Matco Foods, Pakistan’s Largest Basmati Rice Exporter and one of the pioneers of packaged basmati rice in Pakistan, celebrates its 60th Anniversary and the 25th Silver Jubilee of its flagship brand FALAK this year. To mark this milestone FALAK released a short film titled “Purana Chaawal”. In Urdu, the term "Purana Chaawal" means a very experienced and wise person. For rice specifically, “Purana Chaawal” means Aged Rice. In this Film, FALAK is paying tribute to the "Purana Chaawal" in our lives. Our elders, teachers, friends & mentors, who have shared their wisdom, experience, knowledge, and their recipe for a fulfilling life with us. FALAK Basmati Rice is literally Pakistan’s “Purana Chaawal”- Perfectly Aged Rice full of aroma and flavor. In the “Purana Chaawal” campaign, the pure & emotional bond between a Nani & her granddaughter is depicted. The film showcases the journey of the granddaughter who explores her cultural roots and traditions, and in time becomes a “Purana Chaawal” herself. It’s a beautiful story of rebuilding confidence, giving hope, and passing on of culinary knowledge and wisdom. The message is communicated in a lighthearted and emotional manner. Jami and Saima Saleem of Azad Films have been instrumental in bringing the concept of FALAK “Purana Chaawal” to life. FALAK has positioned itself as the category captain by being the only rice brand in Pakistan to have developed a film of this magnitude. FALAK has set a new standard in the Pakistani Basmati Rice Industry with this campaign and positioned itself as “The Purana Chaawal” from Pakistan with over 25 years of experience. FALAK is exported to over 45 countries worldwide. It is the #1 Pakistani Rice brand in the international market and the market leader in Pakistan in the Branded Rice category with 40% share as per Kantar (2022-2023).