Known as the language of kings and poets and renowned phonetically for it’s sweetness, Pakistan’s national language; Urdu, once the pride of the learned has now taken a sad turn. With Kashmir Cooking oils and Banaspati, a heritage brand, we saw an opportunity to revive the beauty of our sweet language by making Urdu wanted again through something that’s just as old as the language but is still considered cool, a local dessert: Jalebi. 

A form of writing was designed that would work while being fried. We used the words of the first Urdu poet, Amir Khusro; and brought them back to life in the form of jalebi. Presenting, #UrduPoeatry.