Rose Petal Canvas comes in three different packaging designs, all of which are the work of renowned designer, Nomi Ansari. In the future, the company hopes to collaborate with musicians, poets and writers to promote the Rose Petal Canvas brand.

Aurora caught up with Fizza Ijaz, Brand Manager, Consumer Products at Packages to find out more about the campaign.

On the objective of the campaign: “To introduce the new Canvas range by Rose Petal, an exclusive range of designer packs. The range celebrates artistes of Pakistan; fashion photography, cinema, music, literature, painting and myriad other expressions of artistic vision will be featured in this range.”

On associating art and fashion with Rose Petal: “Rose Petal talks about enhancing the life of its consumers by bringing in new innovations. Art and fashion are two such areas that can add value to the consumers’ interaction with a brand.”

On the celebrities’ level of involvement in the entire campaign: “Nomi Ansari [who was selected for the first iteration of the campaign] was completely involved in the process. He designed the tissue packs himself. From the launch event to digital presence, he was fully involved in the process. The designs were inspired by his latest bridal collection GUL, which was showcased in the PFDC bridal week.”

On the activation element of the campaign: “The activation included the launch event which was a partnership with the PFDC. The three designs from the Canvas range were introduced at the event. It was a perfect platform to showcase fashion and art, and Rose Petal Canvas had a very interactive and attractive display at the event.”

On the brand’s future projects: “Canvas, Rose Petal’s sub-brand, is quite a vast domain hence many interesting projects can be expected in the future. This time the brand promoted the fashion industry; in the future there may be other avenues like music, literature, poetry etc.”

Media used for the campaign: Print, POS, Activation and Digital. `