It is every begum's darkest (domestic help-related) fantasy come
true. With 'Jaan Jaye', Kostal's hip-hop ditty that first became
popular in 2006, we are treated to a colourful peek into the secret
life of the cook and maali (gardener) in those gloriously unsupervised
moments which every employer fears, and none has any idea about.
Featuring Omran Shafique as the harried cook chopping mounds of
onions under the watchful eye of Ali Saleem's begum avatar, and
Taha Malik as the silent gardener plodding away at some grass, 'Jaan
Jaye' amuses and impresses by turns. As the begum sounds off the
cook and throws one last disdainful look at her maali before clicking
off on her turquoise heels; we know we're in for a fun ride as soon
as the cook pours himself a glass of something tall and cool, and
the opening bars of 'Jaan Jaye' hit our ears. 
The air-conditioning is turned on and the television flipped to
a Sanam Agha fashion show. Viewed through the red glass of their
poison (which we presume is Rooh Afza) the beautiful models strut
right off screen and straight into the living room that is now Omran
and Taha's.
We are now transported to the rose-tinted world where previously
unattainable girls seem to want nothing more to hang around Omran
and Taha as they talk, laugh and dance (the video features some
of the prettiest faces in fashion and entertainment including Sanam
Saeed, Tara Mehmood, Anisa Sheikh, Merium Azmi and Nida Butt.) The
cook and maali of the real world themselves are now the pimpin'
kings of this castle.
What makes 'Jaan Jaye' so delightful to watch is the fact that the
breezy, fun feel of the song translates well into the video. Uns
Mufti, who has previously directed videos for co-Ven and Joey Paracha,
slides easily from the snarky 'Boundaries Broken' to light-hearted
wicked entertainment in 'Jaan Jaye'.
It is not easy to depict a clubby vibe in a Pakistani music video
modestly enough without it looking plain stupid. Not that it hasn't
been done - Rahim Shah's 'Ishq' video attempted the same in 2006.
Hashim's 'Load The Cannon' video too featured a club scene and though
that video had its entertaining moments, it was mostly just Hashim
pulling his dance moves anytime the opportunity presented itself.
'Jaan Jaye' plays the club atmosphere with ease. From funky costumes
to the funkier dancing choreographed by Nida Butt; and some great
camera work and post-production by Ali Jafri, the 'Jaan Jaye' video
is slick and knows it!
– Amina Baig
Jaan Jaye was released on Rola's Youtube channel dhaarmaar and is
also running on television
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