Up-and-coming filmmaker, Rafay Rumi has directed an Ad film that sheds light on different aspects of opportunities and challenges for women to own a house in a safe and encouraging environment. “While the Ad was produced by #FaisalTown to showcase an ideal ‘Rehnay Ki Jagah’ I have also attempted to boost the confidence of the women in our society whether young or old that there is no time or age to do or achieve what you want in life. I am proud to present this Ad film which shows women’s security, independence, safety, and the transition of thoughts from being isolated to taking ownership. I am also thankful to aur network, a new group of channels in the media & entertainment industry, that provided me with this chance.” said Rafay Rumi while talking to Brandsynario.
This approximately five minutes long Ad Film highlights the generational gap and the struggle of youth in coping with the gap to achieve something their forefathers had dreamt of. The story of the Ad Film narrates a woman’s life journey who was ambitious but married in a traditional family. As per convention, she was not allowed to go out alone and the chances of riding her husband’s bike were a distant dream if anything. Like many women in our society, she had to live under strict patriarchal family rules without ever having the courage to speak against the accepted values of the times. The early departure of her husband made things more challenging for her. She sacrificed her needs for the sake of her children’s wishes all her life. At last, there comes a day as hinted in a memory from her husband, when her only son is able to buy a new house in a well-established housing society for her and the next generation.
In this apparent moment of joy and happy transition, while leaving the generations-old rented house, she bursts into tears with the flashback of her husband’s memory foretelling exactly the same. After reaching the new house, her sweet sorrow turns into acceptance and happiness of a new life with the young generation. She now roams free in the new gated and secure community, with nobody stopping her from going anywhere. There is another emotional and unforgettable moment in the ad when her son and daughter-in-law encourage her to ride a bike, something she could’ve only dreamed of. Her girly charm is shown in her old age with a smile that is innocent and endearing as well as relatable for many children.
In short, #RehnayKiJagah is a treat to watch, and a surprise that Faisal Town took such an experimental approach to talking about real estate, without hard selling any project. The film truly depicts what Faisal Town stands for and offers its residents, which is freedom, security, and a sense of belonging for all. Dreams coming true in their own time and space is the central theme of this ad Film produced by aur Network.