The curious case of the missing act
Ever wonder what happened to Aaroh? Sure, they released the video of 'Jaane Kyun' recently but beyond that, where has the band been? Their one-off concerts continue to take place but their presence on television has been restricted. Interviews rarely come by. The quintessential 'buzz' that is necessary for any band/artist in this increasingly media-driven environment has been missing. The kind of buzz that Strings created in the four years leading up to their last album, Koi Aanay Wala Hai. Or the kind Atif creates by continuously doing something - even if it is in the shape of poor videos or Bollywood tunes, print and television interviews - is just not visible from Aaroh.

Shrouded in mystery, Aaroh's evasiveness has created the same kind of ambiguity one associated with Noori earlier last year when they fell off the grid a few months after releasing their sophomore record, Peeli Patti Aur Raja Jaani Ki Gol Dunya.

Hallelujah! The band is alive and kicking. As it turns out, they have consciously strayed away from the limelight. Speaking with Instep, Aaroh front man Farooq Ahmed declared, "We're working on something big so we're laying low."

But what about their fragile standing in the music industry?
"In the weeks after Raag Neela released, we did many concerts. We played everywhere," stated Farooq Ahmed.

Khalid Khan, bass guitarist of Aaroh, voiced a similar opinion.

"We've done countless shows and we're still doing concerts. But in the last few months, in fact it's been over a year since musical activity has been low. Who is doing any massive shows?"
Aaroh men maintain that their presence on television or lack thereof is pure choice.
"We're not on television channels all the time because we don't want to overexpose ourselves. It has happened with bands before and we don't want to do that. We've been approached my many channels to come for interviews. And we've done shows that have aired on television. But right now, we're taking it easy because we need the break. Another factor is the unstable situation in the country. People are not watching music channels, they are clued into the news," said Farooq Ahmed.

The sun comes up slowly
It's true that Aaroh may have had a relatively easy beginning but they are still fighting for that much-needed success.

Aaroh, which currently comprises of Farooq Ahmed (vocals), Khalid Khan (bass), Haider Hashimi (guitars) and Jason Anthony (drums) consolidated forces after Nabeel Chishty (lead guitarist) and Kamran Khan (keyboards) departed from the same band soon after they debuted on the scene in 2003 with Sawal. Luck was on their side when this emerging act won Battle of the Bands in 2001. But Aaroh developed differences as a band and separated. It was a nasty and brawling break up with blame game from both sides. There was a tug of war on the name 'Aaroh'. Critics were convinced that Aaroh was finished. Split any band down its middle and it's hard to comeback. It isn't easy. Even someone like Ali Azmat, with so much experience behind him, found it a challenge to be a soloist when he recorded and released Social Circus.

But Aaroh's trump card was and still is its front man Farooq Ahmed. He remains the integral force in Aaroh along with veterans Khalid Khan and Jason Anthony with Haider Hashimi as the new addition. And the vocalist is where the attention always is. Shafqat Amanat Ali Khan, Atif Aslam, Ali Azmat - all three hail from bands but as soloists, they have left their prior acts behind. Fuzon, Jal and Salman Ahmed's revamped Junoon are not a patch on their former counterparts.

And that is what happened with Aaroh. Farooq was still heralding the band. While Kamran Khan and Nabeel Chishty disappeared from the limelight, Aaroh continued with their concerts and then an album. Not only did they comeback but they managed to charm fans and critics alike in 2006 with the schizophrenic and highly entertaining Raag Neela. They proved that as a unit they could still cast a musical spell.

Ready to rise?
Aaroh can't be written off just yet. They are hell bent on making a comeback. Farooq has confirmed that a video is in the works from Raag Neela and the band is planning a third album. "We've done some demos. We're not in a rush to release an album but we have started working on new material."
Like Karavan and Shiraz Uppal, Aaroh remain underrated, mostly because they haven't marketed themselves well. Known for highly-energetic performances onstage and a melodic and enjoyable pop-rock sound that is often a throwback to the '70s, only less psychedelic, Aaroh have still not managed to climb the success ladder even though they are one of the strongest rock acts around.

Raag Neela released in 2006. Since then, things have changed within the industry. Economic recession has led to a decrease in corporate sponsorship. In the wake of Mumbai attacks, India is longer a viable option for musicians. With younger and promising bands on the verge of breaking onto the scene - Kaavish, Mauj, Laal, Siege to name a few - alongside the existing names, Aaroh must up their game. It is crucial that an act like Aaroh starts making a concentrated effort. And videos are the most effective tool for any band at this stage. Their videos have to improve. 'Raag Neela' remains their shine-out video but one video isn't enough. Consistency is important. It is time Aaroh picks up this trick for success in the long haul.