Matco Foods, Pakistan’s leading Basmati Rice Exporter, is marking a significant milestone this year – its 60th Anniversary. In addition, they’re celebrating the 25th Silver Jubilee of their flagship brand, FALAK. FALAK has become a household name in Pakistan and globally, and to commemorate this achievement, they released a heartwarming short film titled “Purana Chaawal.”
“Purana Chaawal” in Urdu means Aged Rice, symbolizing a person with extensive experience and wisdom. FALAK uses this term to pay tribute to the wise individuals in our lives, such as elders, teachers, friends, and mentors, who have shared their valuable knowledge and recipes for a fulfilling life.
The film beautifully depicts the pure and emotional bond between a Nani and her granddaughter. It narrates the granddaughter’s journey as she explores her cultural roots and traditions, ultimately becoming a “Purana Chaawal” herself. The storyline focuses on rebuilding confidence, instilling hope, and passing on culinary knowledge and wisdom through generations.
FALAK’s “Purana Chaawal” campaign stands out as the only rice brand in Pakistan to develop such a significant film. This initiative sets a new standard in the Pakistani Basmati Rice Industry, positioning FALAK as “The Purana Chaawal” from Pakistan with over 25 years of experience.
FALAK Basmati Rice, “Aged to Perfection”, turns wonderfully fluffy, full of flavor, and aromatic upon cooking. Falak Rice is not just a local favorite but also a global sensation. Exported to over 45 countries, FALAK has earned the title of the #1 Pakistani Rice brand in the international market. In Pakistan, it is the market leader in the Branded Rice category, according to Kantar (2022-2023).
In essence, FALAK’s journey is a tale of success, experience, and dedication, symbolized by the term “Purana Chaawal.” As they continue to make strides in the rice industry, FALAK remains a proud ambassador of Pakistan’s rich culinary heritage.