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Hasan Morshed, a prominent figure in the world of advertising and drama production, has recently made waves with his latest project – an advertisement for the Uttara Rajuk Apartment Project. This article covers the intricacies of the production, the captivating narrative, and the collaborative efforts behind this visionary project.

The Back Story by Atif Ataur

Atif Ataur gives us a peek behind the scenes, explaining that the ad is not just about housing. It also highlights the benefits of living in the Uttara Rajuk Apartment Project, including loan options. This government project is all about making modern living accessible.

The Tale of Ideal Housing

At the core of the advertisement is a compelling story that unfolds the vision of an ideal housing system. From educational institutions to serene lakes, wide roads, and integrated shopping malls, the narrative paints a holistic picture of what the Uttara Rajuk Apartment Project aims to offer. Hasan Morshed emphasizes, “Since it is an advertisement of housing facilities, I have tried to show a beautiful image of an ideal housing system.” The ad even shows a beautiful lakeside for morning exercise and afternoon strolls.

Behind the Scenes: Three Days of Shooting

To breathe life into this vision, Hasan Morshed invested three days in shooting the one-minute commercial. The picturesque backdrop was set in Baridhara, Uttara, within the evolving landscape of the Dhaka apartment project area. Morshed explains that this extended shooting schedule was essential to provide a tangible glimpse into the future facilities upon project completion.

Reviving Traditions: The Significance of 200 Kites

A distinctive touch to the advertisement is the inclusion of 200 kites, a symbolic representation of vanishing recreational traditions. Morshed conveys his intention to revive a lost era, expressing concern about the current generation’s digital preoccupations. The kites, sourced from old Dhaka, add an authentic touch to the advertisement, symbolizing a return to simpler times.

Artistic Touch: Hasan Tarek’s Contribution

Art director Hasan Tarek played a pivotal role in enhancing the visual appeal of the project. From decorating the lakeside for shooting to arranging lamp posts along the roads, Tarek’s artistic prowess is evident. The attention to detail even extended to introducing fish into the lake for a lifelike scene during the shoot.

The Ensemble: 100 Models and a Compelling Message

About 100 models participated in bringing this vision to life. Hasan Morshed underscores the necessity of this extensive cast to authentically portray various scenes—parks, lanes, houses, playgrounds, shopping centers, and swimming pools—all integral components of the envisioned lifestyle.

Advertising Messages

Beyond the visual spectacle, the advertising campaign communicates a critical message. The Capital Development Authority (RAJUK) is developing apartments in Uttara, and a 25-year bank loan, in collaboration with Standard Chartered, is available at a low interest rate for those interested in booking apartments in this project.

The Collaborators

This cinematic venture wouldn’t be possible without the collaboration of various talents. From the client, Rajuk, to the production house, Film Factory, and the creative expertise of Nehal Koreishi, Hasan Tarek, Rasheduzzaman Shohag, Rana Shikder, Eamon Chowdhury, Saiba Talukder, Idila Farid Turin, and Monir Hossain—the collective efforts have given life to a visionary advertisement.

Hasan Morshed’s latest ad not only showcases the physical and financial benefits of the Uttara Rajuk Apartment Project but also weaves a compelling narrative of an ideal housing system. The fusion of tradition, artistry, and a forward-looking message makes this campaign a noteworthy addition to the advertising landscape.