has
a hold on most fashion shows in the capital, but in terms of happening
events, Lahore takes the cake. That's because of the rise of event
management companies that vie with each other to make sure their
city rocks around the clock
By
Zareen Rahman
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With
Pakistan Fashion Week just around the corner, and the prevalence of
local events that have seemed to escalate over the past two years,
it comes as no surprise how imperative event management – within
the city of Lahore - has become.
Be it the launch of a new brand, a flagship store, a club night or
a party; these artificers manage to make any 'event' phenomenal in
every way possible.
In Lahore, the three biggest names – vis-à-vis event
management – seem to be 'J&S' (the heavyweights currently
ruling the roost), 'JB & JAWS Productions' (comprising of enterprising,
young, twenty-something's) and 'Savvy PR and Events' (headed by numero
uno party thrower and socialite, Aamir Mazhar). |
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And
it is these very event management companies which make Lahore the
ever-thriving, funky metropolis that it is today. In this article,
Instep highlights each company and speaks with the individuals behind
the corporate affairs, concerts, parties and launches.
First things
first – the 'colonizers' of the industry: J&S
These experts don't need an introduction, being the pioneers of
event management in Lahore and known for their art (and tricks of
the trade). |
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| "I
always wanted to do something which involved PR, meeting new people
and mingling with them. What could be better than organizing events
for people? At the same time we thought it was extremely challenging
to pull off something like this, but challenges are what makes the
desire to achieve them stronger," remarked the eloquent Omar
Satti when asked about the birth of J&S. "When we initiated
the plan of event management, this concept didn't exist in Pakistan,
due to which we faced a number of difficulties. We had no guiding
light and no mentor, learning each and every minute detail ourselves
was a skill in itself. Jalal being an ex-banker himself was a complete
apprentice in the know-how. But what helped us most were contacts
and the will to achieve what we wanted." |
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And
interestingly enough, as narrated by Jalal, J&S took birth on
New Years Eve many moons ago.
"We organized a small get-together for friends which turned into
a party on a massive level and the journey since then has been sailing
smoothly," Jalal had stated. Knowing how trying and exhausting
the event planning business can be, Omar clarified the notion by stating
how rewarding it was turning out for J&S. "We had maintained
a suitable comfort level with our clients and they started relying
on us, that feeling was commendable." No doubt, it surely would
give an event manager adrenaline rushes to see people enjoying his/her
very own event launches/parties, however presently J&S focus mainly
on an array of corporate affairs throughout the country.
King-pin J&S's foothold in the market today stands secured because
honestly, no one can throw parties like them. |
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The
youth caterers – JB & JAWS Productions
This young group of viciously talented bloomers has startled the fraternity
with their immense passion for hard work, giving some already existing
enterprises a run for their money. Yup, you read that right, comprised
of young twenty-something's; the team has already begun to make their
mark both within Lahore - and spreading their wings to other cities.
The name, 'JB & JAWS' stands for the initials of the associates
of the company namely; Sarfaraz, Jahanzeb and Adeel and this event
management team has been long associated with giving the youth of
Lahore every reason to party.
Their inaugural event took place on the 30th of November 2006, and
soon they will be celebrating their first year anniversary. |
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So
what pulled them towards event management? "We thought it was
extremely challenging initially since it really is all about dealing
with people. Also, we really wanted to make our mark in event management
and continuously do better," stated a self-assured Sarfaraz,
one of the directors of the company.
With the vision to make a difference and an urge to 'do it better',
this team is bound to make it big. Their recent week-long 'Warid Summer
Bash' (held in August this year) was the proof of the pudding as it
comprised of some big local acts, namely; Josh, Sajid and Zeshaan,
Call, Roxen, and Blackfish. But the group does not limit itself to
event management alone - with their hands in various other pies, JB
& JAWS function as a 'brand activation' company along with PR
and theatre-related activities. |
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But
their journey hasn't really been a bed of roses - and the team still
find themselves dealing with bumpy roads every now and then. "Limitations
and boundaries make it hard for creativity to flow smoothly"
stated Jahanzeb before he proceeded, "We are all students and
have other things going on for ourselves which makes it a little troublesome.
Family pressure was also a hurdle since our parents thought it was
an unstable profession, and may be a hindrance regarding our education.
But we came through it all by proving ourselves over time."
And proven themselves they have, JB & JAWS Productions have marked
themselves as the youngest and most successful event managers based
in Lahore. Currently, their plans of expansion are brewing well, since
they're represented in the city by the sea, Karachi, as well. |
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The
party starter – SAVVY PR & Events
This (rather new) company is the brainchild of Aamir Mazhar and
his journey towards the event management business is somewhat similar
to the big-guns, J&S.
Mazhar always felt he was more creative rather than the 'number
crunching' sort, and thought he missed his calling when he landed
up working in a bank straight after he completed a degree in business.
After a few years in the rather, tedious and dreary profession of
banking (no offence bankers!) Mazhar finally mustered the courage
and simultaneously, made up his mind to take the plunge…into
a pool of creativity.
And in October 2006, he put together a party (his debut), titled,
'Chaand raat' at the well-known Thai restaurant, 'Lemon Grass' situated
in Gulberg, Lahore. And since then it has been one long, eventful
and thoroughly 'creative' year well-spent.
"My journey so far has been smooth and steady. With a list
of successful events, it's gratifying to see the final product after
a number of sleepless nights. The reward is soothing for the inner-soul,"
remarked a passionate Aamir. With a few odd event management companies
in the city, it is necessary for each and every entrepreneur to
be on his/her toes to counter the cutthroat adversaries, but how
did Aamir tackle the competition?
"Competition in my view is fuel for ones determination. There
is no essence in my work if I was to be the sole event manager in
Lahore, but I believe there is a market for everybody out there.
It's all about how you capture it. Seems very glamorous but the
reality is what goes on behind the scenes."
And looking back, Aamir mentioned the days when his parents and
many other acquaintances undermined his profession. He stated: "They
still have their bad days with me, but have pretty much digested
the idea that this is what I want to do".
And plans of expansion? You bet. Aamir plans to target Karachi along
with continuing his theme-oriented parties in Lahore.
Event management in recent times has become such an enthralling
business that it seems to attract almost anyone with a penchant
for creativity and fun.
With the big bucks that it manages to roll in, more and more people
are enticed to take a plunge into the event management business
simply due to the challenge and excitement that lies within it.
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